The PR Agency Handbook

Author: Regina M. Luttrell
Publisher: SAGE Publications, Incorporated
ISBN: 9781506329055
Category : Language Arts & Disciplines
Languages : en
Pages : 296

Book Description
A Practical and Concise Introduction to Agency Life The PR Agency Handbook guides you through the day-to-day operations of a professional PR firm and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world examples from the field as well as interviews with PR experts to help you bridge the critical gap between college and professional life. Throughout the book, you are introduced to 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). You will not develop a fundamental understanding of the different components found within an agency, but you will also gain an appreciation for the positive impact that excellent agency work can have on organizations. Key Features: Real-world examples from the field ensure that the practical concepts presented become concrete for you. Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide you with snapshots of the agency experience. A chapter dedicated to social media (Chapter 6) offers you a comprehensive look at how companies utilize these important platforms An introduction to the PESO and ROSTIR models shows you how to adapt your campaigns to meet the needs of today’s integrated agency environment. A chapter dedicated to tools and templates gives you exposure to real documents you will need in your career.

The PR Agency Handbook

Author: Regina M. Luttrell
Publisher: SAGE Publications
ISBN: 1506329047
Category : Business & Economics
Languages : en
Pages : 306

Book Description
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 Marketing Agency Blueprint

Author: Paul Roetzer
Publisher: John Wiley & Sons
ISBN: 111817688X
Category : Business & Economics
Languages : en
Pages : 262

Book Description
Build a disruptive marketing agency for the modern age The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency. The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It will use efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors. The Marketing Agency Blueprint demonstrates how to: Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers Develop highly efficient management systems and more effective account teams Deliver greater results and value to clients This is the future of the marketing services industry. A future defined and led by underdogs and innovators. You have the opportunity to be at the forefront of the transformation.

Media Relations Handbook for Agencies, Associations, Nonprofits, and Congress

Author: Bradford Fitch
Publisher: The Capitol Net Inc
ISBN: 9781587330032
Category : Business & Economics
Languages : en
Pages : 376

Book Description
Next to the AP Style Guide, the Media Relations Handbook is arguably the most valuable reference available for any public affairs officer, press secretary or Beltway PR professional. The Media Relations Handbook is required reading for Capitol Hill press secretaries, federal agency public affairs officers, political campaign spin doctors, nonprofit PR professionals, lobbyists or anyone involved in garnering media coverage. In this Handbook, Bradford Fitch explores theory and practice, discussing general principles and illustrating each point with real-life examples. This book is for those who are seeking the most effective means to communicate on behalf of a government agency, a national association or nonprofit, or an elected official. It will help you channel your hot passion with the cool guidance that has been gleaned through others' experience. The author professes no unique insight into media relations in public affairs. Rather, this book is an amalgamation of the collective wisdom of hundreds of public relations professionals in the worlds of government and politics. It is an overview of the ideas that have become the accepted rules of communications in Washington, presented in one volume. "[T]his book will be of value to students and professionals of political communications and public relations. Summing up: Recommended. Upper-division undergraduate through professional collections." -- CHOICE "Although targeted for new media relations staff or ones starting a new press office, even the most experienced public information officer can learn from this book." -- Gene Rose, Director of Public Affairs, NCSL, in State Legislatures magazine "Offers a wealth of practical advice on public relations that will be of benefit to governmental and non-governmental organizations alike." -- Municipal World A rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media." -- Ann Compton, White House Correspondent, ABC News Summary Table of Contents Introduction Foreword Ch. 1 First Steps Ch. 2 Tools of the Craft Ch. 3 Developing a Message and Communications Plan Ch. 4 Interacting with Reporters Ch. 5 Overview of the Media: Print, Radio, and TV Ch. 6 Web-Based and Online Communications Ch. 7 Dealing With the Principal Ch. 8 Interview Preparation Ch. 9 Internal Issues: Experts, Policy, Numbers, Leaks, Lawyers and Language Ch. 10 How to Interact with Congressional Campaign Operations Ch. 11 Communications in a Federal Agency Ch. 12 Crisis Communications in Public Affairs Ch. 13 Ethics in Public Affairs Appendices Glossary Epilogue Index Complete Table of Contents online at www.MediaRelationsHandbook.com

The Routledge Handbook of Philosophy of Agency

Author: Luca Ferrero
Publisher: Routledge
ISBN: 0429510764
Category : Philosophy
Languages : en
Pages : 492

Book Description
One of the most basic and important distinctions we draw is between those entities with the capacity of agency and those without. As humans we enjoy agency in its full-blooded form and therefore a proper understanding of the nature of agency is of great importance to appreciate who we are and what we should expect and demand of our existence. The Routledge Handbook of Philosophy of Agency is an outstanding reference source to the key issues, problems, and debates in this exciting subject and is the first collection of its kind. Comprising 42 chapters by an international team of contributors, the Handbook is divided into eight clear parts: The Metaphysics of Agency Kinds of Agency Agency and Ability Agency: Mind, Body, and World Agency and Knowledge Agency and Moral Psychology Agency and Time Agency, Reasoning, and Normativity. A broad range of topics are covered, including the relation of agency to causation, teleology, animal agency, intentionality, planning, skills, disability, practical knowledge, self-knowledge, the will, responsibility, autonomy, identification, emotions, personal identity, reasons, morality, the law, aesthetics, and games. The Routledge Handbook of Philosophy of Agency is essential reading for students and researchers within philosophy of action, philosophy of mind, metaphysics, philosophy of psychology, and ethics.

The Public Relations Handbook

Author: Alison Theaker
Publisher: Routledge
ISBN: 1134369220
Category : Business & Economics
Languages : en
Pages : 377

Book Description
In this updated edition of the successful Public Relations Handbook, a detailed introduction to the theories and practices of the public relations industry is given. Broad in scope, it; traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationships with politics, lobbying organisations and journalism, assesses its professionalism and regulation, and advises on training and entry into the profession. It includes: interviews with press officers and PR agents about their working practices case studies, examples, press releases and illustrations from a range of campaigns including Railtrack, Marks and Spencer, Guinness and the Metropolitan Police specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology over twenty illustrations from recent PR campaigns. In this revised and updated practical text, Alison Theaker successfully combines theoretical and organisational frameworks for studying public relations with examples of how the industry works in practice.

Handbook of Public Relations

Author: Robert L. Heath
Publisher: SAGE
ISBN: 9781412909549
Category : Business & Economics
Languages : en
Pages : 820

Book Description
This is a comprehensive and detailed examination of the field, which reviews current scholarly literature. This contributed volume stresses the role PR plays in building relationships between organizations, markets, audiences and the public.

Digital PR

Author: Danny Whatmough
Publisher: Emerald Group Publishing
ISBN: 1787566226
Category : Business & Economics
Languages : en
Pages : 187

Book Description
The digital revolution has caused a seismic shift in the PR industry. It’s altered every corner of the industry, bringing challenges and opportunities in equal measure. This book describes where we’ve been, where we are and where we’re going. It’s a manual for practitioners looking for guidance and ideas on how best to navigate this changing space.

Public Relations Campaigns

Author: Regina M. Luttrell
Publisher: SAGE Publications
ISBN: 1506332536
Category : Language Arts & Disciplines
Languages : en
Pages : 542

Book Description
Public Relations Campaigns: An Integrated Approach introduces you to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools you will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help you develop practical skills for creating more effective PR campaigns. You are given multiple opportunities to practice and build your skills throughout the book by learning how to incorporate the PESO model—Paid media, Earned media, Social media, and Owned media. The PESO model helps students understand the importance of creating integrated campaigns that coordinate PR efforts with both advertising and marketing. Key Features The book offers a timely focus on the PESO model and its use in integrated campaigns, providing students with an understanding of today’s best practices in PR. Numerous case studies and exercises throughout the book aid in a deeper understanding of how research, perspective, and insights can be leveraged in public relations campaigns. Real-world information including sample PR plans with budgets prepare students for success in their future careers.

Friends with Benefits

Author: Darren Barefoot
Publisher: No Starch Press
ISBN: 1593271999
Category : Business & Economics
Languages : en
Pages : 316

Book Description
The rules of marketing have changed. With viral YouTube videos racking up millions of views, popular bloggers reaching more readers than their traditional media counterparts, and Facebook mavens influencing thousands of their friends, marketing professionals simply cannot ignore the web's new communication channels. But this new brand of marketing can be intimidating to those unfamiliar with the new tools, the evolving culture, and the unwritten rules surrounding them. Friends with Benefits is a tactical guide, filled with tricks, tips, and real-world case studies that show marketers how to reach out to the new online influencers to increase their companies' online visibility and bring more visitors to their websites. Readers learn how to create viral campaigns, craft a compelling social media pitch, and market effectively inside intimidating social media channels, where honesty and connections are far more important than the size of their marketing budget. The power of social media is huge: 65 million Americans read blogs every day; Facebook has over 150 million users; and the most popular YouTube videos receive over 10 million views, often in less than a week. Nearly 80 percent of consumers trust recommendations from family, friends, and "influential" persons over any kind of advertising or marketing. Businesses need to reach these influencers.