• 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
Social Marketing
Social marketing

Social marketing is based on the principle that people are more likely to trust their peers than authority figures such as the government, media, business or ‘experts’. In part it makes use of social media, but it is much older than the use of digital technologies.

The first recorded use of social marketing in any systematic way was by Bernays on behalf of the Wilson administration during the First World War, though it could be argued that the tradition of religious evangelism is a kind of social marketing. Bernays organised a group of minute men’, all respected figures in their local communities such as religious ministers, factory managers, teachers and publicans, who were charged to speak for one minute on the reasons why America ...

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