• 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
Horizon Scanning
Horizon scanning

The mid-1990s saw a flurry of activity in the corporate world as the capabilities of the developing Internet and a 24/7 media were utilised with great effect by NGOs to challenge the behaviour of multinational companies across the globe. Many cross-border companies were caught unawares by issues arising in one country having a detrimental impact on reputation and profitability in many others. The blame in part for this failure of reputation management can be directed at the lack of horizon scanning.

This is part of the issues management function and refers to the technique by which multinationals become aware of threats to their reputation, both real and apparent. The horizon can be close. For example, the local community might object to a factory ...

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