The PR Agency Handbook
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Item specifics
- Condition
- Actual ISBN
- 9781506329055
- Book Title
- The PR Agency Handbook
- ISBN
- 9781506329055
About this product
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
Language
English
Publication Name
PR Agency Handbook
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
Dewey Edition
23
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|
TitleLeading
The
Dewey Decimal
659.2023
Table Of Content
Part I: Agency Life Chapter 1: Working in an Agency Work Environment Agency Structure Agency Types: Niche Agency vs. Full Service Chapter 2: Working with Clients Choosing a Client: The Right Fit Types of PR Expertise Clients Large and Small Client Types, Obstacles and Solutions Chapter 3: Starting off on the right foot Setting Expectations Client Contacts and Reporting Relationships Billing for Services Key Takeaways Part II: Strategies & Tactics Chapter 4: Managing Projects, Meetings, and Client Communication Setting Expectations for Success Best Practices for Project Management Agency and Client Meetings: Before, During, and After Chapter 5: Corporate Communication: A Look at Crisis Communication and Media Relations The Role of Corporate Communication and Agency Partners Chapter 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 Strategy Chapter 7: Marketing: Marketing in a Public Relations Agency Two is Better than One The Ecosystem of Earned and Paid Chapter 8: Branding Basics Creating a Company Brand Building, Managing, & Sustaining Brands Chapter 9: Internal Communication What can agencies add to internal communication? Internal communication for external results Chapter 10: Creative Production Basic Visual Design Principles Learning the Languages of Design Learning the Language of Print Production Learning the Language of Video Production Chapter 11: SEO, Content Marketing & Digital Marketing Principles of Web Design Part III: The Business of Agency PR Chapter 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 Relationships Part IV -Putting it all together Chapter 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., 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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- 8***r (7)- Feedback left by buyer.Past 6 monthsVerified purchaseI was searching for this book for a while and was appalled at the cost. I came across this seller and I was happy with the price from the seller. The seller messaged to let me know that this was the global version before it was actually shipped. That, I appreciated so much. My book arrived in perfect condition, looks great. The packaging was secure and the book, brand new. This is of great quality both in the service and the book. I will definitely use this seller again. Excellent!Fundamentals of Human Resource Management 5th Global Edition (#174750105351)
- *****- Feedback left by buyer.Past 6 monthsVerified purchaseItem arrived super quick and as described. Seller A+ communication. Highly recommended.
- l***u (9)- Feedback left by buyer.Past yearVerified purchaseItem came exactly as describe. I really appreciate the time and caution the seller took to package this book. There was no way it could've received any water damage delivery because it was so well wrapped. The book came sooner than the expected date. At one point I even received a later date and that made me concerned because I thought it wouldn't come in time. But it did, very early as well. I recommend this seller 100% and would purchase from seller in the future if needed. Thank you so much!!The Science Of Psychology: An Appreciative View 6th Global Edition (#186630729832)