Public relations campaigns : an integrated approach / Regina M. Luttrell, Luke W. Capizzo.
"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...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Thousand Oaks, California :
SAGE Publications, Inc.,
[2019]
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| Subjects: |
| Summary: | "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."--Publisher's website. |
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| Physical Description: | xxvii, 276 pages : illustrations ; 24 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 150633251X 9781506332512 |