TY  - BOOK
AU  - Heath, Robert L.
AU  - Coombs, W. Timothy.
TI  - Today's public relations: An introduction.
SN  - 1412926351
AV  - HM1221.H43 
PY  - 2006///
CY  - London
PB  - SAGE
N1  - Includes references and index; Contents: Strategic relationship building: An ethical organization communicating effectively -- History of public relationships -- Managing mutually  beneficial relationships -- The Value of research -- Elements of planning -- Taking action: Strategic messaging -- Evaluation of public relations efforts -- Public relations theory in practice -- Ethical and legal restraints on public relations practice -- Monitoring and managing issues -- Selecting media, technologies, and communication tools -- Publicity, promotion, and writing -- Collaborative decision making -- Building a career -- The future of public relations: Globalism and cyberspace.
ER  -