• 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
Corporate Communication
Corporate communication

Corporate communication is the umbrella expression to describe how an organisation talks to itself and to the outside world. It is grounded in corporate reputation and grows out of corporate identity; the core purpose of the organisation. Core purpose has been defined by one CEO of a multi-national as ‘what gets me up in the morning and off to work’. Quite literally it is what the corporation stands for and knowledge of this is an essential prerequisite to any corporate communications strategy.

Typically the corporate communications function embraces reputation management including Crisis PR, media relations, investor relations, internal communications, social programmes (CSR) and advertising. Central to the success of corporate communications is its integration with the rest of the business putting it on ...

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