• 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

As in other professional practices, a client is the paying customer. A client relationship normally differs from ordinary customer relationships in that it implies a degree of professional trust and is bounded by professional ethics. In particular public relations professionals, like lawyers and accountants, owe their clients integrity of advice and confidentiality. It is a PR professional's duty to offer a client the best advice, in the client's interest. It would be unprofessional to bias advice in favour of that which maximises ongoing business.

Respecting the confidentiality of business information is fundamental to good PR practice. PR professionals will normally be privy to market-sensitive information long before it is made public, and absolute trust is essential for this relationship to succeed. In financial PR the ...

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