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 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 ...