The PR Agency Handbook

An exciting introduction to agency life, this insider’s view of professional PR firms equips you to create a successful career in the industry.

Authors 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.

The 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:

• The impact of remote and hybrid work structures on agency culture and client communication
• The rise of AI and automation in content creation and project management
• The importance of inclusivity, diversity, equity, and accessibility in both internal operations and client work
• New sections within the chapters highlight the increasing role of brand activism and purpose-driven campaigns, as well as the expanding consultancy role of agencies

Key Features:

• Real-world examples from the field ensure that the practical concepts presented become concrete for you.
• Interviews with industry professionals from around the world provide snapshots of the agency experience
• PESO model shows you how to adapt your campaigns to meet the needs of today’s integrated agency environment
• Agency Essentials 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