TY  - BOOK
AU  - Heath,Robert L.
AU  - Coombs,W.Timothy
TI  - Today's public relations: an introduction 
SN  - 1412926351 (pbk. : alk. paper)
AV  - HM 1221 H43.2006
PY  - 2006///]
CY  - Thousand Oaks, Calif.
PB  - SAGE Publications
KW  - Public relations
KW  - Relaciones públicas
N1  - Incluye referencias bibliográficas e índice; 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  -