Public Relations Campaigns (PDF)
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Public Relations Campaigns: An Integrated Approach introduces you to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools you will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help you develop practical skills for creating more effective PR campaigns. You are given multiple opportunities to practice and build your skills throughout the book by learning how to incorporate the PESO model—Paid media, Earned media, Social media, and Owned media. The PESO model helps students understand the importance of creating integrated campaigns that coordinate PR efforts with both advertising and marketing.
Key Features
- The book offers a timely focus on the PESO model and its use in integrated campaigns, providing students with an understanding of today’s best practices in PR.
- Numerous case studies and exercises throughout the book aid in a deeper understanding of how research, perspective, and insights can be leveraged in public relations campaigns.
- Real-world information including sample PR plans with budgets prepare students for success in their future careers.
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. She is the (co)author of the following books: Social Media: How to Engage, Share, and Connect; The Millennial Mindset: Unraveling Fact from Fiction; Brew Your Business: The Ultimate Craft Beer Playbook; The PR Agency Handbook; and A Practical Guide to Ethics in Public Relations. Prior to entering the educational field, she spent the first portion of her career in corporate public relations and marketing. Her extensive background includes strategic development and implementation of public relations and social media, advertising, marketing, and corporate communications. She has led multiple rebranding campaigns, designed numerous websites, managed high-level crisis situations, and garnered media coverage that included hits with the New York Times, the CBS Evening News, and the Associated Press.
Luke W. Capizzo
- Autoren: Luke W. Capizzo , Regina M. Luttrell
- 2018, 304 Seiten, Englisch
- Verlag: Sage Publications
- ISBN-10: 1506332501
- ISBN-13: 9781506332505
- Erscheinungsdatum: 05.02.2018
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Größe: 22 MB
- Mit Kopierschutz
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