• 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
Key Messages
Key messages

Key messages are the centrepiece of any public relations campaign. In essence they should embrace the reasons behind what you are using PR to achieve. Derived from excellence theory, the key messages identify your core purpose; elaborate on how you will achieve it; and then build in a facility to evaluate the results.

Defining the key messages at the start of a campaign focuses attention not only on what is to be delivered, but how it will be delivered. It is also vital that the key messages have internal buy-in at all levels to ensure consistency of support throughout the life of the campaign. Most importantly there should not be too many them, three being a popular number. Many more than this, and ...

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