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Public Relations Campaigns
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Public Relations Campaigns
An Integrated Approach

Second Edition

Other Titles in:
Public Relations

December 2020 | 336 pages | SAGE Publications, Inc
With a focus on the tools needed for working in the PR industry, Public Relations Campaigns: An Integrated Approach gives students a hands-on introduction to creating successful, integrated PR campaigns. Authors Regina M. Luttrell and Luke W. Capizzo present the ROSTIR model (research/diagnosis, objectives, strategy, tactics, implementation, and reporting/evaluation) and PESO model (paid, earned, shared/social, and owned media) to show students a framework for practitioners to plan effectively and use all of the resources available to them to create winning campaigns. The Second Edition emphasizes the importance of diversity initiatives and teaches students how to integrate a cross-cultural approach to PR strategies.
 
INTRODUCTION: Campaigns in the Professional Public Relations Context
 
CHAPTER 1 Introduction to Integrated Campaigns
 
CHAPTER 2 Strategic Communication Campaign Fundamentals
 
CHAPTER 3 Understanding PESO
 
CHAPTER 4 Research, Part 1: Diagnosis and Developmental Research
 
CHAPTER 5 Research, Part 2: Goals
 
CHAPTER 6 Objectives
 
CHAPTER 7 Strategies
 
CHAPTER 8 Tactics
 
CHAPTER 9 Implementation
 
CHAPTER 10 Reporting and Evaluation
 
CHAPTER 11 Formulating an Integrated Campaign

Supplements

Instructor Teaching Site
edge.sagepub.com/luttrell2e

Online resources included with this text

The online resources for your text are available via the password-protected Instructor Resource Site, which offers access to all text-specific resources, including a test bank and editable, chapter-specific PowerPoint® slides.
Student Study Site
edge.sagepub.com/luttrell2e
 
The open-access Student Study Site makes it easy for students to maximize their study time, anywhere, anytime. It offers flashcards that strengthen understanding of key terms and concepts, as well as learning objectives that reinforce the most important material.
 
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Regina M. Luttrell

Regina M. Luttrell, PhD, is currently an assistant professor of Public Relations and Social Media and director of the graduate program in Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University. A contributor to PR Tactics and PR News, as well as peer reviewed journals, she is a noted speaker where she frequently presents at national and international con­ferences and business events on topics related to the current social media revolution, the impact of artificial intelligence on news and society, the ongoing public relations evolution, and Millennials/GenerationZ within the classroom and workplace.... More About Author

Luke William Capizzo

Luke W. Capizzo is a PhD candidate and instructor in the Department of Communica­tion at the University of Maryland, specializing in public relations. He is the coauthor (with Regina Luttrell) of The PR Agency Handbook. His research interests include global public relations, civil society, financial communication, and public relations education. Before coming to the University of Maryland, he practiced public relations for eight years with a focus on media relations in the financial services, commercial real estate, manufacturing, retail, and technology industries, serving in both agency and in-house roles. Working with a wide variety of... More About Author

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ISBN: 9781544385587
$110.00