• 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 Chartered Institute of Public Relations (CIPR) in the UK launched its diversity action programme in 2005 at the World PR Conference in Trieste. It follows work developed by the Public Relations Society of America (PRSA) and considerable work by the advertising industry in the UK to attract an ethnically diverse workforce into the creative industries.

At the same time as the public relations profession grows, it simultaneously becomes more diverse and inclusive. Recent surveys show that there are already considerably more women working in PR than there are men. And, if anything, this trend is likely to accelerate – the vast majority of PR university students and new entrants to the PR profession are female. PR moreover remains an overwhelmingly ‘white’ profession, with far too ...

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