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
The process of networking will result in a number of contacts (individuals or organisations) that are vital to effective communication. The idea of the long ‘business lunch’ is a familiar stereotype in public relations but can in [Page 55]fact produce more subtle and targeted results than blanket information releases.
Contacts may be individuals with a shared background (such as education – known as the ‘old school tie’ network in the UK), or with whom there is a mutual respect and trust (see Guanxi). In reality, they are more likely to be those who have a particular knowledge or sympathy concerning particular issues.
In a practical context a practitioner is likely to have a range of individual contacts to approach for information or to target specifically when releasing ...