• 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

Campaign is the umbrella title for any activity designed to produce a planned outcome. Most often a campaign will make use of media relations and lobbying to achieve its ends. The campaign can be single issue, for example, ‘Save the Whale’, or multi-purpose, for example ‘Make Poverty History’. Many scholars believe that a campaign has many of the hallmarks of a life cycle. Tench and Yeomans (2006) suggest five stages in this cycle. (1) Strain, where the issue becomes recognized and accepted for action. (2) Mobilisation, suggest where campaigning organisations are put together. (3) Confrontation, as campaigners lobby for action. (4) Negotiation, during which compromises are sought and the (5) resolution stage, where the campaign is successful or abandoned.

One of the most high profile ...

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