• 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 (Internal)
Public relations (internal)

Internal PR or internal communications form a core PR discipline. The internal audience is one of the six core publics identified by Haywood (see public relations). It should be self-evident that the success of an organisation depends to no small degree on its ability to generate internal support for its policies. Nonetheless, many organisations see internal public relations as an afterthought.

Haywood identifies several key mistakes that organisations make in planning their internal PR, including abdicating communication channels to unions, communicating at rather than with employees and failing to realise that information will spread through an organisation whether or not managers so prefer.

While less common in the UK than it was in the 1970s, using unions as the main or sole ...

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