TY  - BOOK
AU  - Baskin, Otis  
AU  - aronoff,  Craig  
AU  - Lattimore,  Dan 
TI  - Public relations : the profession and the practice
SN  - 9780071140324
U1  - 659.2 
PY  - 1996///
CY  - New York
PB  - McGraw-Hill, 
KW  - Public relations
N1  - Includes index; 	Part 1 Public relations - the profession: the nature of public relations; the history of public relations; a theoretical basis for public relations; public relations in organizational decision making; ethics and professionalism. Part 2 Public relations - the process: research - understanding public opinion; planning for public relations effectiveness; action and communication; evaluating public relations effectiveness. Part 3 Public relations - the publics: media relations; employee communication; community relations; consumer relations and marketing; financial relations; public affairs - relations with government. Part 4 Public relations - the practice: public relations in not-for-profit organizations; public relations in government; corporate public relations; the legal environment of public relations practice; public relations as a career
N2  - 	
Deals with public relations in the overall context of organizational communications
ER  -