• 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
Trade Bodies
Trade bodies

Trade bodies are organisations devoted principally to public relations activities. The same can, to a lesser extent, be said of their posher cousins, the professional institutes, though the latter also have a role in providing professional training and qualifications.

Trade bodies represent the views and interests of their members. Some are oriented particularly to public affairs and maintain very sophisticated lobbying or monitoring services. Others participate in public debates, seeking to defuse criticism of member companies or more positively to advocate the use of members’ products or services.

Trade bodies are used by companies either to spread the cost of a campaign which benefits all the members or so that individual members can be one step removed from a controversial industry. Where there is ...

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