TY - BOOK AU - Heath,Robert L. AU - Coombs,W.Timothy TI - Today's public relations: an introduction SN - 1412926351 (pbk.) : AV - HM1221 .H43 2006 PY - 2006/// CY - Thousand Oaks, Calif. PB - SAGE Publications KW - Public relations N1 - Includes bibliographical references and index; 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 -