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Public Relations Campaigns

Public Relations Campaigns
An Integrated Approach

Second Edition

December 2020 | 336 pages | SAGE Publications, Inc
With a focus on the tools needed for working in the PR industry, Public Relations Campaigns: An Integrated Approach gives students a hands-on introduction to creating successful, integrated PR campaigns. Authors Regina M. Luttrell and Luke W. Capizzo present the ROSTIR model (research/diagnosis, objectives, strategy, tactics, implementation, and reporting/evaluation) and PESO model (paid, earned, shared/social, and owned media) to show students a framework for practitioners to plan effectively and use all of the resources available to them to create winning campaigns. The Second Edition emphasizes the importance of diversity initiatives and teaches students how to integrate a cross-cultural approach to PR strategies.

INTRODUCTION: Campaigns in the Professional Public Relations Context
CHAPTER 1 Introduction to Integrated Campaigns
CHAPTER 2 Strategic Communication Campaign Fundamentals
CHAPTER 3 Understanding PESO
CHAPTER 4 Research, Part 1: Diagnosis and Developmental Research
CHAPTER 5 Research, Part 2: Goals
CHAPTER 6 Objectives
CHAPTER 7 Strategies
CHAPTER 8 Tactics
CHAPTER 9 Implementation
CHAPTER 10 Reporting and Evaluation
CHAPTER 11 Formulating an Integrated Campaign


Instructor Teaching Site

Online resources included with this text

The online resources for your text are available via the password-protected Instructor Resource Site, which offers access to all text-specific resources, including a test bank and editable, chapter-specific PowerPoint® slides.
Student Study Site
The open-access Student Study Site makes it easy for students to maximize their study time, anywhere, anytime. It offers flashcards that strengthen understanding of key terms and concepts, as well as learning objectives that reinforce the most important material.
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This textbook offers a well-rounded blend of theory and practical application. The inclusion of case studies enhances understanding and knowledge acquisition for each chapter. For individuals unfamiliar with PR principles, this textbook guides them through crucial planning processes and fundamental principles in a user-friendly manner. The only suggestion I have is to provide more informative PowerPoint presentations, enabling instructors to make better use of them.

Dr Ilwoo Ju
Brian Lamb School of Communication, Purdue University
May 24, 2023
Key features


  • A diversity-first approach to PR planning and execution stresses that diversity and inclusion must be considered in all aspects of the campaign process—from research and development to execution.
  • Presentation of the Diversity and Inclusion Wheel as a tool to use when developing and implementing campaigns helps students understand that diversity, equity, and inclusion start from the earliest phases of campaign planning.
  • A revamped chapter 11 includes additional templates for formulating an integrated campaign.
  • Updated Concept Cases and case studies keep students engaged with more relevant companies and campaigns.
  • Updated examples and statistics bring the text up to date.
  • An integrated approach encompasses aspects of social media, marketing, advertising, and client management, for a broader view of the campaign planning process.
  • Think Ahead learning objectives at the beginning of each chapter identify for students what they should be able to accomplish after completing the reading.
  • The ROSTIR and PESO models help provide students with an understanding of today’s best practices in PR.
  • “PRo Tips” boxes highlight advice from PR professionals and educators.
  • Chapter-ending Think Critically questions challenge students to reflect on and apply the material they have learned.
  • Concept Cases at the conclusion of chapters introduce students to a series of exercises where they can apply the takeaways from topics to the operational activities of a fictitious client.
  • Numerous case studies demonstrate the proven ROSTIR and PESO campaign processes and illustrate how PR campaigns function in the professional world.
  • Chapter conclusions and lists of key terms helps students review and retain the most important material.
  • A helpful appendix includes additional reading material that adds depth to chapters, particularly in the areas of research, strategy, and tactics.

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