• 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
Full Service
Full service

Full service is a term used to describe a public relations consultancy that provides clients with a full range of PR services. It has value in offering existing and potential clients a one-stop shop for shaping communications goals.

Hill and Knowlton is one of the world's largest marketing communications consultancies and specialises in delivering global communication campaigns for a number of the world's largest organisations. It maintains that brands, companies, governments and organisations face tough challenges and the need for powerful, compelling communications has never been greater. It adds that communication is harder to achieve because of the fragility of reputation, media fragmentation, audience proliferation and information overload.

This complex external business environment means that full service consultancies provide clients in four global regions with ...

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