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.

Praise and Reviews `Practical and easy to read...takes the reader step by step through each crucial stage of a campaign, covering all the vital areas`SCOTTISH INDUSTRY & COMMERCEGetting a public relations campaign or programme off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. This fully updated second edition of Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. It describes how to initiate and manage the ongoing development of a programme in a structured way to benefit both the organization and its clients. Practical and easy to read, the book takes the form of a step-by-step guide, covering many vital areas including:the public relations function;starting the planning process;research and analysis;setting objectives;strategy and tactics;timescales and resources;evaluation and review.Packed with numerous case studies, the book demonstrates a 10-point plan for ensuring successful campaigns and programmes.By using the techniques presented here, public relations practitioners will be able to drive events instead of being driven by them. Endorsed by the Institute of Public Relations, Planning and Managing Public Relations Campaigns is vital reading for students, practitioners or managers who want a definitive guide to the planning and management process.

This book is a guide for young public relations practitioners and students on how to ideate, plan and execute a public relations campaign to create awareness and mobilise a community on a cause, for a fundraiser or a corporate social responsibility programme. It will also be useful for communication practitioners in the corporate, government or non-profit sectors who require knowledge and skills on how to plan and carry out suitable campaigns to engage with important stakeholders. Based on consulting experience in managing public relations campaigns, the authors provide a step-by-step process on how to conduct pre-programme research, identify objectives, develop strategies, techniques and publicity tools, define roles for the team, crowdsource, execute the plan within a specified budget and perform post-programme evaluation. This book highlights the process of designing and managing a successful public relations campaign by using case studies on environmental and digital public relations campaigns.

"An easy to read textbook that will inspire public relations students and provide them with the principles and tools to understand the profession and succeed in their careers." —Chike Anyaegbunam, University of Kentucky "A great book on campaign planning with outstanding theoretical models that students will find useful. A textbook students will want to keep as a reference." —Gary Ford, Webster University 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. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help students develop practical skills for creating more effective PR campaigns. Students are given multiple opportunities to practice and build their 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. Give your students the SAGE edge! SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/luttrell.

Master's Thesis from the year 2011 in the subject Politics - Political systems in general and in comparison, grade: VG, Uppsala University (Department of Peace and Conflict Research), course: Political Science - Diplomacy, language: English, abstract: This study provides an examination about China's projected image and explores how China implements various concepts and channels for image building activities. It also displays the reasons and motivation points of image projection as a national policy. This national policy gives a reference to Chinese grand strategy which is embodied in Chinese Soft Power. Bearing this in mind; the study provides an explanation about the sources of projected image. In order to follow the right track, the study primarily establishes an internal examination within China thereafter it explores the projection process within the U.S case. This approach enables to understand the changing U.S views of China and also pursues to find the dynamics of U.S public perception. In regards to the analysis; the study examines the Chinese efforts which try to build a favourable image in the minds of Americans. This process leads the study to explore the tools for the projected adjustment. It displays that; which implementations took place to affect the U.S society. Furthermore, the study gives the reasons of Chinese PR and PD engagements which indicate the possible rewards for Chinese Power. This dimension targets to re-design the public perceptions which are also embodied in Beijing's charm offensive. Thus China aims to fill the gap between her comprehensive power capacity and the concept of soft power.

A comprehensive marketing text organized around the marketing mix and filled with student-oriented, current examples of the latest marketing topics, concepts and technologies.

Harry Truman's administration began searching for an American response to the clash in Indochina between Frech colonialism and Vietminh communism in 1945. Thirty years and five administrations later, Gerald Ford and his aides tried unsuccessfully to solicit additional aid for South Vietnam from a reluctant Congress. For Truman, Ford, and every American leader in between, the dilemma in Vietnam hung ominously over the presidency. In Shadow on the White House, seven prominent historians examine how the leadership of six presidents and an issue that grew into a difficult and often unpopular war shaped each other. Focusing on the personalities, politics, priorities, and actions of the presidents as they confronted Vietnam, the authors consider the expansion of presidential power in foreign-policy formulation since World War II. In their analyses, they chronicle the history of executive leadership as it related to Vietnam, assess presidential prerogatives and motives on war and peace issues, and clarify the interconnection between the modern presidency and the nation's frustrating, tragic, and humiliating failure in Southeast Asia. Although other histories have been written about the Vietnam experience, this book is the first systematic and comparative survey on presidential leadership as it relates to the war issue. It is organized by presidential administrations, giving a detailed examination of each president's decisions and policies. Based on the most recently opened archival sources, the essays provide a framework on which to hang the kaleidoscopic events of the war. -- Amazon.com.