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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
 
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.
 
For additional information, custom options, or to request a personalized walkthrough of these resources, please contact your sales representative.
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.
 
For additional information, custom options, or to request a personalized walkthrough of these resources, please contact your sales representative.

This textbook offers a well-rounded blend of theory and practical application. The inclusion of case studies enhances understanding and knowledge acquisition for each chapter. For individuals unfamiliar with PR principles, this textbook guides them through crucial planning processes and fundamental principles in a user-friendly manner. The only suggestion I have is to provide more informative PowerPoint presentations, enabling instructors to make better use of them.

Dr Ilwoo Ju
Brian Lamb School of Communication, Purdue University
May 24, 2023

Regina M. Luttrell

Regina Luttrell, Ph.D. is the senior associate dean of the S.I. Newhouse School of Public Communications at Syracuse University. She is an accomplished leader with extensive experience in spearheading complex research projects, known for fostering cross-departmental and interdisciplinary collaboration and serving as a strong advocate for faculty across various capacities. Her proven track record in securing external funding for research initiatives is complemented by her prolific contributions to her field, having authored more than fifteen books, published numerous articles in academic and professional journals, and presented her work at... More About Author

Luke William Capizzo

Luke W. Capizzo (Ph.D., APR) is an assistant professor in the Department of Advertising + Public Relations at Michigan State University. He is the coauthor (with Regina Luttrell) of The PR Agency Handbook and has published several dozen scholarly articles in such outlets as Journal of Public Relations Research and Public Relations Review. A PR researcher, educator, and practitioner, his scholarly interests include (1) public relations and managing contentious issues; (2) applied social impact for PR—activism, DEI, dialogue, organizational listening, and sustainability/environmental justice; and (3) the public relations profession. Broadly,... More About Author

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ISBN: 9781544385587
$166.00