• 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
Media Briefing
Media briefing

Media briefing and interviews are key parts of the toolkit of most public relations professionals. The media have many roles as part of a communications strategy since they can act as ‘gatekeepers’ – guardians of access to the wider distribution of the key messages – and serve an agenda setting function by trying to direct how the strategy is informed. This latter area is the subject of some contention since it is arguable that the media does not tell people what to think, but rather what to think about.

Two ways of relating to the media are via briefings and interviews. (See also press conferences). Briefings are supplanting conferences in many areas. They can be on or off the record and can be conducted ...

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