• 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
Perception Management
Perception management

A term used to describe what the public relations industry does – manage the perceptions of the stakeholders on whom organisation rely on for survival. In the UK in the mid-1990s there was an attempt by a number of prominent agencies to rebrand themselves as perception management consultancies instead of PR consultancies. The agencies could see that the term PR was limiting and did not describe the services they provided. The consultancies felt that their role for their clients was to assess and alter stakeholder perception of the client organisation, trying to create a two-way communication process, where understanding could lead to acceptance.

The irony of this is that the agencies suggesting the change were ahead of their time and clients and prospective ...

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