PR Agency Handbook

Nyhet

Häftad, Engelska, 2026

Av Regina Luttrell, Luke W. Capizzo, Adrienne A. Wallace, Luke W Capizzo, Adrienne A Wallace

939 kr

Kommande

An exciting introduction to agency life, this insider’s view of professional PR firms equips you to create a successful career in the industry. Authors Regina Luttrell, Luke W. Capizzo, and Adrienne A. Wallace highlight real-world examples from the field and engage with current practitioners to help you enter the agency world and bridge the critical gap between college and professional life. The book introduces many of the sub-fields of integrated communication practice, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). The second edition integrates current industry trends and technological advancements that have transformed agency life and public relations strategies. Key updates include -The impact of remote and hybrid work structures on agency culture and client communication-The rise of AI and automation in content creation and project management-The importance of inclusivity, diversity, equity, and accessibility in both internal operations and client work-New sections within the chapters highlight the increasing role of brand activism and purpose-driven campaigns, as well as the expanding consultancy role of agenciesKey Features:-Real-world examples from the field ensure that the practical concepts presented become concrete for you.-Interviews with industry professionals from around the world provide snapshots of the agency experience-PESO model show you how to adapt your campaigns to meet the needs of today’s integrated agency environment- Agency Essentials student-cantered callouts that bring the realities of PR agency life into your learning with actionable tools—including quick wins, onboarding checklists, real-world scenarios, client email starters, and pitch power phrases

Produktinformation

Utgivningsdatum2026-05-28
Mått178 x 254 x 28 mm
Vikt503 g
FormatHäftad
SpråkEngelska
Antal sidor264
Upplaga2
FörlagBloomsbury Publishing Plc
ISBN9798765152270

Tillhör följande kategorier

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