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Author:   Regina Luttrell (Syracuse University, USA) ,  Luke W. Capizzo (Michigan State University, USA) ,  Adrienne A. Wallace (Grand Valley State University, USA)
Publisher:   Bloomsbury Publishing Plc
Imprint:   Bloomsbury Academic
Edition:   2nd edition
Dimensions:   Width: 17.60cm , Height: 1.60cm , Length: 25.20cm
Weight:   0.520kg
ISBN:  

9798765152270

Pages:   264
Publication Date:   28 May 2026
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

Foreword, Carreen Winters Part I. Agency Life 1. Working in an agency 2. Working with Clients 3. Starting off on the right foot Part II. Strategies and Tactics 4. Managing Projects, Meetings, and Client Communication 5. Corporate Communication: A Look at Crisis Communication and Media Relations 6. Social Media: A Comprehensive Look at What Companies Need 7. Marketing: Marketing in a Public Relations Agency 8. Branding Basics 9. Corporate Comms (updated from Internal Communication) 10. Creative Production 11. SEO, Content Marketing, and Digital Marketing Part III. The Business of Agency PR 12. Client Service 13. Entrepreneurship and Business Development Part IV. Putting It All Together 14. Public Relations Tools and Templates Index About the Authors

Reviews

For students and graduates interested in getting the real scoop on agency life, this is the book for you. With impressive 'pracademic' backgrounds, Luttrell, Capizzo and Wallace are exactly the sherpas you need to guide you along your career journey as rising PR and communication professionals. -- Matt Ragas, Professor and Director, DePaul University, USA and co-author of <i>Business Acumen for Strategic Communicators: The Workbook</i> and <i>Business Acumen for Strategic Communicators: A Primer</i> At last! This second edition of The PR Agency Handbook guides so many students and recent graduates as they navigate our field today. Luttrell, Capizzo, and Wallace have created an extensive and much-needed resource on all the aspects of a PR agency. There is such a need today being heard from both students and PR Agencies. Thanks to these colleagues for providing the new generation entering the PR world with vital confidence and skills. -- Gemma Puglisi, Assistant Professor of Public Communication, American University, USA, and award-winning media strategist and producer

""For students and graduates interested in getting the real scoop on agency life, this is the book for you. With impressive 'pracademic' backgrounds, Luttrell, Capizzo and Wallace are exactly the sherpas you need to guide you along your career journey as rising PR and communication professionals."" --Matt Ragas, Professor and Director, DePaul University, USA and co-author of Business Acumen for Strategic Communicators: The Workbook and Business Acumen for Strategic Communicators: A Primer ""At last! This second edition of The PR Agency Handbook guides so many students and recent graduates as they navigate our field today. Luttrell, Capizzo, and Wallace have created an extensive and much-needed resource on all the aspects of a PR agency. There is such a need today being heard from both students and PR Agencies. Thanks to these colleagues for providing the new generation entering the PR world with vital confidence and skills."" --Gemma Puglisi, Assistant Professor of Public Communication, American University, USA, and award-winning media strategist and producer

Author Information

Regina M. Luttrell is Senior Associate Dean and an Associate Professor of public relations at the S.I. Newhouse School of Public Communications at Syracuse University, USA. She is the author of numerous influential books, including Social Media: How to Engage, Share, and Connect and Social Media & Society. Her scholarship appears in leading journals such as the International Journal of Strategic Communication, Journal of Broadcasting & Electronic Media,and Case Studies in Strategic Communication. Luke W. Capizzo is Assistant Professor of Public Relations at Michigan State University, USA. His research has been published in the Journal of Public Relations Research, Public Relations Review, Public Relations Inquiry, International Journal of Strategic Communication, Corporate Communications: An International Journal, and Journal of Public Relations Education. Adrienne A. Wallace is Associate Professor of Advertising and Public Relations at Grand Valley State University, USA. She serves as Editor-in-Chief of the Journal of Public Relations Education (JPRE) and is the advisor for GrandPR, a student-powered integrated Communications firm and GVPRSSA.

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