• 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

The process of networking will result in a number of contacts (individuals or organisations) that are vital to effective communication. The idea of the long ‘business lunch’ is a familiar stereotype in public relations but can in fact produce more subtle and targeted results than blanket information releases.

Contacts may be individuals with a shared background (such as education – known as the ‘old school tie’ network in the UK), or with whom there is a mutual respect and trust (see Guanxi). In reality, they are more likely to be those who have a particular knowledge or sympathy concerning particular issues.

In a practical context a practitioner is likely to have a range of individual contacts to approach for information or to target specifically when releasing ...

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