BOOK REVIEW: Heath, R. L., & Coombs, W. T. (2006). Today's public relations: An introduction. Thousand Oaks, CA: Sage.

The rich heritage of rhetorical theory has not previously been given in-depth coverage in other similar public relations texts, neither has there been an emphasis on relationship building and ethical practice. These themes are a welcome addition, especially since they are maintained throughout the text. Many public relations textbooks simply devote a chapter to ethics, which suggests that this is a topic which can be summarily dealt with in theory but is often forgotten when considering how ethics can be integrated into practice. The inclusion of vignettes of practical case studies at the beginning of each chapter, and professional reflections from public relations practitioners, ethical quandaries, and Web notes within each chapter attempts to integrate theory and practice, and makes this text useful for both students and practitioners. These provide constant reminders not only of the strategic nature of public relations but of the concurrent responsibilities for ethical practice. It is therefore perhaps surprising to see a separate chapter on Ethical and Legal Restraints on Public Relations Practice appearing as late as Chapter 9. It would seem that this chapter should have followed the introductory chapter on Strategic Relationship Building: An Ethical Organization Communicating Effectively.