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Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide.

Print Price: $57.99

272 pp.
6.125" x 9.25"


Copyright Year:

Imprint: OUP US

Digital Strategies

Data-Driven Public Relations, Marketing, and Advertising

Regina Luttrell, Susan Emerick and Adrienne Wallace

Digital Strategies explains the role of social media in public relations, marketing, and business decisions. In plain language and engaging case studies this book lays out the strategies, tactics, successes, and challenges of the contemporary media environment so that students learn the fundamentals through practical examples. It is designed to improve the readiness of students entering the field of communications and advance the reader's understanding of the social web and how emerging technologies rooted in artificial intelligence bring new capabilities and insights from social intelligence to the profession.

Readership : Junior/Senior.


  • "This book is a rare, valuable tool, marrying scholarship, industry experience, and an educator's perspective to help aspiring professionals. The case studies and supplemental tools are ideal for a wide variety of communications courses."
    --Christopher J. McCollough, Jacksonville State University

Part 1: Foundations of Data-driven Insights
1. An Era of Artificial Intelligence
2. LUPE Model - Developing Data-driven Campaigns
3. Anything Can be Measured, Measure What Counts
Part 2: Case Studies
4. Convergence of Social Media, Search, and Content Marketing
5. Data-driven Influencer Strategy
6. Creating Compelling Content through Visual Storytelling
7. Corporate Social Responsibility & Corporate Activism
8. Engagement through Crowdsourcing & User Generated Content
9. Social Customer Experience (CX)
10. Crisis Communications in a Data-driven World
11. Geofencing and Hypertargeting Strategies
12. Future Implications of Data-Driven Decisions

There are no Instructor/Student Resources available at this time.

REGINA LUTTRELL, PH.D. is currently the associate dean of research and creative activity and director of the W20 Emerging Insights Lab at the S.I. Newhouse School of Public Communications at Syracuse University where she teaches public relations and social media.

SUSAN F. EMERICK is a globally recognized business and marketing innovator, building online brands for organizations around the world. Recognized as one of the top 25 Internet Marketing Leaders and Innovators by iMedia, listed in the TopRank top 25 Women That Rocked Social Media, and honored as one of the top 50 Influential Women in Digital Marketing.

ADRIENNE A. WALLACE, PH.D. is an assistant professor at Grand Valley State University, with more than 20 years of professional experience in both the public and private sectors ranging in scope from nonprofit, health, education, government, hospitality, politics, and lobbying, to finance.

Making Sense in the Social Sciences - Margot Northey, Lorne Tepperman and Patrizia Albanese
Public Relations - Tom Kelleher
Public Relations in Practice - Dr. Kate Kurtin
Managing Public Relations - Peter Smudde
Cases in Public Relations - Dr. Brigitta Brunner and Dr. Corey Hickerson

Special Features

  • Comprehensive Model: Written using an evidence-based approach that explains various strategies and techniques that can be utilized to drive market influence.
  • Case studies: Incorporates detailed case studies that put data-driven decision making at the center of strategic planning, execution, and measurement.
  • Data-driven: Provides readers with an understanding of why data-driven decision-making matters in developing successful initiatives.
  • Accessible language: Written in a pragmatic tone that is easy to understand.