The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.
Key Concepts in Public Relations:
- Provides a comprehensive, easy-to-use overview to the field
- Covers over 150 central concepts in PR
- Paves the way for students to tackle primary texts
- Grounds students in both practice and theory
- Takes it further with recommended reading
According to the Chartered Institute of Public Relations (CIPR): ‘Public relations is about reputation – the result of what you do, what you say and what others say about you.’ It is also ‘the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.’ (http://www.cipr.co.uk)
Central to understanding this definition is the concept of the word ‘publics’ as plural. All organisations have a series of publics, or stakeholders, on whom their success depends. These publics are divided in many different ways, but Haywood's division into six categories is widely accepted. These are: customers (past, present and future); staff (past, present and future), investors (past, present and future); politicians and regulators; neighbours, and business partners (distributors, suppliers, ...