• 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
Rebuttals
Rebuttals

Rebuttals are the more aggressive form of the response statement. They rely on the concept that the best form of defence is attack and need the backup of sophisticated media monitoring systems to ensure delivery. Rebuttals have enjoyed considerable growth in political PR and government public relations. The core idea is that any statement made to the media is checked for accuracy and tone and if it is found wanting a rebuttal will be issued. This takes place on a 24/7 basis to meet the demands of the media. Government and opposition parties are accomplished users of the technique and it covers the whole gamut of responses from the simple Letter to the Editor of the paper where the offending article was published to phoning ...

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