{"product_id":"pr-agency-handbook","title":"PR Agency Handbook","description":"\u003cp\u003e\u003cb\u003eAn exciting introduction to agency life, \u003c\/b\u003e\u003cb\u003ethis insider’s view of professional PR firms equips you to create a successful career in the industry. \u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eAuthors 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. \u003cbr\u003e\u003cbr\u003eThe 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 \u003cbr\u003e-\u003cb\u003eThe impact of remote and hybrid work\u003c\/b\u003e structures on agency culture and client communication\u003cbr\u003e-\u003cb\u003eThe rise of AI\u003c\/b\u003e \u003cb\u003eand automation\u003c\/b\u003e in content creation and project management\u003cbr\u003e-\u003cb\u003eThe importance of inclusivity, diversity, equity, and accessibility\u003c\/b\u003e in both internal operations and client work\u003cbr\u003e-New sections within the chapters highlight \u003cb\u003ethe increasing role of brand activism and purpose-driven campaigns\u003c\/b\u003e, as well as the expanding consultancy role of agencies\u003cbr\u003e\u003cbr\u003e\u003cb\u003eKey Features:\u003c\/b\u003e\u003cbr\u003e-\u003cb\u003eReal-world examples from the field\u003c\/b\u003e ensure that the practical concepts presented become concrete for you.\u003cbr\u003e\u003cb\u003e-Interviews with industry professionals from around the world\u003c\/b\u003e provide snapshots of the agency experience\u003cbr\u003e\u003cb\u003e-PESO model \u003c\/b\u003eshow you how to adapt your campaigns to meet the needs of today’s integrated agency environment\u003cbr\u003e\u003cb\u003e- Agency Essentials \u003c\/b\u003estudent-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\u003c\/p\u003e","brand":"Bloomsbury Publishing Plc","offers":[{"title":"Default Title","offer_id":57297725620568,"sku":"9798765152270","price":41.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9798765152270_ae2d9e4b-e492-4ef9-aaff-a43aa4bbc374.jpg?v=1780119960","url":"https:\/\/agendabookshop.com\/products\/pr-agency-handbook","provider":"Agenda Bookshop","version":"1.0","type":"link"}