• 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

Journalists get a bad press! Their public reputation could hardly be lower. A MORI poll in 1993 discovered that while 83 per cent of respondents trusted teachers and doctors to tell the truth and 14 per cent trusted politicians, only 10 per cent trusted journalists to be honest. But a YouGov Poll in 2003 revealed the complex variety of public attitudes to journalists with 81 per cent of the public expressing trust in BBC and Channel 4 journalists, while figures for broadsheet journalists (65 per cent), local journalists (60 per cent), mid-market tabloid journalists (Daily Mail, Daily Express) (36 per cent) and journalists working on red top tabloids (16 per cent) displayed a marked decline (Marr, 2004: 14).

However, the Hollywood image of the journalist, ...

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