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The Pr Agency Handbook

Author : Regina M. Luttrell
ISBN : 9781506329079
Genre : Language Arts & Disciplines
File Size : 35.78 MB
Format : PDF, Docs
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A Practical and Concise Introduction to Agency Life The PR Agency Handbook guides you through the day-to-day operations of a professional PR firm and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world examples from the field as well as interviews with PR experts to help you bridge the critical gap between college and professional life. Throughout the book, you are introduced to many of the sub-fields of integrated communication practice, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). You will not develop a fundamental understanding of the different components found within an agency, but you will also gain an appreciation for the positive impact that excellent agency work can have on organizations. Key Features: Real-world examples from the field ensure that the practical concepts presented become concrete for you. Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide you with snapshots of the agency experience. A chapter dedicated to social media (Chapter 6) offers you a comprehensive look at how companies utilize these important platforms An introduction to the PESO and ROSTIR models shows you how to adapt your campaigns to meet the needs of today’s integrated agency environment. A chapter dedicated to tools and templates gives you exposure to real documents you will need in your career.
Category: Language Arts & Disciplines

The Public Relations Handbook

Author : Alison Theaker
ISBN : 0415317924
Genre : Social Science
File Size : 45.33 MB
Format : PDF, ePub, Docs
Download : 841
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In this updated edition of the successful handbook, a detailed introduction to the theories and practices of the public relations industry is given. Broad in scope, it traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationships with politics, lobbying organisations and journalism, assesses its professionalism and regulation, and advises on training and entry into the profession. It includes: * interviews with press officers and PR agents about their working practices * case studies, examples, press releases and illustrations from a range of campaigns including Railtrack, Marks and Spencer, Guinness and the Metropolitan Police * specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology * over twenty illustrations from recent PR campaigns. In this revised and updated practical text, Alison Theaker successfully combines theoretical and organisational frameworks for studying public relations with examples of how the industry works in practice.
Category: Social Science

Public Relations Campaigns

Author : Regina M. Luttrell
ISBN : 9781506332536
Genre : Language Arts & Disciplines
File Size : 27.17 MB
Format : PDF, Docs
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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.
Category: Language Arts & Disciplines

Handbook Of Public Relations

Author : Robert L. Heath
ISBN : 1412909546
Genre : Business & Economics
File Size : 29.18 MB
Format : PDF, ePub, Docs
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The Handbook of Public Relations offers a comprehensive and detailed examination of the field. It gives scholars, practitioners, and students a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationship between organizations, markets, audiences, and publics.
Category: Business & Economics

Dartnell S Public Relations Handbook

Author : Robert L. Dilenschneider
ISBN : IND:30000052101676
Genre : Business & Economics
File Size : 52.40 MB
Format : PDF, ePub, Docs
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One of the most important trends in recent years has been the integration of public relations into the marketing mix. No longer do corporations view it as a separate, narrow, objective tactic -- a tactic that is isolated from other marketing activities. Today, most marketers understand that public relations must be linked with other marketing disciplines. They recognize that the planning and implementation of a public relations program must harmonize with overall marketing objectives. It is no longer enough for a PR agency executive to be a great press release writer or to establish terrific media contacts. Today, many PR duties are often performed by non-PR personnel. "Dartnell's Public Relations Handbook" has been designed to guide the individual who does not perform PR duties on a daily basis, but who needs to coordinate PR efforts as one of many assigned tasks. Inexperienced PR personnel will use the handbook as a "guide" to coordinate PR efforts. The experienced PR practitioner will use this handbook as a reference tool of new techniques and strategies to help him or her excel in his or her current job. The new 4th edition includes: -- All-new case studies. -- An updated and expanded chapter on Crisis PR. -- A new series of "how-to" chapters, including: how to write a press release, develop a media kit, build a media list, develop media contacts, use the phone and fax most effectively, speak to the media, etc. -- A new chapter on how to work with a PR firm -- how to select the agency that is right for your needs, how to get the most out of your agency, and your responsibilities as a client in the PR agency partnership.
Category: Business & Economics

The Global Public Relations Handbook Revised And Expanded Edition

Author : Krishnamurthy Sriramesh
ISBN : 9781135845544
Genre : Business & Economics
File Size : 23.70 MB
Format : PDF, Kindle
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Expanding on the theoretical framework for studying and practicing public relations around the world, The Global Public Relations Handbook, Revised and Expanded Edition extends the discussion in the first volume on the history, development, and current status of the public relations industry from a global perspective. This revised edition offers twenty new chapters in addition to the original contents. It includes fourteen additional country- or regionally-focused chapters exploring public relations practice in Africa, Asia, Europe, and the Americas. Contributors use a theoretical framework to present information on the public relations industry in their countries and regions. They also focus on such factors as the status of public relations education in their respective countries and professionalism and ethics. Each country-specific chapter includes a case study typifying public relations practice in that country. Additional new chapters discuss political economy, activism, international public relations, and United Nations public affairs.
Category: Business & Economics

A Practical Guide To Ethics In Public Relations

Author : Regina Luttrell
ISBN : 9781442272750
Genre : Business & Economics
File Size : 36.25 MB
Format : PDF, ePub, Mobi
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A Practical Guide to Ethics in Public Relations is designed for courses in contemporary studies of public relations and communications. This text highlights the delicate balance required to navigate the values and demands implicit to the field of public relations and those that underlie society as a whole. Students are encouraged to examine their own values and compare them to those commonly encountered in a professional setting. A Practical Guide to Ethics in Public Relations is the ideal text for students grappling with the inevitable ethical dilemmas that arise in professional public relations.
Category: Business & Economics

The Public Relations Writer S Handbook

Author : Merry Aronson
ISBN : 9781118041079
Genre : Business & Economics
File Size : 87.98 MB
Format : PDF, Docs
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The second edition of the Public Relations Writer’s Handbook offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age.
Category: Business & Economics

The Marketing Agency Blueprint

Author : Paul Roetzer
ISBN : 9781118176887
Genre : Business & Economics
File Size : 20.58 MB
Format : PDF, Mobi
Download : 346
Read : 825

Build a disruptive marketing agency for the modern age The marketing services industry is on the cusp of a trulytransformational period. The old guard, rooted in tradition andresistant to change, will fall and new leaders will emerge. Hybridmarketing agencies that are more nimble, tech savvy, andcollaborative will redefine the industry. Digital services will beengrained into the DNA and blended with traditional methods forintegrated campaigns. The depth, versatility, and drive of theirtalent will be the cornerstones of organizations that pursue ahigher purpose. The Marketing Agency Blueprint is apractical and candid guide that presents ten rules for buildingsuch a hybrid agency. The new marketing agency model will create and nurture diverserecurring revenue streams through a mix of services, consulting,training, education, publishing, and software sales. It will useefficiency and productivity, not billable hours, as the essentialdrivers of profitability. Its value and success will be measured byoutcomes, not outputs. Its strength and stability will depend on awillingness to be in a perpetual state of change, and an ability toexecute and adapt faster than competitors. The Marketing AgencyBlueprint demonstrates how to: Generate more qualified leads, win clients with set pricing andservice packages, and secure more long-term retainers Develop highly efficient management systems and more effectiveaccount teams Deliver greater results and value to clients This is the future of the marketing services industry. A futuredefined and led by underdogs and innovators. You have theopportunity to be at the forefront of the transformation.
Category: Business & Economics