• 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
Research (Communication)
Research (communication)

Communication research is an essential part of a full public relations programme. It is, plainly, impossible to manage changes in reputation and public attitude if you do not know how your organisation is currently regarded.

Research can take many forms from engaging professional advisors and fieldworkers to desk-based research. A fairly simple format for desk-based research is to speak to a handful of journalists and comparatively review a series of websites. Commissioning basic professional research for the wider public can these days be done fairly economically by adding questions onto a web-based survey by a company like YouGov in the UK or Zogby in the USA.

More specialised target markets, however, will be more expensive to survey. Detailed research into the opinions, attitudes and ...

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles