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The PR Agency Handbook

The PR Agency Handbook

April 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
Key features
  • Real-world examples from the field ensure that the practical concepts presented become concrete for readers.
  • Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide readers with snapshots of the agency experience.
  • A chapter dedicated to social media (Chapter 6) offers students a comprehensive look at how companies utilize these important platforms
  • An introduction to the PESO and ROSTIR models shows students how to adapt their campaigns to meet the needs of today’s integrated agency environment.
  • A chapter dedicated to tools and templates gives students exposure to real documents they’ll need in their careers
  • Arising from a need for a practical, honest guide outlining the inter-workings of agency life, this text can be utilized as a reference by both students and professionals alike.

Sage College Publishing

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This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.