• 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
On/Off the Record
On/off the record

Being on or off the record is one of the central tenets of media relations. At its core is the prospect that a PR practitioner can give information to a journalist without being quoted directly. This technique has many uses and pitfalls. At its most developed it is a way of getting material out into the public domain without the source being identified. Often, as in the case of official secrets, this might be the only way possible without compromising the informant. Crucially it depends on the level of trust between the parties.

At times it is essential to be on the record, for example in financial public relations where regulatory services are involved such as a stock exchange when dealing ...

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