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
The transmission of information and meaning through speech, text, symbols or images, and behaviour. As ‘social animals’ (Aronson, 1972), communication is essential for human society.
Within the public relations context, communication is an integral function, perhaps definitive, of the profession, whether this is internal within an organisation (to employees or key stakeholders), or to external stakeholders and publics.
[Page 48]Indeed the concept forms some of the key definitions of the profession – the Department of Trade and Industry (a government department in the UK), in conjunction with the Chartered Institute of Public Relations, recently defined PR as ‘influencing behaviour to achieve objectives through the effective management of relationships and communications’ (2003: 10).
Much of what is now PR theory originated from academic schools of management and communication, and ...