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.
Mục lục
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
Giới thiệu về tác giả
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, his research examines the potential societal contributions of organizations through the public relations function. Prior to attending the University of Maryland to earn his Ph.D., he practiced public relations for eight years with a focus on media relations in the ?nancial services, commercial real estate, manufacturing, retail, and technology industries, serving in both agency and in-house roles. Working with a wide variety of clients—from the Fortune 500 to small businesses and nonpro?ts—he garnered media coverage in top national outlets and trade publications, secured and prepared clients for national cable news interviews, and led projects to improve agency-wide media training, sta? onboarding, and client evaluation and reporting metrics. He is an Arthur W. Page Center Legacy Scholar (2020, 2022, 2023) and has earned the APR (Accreditation in Public Relations) designation through the Public Relations Society of America.
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