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Public Relations Campaigns

2nd Edition

An Integrated Approach

Regina M. Luttrell; Luke W. Capizzo
eISBN-13: 9781544385563

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Additional Book Details

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.

ISBNs 9781544385587, 9781544385587, 1544385560, 9781544385563
Language English
Number of Pages 344
Edition 2nd