• Summary
  • Contents

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
Public Relations Planning
Public relations planning

Public relations planning is critical to public relations. If the CIPR definition of PR is accepted, planning is essential: PR ‘is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics’ (http://www.cipr.co.uk). It follows that if your efforts are not planned they are not, in the meaning of the CIPR definition, PR at all.

PR planning involves several distinct phases. These can be categorised as: aims; objectives; definition of target audiences; research; definition of messages; methods; implementation; and evaluation. This is not a strictly chronological approach. Objectives, for example, may well shift somewhat as a result of the research phase. Aims are distinct from objectives in that they are more general. A ...

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