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The PR Agency Handbook

The PR Agency Handbook

Other Titles in:
Public Relations

April 2018 | 304 pages | SAGE Publications, Inc

A Practical and Concise Introduction to Agency Life

The PR Agency Handbook guides students through the day-to-day operations of a professional PR agency and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world stories from the field as well as interviews with PR experts to help students bridge the gap between college and professional life. Throughout the book, students are introduced to many of the sub-fields of strategic communication, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). Students will not only develop a fundamental understanding of the different components found within an agency, but they will also gain an appreciation for the positive impact that excellent agency work can have on organizations.

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A perfect companion text for your Public Relations Writing or Campaigns course, we’ve made it easy for your students to get Public Relations Campaigns all in one convenient package at a student-friendly price. When bundled with The PR Agency Handbook, students receive a 20% discount off the total price.

Use Bundle ISBN: 9781544338033

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Part I: Agency Life
Chapter 1: Working in an Agency
Work Environment

Agency Structure

Agency Types: Niche Agency vs. Full Service

Chapter 2: Working with Clients
Choosing a Client: The Right Fit

Types of PR Expertise

Clients Large and Small

Client Types, Obstacles and Solutions

Chapter 3: Starting off on the right foot
Setting Expectations

Client Contacts and Reporting Relationships

Billing for Services

Key Takeaways

Part II: Strategies & Tactics
Chapter 4: Managing Projects, Meetings, and Client Communication
Setting Expectations for Success

Best Practices for Project Management

Agency and Client Meetings: Before, During, and After

Chapter 5: Corporate Communication: A Look at Crisis Communication and Media Relations
The Role of Corporate Communication and Agency Partners

Chapter 6: Social Media: A Comprehensive Look at What Companies Need
Organizational Social Media for Clients

Content creation and Curation

Building the Right Relationships

The Evolution of a Company’s Social Media Strategy

Chapter 7: Marketing: Marketing in a Public Relations Agency
Two is Better than One

The Ecosystem of Earned and Paid

Chapter 8: Branding Basics
Creating a Company Brand

Building, Managing, & Sustaining Brands

Chapter 9: Internal Communication
What can agencies add to internal communication?

Internal communication for external results

Chapter 10: Creative Production
Basic Visual Design Principles

Learning the Languages of Design

Learning the Language of Print Production

Learning the Language of Video Production

Chapter 11: SEO, Content Marketing & Digital Marketing
Principles of Web Design

Part III: The Business of Agency PR
Chapter 12: Client Service-The Counselor Role and Seeding Creativity
Challenges to Agency-Client Partnerships

Providing Strategic Counsel

The power of “Yes, and…”

Chapter 13: Entrepreneurship & Business Development
What do you want to be?

Developing Long-term Client Relationships

Part IV –Putting it all together
Chapter 14: Public Relations Tools and Templates
PRSA IPA Proposal Template

ROSTIR Strategic Planning Guide

Strategy or Creative Brief

Mini Case Study: Lincoln’s Watch


“It should prove very helpful as an assigned text for undergraduate and graduate students; this handbook is recommended primarily to academic libraries supporting a business program, especially for marketing, media, and advertising courses.

ARBA Online

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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