• 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
Public Relations Education and Training
Public relations education and training

For years, the primary route into public relations was to work first as a journalist and then move into PR in mid-career. One exception was in investor relations, where many practitioners were former investment bankers. In both cases, PR was rarely the career that someone chose when starting out, but something one shifted to, in the case of journalists, normally to make more money.

While some organisations do still recruit people straight from journalism, even at very senior levels, this is much rarer than it was. It is also no longer the case that a journalist moving into PR can necessarily expect to earn more money. Education and training are key priorities for the CIPR, and indeed for ...

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