• 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
Soundbites
Soundbites

Soundbites dominate the world of political PR. Their origin is disputed; some favour Bill Clinton's last Presidential election campaign as defining the product; others point to Winston Churchill's Battle of Britain speech about the ‘Few’. Whatever the history, soundbites are now part of the political landscape. In essence, they reduce argument on policy to around 30 seconds of television time or one paragraph of newspaper space. The aim is to produce the memorable quote – ‘tough on crime, tough on the causes of crime’ – in a format which fits, particularly, television news.

Political speeches routinely carry the soundbites highlighted so the reporter in a hurry is in no doubt about what is important. In an era of being on message soundbites have a vital role ...

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