• 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
Rogue Sites
Rogue sites

A rogue site exists to criticise or mock a, usually well-known, person or organisation. Rogue sites have been established for financial gain (see cybersquatting), for political reasons and by campaigning NGOs.

One of the most well-known and effective rogue sites was established by Greenpeace in the period immediately before the Sydney Olympics, targeting Coca-Cola®, one of the principal sponsors of the Games. The site was a key part of Greenpeace's campaign against the use of hydrofluorocarbons (HFCs), a refrigerant implicated in global warming, of which Coca-Cola® was one of the world's largest users. Campaigners were seeking a commitment from Coca-Cola® to phase out the use of HFCs in favour of more benign refrigerants. Coca-Cola® initially refused to enter discussions with Greenpeace. The site was ...

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