• 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
Mission Statement
Mission statement

According to the Centre for Business Planning, a mission statement needs to be ‘a clear and succinct representation of the enterprise's purpose for existence’. This means that it will include core aims for the organisation, which may include making money but will also look at the ways in which the organisation plans to do so, including focusing on customer needs. The mission statement will therefore be very different in a diversified conglomerate that has been built by acquisition compared with one for a non-profit organisation or an enterprise with a strong social purpose.

Famous mission statements include that of the Walt Disney Corporation ‘to make people happy’. Google's mission statement is no less ambitious: ‘Google's mission is to organize the world's information and ...

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