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
News angle is what the media judge to be newsworthy. Edward Bernays, nephew of Sigmund Freud and one of the founders of modern public[Page 145]relations, wrote in the 1920s about producing events that then became news. Later American philosopher Daniel Boorstin described the photo opportunity, a manufactured occasion which provided a picture – and hence a story – for the news media.
Any student of the media and PR could on any day pick out literally dozens of examples of how news is made’, not just reported. The ministerial visit to a school to announce changes to education policy (see spin doctor); the photo opportunity for the celebrity endorsement of a new product; royalty going about its task of opening a building or an ...