Public Relations Campaigns: An Integrated Approach

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

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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 Third Edition has been fully revamped to reflect the dynamic nature of today′s PR landscape, emphasizes the importance of diversity initiatives, and teaches students how to integrate a cross-cultural approach to PR strategies.

Format:Paperback

Language:English

ISBN:1071902016

ISBN13:9781071902011

Release Date:April 2025

Publisher:Sage Publications, Inc

Related Subjects

Business Business & Investing Economics Language Arts

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Public Relations Campaigns: An Integrated Approach

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