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Public Relations Campaigns
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Public Relations Campaigns
An Integrated Approach

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February 2018 | 304 pages | SAGE Publications, Inc

“An easy to read textbook that will inspire public relations students and provide them with the principles and tools to understand the profession and succeed in their careers.” 

—Chike Anyaegbunam, University of Kentucky

 

“A great book on campaign planning with outstanding theoretical models that students will find useful. A textbook students will want to keep as a reference.”

—Gary Ford, Webster University

 

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 incorporate the PESO model—Paid media, Earned media, Social media, and Owned media. The PESO model helps students understand the importance of creating integrated campaigns that coordinate PR efforts with both advertising and marketing.

Give your students the SAGE edge!

SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/luttrell.

 

 
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  
 
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  
Concept Case: Introducing Equality Today  
Case Study: “SEIZE THE HOLIDAYS” WITH KRUSTEAZ: A VIRTUAL BAKING EVENT  
 
Chapter 2: Strategic Communication Campaign Fundamentals
Why We Plan  
Elements of a Strategic Plan  
Putting It All Together  
Concept Case: Mission-Driven Planning for Equality Today  
Case Study: Oscar mayer’s wakey, wakey, eggs and bakey!  
 
Chapter 3: Understanding PESO
What is PESO?  
When Should Each of the PESO channels be used?  
Campaigns in Action  
Continuous Integration  
Concept case: equality today’s channel, partner, and measurement brainstorming  
 
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  
Concept Case: Research for Issue Prioritization at Equality Today  
Case Study: Hallmark itty bittys steal the spotlight  
Chapter 5: Research, Part 2: Goals  
Understanding Your Organization and its Goals  
The Goal-setting Process  
Writing Goals  
Goal-setting challenges  
Concept Case: Equality Today Sets Communication Goals  
Case Study: #WeighThis—Redefining Self-Worth from Lean Cuisine  
 
Chapter 6: Objectives
What Makes High-Value Objectives?  
Management by Objectives  
Connecting Objectives To Key Internal Audiences  
Concept Case: Setting Objectives for Equality Today  
Case Study: Cookie Care Delivers Sweet Results for Doubletree by Hilton  
 
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  
Concept Case: Channel Selection for Equality Today  
Case Study: MasterCard Bites Into Apple Pay  
 
Chapter 8: Tactics
Tactical Approaches  
Concept Case: Tactical Choices for Equality Today  
Case Study: Cinnamilk by General Mills  
 
Chapter 9: Implementation
Key Skills for Implementing PR Campaigns  
Preparing for Change  
Concept Case: Equality Today Meets Unexpected Obstacles  
Case study: missing type—U.K.’S national health service  
 
Chapter 10: Reporting and evaluation
Evaluating your campaign  
Reporting on Your Campaign  
PESO: Special Reporting Considerations  
Concept Case: Reporting Results—Equality Today’s Annual Meeting  
Case Study: Cans Get You Cooking  
 
Chapter 11: Formulating an Integrated Campaign—Case Studies
Product Marketing  
Activism  
Engagement  
Crisis Communication  
Global and Multicultural  
Internal Communication and Employee Relations  
 
Appendix
 
Glossary
 
References
 
Index

Supplements

Instructor Site

SAGE edge for Instructors, supports your teaching by making it easy to integrate quality content and create a rich learning environment for students.

  • Test banks provide a diverse range of pre-written options as well as the opportunity to edit any question and/or insert your own personalized questions to effectively assess students’ progress and understanding.
  • Sample course syllabi for semester and quarter courses provide suggested models for structuring your courses.
  • Editable, chapter-specific PowerPoint® slides offer complete flexibility for creating a multimedia presentation for your course.
  • EXCLUSIVE! Access to full-text SAGE journal articles that have been carefully selected to support and expand on the concepts presented in each chapter is included.
  • Carefully selected web-based video resources feature relevant interviews, lectures, personal stories, inquiries, and other content for use in independent or classroom-based explorations of key topics.
  • Web resources are included for further research and insights.
Student Site

SAGE edge for Students provides a personalized approach to help students accomplish their coursework goals in an easy-to-use learning environment.

  • Mobile-friendly eFlashcards strengthen understanding of key terms and concepts.
  • Mobile-friendly practice quizzes allow for independent assessment by students of their mastery of course material.
  • Carefully selected web-based video resources feature relevant interviews, lectures, personal stories, inquiries, and other content for use in independent or classroom-based explorations of key topics.
  • Web resources are included for further research and insights.
  • EXCLUSIVE! Access to full-text SAGE journal articles that have been carefully selected to support and expand on the concepts presented in each chapter is included.  

“An easy to read textbook that will inspire public relations students and provide them with the principles and tools to understand the profession and succeed in their careers.”  

Chike Anyaegbunam
University of Kentucky

“A great book on campaign planning with outstanding theoretical models that students will find useful.  A textbook students will want to keep as a reference.”

Gary Ford
Webster University

“Thorough, well written with a modern common sense approach to teaching students all of the components of a public relations campaign.”

Donald Girard
California State University San Bernardino

“A concise textbook with good media-focused strategies and tactics.”

Minjeong Kang
Indiana University, Bloomington

“A good basic campaigns text that explores all facets of public relations campaigns.”

Nicki L. Bourdeaux
Nicholls State University
Key features
  • The book offers a timely focus on the PESO model and its use in integrated campaigns, providing students with an understanding of today’s best practices in PR.
  • Numerous case studies and exercises throughout the book aid in a deeper understanding of how research, perspective, and insights can be leveraged in public relations campaigns.
  • Real-world appendices including sample PR plans with budgets prepare students for success in their future careers.
  • A free, open-access Student Study site and password-protected Instructor site make teaching and learning easier by offering an array of free tools and resources. Learn more at https://edge.sagepub.com/luttrell

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