• 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
Pitch/Pitching
Pitch/pitching

Pitching is a core skill of the public relations practitioner. It is the process of presenting a communications programme to an audience. The process includes taking a brief, which is the summary of the communications issues an organisation faces. The brief will outline the background to the issue, the business and marketing objectives with specific communications objectives. The pitching team then carries out extensive market research, including audience analysis, media analysis and message formation to respond to the brief. The culmination of this process is then a pitch where the research, strategy, programme, ideas and budget are presented. This is commonly known in PR consultancy as a beauty parade, where a number of agencies are pitching for the same work and responding to the ...

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