Public Relations Campaigns: An Integrated Approach

By Regina M Luttrell, Luke W Capizzo, Luke W. Capizzo

Book Overview

"An easy to read textbook that will inspire public relations students and provide them with the principles and tools to understand the profession and succeed in their careers."

--Chike Anyaegbunam, University of Kentucky

"A great book on campaign planning with outstanding theoretical models that students will find useful. A textbook students will want to keep as a reference."

--Gary Ford, Webster University

Public Relations Campaigns: An Integrated Approach introduces students to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools students will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help students develop practical skills for creating more effective PR campaigns. Students are given multiple opportunities to practice and build their 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.

Give your students the SAGE edge SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/luttrell.

• Format: Paperback
• Language: English
• ISBN: 150633251X
• ISBN13: 9781506332512
• Release Date: March 2018
• Publisher: Sage Publications, Inc
• Length: 304 Pages
• Weight: 1.65 lbs.
• Dimensions: 0.7" x 7.4" x 9.1"