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Public Relations Campaigns
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Public Relations Campaigns
An Integrated Approach

Third Edition
April 2025 | 344 pages | SAGE Publications, Inc
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Public Relations Campaigns: An Integrated Approach introduces students to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools students will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help students develop practical skills for creating more effective PR campaigns. Students are given multiple opportunities to practice and build their skills throughout the book by learning how to apply the PESO model—Paid media, Earned media, Social media, and Owned media—to concept cases. The Third Edition emphasizes the importance of diversity initiatives and further highlights an integrated approach that encompasses aspects of social media, marketing, advertising, and client management for a broader view of the campaign planning process.
 
Foreword
 
Preface
 
Acknowledgments
 
About The Authors
 
Introduction: Campaigns In the Professional Public Relations Context
Public Relations Theories And Principles

 
Models Of Public Relations Practice

 
Public Relations Planning Models

 
Pulling It All Together

 
Think Critically

 
Key Terms

 
Concept Case: Village Book Nook

 
 
Chapter 1: Introduction To Integrated Campaigns
A Need For New Public Relations Planning Models

 
The Six Steps Of ROSTIR

 
The Value Of Public Relations Planning Models

 
The Diversity-First Approach

 
Generative AI: Transforming PR and Communications

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Introducing Village Book Nook

 
Case Study: The Double Take Fashion Show

 
 
Chapter 2: Strategic Communication Campaign Fundamentals
Why We Plan

 
Elements Of A Strategic Plan

 
Putting It All Together

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Mission-Driven Planning For Village Book Nook

 
Case Study: The First Americans Museum

 
 
Chapter 3: Understanding PESO
What Is PESO?

 
When Should Each of The PESO Channels Be Used?

 
Complimentary Integrated Media When Using PESO

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Applying PESO To Village Book Nook

 
Case Study: Delivering Hope

 
 
Chapter 4: Research, Part 1: Diagnosis and Developmental Research
Developmental Research: Diagnosing The Problem And/Or Opportunity

 
Researching And Measuring The Problem/Opportunity

 
Research Terminology And Techniques

 
Conducting Research

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Researching Competitors, Communities, And Customer Experience At Village Book Nook

 
Case Study: Stop AAPI Hate

 
 
Chapter 5: Research, Part 2: Goals
Understanding Your Organization And Its Goals

 
The Goal-Setting Process

 
Writing Goals

 
Goal-Setting Challenges

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Village Book Nook Sets Communication Goals

 
Case Study: Save Earth’s Skin

 
 
Chapter 6: Objectives
What Makes High-Value Objectives?

 
Management By Objectives

 
Connecting Objectives To Key Internal Audiences

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Setting Measurable Objectives For Village Book Nook

 
Case Study: Incredible Egg Challenge

 
 
Chapter 7: Strategies
Choosing Your Channels: The PESO Model

 
How The Model Overlaps

 
The Right Approach For Your Audience(S)

 
Leveraging Your Organization’s Strengths And Resources

 
The Competitive Landscape

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Channel Selection For Village Book Nook

 
Case Study: Honoring U.S. Veterans

 
 
Chapter 8: Tactics
Tactical Approaches

 
Inclusivity In Message Development

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Finding The Right Tactics For Village Book Nook

 
Case Study: The A-Z Of Awesome

 
 
Chapter 9: Implementation
Key Skills For Implementing PR Campaigns

 
Preparing For Change

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Community Village Book Nook Meets Unexpected Opportunities And Obstacles

 
Case Study: You’ve Come A Long Way Barbie

 
 
Chapter 10: Reporting and Evaluation
Evaluating Your Campaign

 
Reporting On Your Campaign

 
PESO: Special Reporting Considerations

 
Conclusion

 
Think Critically

 
Key Terms

 
Concept Case: Reporting Results —Village Book Nook’s Stakeholder Meeting

 
Case Study: Diversifying The Tech Industry

 
 
Chapter 11: Formulating an Integrated Campaign
ROSTIR Strategic Planning Guide

 
PRSA IPA Proposal Template

 
Client Reports

 
Developing An Audience Persona

 
 
Appendix
 
Glossary
 
References
 
Index

The most cutting-edge book about integrated strategic communication campaign best practices in the industry and a necessity for college students to develop the knowledge and skills that will give them an edge in the highly competitive PR job market.

Jennifer Robinette
Marist College

It's the textbook to use for helping students learn about planning PR campaigns from start to finish. It's the best one I've found.

Dawn M. Doty
University of Colorado - Boulder

It's easily digestible, covers the important basics in an easy-to-follow format, and has wonderful examples.

Shana Meganck
James Madison University
Key features
NEW TO THIS EDITION:
  • New Concept Cases in every chapter showcase real-world scenarios that connect theory to practice.
  • Continued incorporation of the Luttrell & Wallace IDEA Wheel offers a structured framework for creating inclusive strategies and campaigns that resonate with diverse audiences, enhancing the integration of diversity, equity, and inclusion at every stage of the PR process.
  • Updated Case Studies for each chapter incorporate the latest trends and innovations in the industry, with fresh examples providing a more engaging and relevant experience.
  • Corporate Social Responsibility (CSR) and related concepts examine the evolving expectations placed on businesses to address societal issues, making these concepts central to modern PR strategies.
  • Social Media as a Catalyst for Corporate Responsibility analyzes the pivotal role of social media in amplifying corporate responsibility efforts and emphasize how social media is key to corporate accountability in today's interconnected world.
  • New Corporate Activism feature examines internal activists and activist organizations, highlighting the growing trend of companies and their employees taking a stand on social, environmental, and political issues.
  • Updated examples and statistics bring the text up to date.
KEY FEATURES:
  • An integrated approach encompasses aspects of social media, marketing, advertising, and client management, for a broader view of the campaign planning process.
  • A diversity-first approach to PR planning and execution stresses that diversity and inclusion must be considered in all aspects of the campaign process—from research and development to execution.
  • Think Ahead learning objectives at the beginning of each chapter identify for students what they should be able to accomplish after completing the reading.
  • The ROSTIR and PESO models help provide students with an understanding of today’s best practices in PR.
  • "PRo Tips" boxes highlight advice from PR professionals and educators.
  • Chapter-ending Think Critically questions challenge students to reflect on and apply the material they have learned.
  • Concept Cases at the conclusion of chapters introduce students to a series of exercises where they can apply the takeaways from topics to the operational activities of a fictitious client.
  • Numerous case studies demonstrate the proven ROSTIR and PESO campaign processes and illustrate how PR campaigns function in the professional world.
  • Chapter conclusions and lists of key terms helps students review and retain the most important material.
  • A helpful appendix includes additional reading material that adds depth to chapters, particularly in the areas of research, strategy, and tactics.

Sample Materials & Chapters

Ch1-2

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