| Description |
xix, 539 p. : ill. ; 25 cm. |
| Bibliography |
Includes bibliographical 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. |
| Subject |
Public relations.
|
| Added Author |
Coombs, W. Timothy.
|
| ISBN |
1412926351 (pbk. : alk. paper) |
|
