Public Relations Campaigns: An Integrated Approach

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 apply the PESO model--Paid media, Earned media, Social media, and Owned media--to concept cases. The Third Edition emphasizes the importance of diversity initiatives and further highlights an integrated approach that encompasses aspects of social media, marketing, advertising, and client management for a broader view of the campaign planning process.