• 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
Models in Public Relations
Models in public relations

This is not as many might think, an excuse for a photo opportunity. Rather it is an attempt to define the practise of public relations from a theoretical basis. Essentially there are four models: press agentry; public information; two-way asymmetric; and two-way symmetric.

Press agentry is by any other definition propaganda. It exists as one-way traffic from, usually, a publicist to the media and engages in little original research. Telling the truth is not thought to be a prerequisite.

Public information is again one-way, but truth is essential as this model is most used by government agencies.

Two-way asymmetric is all about persuasion and is normally used by NGOs and other pressure groups to produce agreement or, at the very least, reduce ...

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