an introduction Heath, Robert L. (Robert Lawrence) creator Coombs, W. Timothy. text bibliography cau Thousand Oaks, Calif SAGE Publications c2006 2006 monographic eng

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xix, 539 p. ill. 25 cm. 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. by Robert L. Heath, W. Timothy Coombs. Includes bibliographical references and index. Public relations HM1221 .H43 2006 659.2 1412926351 (pbk. : alk. paper) 2005013495 DLC 050510 20160527195939.0 280442