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
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 [Page 161]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 ...