The optical Stark effect in the (0,0) A 2Π3/2–X 2Σ+, A 2Π1/2–X 2Σ+, and B 2Σ+–X 2Σ+ band systems of a lanthanum monoxide, LaO, supersonic molecular beam sample have been analyzed to produce permanent dipole moments, μ, for the A 2Π3/2, A 2Π1/2, and B 2Σ+ states of 1.89(6) D, 2.44(2) D, and 0.2(1) D, respectively. Fine structure splitting in the field free A 2Π3/2–X 2Σ+ and A 2Π1/2–X 2Σ+ 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.