• 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
Communications Strategy
Communications strategy

Communications strategy is the device which delivers the key messages to the target audience. To arrive at that strategy, which is essentially a pipeline or conduit for transmission, five steps have to be undertaken. First, the target for the communications has to be identified – one discrete group or multi-location – as this will have an impact on the techniques used. For example, a direct mail approach to animal owners offering pet insurance would be more effective than a broad-based advertising campaign. Second, horizon scanning needs to be initiated. What is the current public perception of the company/organisation? Is there anything in sight which could derail the strategy such as a television documentary alleging slave labour wages in supplier factories? Third, the ...

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles