• 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
Friday Night Drop
Friday night drop

The Friday Night drop (FND) originated in financial public relations. Its aim was to ‘drop’ or leak on an exclusive basis a piece of company information to a chosen City journalist on a Friday evening after the markets had closed. The information would then be written up in a Sunday paper in order to influence the markets, and by definition share price, when they reopened on Monday morning for trading.

The practise is now widespread in the political world with government information departments as well as opposition parties leaking, or trailing, policies on Friday, often to several journalists, in order to test public reaction following publication on Sunday. On the basis of that reaction, policy could be adopted, diluted, or even ...

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