The PR Agency Handbook
- Regina M. Luttrell - Syracuse University, New York, USA, Eastern Michigan University, USA
- Luke W. Capizzo - James Madison University
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
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“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.
Sample Materials & Chapters
Chapter 1: Working in an Agency