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
A response statement is always the opening salvo in crisis public relations. As its name implies, it is issued in reply to an event or set of circumstances and crucial attributes include brevity, accuracy and speed of delivery. In broad terms it is a positioning device designed to set out the parameters governing how an organisation will deal with an incident. One paragraph is the normal length, ideally transmitted within one hour of the event to which it refers.
Content is obviously driven by circumstance but in the case, for example, of a fatal air crash it will include the following characteristics: sympathy for the relatives; a promise of a quick yet thorough investigation; [Page 201]and a commitment to publish the results. It must ...