• 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

Convergence and brand stretching are core themes in the development of the media in the digital world. New media channels create new outlets for existing media brands, thus leading to new areas in which previously niche brands now compete against each other. This is true in both geographic and technological senses. For example, the journalism of the New York Times is now available much more widely, where the hard copy (‘dead tree’ version, in web-parlance) is not easily obtained. This puts the paper in direct competition with non-American newspapers. But it is not only newspapers which are providing written news services online – television and radio stations do the same. So http://nytimes.com now directly competes with news.bbc.co.uk even though they are historically based in ...

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