• 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
Preditorial (Practical Concept)
Preditorial (practical concept)

A term used to describe the third age of modern public relations. The first stage of PR is characterised by the substantial and clear cut divide between editorial content and the PR industry. The second stage reflects the growth of advertorial, a communications technique which involves a PR agency buying media space in a selected media title and developing a news or feature story to communicate particular organisational messages. The advertorial would be designed to look like the editorial in the other parts of the publication, thereby disposing the reader to read an article believing it to be written by a journalist, not a PR practitioner. This process describes to coming together of the editorial process with the PR industry.

The third ...

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