The optical Stark effect in the (0,0) A (2)Pi(3/2)-X (2)Sigma(+), A (2)Pi(1/2)-X (2)Sigma(+), and B (2)Sigma(+)-X (2)Sigma(+) band systems of a lanthanum monoxide, LaO, supersonic molecular beam sample have been analyzed to produce permanent dipole moments, mu, for the A (2)Pi(3/2), A (2)Pi(1/2), and B (2)Sigma(+) states of 1.89(6) D, 2.44(2) D, and 0.2(1) D, respectively. Fine structure splitting in the field free A (2)Pi(3/2)-X (2)Sigma(+) and A (2)Pi(1/2)-X (2)Sigma(+) spectra were analyzed to produce the magnetic hyperfine spectroscopic parameters a=233(4) MHz, c=-261(12) MHz, and d=410(4) MHz. A comparison with other group IIIA monoxides is made.