• 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 instruments that are employed in conducting research will depend on the research question or hypothesis under investigation, as well as practical considerations such as the constraints on time and resources.

A research question is a broad, non-directive enquiry about the topic under investigation, for example: What is company X's stance on corporate social responsibility?

A hypothesis (plural hypotheses) is a predictive statement that can be supported or rejected on the basis of evidence gathered, for example: Company X's corporate social responsibility policies are effective and welcomed by stakeholders within the specific location in which they operate.

The scientific approach is to construct hypotheses with their negative opposite, known as null hypotheses, in this case that the corporate social responsibility initiatives are not effective and not welcomed. ...

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