An exciting introduction to agency life, this insiders view of professional PR firms equips you to create a successful career in the industry.
Authors Regina Luttrell, Luke W. Capizzo, and Adrienne A. Wallace highlight real-world examples from the field and engage with current practitioners to help you enter the agency world and bridge the critical gap between college and professional life.
The book introduces 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). The second edition integrates current industry trends and technological advancements that have transformed agency life and public relations strategies. Key updates include -The impact of remote and hybrid work structures on agency culture and client communication -The rise of AI and automation in content creation and project management -The importance of inclusivity, diversity, equity, and accessibility in both internal operations and client work -New sections within the chapters highlight the increasing role of brand activism and purpose-driven campaigns, as well as the expanding consultancy role of agencies
Key Features: -Real-world examples from the field ensure that the practical concepts presented become concrete for you. -Interviews with industry professionals from around the world provide snapshots of the agency experience -PESO model show you how to adapt your campaigns to meet the needs of todays integrated agency environment - Agency Essentials student-cantered callouts that bring the realities of PR agency life into your learning with actionable toolsincluding quick wins, onboarding checklists, real-world scenarios, client email starters, and pitch power phrases
Arvustused
For students and graduates interested in getting the real scoop on agency life, this is the book for you. With impressive 'pracademic' backgrounds, Luttrell, Capizzo and Wallace are exactly the sherpas you need to guide you along your career journey as rising PR and communication professionals. -- Matt Ragas, Professor and Director, DePaul University, USA and co-author of Business Acumen for Strategic Communicators: The Workbook and Business Acumen for Strategic Communicators: A Primer At last! This second edition of The PR Agency Handbook guides so many students and recent graduates as they navigate our field today. Luttrell, Capizzo, and Wallace have created an extensive and much-needed resource on all the aspects of a PR agency. There is such a need today being heard from both students and PR Agencies. Thanks to these colleagues for providing the new generation entering the PR world with vital confidence and skills. -- Gemma Puglisi, Assistant Professor of Public Communication, American University, USA, and award-winning media strategist and producer
Muu info
An exciting introduction to agency life, this insiders view of professional PR firms equips you to create a successful career in the industry.
Foreword, Carreen Winters
Part I. Agency Life
1. Working in an agency
2. Working with Clients
3. Starting off on the right foot
Part II. Strategies and Tactics
4. Managing Projects, Meetings, and Client Communication
5. Corporate Communication: A Look at Crisis Communication and Media
Relations
6. Social Media: A Comprehensive Look at What Companies Need
7. Marketing: Marketing in a Public Relations Agency
8. Branding Basics
9. Corporate Comms (updated from Internal Communication)
10. Creative Production
11. SEO, Content Marketing, and Digital Marketing
Part III. The Business of Agency PR
12. Client Service
13. Entrepreneurship and Business Development
Part IV. Putting It All Together
14. Public Relations Tools and Templates
Index
About the Authors
Regina M. Luttrell is Senior Associate Dean and an Associate Professor of public relations at the S.I. Newhouse School of Public Communications at Syracuse University, USA. She is the author of numerous influential books, including Social Media: How to Engage, Share, and Connect and Social Media & Society. Her scholarship appears in leading journals such as the International Journal of Strategic Communication, Journal of Broadcasting & Electronic Media,and Case Studies in Strategic Communication. Luke W. Capizzo is Assistant Professor of Public Relations at Michigan State University, USA. His research has been published in the Journal of Public Relations Research, Public Relations Review, Public Relations Inquiry, International Journal of Strategic Communication, Corporate Communications: An International Journal, and Journal of Public Relations Education. Adrienne A. Wallace is Associate Professor of Advertising and Public Relations at Grand Valley State University, USA. She serves as Editor-in-Chief of the Journal of Public Relations Education (JPRE) and is the advisor for GrandPR, a student-powered integrated Communications firm and GVPRSSA.
