Public Relations Campaigns: An Integrated Approach introduces students to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools students will need when working in the industry. The Third Edition emphasizes the importance of diversity initiatives and highlights an integrated approach that encompasses aspects of social media, marketing, advertising, and client management.

 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.

Foreword Preface Acknowledgments About The Authors Introduction: Campaigns In the Professional Public Relations Context Public Relations Theories And Principles Models Of Public Relations Practice Public Relations Planning Models Pulling It All Together Think Critically Key Terms Concept Case: Village Book Nook Chapter 1: Introduction To Integrated Campaigns A Need For New Public Relations Planning Models The Six Steps Of ROSTIR The Value Of Public Relations Planning Models The Diversity-First Approach Generative AI: Transforming PR and Communications Conclusion Think Critically Key Terms Concept Case: Introducing Village Book Nook Case Study: The Double Take Fashion Show Chapter 2: Strategic Communication Campaign Fundamentals Why We Plan Elements Of A Strategic Plan Putting It All Together Conclusion Think Critically Key Terms Concept Case: Mission-Driven Planning For Village Book Nook Case Study: The First Americans Museum Chapter 3: Understanding PESO What Is PESO? When Should Each of The PESO Channels Be Used? Complimentary Integrated Media When Using PESO Conclusion Think Critically Key Terms Concept Case: Applying PESO To Village Book Nook Case Study: Delivering Hope Chapter 4: Research, Part 1: Diagnosis and Developmental Research Developmental Research: Diagnosing The Problem And/Or Opportunity Researching And Measuring The Problem/Opportunity Research Terminology And Techniques Conducting Research Conclusion Think Critically Key Terms Concept Case: Researching Competitors, Communities, And Customer Experience At Village Book Nook Case Study: Stop AAPI Hate Chapter 5: Research, Part 2: Goals Understanding Your Organization And Its Goals The Goal-Setting Process Writing Goals Goal-Setting Challenges Conclusion Think Critically Key Terms Concept Case: Village Book Nook Sets Communication Goals Case Study: Save Earths Skin Chapter 6: Objectives What Makes High-Value Objectives? Management By Objectives Connecting Objectives To Key Internal Audiences Conclusion Think Critically Key Terms Concept Case: Setting Measurable Objectives For Village Book Nook Case Study: Incredible Egg Challenge Chapter 7: Strategies Choosing Your Channels: The PESO Model How The Model Overlaps The Right Approach For Your Audience(S) Leveraging Your Organizations Strengths And Resources The Competitive Landscape Conclusion Think Critically Key Terms Concept Case: Channel Selection For Village Book Nook Case Study: Honoring U.S. Veterans Chapter 8: Tactics Tactical Approaches Inclusivity In Message Development Conclusion Think Critically Key Terms Concept Case: Finding The Right Tactics For Village Book Nook Case Study: The A-Z Of Awesome Chapter 9: Implementation Key Skills For Implementing PR Campaigns Preparing For Change Conclusion Think Critically Key Terms Concept Case: Community Village Book Nook Meets Unexpected Opportunities And Obstacles Case Study: Youve Come A Long Way Barbie Chapter 10: Reporting and Evaluation Evaluating Your Campaign Reporting On Your Campaign PESO: Special Reporting Considerations Conclusion Think Critically Key Terms Concept Case: Reporting Results -Village Book Nooks Stakeholder Meeting Case Study: Diversifying The Tech Industry Chapter 11: Formulating an Integrated Campaign ROSTIR Strategic Planning Guide PRSA IPA Proposal Template Client Reports Developing An Audience Persona Appendix Glossary References Index