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
A concept describing the role a public relations practitioner adopts within an organisation. If strategy is a means by which an organisation adapts to its environment, there is a clear need for an understanding of that external environment. In strategic planning terms, this environmental scanning function is performed by a boundary spanner.
White and Dozier (1992) argue that in this role, PR practitioners are able to make a significant contribution to the strategic decisionmaking process within an organisation. By operating at the touching point between an organisation and its environment, the boundary spanner is able to identify how internal change and strategic decisions could affect important stakeholder groups and the relationships they have with them.
The boundary-spanning role describes the importance of external stakeholder ...