Managing a public relations firm for growth and profit
著者
書誌事項
Managing a public relations firm for growth and profit
（Haworth marketing resources）
Haworth Press, c1996
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注記
Includes index
内容説明・目次
内容説明
A complete guide, Managing a Public Relations Firm for Growth and Profit describes in detail how to manage and market a public relations firm successfully. The only book of its kind on the market, this volume is bursting with tips, instructions, philosophies, theories, and guidance, all to help you steer your firms to success. It demonstrates how to market, promote, and sell a firm to attract, win, and hold the right clientele. You will learn how to manage a new or existing firm so it is productive and profitable and has a long-range future. Information in the book is based on Author A. C. Croft's extensive experience in the field, including ten years as a consultant to PR firm principals and more than 25 years as employee or principal of three medium-sized, successful PR agencies.Croft begins each chapter with a brief profile of a seasoned and successful PR firm principal from a mid-sized firm. These professionals tell of their successes and also relate early mistakes that you would do well to avoid. Chapters are grouped into two main sections, "Marketing Your Firm for Growth" and "Managing Your Firm for Profit," and discuss pertinent topics such as:
keys to new business success
management strategies for success
communicating to prospects
installing efficient systems and procedures
managing staff productivity
managing profitability
client budgeting
recruiting, training, and retaining staff
crisis planningCovering everything from billing practices and self-promotion to the use of computers and student interns, Managing a Public Relations Firm for Growth and Profit is one guide you are sure to refer to again and again for practical advice. It is must-reading for owners of small and medium-sized PR firms; senior managers of small, medium, and national firms who wish to expand their management knowledge and ability or who are considering starting their own firm; lower-level staff members who want to increase their knowledge of agency management; and university public relations professors who would like to include a primer on PR firm management in their classes.
目次
Contents
Foreword
Preface
Part I: Introduction: The PR Agency Business
PROFILE 1: Cathy Ackermann, President, Ackermann Public Relations and Marketing
Chapter 1. What Is a Public Relations Firm?
PROFILE 2: Sheri Benjamin, Principal, The Benjamin Group
Chapter 2. What Is an Agency Principal?
Part II: Marketing Your Firm for Growth
PROFILE 3: Richard Blewitt, President, Rowan & Blewitt
Chapter 3. Anatomy of an Agency Search: How the Game Is Played
PROFILE 4: Howard Bragman, President, Bragman Nyman Cafarelli
Chapter 4. Developing a Marketing Plan
PROFILE 5: Herbert Corbin, Managing Partner, KCSA Public Relations
Chapter 5. Communicating to Prospects
PROFILE 6: Roger Fischer, President, Fischer & Partners
Chapter 6. New Business Rules
PROFILE 7: Tom Gable, Chairman/CEO, The Gable Group
Chapter 7. New Business Secrets
PROFILE 8: Jack Guthrie, Chairman, Jack Guthrie & Associates
Chapter 8. New Business Singular Truths
Part III: Managing Your Firm for Profit
PROFILE 9: Elizabeth Hays, CEO, Davis, Hays & Company
Chapter 9. Management Strategies for Success
PROFILE 10: Carole Kerbel, President, Kerbel Communications Inc.
Chapter 10. Managing Time and People
PROFILE 11: Anne Klein, President, Anne Klein & Associates
Chapter 11. Systems and Procedures
PROFILE 12: Donna Brooks Lucas, President, BR&R Communications
Chapter 12. Forecasting Income and Managing Profitability
PROFILE 13: David Paine, President, Paine & Associates
Chapter 13. Client Budgeting
PROFILE 14: Steven Parker, President, Corporate Communications Ltd.
Chapter 14. Recruiting, Training, and Retaining Employees
PROFILE 15: Robert Schenkein, President, Schenkein/Sherman PR
Chapter 15. Managing Expansion Problems and Priorities
PROFILE 16: Winnie Shows, President, Smith & Shows PR
Chapter 16. Crisis Planning for PR Firms
PROFILE 17: Mike Walker, President, The Walker Agency
Chatper 17. Fiscal Year and Physical Check-Ups
PROFILE 18: Julie Wang, CEO, Wang Health Care Communcations
Chapter 18. And In Conclusion: New Year's Resolutions
Appendixes
Index
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