• 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 (2)
Promotion (2)

Product promotion is one of the core objectives of most PR strategies. While PR, at its best, involves an organisation's full range of publics, including non-marketing publics (see public relations), generating product sales is a clear and obvious benefit that clients will always respect. Product promotion incorporates a wide range of PR skills and activities including media relations, conferences and exhibitions, point of sale literature and advertising.

In media relations, entry level jobs often involve managing the process of generating product reviews, which may involve managing a loan pool of products for journalists or giving the product to journalists (depending both on the product's intrinsic value, and on whether or not it can be reused). It should be noted that this task is ...

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