Public Relations Campaigns: An Integrated Approach introduces you to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools you will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help you develop practical skills for creating more effective PR campaigns. You are given multiple opportunities to practice and build your 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.
- The book offers a timely focus on the PESO model and its use in integrated campaigns, providing students with an understanding of today’s best practices in PR.
- Numerous case studies and exercises throughout the book aid in a deeper understanding of how research, perspective, and insights can be leveraged in public relations campaigns.
- Real-world information including sample PR plans with budgets prepare students for success in their future careers.
|Edition description:||New Edition|
|Product dimensions:||7.38(w) x 9.12(h) x (d)|
About the Author
Regina M. Luttrell, Ph D, 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/Generation Z 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 Ph D 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 clientsfrom the Fortune 500 to small businesses and nonprofitshe 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.
Table of Contents
FOREWORDPREFACEWHY INTEGRATED CAMPAIGNS? WHY NOW?ORGANIZATION OF THE BOOKACKNOWLEDGMENTSABOUT THE AUTHORSINTRODUCTION: Campaigns in the Professional Public Relations Context PUBLIC RELATIONS THEORIES AND PRINCIPLES Excellence Theory Systems Theory Diffusion Theory Framing Theory Agenda Setting & Agenda Building Theories Situational Crisis Communication Theory Two-step Flow Model MODELS OF PUBLIC RELATIONS PRACTICE Press Agentry Public Information Two-way Asymmetrical Two-way Symmetrical PUBLIC RELATIONS PLANNING MODELS R-A-C-E, R-O-P-E, or R-O-S-I-E ROSTIR: Research, Objectives, Strategies, Tactics, Implementation & Reporting Communication Goals PULLING IT ALL TOGETHER THINK CRITICALLY KEY TERMS CONCEPT CASE: EQUALITY TODAYCHAPTER 1: Introduction to Integrated Campaigns A NEED FOR NEW PUBLIC RELATIONS PLANNING MODELS Emerging Models THE SIX STEPS OF ROSTIR THE VALUE OF PUBLIC RELATIONS PLANNING MODELS CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: INTRODUCING EQUALITY TODAY CASE STUDY: “SEIZE THE HOLIDAYS” WITH KRUSTEAZ: A VIRTUAL BAKING EVENT Research/Diagnosis Objectives Strategies Tactics Earned Shared Owned Implementation Reporting/Evaluating Theories ModelsCHAPTER 2: Strategic Communication Campaign Fundamentals WHY WE PLAN ELEMENTS OF A STRATEGIC PLAN Research, Diagnosis, and Goal Setting Objectives Strategies Tactics Implementation Reporting/Evaluation Budget PUTTING IT ALL TOGETHER CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: MISSION-DRIVEN PLANNING FOR EQUALITY TODAY CASE STUDY: OSCAR MAYER’S WAKEY, WAKEY, EGGS AND BAKEY! Research/Diagnosis Objectives Strategies Target Audience Tactics Owned Shared Earned Implementation Reporting/Evaluation TheoriesCHAPTER 3: Understanding PESO WHAT IS PESO? Paid Media Earned Media Shared Media Owned Media WHEN SHOULD EACH OF THE PESO CHANNELS BE USED? Campaigns in Action Paid Media Earned Media Shared Media Owned Media CONTINUOUS INTEGRATION CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: EQUALITY TODAY’S CHANNEL, PARTNER, AND MEASUREMENT BRAINSTORMING CASE STUDY: THE PROUD WHOPPER BE YOUR WAY CAMPAIGN PESO Model Owned Shared Earned Paid TheoriesCHAPTER 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 Data Qualitative and Quantitative Research Secondary and Primary Research Validity CONDUCTING RESEARCH Secondary Research Case Studies Government Data Scholarly Research Think Tank/Nonprofit Reports Trade Association Research Primary Research Polling and Surveys: Opinion and Awareness Content Analysis Competitor Analysis Experimental Research Interviews Focus Groups CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: RESEARCH FOR ISSUE PRIORITIZATION AT EQUALITY TODAY CASE STUDY: HALLMARK ITTY BITTYS STEAL THE SPOTLIGHT Research/Diagnosis Primary Research: Getting to Know the Consumer Objectives Strategy Implementation Tactics Paid Earned Shared Reporting/Evaluation TheoriesCHAPTER 5: Research, Part 2: Goals UNDERSTANDING YOUR ORGANIZATION AND ITS GOALS THE GOAL-SETTING PROCESS Seeking the Impact Role for Communication Defining the Scope Selecting Audiences for Outreach Defining the Desired Change Prioritizing Budgets and Resources WRITING GOALS Types of Goals Context: Mission versus Situation Visionary Goals, Concrete Objectives GOAL-SETTING CHALLENGES Working with Organizational Decision Makers Prompting More Research CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: EQUALITY TODAY SETS COMMUNICATION GOALS CASE STUDY: #WEIGHTHISREDEFINING SELF-WORTH FROM LEAN CUISINE Research/Diagnosis Objectives Strategy Tactics Paid Earned Shared Owned Implementation Reporting/Evaluation Theories and ModelsCHAPTER 6: Objectives WHAT MAKES HIGH-VALUE OBJECTIVES? MANAGEMENT BY OBJECTIVES Types of Objectives Writing S.M.A.R.T. Objectives Specific Measurable Attainable Relevant Time-Bound Additional Objective Frameworks CONNECTING OBJECTIVES TO KEY INTERNAL AUDIENCES Do Your Objectives Make Organizational Decision Makers Excited? Proving Relevance: Will Completing Your Objectives Drive Positive Change? Are You Connecting Short- and Long-Term Objectives? CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: SETTING OBJECTIVES FOR EQUALITY TODAY CASE STUDY: COOKIE CARE DELIVERS SWEET RESULTS FOR DOUBLETREE BY HILTON Research/Diagnosis Objectives Strategy Tactics Paid Shared Owned Reporting/Evaluation TheoriesCHAPTER 7: Strategies CHOOSING YOUR CHANNELS: THE PESO MODEL The Model Paid Earned Shared Owned HOW THE MODEL OVERLAPS How to Build an Integrated Campaign Strategy around PESO THE RIGHT APPROACH FOR YOUR AUDIENCE(S) Demographics Geography Psychographics Activity/Interest Influence Channel Consumption LEVERAGING YOUR ORGANIZATION’S STRENGTHS AND RESOURCES Subject Matter Expertise Imagery/Visuals Dynamic Presenters/Personalities Data Organizational Vision or Narrative History/Institutional Authority THE COMPETITIVE LANDSCAPE Understand Competitors and External Challenges Avoid What Everyone Else Is Already Doing CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: CHANNEL SELECTION FOR EQUALITY TODAY CASE STUDY: MASTERCARD BITES INTO APPLE PAY Research/Diagnosis Objective Strategy Tactics Earned & Paid Owned Shared & Owned Paid, Earned, Shared & Owned Implementation Reporting/Evaluation Cut through the Chatter Lead the Conversation on Contactless Security Drive Master Card Sign-ups on Apple Pay TheoriesCHAPTER 8: Tactics TACTICAL APPROACHES Paid Media Timing Budget Messaging Content Creation Advertising Advertorial Content Earned Media Timing Budget Messaging Content Creation Media Relations Shared Media Timing Budget Messaging Content Creation Owned Media Timing Budget Messaging Content Creation Website Content Management Marketing Publications CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: TACTICAL CHOICES FOR EQUALITY TODAY CASE STUDY: CINNAMILK BY GENERAL MILLS Campaign Focus: Promotional Research/Diagnosis Objective Strategy Tactics Paid & Owned Earned Shared Implementation Reporting/Evaluation Theories ModelCHAPTER 9: Implementation KEY SKILLS FOR IMPLEMENTING PR CAMPAIGNS Project Management Basics Budgeting Dividing Tasks among a Team Creating Timelines and Deadlines Setting Clear Expectations and Ensuring Clear Communication Working with Non-PR People Working with the Media Self-awareness and Self-evaluation Persistence and Perseverance PREPARING FOR CHANGE CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: EQUALITY TODAY MEETS UNEXPECTED OBSTACLES CASE STUDY: MISSING TYPEU.K.’S NATIONAL HEALTH SERVICE Research and Diagnosis Objectives Strategy Tactics Earned Shared Owned Implementation Reporting/Evaluation Theories ModelCHAPTER 10: Reporting and Evaluation EVALUATING YOUR CAMPAIGN Media Evaluation Digital Evaluation Metrics and Approaches Turning Evaluation into Improvement REPORTING ON YOUR CAMPAIGN Objective-driven Reporting Prioritization: What Information Is Most Important for the Reader? Format: How Should Your Information Be Best Presented to Your Audience? PESO: SPECIAL REPORTING CONSIDERATIONS Paid Media Earned Media Shared Media Owned Media Integrated Reporting CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: REPORTING RESULTSEQUALITY TODAY’S ANNUAL MEETING CASE STUDY: CANS GET YOU COOKING Research/Diagnosis Developmental Research and Insights Objectives Strategies Tactics Paid Earned Shared Owned Implementation Reporting/Evaluation TheoriesCHAPTER 11: Formulating an Integrated CampaignCase Studies PRODUCT MARKETING Brewing Inspiration to Engage Coffee Fans Research/Diagnosis Objectives Strategies Tactics Shared Paid + Shared Owned Paid + Owned + Shared Earned + Shared Owned + Shared Implementation Reporting/Evaluation Earned Shared Theories Model ACTIVISM One for All: Mississippians’ Fight for a New Flag Research/Diagnosis Objectives Strategy Tactics Earned + Owned Shared Owned Implementation Reporting Theories Model ENGAGEMENT Appreciating Mom; World’s Toughest JobAmerican Greetings Research/Diagnosis Objectives Strategies Tactics Shared + Owned Implementation Reporting/Evaluation Earned Shared Owned Theories Model CRISIS COMMUNICATION Harambe’s Last Day at the Cincinnati Zoo and Botanical Garden Research/Diagnosis Objectives Strategies Tactics Owned Earned Shared Implementation Reporting/Evaluation Theories Model GLOBAL AND MULTICULTURAL UNICEF: Toys in Mourning Research/Diagnosis Objectives Strategies Tactics Earned + Shared + Owned Implementation Reporting/Evaluation Theories Model Teens 4 Pink: Sisters Network and Eisai Inc. with Shared Voice Public Relations Research/Diagnosis Objectives Strategy Tactics Earned Shared Owned Implementation Reporting/Evaluation Theories Model INTERNAL COMMUNICATION AND EMPLOYEE RELATIONS Responding to “Ferguson”: From Tragedy to Positive Change Research/Diagnosis Objectives Strategies Tactics and Implementation Earned + Shared Owned Reporting Theories Model HP Global Wellness Challenge Research/Diagnosis Objectives Strategies Tactics Owned & Shared Implementation Challenges during Implementation Reporting/Evaluation Theories ModelAPPENDIXGLOSSARYREFERENCESINDEX