Public Relations Campaigns: An Integrated Approach

Public Relations Campaigns: An Integrated Approach introduces you to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools you will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help you develop practical skills for creating more effective PR campaigns. You are given multiple opportunities to practice and build your skills throughout the book by learning how to incorporate the PESO model—Paid media, Earned media, Social media, and Owned media. The PESO model helps students understand the importance of creating integrated campaigns that coordinate PR efforts with both advertising and marketing.

Key Features

• The book offers a timely focus on the PESO model and its use in integrated campaigns, providing students with an understanding of today’s best practices in PR.
• Numerous case studies and exercises throughout the book aid in a deeper understanding of how research, perspective, and insights can be leveraged in public relations campaigns.
• Real-world information including sample PR plans with budgets prepare students for success in their future careers. 

 

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.