• 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
Situation Analysis
Situation analysis

Situation analysis is the first stage in any PR campaign and is used to paint a picture of the real communications issues with which an organisation is faced. The role of situation analysis in strategic development on communications programmes is to ensure the study of the communications issue is objective rather than subjective. Situation analysis ensures the PR practitioner considers each element of research before developing strategic themes and focuses on a clear understanding of the issues facing the organisation and the key stakeholders with whom the organisation needs to communicate with in order to shape communication agendas.

Two tools of analysis assist in the development of situation analysis. SWOT and PESTLE analysis. SWOT stands for strengths, weaknesses, opportunities and threats. The practitioner assesses ...

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