Public relations campaigns : an integrated approach /
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, obj...
| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Thousand Oaks, California :
SAGE Publications,
[2026].
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| Edition: | Third edition. |
| Subjects: |
| Summary: | 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 third edition emphasizes the importance of diversity initiatives and teaches students how to integrate a cross-cultural approach to PR strategies. |
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| Item Description: | Previous edition: 2022. |
| Physical Description: | xxiii, 318 pages : illustrations ; 24 cm. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781071902011 1071902016 |