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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, 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.

Public Relations Campaigns: An Integrated Approach

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