• 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
Photo Opportunity
Photo opportunity

A photo opportunity is what Daniel Boorstin characterised as a ‘pseudo event’; something appears to happen so it is reported. One of the founding fathers of modern PR, Edward Bernays, nephew of Sigmund Freud, argues that the profession was very much about ‘creating events as news’ even before the electronic era, providing the media with an event helped to engineer coverage.

Bernays was hired by US President Calvin Coolidge, a man universally regarded as dull, to make him appear more interesting to a cynical electorate. Bernays organised a tea party at the White House for the stars of Hollywood to meet the President. Cross-America coverage the next day showed a very different face of the President; he was chatting with stars and was ...

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