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The one-of-a-kind how-to book that puts effective agency management
strategies at your fingertipsThe 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. Information in Managing a Public Relations
Firm for Growth and Profit, Second Edition is based on author A. C.
CroftOCOs extensive experience in the field?almost twenty years as
a consultant to PR firm principals and more than 25 years as an
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. The text includes tables
and figures to make data easily understood.The extensively revised
Managing a Public Relations Firm for Growth and Profit, Second
Edition discusses pertinent topics such as: keys to new business
success developing a marketing plan serving clients communication
to prospects management strategies for success installing efficient
systems and procedures managing staff productivity forecasting
income management systems and procedures managing profitability
client and agency budgeting recruiting, training, and retaining
staff crisis planning planning the future of your firmCovering
everything from billing practices and self-promotion to the use of
computers and student interns, Managing a Public Relations Firm for
Growth and Profit, Second Edition 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."
The one-of-a-kind how-to book that puts effective agency management
strategies at your fingertips 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. Information in Managing a Public Relations
Firm for Growth and Profit, Second Edition is based on author A. C.
Croft's extensive experience in the fieldalmost twenty years as a
consultant to PR firm principals and more than 25 years as an
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. The text includes tables
and figures to make data easily understood. The extensively revised
Managing a Public Relations Firm for Growth and Profit, Second
Edition discusses pertinent topics such as: keys to new business
success developing a marketing plan serving clients communication
to prospects management strategies for success installing efficient
systems and procedures managing staff productivity forecasting
income management systems and procedures managing profitability
client and agency budgeting recruiting, training, and retaining
staff crisis planning planning the future of your firm Covering
everything from billing practices and self-promotion to the use of
computers and student interns, Managing a Public Relations Firm for
Growth and Profit, Second Edition 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.
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