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.
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.
Regina M. Luttrell, PhD, is currently an assistant professor of Public Relations and Social Media and director of the graduate program in Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University. A contributor to PR Tactics and PR News, as well as peer reviewed journals, she is a noted speaker where she frequently presents at national and international conferences and business events on topics related to the current social media revolution, the impact of artificial intelligence on news and society, the ongoing public relations evolution, and Millennials/GenerationZ within the classroom and workplace. She is the (co)author of the following books: Social Media: How to Engage, Share, and Connect; The Millennial Mindset: Unraveling Fact from Fiction; Brew Your Business: The Ultimate Craft Beer Playbook; The PR Agency Handbook; and A Practical Guide to Ethics in Public Relations. Prior to entering the educational field, she spent the first portion of her career in corporate public relations and marketing. Her extensive background includes strategic development and implementation of public relations and social media, advertising, marketing, and corporate communications. She has led multiple rebranding campaigns, designed numerous websites, managed high-level crisis situations, and garnered media coverage that included hits with the New York Times, the CBS Evening News, and the Associated Press.
Inhaltsangabe
INTRODUCTION: Campaigns in the Professional Public Relations Context CHAPTER 1 Introduction to Integrated Campaigns CHAPTER 2 Strategic Communication Campaign Fundamentals CHAPTER 3 Understanding PESO CHAPTER 4 Research, Part 1: Diagnosis and Developmental Research CHAPTER 5 Research, Part 2: Goals CHAPTER 6 Objectives CHAPTER 7 Strategies CHAPTER 8 Tactics CHAPTER 9 Implementation CHAPTER 10 Reporting and Evaluation CHAPTER 11 Formulating an Integrated Campaign
