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Public Relations Campaigns

Public Relations Campaigns
An Integrated Approach

Second Edition

Other Titles in:
Public Relations (Analysis)

February 2021 | 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


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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

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ISBN: 9781544385587