• 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
Press Releases
Press releases

Press releases can be one of the most misunderstood parts of the PR toolkit. In simplistic terms, they are an invitation to trade, providing basic information about the story, a useable quote and, crucially, 24-hour contact details. However, their use needs careful consideration.

A press release might be the best way to communicate your story provided it is targeted at stakeholders and covers the key messages. However, it is a blunt instrument and you might want to consider alternatives such as one-to-one briefings, either on or off the record. Many practitioners mistake the press release for something akin to a one-stop shop. It is rarely that.

Much has been written about release construction but what is important is the so-called ‘time to view’ – how ...

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