Public Relations Campaigns: An Integrated Approach, Edition 2

Regina M. Luttrell · Luke W. Capizzo

Jan 2021 · SAGE Publications

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With a focus on the tools needed for working in the PR industry, Public Relations Campaigns: An Integrated Approach gives students a hands-on introduction to creating successful, integrated PR campaigns. Authors Regina M. Luttrell and Luke W. Capizzo 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.

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Regina M. Luttrell, PhD, is currently an assistant professor of Public Relations and Social Media and director of the graduate program in Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University. A contributor to PR Tactics and PR News, as well as peer reviewed journals, she is a noted speaker where she frequently presents at national and international conferences and business events on topics related to the current social media revolution, the impact of artificial intelligence on news and society, the ongoing public relations evolution, and Millennials/GenerationZ within the classroom and workplace. She is the (co)author of the following books: Social Media: How to Engage, Share, and Connect; The Millennial Mindset: Unraveling Fact from Fiction; Brew Your Business: The Ultimate Craft Beer Playbook; The PR Agency Handbook; and A Practical Guide to Ethics in Public Relations. Prior to entering the educational field, she spent the first portion of her career in corporate public relations and marketing. Her extensive background includes strategic development and implementation of public relations and social media, advertising, marketing, and corporate communications. She has led multiple rebranding campaigns, designed numerous websites, managed high-level crisis situations, and garnered media coverage that included hits with the New York Times, the CBS Evening News, and the Associated Press.

Luke W. Capizzo is a PhD candidate and instructor in the Department of Communication at the University of Maryland, specializing in public relations. He is the coauthor (with Regina Luttrell) of The PR Agency Handbook. His research interests include global public relations, civil society, financial communication, and public relations education. Before coming to the University of Maryland, he practiced public relations for eight years with a focus on media relations in the financial services, commercial real estate, manufacturing, retail, and technology industries, serving in both agency and in-house roles. Working with a wide variety of clients—from the Fortune 500 to small businesses and nonprofits—he garnered media coverage in top national outlets and trade publications, secured and prepared clients for national cable news interviews, and led projects to improve agency-wide media training, staff on-boarding, and client evaluation and reporting metrics. He has earned the APR (Accreditation in Public Relations) designation through the Public Relations Society of America.