Public Relations Campaigns: An Integrated Approach

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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, i ntegrated 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. Imprint: SAGE Publications, IncLanguage: EnglishCopyright Year: 2021Course Code: TP, BMK3017 Temasek Polytechnic, Students, please obtain your Discount Code from Your Lecturer This is an ebook that is fulfilled via Access Code. The Access Code for redemption will be emailed within 2 working days after payment verificationYou will need to preinstall Vital Source Apps to read the ebook Show more