About this item
A Practical and Concise Introduction to Agency Life 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.
About the Author
Before becoming an educator, Regina (Gina) Luttrell spent the first half of her career in public relations and marketing. Her extensive background includes strategic development and implementation of public relations and social media, advertising, marketing and corporate communications. She has led multiple re-branding campaigns, designed numerous web sites, managed high-level crisis situations, and garnered media coverage that included hits with the New York Times, the CBS Evening News, and the Associated Press. Today she is an Assistant Professor in the S. I. Newhouse School of Public Communications at Syracuse University where she researches, publishes and speaks about public relations, social media, and the millennial generation both in the classroom and the workforce. Visit www.ginaluttrellphd.com to learn more.
