• 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

Journalism is not considered to be much of a job: even by journalists! Distinguished editor H.L. Mencken described it as ‘a craft to be mastered in 4 days and abandoned at the first sign of a better job’ (Delano, 2000: 261). Ernest Hemingway who worked as a reporter for the Kansas City Star in the 1920s, later dismissed his published work from this period as ‘just journalism’ even though this writing informed much of his later fictional work (Zelizer, 2004: 1).

Journalism assumes a number of meanings reflecting the different understandings made by the ‘interpretive communities’ of journalists and academics (Zelizer, 2004: 29–43), but two distinct yet connected meanings are prominent. First, journalism is a rapidly expanding industry with a global reach, which has economic, political ...

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