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The PR Agency Handbook
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The PR Agency Handbook


Other Titles in:
Public Relations (Analysis)

June 2018 | 304 pages | SAGE Publications, Inc

A Practical and Concise Introduction to Agency Life

The PR Agency Handbook guides students through the day-to-day operations of a professional PR agency and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world stories from the field as well as interviews with PR experts to help students bridge the gap between college and professional life. Throughout the book, students are introduced to many of the sub-fields of strategic communication, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). Students will not only develop a fundamental understanding of the different components found within an agency, but they will also gain an appreciation for the positive impact that excellent agency work can have on organizations.

Bundle and save!

A perfect companion text for your Public Relations Writing or Campaigns course, we’ve made it easy for your students to get Public Relations Campaigns all in one convenient package at a student-friendly price. When bundled with The PR Agency Handbook, students receive a 20% discount off the total price.

Use Bundle ISBN: 9781544338033

Available with Perusall—an eBook that makes it easier to prepare for class
Perusall is an award-winning eBook platform featuring social annotation tools that allow students and instructors to collaboratively mark up and discuss their SAGE textbook. Backed by research and supported by technological innovations developed at Harvard University, this process of learning through collaborative annotation keeps your students engaged and makes teaching easier and more effective. Learn more



 
Part I: Agency Life
 
Chapter 1: Working in an Agency
Work Environment

 
Agency Structure

 
Agency Types: Niche Agency vs. Full Service

 
 
Chapter 2: Working with Clients
Choosing a Client: The Right Fit

 
Types of PR Expertise

 
Clients Large and Small

 
Client Types, Obstacles and Solutions

 
 
Chapter 3: Starting off on the right foot
Setting Expectations

 
Client Contacts and Reporting Relationships

 
Billing for Services

 
Key Takeaways

 
 
Part II: Strategies & Tactics
 
Chapter 4: Managing Projects, Meetings, and Client Communication
Setting Expectations for Success

 
Best Practices for Project Management

 
Agency and Client Meetings: Before, During, and After

 
 
Chapter 5: Corporate Communication: A Look at Crisis Communication and Media Relations
The Role of Corporate Communication and Agency Partners

 
 
Chapter 6: Social Media: A Comprehensive Look at What Companies Need
Organizational Social Media for Clients

 
Content creation and Curation

 
Building the Right Relationships

 
The Evolution of a Company’s Social Media Strategy

 
 
Chapter 7: Marketing: Marketing in a Public Relations Agency
Two is Better than One

 
The Ecosystem of Earned and Paid

 
 
Chapter 8: Branding Basics
Creating a Company Brand

 
Building, Managing, & Sustaining Brands

 
 
Chapter 9: Internal Communication
What can agencies add to internal communication?

 
Internal communication for external results

 
 
Chapter 10: Creative Production
Basic Visual Design Principles

 
Learning the Languages of Design

 
Learning the Language of Print Production

 
Learning the Language of Video Production

 
 
Chapter 11: SEO, Content Marketing & Digital Marketing
Principles of Web Design

 
 
Part III: The Business of Agency PR
 
Chapter 12: Client Service-The Counselor Role and Seeding Creativity
Challenges to Agency-Client Partnerships

 
Providing Strategic Counsel

 
The power of “Yes, and…”

 
 
Chapter 13: Entrepreneurship & Business Development
What do you want to be?

 
Developing Long-term Client Relationships

 
 
Part IV –Putting it all together
 
Chapter 14: Public Relations Tools and Templates
PRSA IPA Proposal Template

 
ROSTIR Strategic Planning Guide

 
Strategy or Creative Brief

 
Mini Case Study: Lincoln’s Watch

 

“It should prove very helpful as an assigned text for undergraduate and graduate students; this handbook is recommended primarily to academic libraries supporting a business program, especially for marketing, media, and advertising courses.

ARBA Online

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Sample Materials & Chapters

Chapter 1: Working in an Agency

Chapter 6: Social Media


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