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PR Agency Handbook by Luke W. Capizzo and Regina M. Luttrell (2018, Trade...
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N.º de artículo de eBay:204993013907
Última actualización el 08 ago 2025 00:11:25 H.EspVer todas las actualizacionesVer todas las actualizaciones
Características del artículo
- Estado
- Country/Region of Manufacture
- United States
- ISBN
- 9781506329055
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Product Identifiers
Publisher
SAGE Publications, Incorporated
ISBN-10
1506329055
ISBN-13
9781506329055
eBay Product ID (ePID)
241204318
Product Key Features
Number of Pages
304 Pages
Publication Name
PR Agency Handbook
Language
English
Publication Year
2018
Subject
Communication Studies, Public Relations
Type
Textbook
Subject Area
Language Arts & Disciplines, Business & Economics
Format
Trade Paperback / Trade Paperback
Dimensions
Item Height
0.6 in
Item Weight
17.8 Oz
Item Length
9.1 in
Item Width
7.4 in
Additional Product Features
Intended Audience
College Audience
TitleLeading
The
Reviews
It should prove very helpful as an assigned text for undergraduate and graduate students; this handbook is recommended primarily to academic libraries supporting a business program, especially for marketing, media, and advertising courses.|9781506329055|, It should prove very helpful as an assigned text for undergraduate and graduate students; this handbook is recommended primarily to academic libraries supporting a business program, especially for marketing, media, and advertising courses. -- ARBA Online|9781506329055|
Dewey Edition
23
Dewey Decimal
659.2023
Table Of Content
Part I: Agency LifeChapter 1: Working in an Agency Work Environment Agency Structure Agency Types: Niche Agency vs. Full ServiceChapter 2: Working with Clients Choosing a Client: The Right Fit Types of PR Expertise Clients Large and Small Client Types, Obstacles and SolutionsChapter 3: Starting off on the right foot Setting Expectations Client Contacts and Reporting Relationships Billing for Services Key TakeawaysPart II: Strategies & TacticsChapter 4: Managing Projects, Meetings, and Client Communication Setting Expectations for Success Best Practices for Project Management Agency and Client Meetings: Before, During, and AfterChapter 5: Corporate Communication: A Look at Crisis Communication and Media Relations The Role of Corporate Communication and Agency PartnersChapter 6: Social Media: A Comprehensive Look at What Companies Need Organizational Social Media for Clients Content creation and Curation Building the Right Relationships The Evolution of a Company's Social Media StrategyChapter 7: Marketing: Marketing in a Public Relations Agency Two is Better than One The Ecosystem of Earned and PaidChapter 8: Branding Basics Creating a Company Brand Building, Managing, & Sustaining BrandsChapter 9: Internal Communication What can agencies add to internal communication? Internal communication for external resultsChapter 10: Creative Production Basic Visual Design Principles Learning the Languages of Design Learning the Language of Print Production Learning the Language of Video ProductionChapter 11: SEO, Content Marketing & Digital Marketing Principles of Web DesignPart III: The Business of Agency PRChapter 12: Client Service-The Counselor Role and Seeding Creativity Challenges to Agency-Client Partnerships Providing Strategic Counsel The power of "Yes, and..."Chapter 13: Entrepreneurship & Business Development What do you want to be? Developing Long-term Client RelationshipsPart IV -Putting it all togetherChapter 14: Public Relations Tools and Templates PRSA IPA Proposal Template ROSTIR Strategic Planning Guide Strategy or Creative Brief Mini Case Study: Lincoln's Watch
Synopsis
A Practical and Concise Introduction to Agency Life The PR Agency Handbook guides students through the day-to-day operations of a professional PR agency and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world stories from the field as well as interviews with PR experts to help students bridge the gap between college and professional life. Throughout the book, students are introduced to many of the sub-fields of strategic communication, 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). Students will not only develop a fundamental understanding of the different components found within an agency, but they will also gain an appreciation for the positive impact that excellent agency work can have on organizations., Introducing the reader to the real-world issues of working in a PR agency, The PR Agency Handbook gives a hands-on introduction to the challenges and best practices of working in the industry. The authors include practical, strategic examples to provide a fundamental understanding of the different agency components and an appreciation for how agency work can have a positive impact on organizations. Throughout the text, many of the sub-fields of integrated communication practice are discussed including traditional public relations and corporate communication, marketing, social media, creative production, web and user experience design and search engine optimization., Providing a practical and concise introduction to agency life, this text gives an insight into the day-to-day operations of a professional PR firm and offers best practice for creating a successful PR career., The PR Agency Handbook is a practical and concise guide that introduces students to the real-world issues of working in a PR agency. Regina Luttrell and Luke Capizzo examines the day-to-day operations of a professional PR firm and gives students a hands-on introduction to the challenges and best practices of working in the industry. This book will include practical, strategic examples from the field as well as interviews with experts to help students bridge the critical gap between student and professional. Ideal for a capstone course in PR, this book could also be used as a second text for a PR Writing or a PR Campaigns course.
LC Classification Number
HD59.L88 2018
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