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Produktbild: Luttrell, R: Public Relations Campaigns

Luttrell, R: Public Relations Campaigns An Integrated Approach

163,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

01.05.2025

Verlag

Sage Publications

Seitenzahl

344

Maße (L/B/H)

23,2/18,7/1,8 cm

Gewicht

624 g

Auflage

3. überarbeitete Auflage

Sprache

Englisch

ISBN

978-1-07-190201-1

Beschreibung

Rezension

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

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

01.05.2025

Verlag

Sage Publications

Seitenzahl

344

Maße (L/B/H)

23,2/18,7/1,8 cm

Gewicht

624 g

Auflage

3. überarbeitete Auflage

Sprache

Englisch

ISBN

978-1-07-190201-1

EU-Ansprechpartner

Zeitfracht Medien GmbH
Ferdinand-Jühlke-Straße 7
99095 Erfurt
DE
produktsicherheit@zeitfracht.de

Herstelleradresse

SAGE Publications
1 Oliver's Yard 55 City Road
EC1Y 1SP London
GB
orders@sagepub.co.uk

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  • Produktbild: Luttrell, R: Public Relations Campaigns
  • 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