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 relations is an umbrella title embracing all aspects of dealing with the press and broadcasting. It can be visualised as an iceberg. At the broad base, there is the portion relating to relationship building – getting to know journalists in a social context the better to understand and interpret their way of working. Further up the iceberg there is a narrower area where public relations professionals will be on hand to take calls, provide background briefings and generally facilitate the needs of the working journalist. Assuming this proves satisfactory for both parties, the next segment is where the PR operator would consciously go out to sell a story; offer interviews with senior executives; provide site visits; [Page 133]and, when appropriate, off the ...