Public relations campaigns: An Integrated Approach
Public relations campaigns: An Integrated Approach
Public relations campaigns: An Integrated Approach by Regina M. Luttrell and Luke W. Capizzo 2nd edition gives students a hands-on introduction to creating successful, integrated PR campaigns. It's present the ROSTIR model (research/diagnosis, objectives, strategy, tactics, implementation, and reporting/evaluation) and PESO model (paid, earned, shared/social, and owned media) to show students a framework for practitioners to plan effectively and use all of the resources available to them to create winning campaigns. The Second Edition emphasizes the importance of diversity initiatives and teaches students how to integrate a cross-cultural approach to PR strategies.