Public Relations Campaigns
An Integrated Approach
3rd Edition
Published on 11. July 2025
Book
Paperback/Softback
344 pages
978-1-0719-0201-1 (ISBN)
Description
Public Relations Campaigns: An Integrated Approach introduces students to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools students will need when working in the industry. The Third Edition emphasizes the importance of diversity initiatives and highlights an integrated approach that encompasses aspects of social media, marketing, advertising, and client management.
Reviews / Votes
The most cutting-edge book about integrated strategic communication campaign best practices in the industry and a necessity for college students to develop the knowledge and skills that will give them an edge in the highly competitive PR job market. -- Jennifer Robinette It's the textbook to use for helping students learn about planning PR campaigns from start to finish. It's the best one I've found. -- Dawn M. Doty It's easily digestible, covers the important basics in an easy-to-follow format, and has wonderful examples. -- Shana MeganckMore details
Edition
3rd Revised edition
Language
English
Place of publication
Thousand Oaks
United States
Publishing group
Sage Publications Inc Ebooks
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 232 mm
Width: 187 mm
Weight
611 gr
ISBN-13
978-1-0719-0201-1 (9781071902011)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Book
03/2021
2nd Edition
SAGE Publications Inc
€197.58
Article exhausted; check for reprint
Persons
Regina Luttrell, Ph.D. is the senior associate dean of the S.I. Newhouse School of Public Communications at Syracuse University. She is an accomplished leader with extensive experience in spearheading complex research projects, known for fostering cross-departmental and interdisciplinary collaboration and serving as a strong advocate for faculty across various capacities. Her proven track record in securing external funding for research initiatives is complemented by her prolific contributions to her field, having authored more than fifteen books, published numerous articles in academic and professional journals, and presented her work at both domestic and international conferences. Her research primarily delves into public relations, artificial intelligence, mis/disinformation, data analytics, teaching through a feminist pedagogical framework, and the evolving role of social media in society. Before transitioning into academia, she built a robust career in corporate public relations and marketing. Her expertise spans strategic development and implementation in public relations, social media, advertising, marketing, and corporate communications, providing a strong foundation for her current academic endeavors.
Luke W. Capizzo (Ph.D., APR) is an assistant professor in the Department of Advertising + Public Relations at Michigan State University. He is the coauthor (with Regina Luttrell) of The PR Agency Handbook and has published several dozen scholarly articles in such outlets as Journal of Public Relations Research and Public Relations Review. A PR researcher, educator, and practitioner, his scholarly interests include (1) public relations and managing contentious issues; (2) applied social impact for PR-activism, DEI, dialogue, organizational listening, and sustainability/environmental justice; and (3) the public relations profession. Broadly, his research examines the potential societal contributions of organizations through the public relations function. Prior to attending the University of Maryland to earn his Ph.D., he practiced public relations for eight years with a focus on media relations in the ?nancial 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 nonpro?ts-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, sta? onboarding, and client evaluation and reporting metrics. He is an Arthur W. Page Center Legacy Scholar (2020, 2022, 2023) and has earned the APR (Accreditation in Public Relations) designation through the Public Relations Society of America.
Luke W. Capizzo (Ph.D., APR) is an assistant professor in the Department of Advertising + Public Relations at Michigan State University. He is the coauthor (with Regina Luttrell) of The PR Agency Handbook and has published several dozen scholarly articles in such outlets as Journal of Public Relations Research and Public Relations Review. A PR researcher, educator, and practitioner, his scholarly interests include (1) public relations and managing contentious issues; (2) applied social impact for PR-activism, DEI, dialogue, organizational listening, and sustainability/environmental justice; and (3) the public relations profession. Broadly, his research examines the potential societal contributions of organizations through the public relations function. Prior to attending the University of Maryland to earn his Ph.D., he practiced public relations for eight years with a focus on media relations in the ?nancial 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 nonpro?ts-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, sta? onboarding, and client evaluation and reporting metrics. He is an Arthur W. Page Center Legacy Scholar (2020, 2022, 2023) and has earned the APR (Accreditation in Public Relations) designation through the Public Relations Society of America.
Content
Foreword
Preface
Acknowledgments
About The Authors
Introduction: Campaigns In the Professional Public Relations Context
Public Relations Theories And Principles
Models Of Public Relations Practice
Public Relations Planning Models
Pulling It All Together
Think Critically
Key Terms
Concept Case: Village Book Nook
Chapter 1: Introduction To Integrated Campaigns
A Need For New Public Relations Planning Models
The Six Steps Of ROSTIR
The Value Of Public Relations Planning Models
The Diversity-First Approach
Generative AI: Transforming PR and Communications
Conclusion
Think Critically
Key Terms
Concept Case: Introducing Village Book Nook
Case Study: The Double Take Fashion Show
Chapter 2: Strategic Communication Campaign Fundamentals
Why We Plan
Elements Of A Strategic Plan
Putting It All Together
Conclusion
Think Critically
Key Terms
Concept Case: Mission-Driven Planning For Village Book Nook
Case Study: The First Americans Museum
Chapter 3: Understanding PESO
What Is PESO?
When Should Each of The PESO Channels Be Used?
Complimentary Integrated Media When Using PESO
Conclusion
Think Critically
Key Terms
Concept Case: Applying PESO To Village Book Nook
Case Study: Delivering Hope
Chapter 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
Conducting Research
Conclusion
Think Critically
Key Terms
Concept Case: Researching Competitors, Communities, And Customer Experience At Village Book Nook
Case Study: Stop AAPI Hate
Chapter 5: Research, Part 2: Goals
Understanding Your Organization And Its Goals
The Goal-Setting Process
Writing Goals
Goal-Setting Challenges
Conclusion
Think Critically
Key Terms
Concept Case: Village Book Nook Sets Communication Goals
Case Study: Save Earth's Skin
Chapter 6: Objectives
What Makes High-Value Objectives?
Management By Objectives
Connecting Objectives To Key Internal Audiences
Conclusion
Think Critically
Key Terms
Concept Case: Setting Measurable Objectives For Village Book Nook
Case Study: Incredible Egg Challenge
Chapter 7: Strategies
Choosing Your Channels: The PESO Model
How The Model Overlaps
The Right Approach For Your Audience(S)
Leveraging Your Organization's Strengths And Resources
The Competitive Landscape
Conclusion
Think Critically
Key Terms
Concept Case: Channel Selection For Village Book Nook
Case Study: Honoring U.S. Veterans
Chapter 8: Tactics
Tactical Approaches
Inclusivity In Message Development
Conclusion
Think Critically
Key Terms
Concept Case: Finding The Right Tactics For Village Book Nook
Case Study: The A-Z Of Awesome
Chapter 9: Implementation
Key Skills For Implementing PR Campaigns
Preparing For Change
Conclusion
Think Critically
Key Terms
Concept Case: Community Village Book Nook Meets Unexpected Opportunities And Obstacles
Case Study: You've Come A Long Way Barbie
Chapter 10: Reporting and Evaluation
Evaluating Your Campaign
Reporting On Your Campaign
PESO: Special Reporting Considerations
Conclusion
Think Critically
Key Terms
Concept Case: Reporting Results -Village Book Nook's Stakeholder Meeting
Case Study: Diversifying The Tech Industry
Chapter 11: Formulating an Integrated Campaign
ROSTIR Strategic Planning Guide
PRSA IPA Proposal Template
Client Reports
Developing An Audience Persona
Appendix
Glossary
References
Index
Preface
Acknowledgments
About The Authors
Introduction: Campaigns In the Professional Public Relations Context
Public Relations Theories And Principles
Models Of Public Relations Practice
Public Relations Planning Models
Pulling It All Together
Think Critically
Key Terms
Concept Case: Village Book Nook
Chapter 1: Introduction To Integrated Campaigns
A Need For New Public Relations Planning Models
The Six Steps Of ROSTIR
The Value Of Public Relations Planning Models
The Diversity-First Approach
Generative AI: Transforming PR and Communications
Conclusion
Think Critically
Key Terms
Concept Case: Introducing Village Book Nook
Case Study: The Double Take Fashion Show
Chapter 2: Strategic Communication Campaign Fundamentals
Why We Plan
Elements Of A Strategic Plan
Putting It All Together
Conclusion
Think Critically
Key Terms
Concept Case: Mission-Driven Planning For Village Book Nook
Case Study: The First Americans Museum
Chapter 3: Understanding PESO
What Is PESO?
When Should Each of The PESO Channels Be Used?
Complimentary Integrated Media When Using PESO
Conclusion
Think Critically
Key Terms
Concept Case: Applying PESO To Village Book Nook
Case Study: Delivering Hope
Chapter 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
Conducting Research
Conclusion
Think Critically
Key Terms
Concept Case: Researching Competitors, Communities, And Customer Experience At Village Book Nook
Case Study: Stop AAPI Hate
Chapter 5: Research, Part 2: Goals
Understanding Your Organization And Its Goals
The Goal-Setting Process
Writing Goals
Goal-Setting Challenges
Conclusion
Think Critically
Key Terms
Concept Case: Village Book Nook Sets Communication Goals
Case Study: Save Earth's Skin
Chapter 6: Objectives
What Makes High-Value Objectives?
Management By Objectives
Connecting Objectives To Key Internal Audiences
Conclusion
Think Critically
Key Terms
Concept Case: Setting Measurable Objectives For Village Book Nook
Case Study: Incredible Egg Challenge
Chapter 7: Strategies
Choosing Your Channels: The PESO Model
How The Model Overlaps
The Right Approach For Your Audience(S)
Leveraging Your Organization's Strengths And Resources
The Competitive Landscape
Conclusion
Think Critically
Key Terms
Concept Case: Channel Selection For Village Book Nook
Case Study: Honoring U.S. Veterans
Chapter 8: Tactics
Tactical Approaches
Inclusivity In Message Development
Conclusion
Think Critically
Key Terms
Concept Case: Finding The Right Tactics For Village Book Nook
Case Study: The A-Z Of Awesome
Chapter 9: Implementation
Key Skills For Implementing PR Campaigns
Preparing For Change
Conclusion
Think Critically
Key Terms
Concept Case: Community Village Book Nook Meets Unexpected Opportunities And Obstacles
Case Study: You've Come A Long Way Barbie
Chapter 10: Reporting and Evaluation
Evaluating Your Campaign
Reporting On Your Campaign
PESO: Special Reporting Considerations
Conclusion
Think Critically
Key Terms
Concept Case: Reporting Results -Village Book Nook's Stakeholder Meeting
Case Study: Diversifying The Tech Industry
Chapter 11: Formulating an Integrated Campaign
ROSTIR Strategic Planning Guide
PRSA IPA Proposal Template
Client Reports
Developing An Audience Persona
Appendix
Glossary
References
Index