Public relations campaigns : an integrated approach /
Regina M. Luttrell, Luke W. Capizzo.
- New Delhi: SAGE Publications, Inc., 2019.
- xxvii, 276 pages ; 24 cm.
About the authors -- Introduction: campaigns in the professional public relations context -- Introduction to integrated campaigns -- Strategic communication campaign fundamentals -- Understanding peso -- Research, Part I: Diagnosis & developmental research -- Research, Part II: Goals -- Objectives -- Strategies -- Tactics -- Implementation -- Reporting and evaluation -- Formulating an integrated campaign : case studies -- Appendix -- Glossary -- References -- Index.