The PR Agency Handbook
Language: English
Published by Bloomsbury Academic (UK), 2026
- Softcover
- New
Seller: Brook Bookstore On Demand, Napoli, NA, ItalyBrook Bookstore On Demand
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- Title
- The PR Agency Handbook
- Author
- Luke W. Capizzo
- Publisher
- Bloomsbury Academic (UK)
- Publication year
- 2026
- Condition
- new
- Binding
- Soft cover
- Language
- English
- ISBN 13
- 9798765152270
- Edition
- 2nd Edition
- Item weight
- 0.52 kilograms
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
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
Brook Bookstore On Demand
Napoli, NA, Italy
AbeBooks seller since October 11, 2022
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Brook Bookstore On Demand offers a wide selection of books with a continuously updated catalog and fast shipments all over the world. We hold distribution rights with all of the publishers we promote and are in continuous search of new interesting titles to propose to our customers. We are part of Brandon Group SRL (an Italian company) and all of the orders are shipped from Europe. Depending on availability orders will be picked from our different warehouses.
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