• 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
On Message
On message

On message refers to the practice in political public relations of ensuring that all party members understand what the current view is of policy. The present Labour government is credited with taking this to new heights when MPs were issued with electronic pagers that delivered a constant, and changing, supply of key messages. In this way they could be kept informed about the daily impact of policy and so where, literally, on message.

The central aim was to ensure consistency of key messages and demonstrate party unity. For example, a constituency interview by an MP in the local paper was echoed by a ministerial appearance on Newsnight. Critics claim it has reduced MPs to mere soundbite politicians, endlessly repeating the central policy mantra. ...

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