書籍詳細

書籍詳細




洋書

広告代理店ハンドブック

The PR Agency Handbook

Luttrell, Regina M.   Capizzo, Luke W.

Sage Pubns 2018/05
279 p. 24 cm   
装丁: Pap   
版表示など: pap.    装丁について
テキストの言語: ENG    出版国: GB
ISBN: 9781506329055
KCN: 1029278053
紀伊國屋書店 選定タイトル
標準価格:¥9,611(本体 ¥8,738)   
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納期について
DDC: 659.2
KDC: E252 宣伝・PR
関連書リスト: SB2975 経営学ハンドブック2018
ST2019
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Annotation

Through the day-to-day operations of a professional PR agency, this handbook introduces many of the sub-fields of strategic communication, including traditional PR and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO).

Full Description

Providing a practical and concise introduction to agency life, this text gives an insight into the day-to-day operations of a professional PR firm and offers best practice for creating a successful PR career.
Detailed information

Table of Contents

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