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Public Relations Campaigns
An Integrated Approach
Second Edition
Other Titles in:
Public Relations (Analysis)
Public Relations (Analysis)
February 2021 | 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.
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.
For additional information, custom options, or to request a personalized walkthrough of these resources, please contact your sales representative.
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.
Brian Lamb School of Communication, Purdue University
May 24, 2023
Sample Materials & Chapters
Chapter1 - Introduction to Integrated Campaigns
Chapter2 - Strategic Communication Campaign Fundamentals
