Public Relations Campaigns

An Integrated Approach

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 analyze 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.

• 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.