• 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

NGOs or non-governmental organisations have only relatively recently become significant players in public relations. Most often they are single-issue lobbyists, concerned for example with the environment, world poverty, or abuse of prisoners, and are largely funded by public subscription. Understandably, this leads them to seek a high media profile.

One factor that has helped their growth and perceived success is they have hired communication professionals with a live knowledge of media relations techniques including soundbites and photo opportunities. Coupled with the appetite for stories provided by 24/7 rolling news, NGOs have been able to punch above their weight in many campaigns. They have also become adept at celebrity endorsement and using infotainment to achieve coverage.

Market leaders include Greenpeace, who harassed Shell over its decision to ...

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