• 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
Western Model (Dominance of)
Western model (dominance of)

The development of public relations as a profession can be traced to the USA, and perhaps to a lesser extent, the UK and Europe, from the early 20th century. Consequently, many of the models of theory and practice are heavily influenced by Western philosophy, culture and business practices. The modern business and communications environment has, however, become increasingly multicultural, multinational and transnational, reflecting the importance of globalisation and the revolution in mass communications.

As a result, PR practitioners and academics are increasingly interested in the impact of different cultures, philosophies, markets and media systems on established PR techniques. Pioneering work on cultures (e.g. Hofstede, 1980) is now being complemented by authors such as Chen, Culbertson, Sriramesh and Vercic as individual ...

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