• 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 Training
Media training

Training clients (including in-house clients) to deal with the media is often a core activity for public relations professionals. Journalists frequently prefer to deal with expert spokespeople rather than with PR practitioners, and for detailed interviews or profiles, it is often essential that journalists deal with clients directly. But some clients fear media interviews, especially for broadcast, recognising that they lack the appropriate skills. A subject expertise, after all, is quite separate from the fluency and confidence needed to deal with journalists. There is no particular reason the two should go together.

Media training can take many forms. Sometimes it is little more than a pep talk before the journalist arrives, when the client needs to be reminded of the key messages. For broadcast ...

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