Public Relations Campaigns
Skill Development, Strategic Planning, and Effective Teamwork
(First Edition)
©2026, 222 pages
Paperback list price: $76.95
Cognella Direct Ebook: $65.95
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Public Relations Campaigns: Skill Development, Strategic Planning, and Effective Teamwork guides students through the stages of campaign planning and execution from beginning to end. Combining theory, process, skills, and hands-on teaching activities, the book helps students manage the campaign process effectively and build their careers in public relations.
The book addresses key areas in campaign planning, utilizing the RPIES model—research, planning, implementation, evaluation, and stewardship—and integrating the PESO framework—paid, earned, shared, and owned media. It provides tools and insights for practical application, thinking critically about ethics and theory, working in collaborative environments, and engaging with clients, all while building and honing essential life skills integral to professional development in the field. Each chapter includes textboxes, diverse and up-to-date examples, activities, and chapter review questions to reinforce the material and enhance students' skills.
Public Relations Campaigns serves as a concise and precise textbook for those interested in creating and implementing public relations communication campaigns. The text is ideal for courses in public relations, strategic communication, mass communication, and business communication.
The book addresses key areas in campaign planning, utilizing the RPIES model—research, planning, implementation, evaluation, and stewardship—and integrating the PESO framework—paid, earned, shared, and owned media. It provides tools and insights for practical application, thinking critically about ethics and theory, working in collaborative environments, and engaging with clients, all while building and honing essential life skills integral to professional development in the field. Each chapter includes textboxes, diverse and up-to-date examples, activities, and chapter review questions to reinforce the material and enhance students' skills.
Public Relations Campaigns serves as a concise and precise textbook for those interested in creating and implementing public relations communication campaigns. The text is ideal for courses in public relations, strategic communication, mass communication, and business communication.
Corey A. Hickerson (Ph.D., University of Virginia) is a professor in the School of Communication Studies at James Madison University, where he teaches undergraduate and graduate courses in strategic communication and public relations. He is also the Director of Global Learning and previously served as the graduate director of the university’s communication and advocacy master’s degree program. His research interests include communication pedagogy, privacy, stakeholder engagement, and technology.
Brigitta R. Brunner (Ph.D., University of Florida) is a professor in the School of Communication and Journalism at Auburn University, where she teaches public relations courses at undergraduate and graduate levels. Her research interests include the public interest, public relations, and education.
Formats and Bulk Order Pricing for Confirmed Adoptions
Publisher Direct Versions — Available through the Cognella Student Store for confirmed adoptions |
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$65.95
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Publisher Direct Ebook | Publisher Direct ebooks are available in your Cognella account immediately after purchase and provide access for 180 days. Our ebooks run on VitalSource and RedShelf with perpetual/annual options available. |
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Publisher Direct Paperback | These special, discounted paperback editions are sold exclusively through the Cognella Student Store (store.cognella.com) for confirmed adoptions. They are not available through other retailers. The books are printed on demand, do not have an ISBN, and are not intended for resale, which results in savings we pass along to students. Most Publisher Direct Paperbacks also come with free, immediate access to the first 30% of the ebook and shipping included. |
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We partner with VitalSource, Kortext, and RedShelf to provide day-one access to students through campus bookstores. Bookstores and these vendors share in the total projected mark-up. Learn more about Inclusive Access at cognella.com/inclusive-access. Contact us for details. |
| $76.95 | Paperback 979-8-8233-4145-5 |
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Other formats (perforated, hardcover, etc.) may be available. Contact us for course adoptions; specialty formats are not available for individual purchase. | |
Adopting instructors will receive PowerPoints, test banks, and sample activities.
"The authors have a done a very good job. [...] It is clear why public relation campaigns are important and what a quality campaign can achieve. This book does a good job of walking students through the creation and implementation of a campaign from beginning to end. It also does a great job of highlighting what is important and what one cannot forget. [...] I love that this book gets right to the point, shows simple examples, had review questions that point to the most important content of each chapter. […] It also handles the use and value of theory in PR strategic thinking expertly.
Dennis F. Kinsey, Syracuse University
"This is the first textbook in marketing or PR that I have read that addresses big picture ideas in a way that is relatable to students at this stage of their development. […] In fact, I could see newly-minted PhDs being particularly drawn to this book because of how it communicates key ideas on theory, ethics, and diversity. [...] I can tell that the authors are keeping their readers at the forefront of their thinking in each chapter. This is at the appropriate reading/comprehension level for this group, and I do like that the authors challenge the students to think critically about ethics and theory. [...] The authors set out to have a conversation with their readers and this is accomplished. From a stylistic standpoint, I like the different ways of beginning each chapter. It is not just ‘what would you do’ to start each chapter—they do well to keep the book interesting throughout."
Justin Walden, North Dakota State University
"A lot of these concepts (ethics, client work, teamwork) aren’t covered in detail in the current textbook we use but are integral parts of our course, so I’m happy to see them covered in this textbook. [...] Chapter 1 is a great introduction to the textbook. I like that it begins with an example. Students always respond well to case studies because stories are obviously more interesting than beginning with definitions, and it also helps set up the idea of what a campaign is. […] [I] think it does a great job of breaking down the campaign into different components and examining the “basics." I appreciate the activities at the end of the chapter. [...] [The book is] a succinct but thorough presentation of the campaigns process that is easily digestible."
Chelsea Woods, Virginia Tech
"This textbook covers the importance and practice of secondary research very well. And the soft skills (and group work) chapters will be, among PR Campaigns books I’m aware of, a unique and essential addition to my course curriculum. […] Using a textbook like this (the direct approach and clear examples) is my ideal teaching assistant. […] It covers all the essentials for me."
Janis Teruggi Page, University of Illinois at Chicago
"The use of examples were excellent. [They] helped ground the ideas to action, which is often hard for students to see on their own. […] The writing is easy to follow and personable. […] The examples are diverse and offer a mix of clear examples that are up-to-date."
Christine M. Kleinmann, Belmont University
"I truly like that the book begins with theory [Ch 2], making the argument (I think) that theory is very practical. The variety of theories that are highlighted are very good and appropriate. […] I love that the chapter on ethics [Ch 3] is at the beginning and not elsewhere."
Peter M. Smudde, Illinois State University
Dennis F. Kinsey, Syracuse University
"This is the first textbook in marketing or PR that I have read that addresses big picture ideas in a way that is relatable to students at this stage of their development. […] In fact, I could see newly-minted PhDs being particularly drawn to this book because of how it communicates key ideas on theory, ethics, and diversity. [...] I can tell that the authors are keeping their readers at the forefront of their thinking in each chapter. This is at the appropriate reading/comprehension level for this group, and I do like that the authors challenge the students to think critically about ethics and theory. [...] The authors set out to have a conversation with their readers and this is accomplished. From a stylistic standpoint, I like the different ways of beginning each chapter. It is not just ‘what would you do’ to start each chapter—they do well to keep the book interesting throughout."
Justin Walden, North Dakota State University
"A lot of these concepts (ethics, client work, teamwork) aren’t covered in detail in the current textbook we use but are integral parts of our course, so I’m happy to see them covered in this textbook. [...] Chapter 1 is a great introduction to the textbook. I like that it begins with an example. Students always respond well to case studies because stories are obviously more interesting than beginning with definitions, and it also helps set up the idea of what a campaign is. […] [I] think it does a great job of breaking down the campaign into different components and examining the “basics." I appreciate the activities at the end of the chapter. [...] [The book is] a succinct but thorough presentation of the campaigns process that is easily digestible."
Chelsea Woods, Virginia Tech
"This textbook covers the importance and practice of secondary research very well. And the soft skills (and group work) chapters will be, among PR Campaigns books I’m aware of, a unique and essential addition to my course curriculum. […] Using a textbook like this (the direct approach and clear examples) is my ideal teaching assistant. […] It covers all the essentials for me."
Janis Teruggi Page, University of Illinois at Chicago
"The use of examples were excellent. [They] helped ground the ideas to action, which is often hard for students to see on their own. […] The writing is easy to follow and personable. […] The examples are diverse and offer a mix of clear examples that are up-to-date."
Christine M. Kleinmann, Belmont University
"I truly like that the book begins with theory [Ch 2], making the argument (I think) that theory is very practical. The variety of theories that are highlighted are very good and appropriate. […] I love that the chapter on ethics [Ch 3] is at the beginning and not elsewhere."
Peter M. Smudde, Illinois State University
