Overview

Full Product Details

Author:   Regina M. Luttrell ,  Luke W. Capizzo
Publisher:   SAGE Publications Inc
Imprint:   SAGE Publications Inc
Weight:   0.510kg
ISBN:  

9781506329055

ISBN 10:   1506329055
Pages:   304
Publication Date:   26 June 2018
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.

Table of Contents

Part I: Agency Life Chapter 1: Working in an Agency Work Environment Agency Structure Agency Types: Niche Agency vs. Full Service Chapter 2: Working with Clients Choosing a Client: The Right Fit Types of PR Expertise Clients Large and Small Client Types, Obstacles and Solutions Chapter 3: Starting off on the right foot Setting Expectations Client Contacts and Reporting Relationships Billing for Services Key Takeaways Part II: Strategies & Tactics Chapter 4: Managing Projects, Meetings, and Client Communication Setting Expectations for Success Best Practices for Project Management Agency and Client Meetings: Before, During, and After Chapter 5: Corporate Communication: A Look at Crisis Communication and Media Relations The Role of Corporate Communication and Agency Partners Chapter 6: Social Media: A Comprehensive Look at What Companies Need Organizational Social Media for Clients Content creation and Curation Building the Right Relationships The Evolution of a Company’s Social Media Strategy Chapter 7: Marketing: Marketing in a Public Relations Agency Two is Better than One The Ecosystem of Earned and Paid Chapter 8: Branding Basics Creating a Company Brand Building, Managing, & Sustaining Brands Chapter 9: Internal Communication What can agencies add to internal communication? Internal communication for external results Chapter 10: Creative Production Basic Visual Design Principles Learning the Languages of Design Learning the Language of Print Production Learning the Language of Video Production Chapter 11: SEO, Content Marketing & Digital Marketing Principles of Web Design Part III: The Business of Agency PR Chapter 12: Client Service-The Counselor Role and Seeding Creativity Challenges to Agency-Client Partnerships Providing Strategic Counsel The power of “Yes, and…” Chapter 13: Entrepreneurship & Business Development What do you want to be? Developing Long-term Client Relationships Part IV –Putting it all together Chapter 14: Public Relations Tools and Templates PRSA IPA Proposal Template ROSTIR Strategic Planning Guide Strategy or Creative Brief Mini Case Study: Lincoln’s Watch

Reviews

""It should prove very helpful as an assigned text for undergraduate and graduate students; this handbook is recommended primarily to academic libraries supporting a business program, especially for marketing, media, and advertising courses. -- ARBA Online

It should prove very helpful as an assigned text for undergraduate and graduate students; this handbook is recommended primarily to academic libraries supporting a business program, especially for marketing, media, and advertising courses. -- ARBA Online

Author Information

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.

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions