• 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
Stakeholder Analysis
Stakeholder analysis

Stakeholder analysis underpins the concept of a communications strategy and forms an integral part of horizon scanning. It is a vital element in the PR practitioner's toolkit looking at the impact of an organisation's behaviour on its surroundings. In so doing it can help interpret for the organisation any feedback received. For example, an extractive industry such as an oil company seeking to expand would need to know the views of the local people: how disruptive could the new pipeline be and would its building lead to costly demonstrations? What are the concerns of government over health and safety and the environment? And what about your own employees, your best and worst ambassadors, are they fully informed about the project?

The idea of ...

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