Empowering students to apply proven strategies in the ever-changing social media landscape, Luttrell's practical textbook presents frameworks for successful integrated PR campaigns across organization types. The fifth edition includes a new chapters on generative AI and on storytelling and updated analytics, discussion questions, and appendixes.
Empowering students to apply proven strategies in the ever-changing social media landscape, Luttrell's practical textbook presents frameworks for successful integrated PR campaigns across organization types. The fifth edition includes a new chapters on generative AI and on storytelling and updated analytics, discussion questions, and appendixes.
Regina Luttrell is associate dean of research and creative activities and assistant professor of 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 as well as a Knight Foundation Tow Journalism Fellow. She has authored several books, including Social Media and Society: An Introduction to the Mass Media Landscape; Public Relations Campaigns: An Integrated Approach; The PR Agency Handbook; and The Millennial Mindset: Unraveling Fact from Fiction.
Inhaltsangabe
Preface Introduction: "But I Already Know Social Media" Part I The Advancement of an Industry 1 The Four Quadrants of Public Relations 2 The Evolution of Social Media 3 Status: "It's Complicated" Part II Formulating a Strategy 4 Social Press 5 Sharing Expertise 6 Social Networks 7 Photo Sharing 8 Video 9 "Sticky" Social Media 10 Crisis Management on the Social Sphere 11 Social Media Ethics 12 Rules of Engagement 13 Online Media Centers in a Connected World 14 Measuring Social Media's Impact and Value Part III The Social Media Plan 15 The Roadmap to Success: Developing a Social Media Plan Path to Success Strategic and Tactical Social Media Plan Templates Case Studies Glossary
Preface Introduction: "But I Already Know Social Media" Part I The Advancement of an Industry 1 The Four Quadrants of Public Relations 2 The Evolution of Social Media 3 Status: "It's Complicated" Part II Formulating a Strategy 4 Social Press 5 Sharing Expertise 6 Social Networks 7 Photo Sharing 8 Video 9 "Sticky" Social Media 10 Crisis Management on the Social Sphere 11 Social Media Ethics 12 Rules of Engagement 13 Online Media Centers in a Connected World 14 Measuring Social Media's Impact and Value Part III The Social Media Plan 15 The Roadmap to Success: Developing a Social Media Plan Path to Success Strategic and Tactical Social Media Plan Templates Case Studies Glossary
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