• 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
Promotion (1)
Promotion (1)

Promotion, as in career advancement, has different features in consultancy and in-house environments. In consultancies, promotion may come more quickly, and there is usually, except in the case of small consultancies, a clear path, progressing from graduate trainee, through account executive, account manager and account director to main board director.

In the early stages of a career promotion will depend principally on account handling skills. Keeping clients happy is key to the success of the business. However, even the best of consultancies experience client ‘churn’. Clients move on for many reasons, which may be unconnected with account handling skills of the agency. Generating new business (newbiz) is therefore essential.

Rapid promotion to account director level is unlikely without a record in new business, and ...

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