The PR Agency Handbook

The PR Agency Handbook

公关公司手册
普通语言学

原价：

￥ 586.25

售价：

优惠

平台大促低至8折优惠

发货周期：预计5-7周发货

作者

Regina M. Luttrell~Luke William Capizzo

出版社

Sage

出版时间

2018年06月12日

装帧

平装

ＩＳＢＮ

9781506329055

复制

页码

304

开本

23.1 x 18.5 x 1.5 cm

语种

英文

综合评分

暂无评分

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图书简介

The PR Agency Handbook guides you through the day-to-day operations of a professional PR firm and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world examples from the field as well as interviews with PR experts to help you bridge the critical gap between college and professional life. Throughout the book, you are introduced to 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). You will not develop a fundamental understanding of the different components found within an agency, but you will also gain an appreciation for the positive impact that excellent agency work can have on organizations.

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

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