• 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
Target Audience
Target audience

In practical terms this refers to the key audience or audiences an organisation is trying to communicate with as part of the PR campaign. Understanding who are the target audiences and how they behave allows the sender of the message to shape communications in order to make it relevant. In doing so, there is an increased likelihood that the audience will respond in a positive way to organisational messages.

Target audiences are defined in the situation analysis part of the programme research and planning phase and practitioners develop bespoke stakeholder universe charts to map out who needs to be communicated with as part of a PR campaign.

Generic audience profiles have been developed by the National Readership Survey, which is a non-profit organisation supported ...

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