• 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
Key Figure Interviews
Key figure interviews

Key figure interviews offer a qualitative research technique that seeks to elicit the knowledge, beliefs or attitudes of important individuals in a particular field. They are a common and often appealing approach to communications research, but are not without their drawbacks.

There are three basic types of interview:

  • Structured – in which a predetermined set of questions is posed in a set order.
  • Semi-structured – in which there are some predetermined questions but there is flexibility to tailor the delivery to respondents’ answers, and to add themes that were perhaps initially not anticipated.
  • Unstructured – in which the role of the interviewer is minimal, simply opening up the topic of debate to the respondent and allowing the exchange to flow freely.

In the first two ...

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