• 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
Consumer Public Relations
Consumer public relations

Consumer PR tends to be a commercially driven service which aims to connect a brand, product or service with its core purchasers. The aim of consumer public relations is to surround the target consumer with information and publicity in order to inform those purchasers and potential purchasers of the unique selling points of the product in a bid to create positive impressions of the brand, service, product or goods. Good consumer impressions mean increased sales volume.

Consumer PR has long been considered the ‘public face’ of the industry and often branded lightweight and fluffy. While that element exists, in truth, great consumer PR is the heartbeat of any leading PR consultancy. At the core of consumer PR is the ability to develop ...

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