• 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

Sell-in is a key skill of the public relations practitioner. The sell-in is the process of selling or pitching your idea to a journalist in order to get coverage of a client issue, product, service or goods. Once a story has been developed and key messages built into the material, the PR practitioner then ‘sells-in’ the story to a journalist to see if they are interested in the piece and if they want to cover the issue.

The key is being able to present your story in a way the journalist can relate to. The journalist needs to understand why the story would be of interest to his or her readers, listeners or viewers. You have around 20 seconds to make your case so there needs ...

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