• 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
Spin Doctor
Spin doctor

The term spin doctor is now commonly used as a mildly pejorative term for a political aid who tries to use the media for the benefit of the party. Essentially the task of the spin doctor is to produce a story which will shed the best light on the party by accentuating the positive aspects of the issue or diverting attention away if this is not possible. In practice, this could include: sending specially marked up copies of ministerial speeches to the media in advance to secure more and better coverage; arranging a photo opportunity to publicise a policy announcement, or providing a cabinet member for interview to specially selected outlets. In extremis, it would include supplying a diversionary story in the ...

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles