• 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
Conflict of Interest
Conflict of interest

Conflicts of interest often arise in public relations practice and are dealt with under a range of codes of behaviour. The Chartered Institute of Public Relations (CIPR) says that conflicts of interest must be declared to clients. They must be expressed in written form along with the circumstances that give rise to them. The Code then allows the client or employer to decide to consent to work being continued.

In practice conflicts of interest are usually clear cut. For example a consultancy could be working with one brand in a competitive market and one of the brands’ competitors asks for the agency to pitch for their business. This is a clear conflict and must be highlighted to either the approaching organisation ...

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