Public Relations Campaigns

An Integrated Approach

NEW TO THIS EDITION:

• 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.