The PR Agency Handbook - Softcover

Luke W. Capizzo; Adrienne A. Wallace; Regina Luttrell

Softcover

ISBN 13: 9798765152270

Publisher: Bloomsbury Academic (UK), 2026

Synopsis

An exciting introduction to agency life, this insider’s view of professional PR firms equips you to create a successful career in the industry.

Authors Regina Luttrell, Luke W. Capizzo, and Adrienne A. Wallace highlight real-world examples from the field and engage with current practitioners to help you enter the agency world and bridge the critical gap between college and professional life.

The book introduces many of the sub-fields of integrated communication practice, 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). The second edition integrates current industry trends and technological advancements that have transformed agency life and public relations strategies. Key updates include
-The impact of remote and hybrid work structures on agency culture and client communication
-The rise of AI and automation in content creation and project management
-The importance of inclusivity, diversity, equity, and accessibility in both internal operations and client work
-New sections within the chapters highlight the increasing role of brand activism and purpose-driven campaigns, as well as the expanding consultancy role of agencies

Key Features:
-Real-world examples from the field ensure that the practical concepts presented become concrete for you.
-Interviews with industry professionals from around the world provide snapshots of the agency experience
-PESO model show you how to adapt your campaigns to meet the needs of today’s integrated agency environment
- Agency Essentials student-cantered callouts that bring the realities of PR agency life into your learning with actionable tools—including quick wins, onboarding checklists, real-world scenarios, client email starters, and pitch power phrases

About this title

About the Authors

Regina Luttrell is Senior Associate Dean and an Associate Professor of public relations at the S.I. Newhouse School of Public Communications at Syracuse University, USA. She is the author of numerous influential books, including Social Media: How to Engage, Share, and Connect and Social Media & Society. Her scholarship appears in leading journals such as the International Journal of Strategic Communication, Journal of Broadcasting & Electronic Media, and Case Studies in Strategic Communication.

Luke W. Capizzo is Assistant Professor of Public Relations at Michigan State University, USA. His research has been published in the Journal of Public Relations Research, Public Relations Review, Public Relations Inquiry, International Journal of Strategic Communication, Corporate Communications: An International Journal, and Journal of Public Relations Education.

Adrienne A. Wallace is associate professor at Grand Valley State University, where she teaches courses in advertising and public relations. Adrienne has more than 22 years of professional experience in both the public and private sectors, including nonprofit, health, education, government, hospitality, politics, lobbying, and finance. She is a Kopenhaver Center Fellow, a frequent contributor to industry publications, and a conference speaker on all things related to digital/social media strategy, student-run firms, and experiential learning design.

Edition details

• Publisher: Bloomsbury Academic (UK)
• Publication date: 2026
• Language: English
• ISBN 13: 9798765152270
• Binding: Paperback
• Edition number: 2
• Number of pages: 264