Public Relations Campaigns: An Integrated Approach

integrated-campaignsBy Regina Luttrell and Luke Capizzo

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. 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.


  • A diversity-first approach to PR planning and execution stresses that diversity and inclusion must be considered in all aspects of the campaign process—from research and development to execution.
  • Presentation of the Diversity and Inclusion Wheel as a tool to use when developing and implementing campaigns helps students understand that diversity, equity, and inclusion start from the earliest phases of campaign planning.
  • A revamped chapter 11 includes additional templates for formulating an integrated campaign.
  • Updated Concept Cases and case studies keep students engaged with more relevant companies and campaigns.
  • Updated examples and statistics bring the text up to date.


    • An integrated approach encompasses aspects of social media, marketing, advertising, and client management, for a broader view of the campaign planning process.
    • Think Ahead learning objectives at the beginning of each chapter identify for students what they should be able to accomplish after completing the reading.
    • The ROSTIR and PESO models help provide students with an understanding of today’s best practices in PR.
    • “PRo Tips” boxes highlight advice from PR professionals and educators.
    • Chapter-ending Think Critically questions challenge students to reflect on and apply the material they have learned.
    • Concept Cases at the conclusion of chapters introduce students to a series of exercises where they can apply the takeaways from topics to the operational activities of a fictitious client.
    • Numerous case studies demonstrate the proven ROSTIR and PESO campaign processes and illustrate how PR campaigns function in the professional world.
    • Chapter conclusions and lists of key terms helps students review and retain the most important material.
    • A helpful appendix includes additional reading material that adds depth to chapters, particularly in the areas of research, strategy, and tactics.

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