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 are the centrepiece of any public relations campaign. In essence they should embrace the reasons behind what you are using PR [Page 123]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 ...