• 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
Video News Releases
Video news releases

Video news releases (VNRs) are effectively electronic press releases. Made almost exclusively by specialist production companies the VNR can be used at company results time; for a product launch or the chairman's trading statement. The VNR typically comes in two sections: the A roll carrying interviews and voice over commentary; and the B roll containing the pictures backed by sound effects only. In this way the broadcaster can assemble and voice a package using the material provided. Both rolls are supplied free to the broadcaster, sometimes by courier but more and more by web streaming, or ‘down the line’ electronic delivery direct to the studio.

VNRs show their value when footage is difficult or too costly for a broadcaster to shoot individually. ...

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