• 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
Research (Sponsored)
Research (sponsored)

There are many reasons why an organisation may wish to sponsor research. Think tanks are always seeking sponsorship or other financial support for their work, as are universities. Broadly reasons for sponsoring research can be categorised under three headings, though in many cases more than one reason will apply:

  • As part of a mission to support good causes. (See corporate social responsibility.)
  • To generate positive associations with a good cause, in this case, education. Similar reasons apply to sponsoring sports and the arts. (See sponsorship.)
  • To encourage the product of the research in the belief that it will somehow advance the interests of organisation.

Since the principles in the first two cases are little different from supporting other good causes or high-profile events which ...

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