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Public Relations Campaigns

Regina M. Luttrell, Luke W. Capizzo · ISBN 9781544385587
Public Relations Campaigns | Zookal Textbooks | Zookal Textbooks
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Description

Publisher SAGE Publications Inc
Author(s) Regina M. Luttrell / Luke W. Capizzo
Subtitle An Integrated Approach
Edition 2
Published 9th March 2021
Related course codes CMNS3540 Public Relations Campaigns

An Integrated Approach

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.
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