• 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

PR consultancies, also known as agencies, are businesses that provide specialist public relations and marketing communications services to a range of clients. Consultancies broadly take two forms – full service or specialist and they range in size from a one-person owner manager to multi-national organisations offering clients global reach. Often, these global consultancies are subsidiaries of larger marketing communications consultancies, which also offer advertising, market research, design and an array of other specialist communications services.

Full service consultancies offer clients the full range of PR services across a range of business and industry sectors. These services offer expertise in marketing communications, consumer branding, business to business, corporate or City, lobbying, crisis, healthcare, issues, Internet, sports marketing and training. The specialist firms are smaller and focus ...

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