• 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
Internet Public Relations
Internet public relations

The spread of the Internet has brought about dramatic change in public relations, just as it has in other areas of business and to the media. These changes are by no means complete. The fact that the media now operate on much faster deadlines changes the way in which PR operates. Weekly news cycles for business magazines have been wholly superseded.

The Internet also opens new channels of communication with the media. Leading practitioner Terence Fane-Saunders, of Chelgate and formerly of Burson Marstellar and Hill & Knowlton, claims that ‘the fisherman has replaced the hunter’. By this he means that it is no longer sufficient for PR practitioners to seek out journalists, it is now necessary to create on your website ...

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