Managing a Public Relations Firm for Growth and Profit

ISBN-13: 9780789028655 / Angielski / Miękka / 2006 / 322 str.

A. C. Croft

Opis

The classic text that describes in detail how to successfully manage and market a public relations firm, has been completely updated with three new chapters and is now more than 50% longer. This one-of-a-kind new edition is bursting with creative tips, instructions, philosophies, theories, and guidance, all to help you steer your firm 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 that it is productive and profitable and has a long-range future.

Spis treści

• Foreword (Thomas L. Harris)
  
• Preface
  
• PART I: INTRODUCTION—THE REAL WORLD OF PUBLIC RELATIONS FIRM MANAGEMENT
  
• Chapter 1. What Is a Public Relations Firm?
  
• Is It a Firm or an Agency?
  
• On Being Successful
  
• Your Basic Responsibilities
  
• Marketing and Managing Your Firm
  
• Profile 1: Cathy Ackermann
  
• Chapter 2. What Is an Agency Principal?
  
• Professional Experience and Skills
  
• Personal Dedication and Resiliency
  
• Management Interest and Skills
  
• Marketing and Sales Interest and Skills
  
• Take the Good with the Bad
  
• The New Business Game
  
• PR Firm Principals I Have Known
  
• Things You Should Never Say
  
• The PR Agency Principal’s Prayer
  
• Profile 2: Richard Blewitt
  
• PART II: MARKETING YOUR FIRM FOR GROWTH
  
• Chapter 3. Anatomy of an Agency Search: How the Game Is Played
  
• The Beginning
  
• The Situation
  
• The Search
  
• Another Ending
  
• Footnote
  
• Profile 3: Joe Boyd
  
• Chapter 4. Developing a Marketing Plan
  
• Assess Agency Strengths and Weaknesses
  
• Evaluate Service Potential
  
• Examine Market Potential
  
• Consider the Profit Potential
  
• Analyze Competition
  
• Develop a Unique Strategic Position
  
• DNA Branding for PR Firms
  
• How Does Your Firm Stack Up?
  
• Profile 4: John Charleston and Lyle Orwig
  
• Chapter 5. Communicating to Prospects
  
• Be Visible
  
• Write and Speak
  
• Treat Employees and Applicants Well
  
• Use Business Contacts
  
• Communicate Regularly
  
• Focus Your Marketing Program
  
• Profile 5: Herbert Corbin
  
• Chapter 6. New Business Rules
  
• Croft Rule Number One: Never Work in the Dark
  
• Croft Rule Number Two: Never Put Your Prospect to Sleep
  
• Designing a New Business Campaign
  
• Self-Marketing Campaign Elements
  
• Profile 6: Roger Fischer
  
• Chapter 7. New Business Secrets
  
• Ten Ways to Build Business
  
• How David Can Beat Goliath
  
• Seven Secrets to Sell Service
  
• Questions to Ask Prospects
  
• The Killer Questions That Prospects Ask
  
• Ten Ways to Ruin a New Business Presentation
  
• Mistakes That Prospects Make
  
• Things I’ve Learned About Successful Agency Pitches: Tom Harris’s Secrets
  
• Ten Reasons Why PR Should Be Part of Every Marcom Program
  
• Benefits Provided by a PR Firm over Internal Staff
  
• Twenty-Five Reasons to Walk Away from a Prospect
  
• What About Those Clients You Can’t Stand—Do You Need Them?
  
• Profile 7: Michelle Flowers
  
• Chapter 8. New Business Singular Truths
  
• Truth Number 1: The First Encounter with a Prospect Is Critical
  
• Truth Number 2: A Prospect’s Agenda May Not Be As It Seems
  
• Truth Number 3: The Importance of Culture Compatibility Cannot Be Overestimated
  
• Truth Number 4: Prospects’ Priorities Are Seldom the Same As Yours
  
• Truth Number 5: You Must Be Able to Accept and Bounce Back from Rejection
  
• Truth Number 6: Be Patient—Winning New Clients Takes Time
  
• Profile 8: Tom Gable
  
• PART III: MANAGING YOUR FIRM FOR PROFIT
  
• Chapter 9. Serving the Client
  
• What Do Clients Want?
  
• Providing Outstanding Client Service
  
• Client Service Audits Provide a Record of Achievement
  
• Measuring Client Satisfaction
  
• Keep Satisfaction Surveys Simple
  
• Understanding the Prospect’s/Client’s Needs
  
• Establishing New Accounts
  
• Dealing with People Who Always Want a Deal
  
• Profile 9: Steve Haweeli
  
• Chapter 10. Management Strategies for Success
  
• Develop a Practical Long-Range Busi

O autorze

Alvin C Croft