Pr Agency Handbook

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.

List of contents

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

About the author

Regina Luttrell, Ph.D. is the senior associate dean of the S.I. Newhouse School of Public Communications at Syracuse University. She is an accomplished leader with extensive experience in spearheading complex research projects, known for fostering cross-departmental and interdisciplinary collaboration and serving as a strong advocate for faculty across various capacities. Her proven track record in securing external funding for research initiatives is complemented by her prolific contributions to her field, having authored more than fifteen books, published numerous articles in academic and professional journals, and presented her work at both domestic and international conferences. Her research primarily delves into public relations, artificial intelligence, mis/disinformation, data analytics, teaching through a feminist pedagogical framework, and the evolving role of social media in society. Before transitioning into academia, she built a robust career in corporate public relations and marketing. Her expertise spans strategic development and implementation in public relations, social media, advertising, marketing, and corporate communications, providing a strong foundation for her current academic endeavors.

Luke W. Capizzo (Ph.D., APR) is an assistant professor in the Department of Advertising + Public Relations at Michigan State University. He is the coauthor (with Regina Luttrell) of The PR Agency Handbook and has published several dozen scholarly articles in such outlets as Journal of Public Relations Research and Public Relations Review. A PR researcher, educator, and practitioner, his scholarly interests include (1) public relations and managing contentious issues; (2) applied social impact for PR—activism, DEI, dialogue, organizational listening, and sustainability/environmental justice; and (3) the public relations profession. Broadly, his research examines the potential societal contributions of organizations through the public relations function. Prior to attending the University of Maryland to earn his Ph.D., he practiced public relations for eight years with a focus on media relations in the ?nancial services, commercial real estate, manufacturing, retail, and technology industries, serving in both agency and in-house roles. Working with a wide variety of clients—from the Fortune 500 to small businesses and nonpro?ts—he garnered media coverage in top national outlets and trade publications, secured and prepared clients for national cable news interviews, and led projects to improve agency-wide media training, sta? onboarding, and client evaluation and reporting metrics. He is an Arthur W. Page Center Legacy Scholar (2020, 2022, 2023) and has earned the APR (Accreditation in Public Relations) designation through the Public Relations Society of America.

Product details

• Authors: Luke W Capizzo, Luke W. Capizzo, Luke W. W. Capizzo, Regina M Luttrell, Regina M. Luttrell, Regina M. Capizzo Luttrell, Regina M. M. Luttrell, Regina M. M. Capizzo Luttrell, Regina M./ Capizzo Luttrell
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 30.06.2018
• EAN: 9781506329055
• ISBN: 978-1-5063-2905-5
• No. of pages: 304
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Public Relations, LANGUAGE ARTS & DISCIPLINES / Communication Studies, Communication Studies