Public Relations Campaigns: An Integrated Approach
商品資訊
ISBN13：9781544385587
出版社：SAGE PUBN
作者：Regina M. Luttrell
出版日：2021/01/19
裝訂：平裝
版次：2
定價
：NT$ 9960 元若需訂購本書，請電洽客服 02-25006600[分機130、131]。
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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.
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