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Public Relations Campaigns
An Integrated Approach
Third Edition
- Regina M. Luttrell - Syracuse University, New York, USA, Eastern Michigan University, USA
- Luke W. Capizzo - Michigan State University, James Madison University
Other Titles in:
Public Relations (Analysis)
Public Relations (Analysis)
June 2025 | 344 pages | SAGE Publications, Inc
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.
Foreword
Preface
Acknowledgments
About The Authors
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
Appendix
Glossary
References
Index
The most cutting-edge book about integrated strategic communication campaign best practices in the industry and a necessity for college students to develop the knowledge and skills that will give them an edge in the highly competitive PR job market.
Marist College
It's the textbook to use for helping students learn about planning PR campaigns from start to finish. It's the best one I've found.
University of Colorado - Boulder
It's easily digestible, covers the important basics in an easy-to-follow format, and has wonderful examples.
James Madison University