• 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
Advertorials
Advertorials

Advertorials are paid-for feature articles; in truth they are a hybrid of an advert and editorial that appear in newspapers and magazines alongside normal editorial copy (Franklin and Murphy 1998). Advertorials are a popular technique, particularly for promoting consumer brands (Cameron et al., 1996). Frequently advertorials will be written using bylined staff writers from the host publication and will employ typography and layout close to, or identical with, standard editorial. Clients like them because they so closely resemble editorial content that they are believed to be more credible than straightforward advertising. To differentiate paid-for features from editorial matter, publications are supposed to label advertorials as Advertising Promotion’ or Advertising Feature’. Critics of the advertorial claim this labelling is often not included to the deliberate ...

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