• 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
Event Management
Event management

American writer Daniel Boorstin has described what he termed the pseudo event; and one of the founding fathers of PR, Edward Bernays, has written about creating ‘events as news’. In other words events might not be events after all in the sense of a spontaneous happening, but a creation to maximise coverage. The essence of the PR event, quite simply, is to achieve publicity and the management of such events is a key part of the PR skillset.

In Model theory the most obvious user of events is the publicist: the Oscar ceremony; the product launch or the celebrity interview. Events are frequently used in Financial Public Relations such as the annual general meeting or quarterly presentations of results. Another way of looking at ...

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