• 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
Military Public Relations/Embedded Journalists
Military public relations/embedded journalists

While there is nothing new about journalists accompanying the military onto the battlefield, the 2003 war in Iraq saw an unprecedented public relations effort on the part of the Coalition forces (principally the USA and UK), and the coining of a new term in military-media relations – ‘embedded journalist’.

An embedded journalist (or ‘embed’ as opposed to a ‘unilateral’) was an accredited correspondent who travelled with and reported exclusively on the activities of one particular military unit, often units directly engaged in combat. In terms of the US operation, the person most widely credited with the initial idea for this arrangement was former Hill and Knowlton board director Victoria Clarke, in her capacity as Assistant Secretary for Defense (Public ...

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