TY  - BOOK
AU  - Zollo,Burt
TI  - The dollars and sense of public relations
U1  - 659.2 21
PY  - 1967///]
CY  - New York
PB  - McGraw-Hill
KW  - Public relations
N1  - Includes bibliographical references; ONE Public Relations: Management's Mire or Miracle? 1 The PR People 14 TWO THREE Program or Play It by Ear? 30 The Worth and the Waste of Publicity 42 FOUR The Corporate Image: Fact or Fiction? 59 FIVE XIS The Press Conference Dilemma 73 SEVEN The Show Business of Business 88 EIGHT The Costs and Measurements of PR 106 The Delights and Dangers of Personal Publicity 123 NINE TEN PR and the Overseas Pie 139 Index 157
ER  -