PR Agency Handbook

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.

• Foreword, Carreen WintersPart I. Agency Life1. Working in an agency2. Working with Clients3. Starting off on the right footPart II. Strategies and Tactics4. Managing Projects, Meetings, and Client Communication5. Corporate Communication: A Look at Crisis Communication and Media Relations6. Social Media: A Comprehensive Look at What Companies Need7. Marketing: Marketing in a Public Relations Agency8. Branding Basics9. Corporate Comms (updated from Internal Communication)10. Creative Production11. SEO, Content Marketing, and Digital MarketingPart III. The Business of Agency PR12. Client Service13. Entrepreneurship and Business DevelopmentPart IV. Putting It All Together14. Public Relations Tools and TemplatesIndexAbout the Authors

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.