• 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

A term that comes from the Greek word strategos and means a general. Strategy is a military term used to develop ways of overcoming enemies on the battlefield. In business, the term strategy has been used to describe the way an organisation adapts itself to its external environment. Prominent writers include Henry Mintzberg, Brian Quinn and Michael Porter.

There are two levels of strategy within an organisation: corporate level and competitive level. Corporate level strategy is set by the board of directors of the organisation and this strategy outlines the markets in which the organisation is to compete. At the competitive level, strategy is where senior managers decide how they will compete in their chosen markets.

Danny Moss maintains that public relations in its strategic role ...

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