{"title":"Regina Luttrell","description":"\u003cp\u003eRegina Luttrell specialises in the practical world of business with a particular focus on public relations and agency management. Her works offer clear, strategic insights that help professionals navigate the complexities of building and sustaining successful communication ventures.\u003c\/p\u003e\n\n\u003cp\u003eReaders can expect guidance grounded in real-world experience, providing tools and advice for both emerging entrepreneurs and established practitioners within the creative industries. Luttrell’s writing blends accessible expertise with a deep understanding of business dynamics.\u003c\/p\u003e","products":[{"product_id":"the-pr-agency-handbook-by-regina-luttrell-9798765152270","title":"The PR Agency Handbook","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cb\u003eAn exciting introduction to agency life, this insider’s view of professional PR firms equips you to create a successful career in the industry.\u003c\/b\u003e\u003c\/p\u003e\n\n\u003cp\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.\u003c\/p\u003e\n\n\u003cp\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 optimisation (SEO). The second edition integrates current industry trends and technological advancements that have transformed agency life and public relations strategies. Key updates include:\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003e\n\u003cb\u003eThe impact of remote and hybrid work\u003c\/b\u003e structures on agency culture and client communication\u003c\/li\u003e\n  \u003cli\u003e\n\u003cb\u003eThe rise of AI and automation\u003c\/b\u003e in content creation and project management\u003c\/li\u003e\n  \u003cli\u003e\n\u003cb\u003eThe importance of inclusivity, diversity, equity, and accessibility\u003c\/b\u003e in both internal operations and client work\u003c\/li\u003e\n  \u003cli\u003eNew 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\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003e\u003cb\u003eKey Features:\u003c\/b\u003e\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003e\n\u003cb\u003eReal-world examples from the field\u003c\/b\u003e ensure that the practical concepts presented become concrete for you.\u003c\/li\u003e\n  \u003cli\u003e\n\u003cb\u003eInterviews with industry professionals from around the world\u003c\/b\u003e provide snapshots of the agency experience\u003c\/li\u003e\n  \u003cli\u003e\n\u003ci\u003ePESO model\u003c\/i\u003e shows you how to adapt your campaigns to meet the needs of today’s integrated agency environment\u003c\/li\u003e\n  \u003cli\u003e\n\u003ci\u003eAgency Essentials\u003c\/i\u003e student-centred callouts 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\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e","brand":"Allen \u0026 Unwin Aotearoa New Zealand","offers":[{"title":"Default Title","offer_id":47617280475372,"sku":"9798765152270","price":73.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/0ff167de4b9148900f1999133ab937d8.jpg?v=1778531620"}],"url":"https:\/\/bookhero.co.nz\/collections\/regina-luttrell.oembed","provider":"Book Hero","version":"1.0","type":"link"}