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
A good reputation matters because it is a key source of distinctiveness that produces support for the company and differentiates it from its rivals, says Fombrun and Van Riel (2004). PR practitioners shape company reputation and build effective relationships with key stakeholders. Relationship building is the preferred perspective of mainstream public relations scholars as opposed to reputation management.
Hutton (2001) claim reputation is a concept far more relevant to people who have no direct ties to an organisation, whereas relationships are far more relevant to people who are direct stakeholders of the organisation such as employees, customers, stockholders and others who are usually the organisation's most important publics. Consequently, Hutton maintains reputation is generally something an organisation has with strangers but a relationship ...