Public Relations Campaigns: An Integrated Approach introduces you to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools you will need when working in the industry. 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 Second Edition emphasizes the importance of diversity initiatives and teaches students how to integrate a cross-cultural approach to PR strategies. NEW TO THIS EDITION:
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Top reviews from the United StatesThere was a problem filtering reviews right now. Please try again later.Reviewed in the United States on August 2, 2021 This textbook is helpful to know the basics but I wouldn't recommend it unless you have to get it for school. You can find a lot of this information in free resources online. Reviewed in the United States on September 30, 2019 Reviewed in the United States on May 11, 2018 Vine Customer Review of Free Product( What's this? ) To give you a better idea of just what this book offers, here are the objectives of each chapter: This is a textbook, so parts of it are only relevant to those looking to have a career in PR, but since many people in business can benefit from knowledge of PR, there is much here for them as well. Easy to understand, this is probably geared for a freshman or sophomore level course. But that’s JustMe. Reviewed in the United States on June 10, 2018 Vine Customer Review of Free Product( What's this? ) This book is a detailed study of public relations! It's intended to be a textbook, but as a professional writer and marketer who does PR, I know this will be my go-to resource for the next time I put strategy together. The model of PESO media channels is fantastic for marketing campaigns and social media. PESO: Paid, earned, shared, owned. The book goes into detail on where these four areas overlap and gives examples from company strategies. Knowing what parts we can control and which we can't is also important in looking at each of the channels. The biggest benefit is that this book gives the why behind a lot of what PR experts do. This means it helps practitioners hone in on the most effective strategies and campaigns. I have seen far too many experts who go through the motions, but have no idea how what they are doing is helping their clients. I will definitely be reading through with a highlighter and marking my favorite pages for future reference. There are callout boxes throughout with pro tips that give strategy help and examples from PR campaigns. I appreciated the case studies and practical examples. The "Think Critically" section at the end of the chapters is an opportunity for discussion within a group setting. The Key Terms at the end of the chapter also provides a list with page numbers of where those terms were used in the chapter. This is in addition to a thorough glossary at the end of the book. The book follows an easy to understand format and breaks content into Research/Diagnosis, Objectives, Strategy, Tactics, Implementation and Reporting/Evaluation (ROSTIR). I do think that the content might be overwhelming for a small business owner who hasn't tackled marketing on their own. It's a lot to take in. But for the marketing or communications expert, this book kicks it up a notch. It's either a mini-course that provides an alternative to a class, or it could be a refreshers for someone who has been in the field for a while. The drawback is that the book is pricey - It's priced as textbooks are priced. Reviewed in the United States on November 27, 2018 Vine Customer Review of Free Product( What's this? ) these is a comporehensivie public relations text. I liked that it is something that ccan provide guidance in everyday life not just an academic setting. It take sa more practical approach . Designed for students it will also serve a business person on a budget or aspiring activist well. PIctures are rather dull though and the text r eads like text. But a thorough , common sense usable tome. Reviewed in the United States on May 14, 2018 Vine Customer Review of Free Product( What's this? ) I found this book to be fairly detailed and to cover a wide variety of topics including strategies, tactics, implementation, reporting, evaluation, as well as the formation of an integrated campaign. The book is formulated like a textbook and has things like learning objectives, questions at the end of the chapters, case studies, exercises, tip, key terms, and an appendix. There's also a lot of bibliographical references within the book and it's well-researched. The text itself is scholarly, but still intriguing for those simply interested in the topic. I found this to be an informative book. Reviewed in the United States on April 19, 2018 Vine Customer Review of Free Product( What's this? ) Good reference for DIY public relations in an easy to read, informative textbook format. I really like this book as a reference for my small business. Though it is thoroughly readable, the format lends itself well as a reference text for ideas and concepts. PR is the best "secret weapon" we have and can be far more effective than traditional advertising at a fraction of the cost. Recommended., |
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