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Foreword xiii

Thomas L. Harris

Preface xvii

PART I: INTRODUCTION?HE REAL WORLD OF PUBLIC RELATIONS FIRM MANAGEMENT

Chapter 1. What Is a Public Relations Firm? 3

Is It a Firm or an Agency'? 6

On Being Successful 7

Your Basic Responsibilities 8

Marketing and Managing Your Firm 9

Profile I: Cathy Ackermann 10

Chapter 2. What Is all Agency Principal? 11

Professional Experience and Skills 12

Personal Dedication and Resiliency 14

Management Interest and Skills 14

Marketing and Sales Interest and Skills 15

Take the Good with the Bad 16

The New Business Game 18

PR Firm Principals I Have Know 18

Things You Should Never Say 20

The PR Agency Principal's Prayer 21

Profile 2: Richard Blewitt 23

PART II: MARKETING YOUR FIRM FOR GROWTH

Chapter 3. Anatomy of an Agency Search: How the Came Is Played 27

The Beginning 27

The Situation 27

The Search 28

Another Ending 37

Footnote 37

Profile 3: Joe Boyd 38

Chapter 4. Developing a Marketing Plan 39

Assess Agency Strengths and Weaknesses 40

Evaluate Service Potential 40

Examine Market Potential 41

Consider the Profit Potential 42

Analyze Competition 43

Develop a Unique Strategic Position 44

DNA Branding for PR Firms 46

How Does Your Firm Stack Up? 48

Profile 4: John Charleston and Lyle Orwig 51

Chapter 5. Communicating to Prospects 53

Be Visible 54

Write and Speak 54

Treat Employees and Applicants Well 55

Use Business Contacts 57

Communicate Regularly 58

Focus Your Marketing Program 59

Profile 5: Herbert Corbin 70

Chapter 6. New Business Rules 71

Croft Rule Number One: Never Work in the Dark. 71

Croft Rule Number Two: Never Put Your Prospect to Sleep 72

Designing a New Business Campaign 73

Self-Marketing Campaign Elements 75

Profile 6: Roger Fischer 77

Chapter 7. New Business Secrets 79

Ten Ways to Build Business 79

How David Can Beat Goliath 80

Seven Secrets to Sell Service 83

Questions to Ask Prospects 84

The Killer Questions That Prospects Ask 86

Ten Ways to Ruin a New Business Presentation 88

Mistakes That Prospects Make 91

Things I've Learned About Successful Agency Pitches: Tom Harris's Secrets 92

Ten Reasons Why PR Should he Part of Every Marcom Program 94

Benefits Provided by a PR Firm over Internal Staff 95

Twenty-Five Reasons to Walk Away from a Prospect 97

What About Those Clients You Can't Stand?o You Need Them? 98

Profile 7: Michelle Flowers 100

Chapter 8. New Business Singular Truths 103

Truth Number 1: The First Encounter with a Prospect Is Critical 103

Truth Number 2: A Prospect's Agenda May Not Be As It Seems 104

Truth Number 3: The Importance of Culture Compatibility Cannot Be Overestimated 105

Truth Number 4: The Prospects' Priorities Are Seldom the Same As Yours 105

Truth Number 5: You Must Be Able to Accept and Bounce Back from Rejection 106

Truth Number 6: Be Patient?inning New Clients Takes Time 107

Profile 8: Tom Gable 109

PART III: MANAGING YOUR FIRM FOR PROFIT

Chapter 9. Serving the Client 113

What Do Clients Want? 113

Providing Outstanding Client Service 114

Client Service Audits Provide a Record of Achievement 116

Measuring Client Satisfaction 119

Keep Satisfaction Surveys Simple 120

Understanding the Prospect's/Client's Needs 122

Establishing New Accounts 125

Dealing with People Who Always Want a Deal 127

Profile 9: Steve Haweeli 129

Chapter 10. Management Strategies for Success 131

Develop a Practical Long-Range Business Plan 131

Establish Reasonable Realistic Growth Goals 132

Develop a Strategic Position or Market Niche 133

Conduct an Ongoing Marketing Program 134

Establish a Reputation for Innovation, Creativity, Strategic Savvy, and Meaningful Results 134

Encourage and Ensure High Staff Productivity 135

Track Individual Client Profitability 136

Charge a Fair and Adequate Price for Your Services 137

Control Costs 138

Use Your Time Efficiently and Productively 138

Profile 10: Jonni Hegenderfer 140

Chapter 11. Managing Time and People 141

Prioritize Problems and Opportunities 141

Do It Now 142

Deal with Paper 142

Use Time Well 143

Manage Staff Productivity 144

Allocate Staff Resources 144

Delegate Responsibility and Authority 148

Profile 11: Anne Klein 151

Chapter 12. Systems and Procedures 153

Client Agreements 153

Establishing Client-Agency Expectations 158

Relationship Covenant 160

Technology in PR Firm Management 161

Cost Accounting "The Gospel According to Harry" 163

Time Reports 164

Time and Billing Systems 166

Setting Hourly Rates 170

Reporting to Clients 173

Agency Performance Audit 175

Ratio Analysis: A Measure of Firm Solvency 177

Profile 12: Marina Maher 179

Chapter 13. Forecasting Income and Managing

Profitability 181

Forecasting Factors 182

Managing Profitability 183

The Five Most Popular Ways to Lose Money 184

Live Within a Realistic Budget 188

Tracking Profitability 190

Universal Rates Universally Unloved 199

"We Have Met the Enemy and He Is Us": Pogo's Warning 202

Profile 13: Phil Morabito 205

Chapter 14. Client Budgeting 207

The Client's Needs 207

Surprises Kill a Budget 208

The Ten Biggest Budgeting Pitfalls 209

The Budgeting Process 210

And in the End 213

Profile 14: Carl Mueller 214

Chapter 15. Recruiting, Training, Retaining

Employees 215

Hiring Smart 215

Recruiting Good Employees 218

Ten Questions to Ask to Find Good Employees 223

Twin Mistakes Agency CEOs Make 224

Flushing out Good Candidates with a Testing Service 227

Training, Motivating, and Retaining Employees 229

Professional Employer Organizations Come of Age 238

Profile 15: David Paine 244

Chapter 16. Managing Good and Bad Times: Growth and Recession 245

Systems to Help Manage Expansion 247

Resource Allocation Matrix 249

The Philosophical Approach 250

The Bad Days Cometh 251

Profile 16: Steven Parker 255

Chapter 17. Crisis Planning for PR Firms 257

Disaster Planning 257

Dealing with the Loss of an Owner 261

When Employees Violate Noncompete Agreements 263

Profile 17: Bob Schenkein 265

Chapter 18. The Rise of Procurement and the Fall of Profits: Winning in Procurement-Led Buying Processes 267

A Bit of History 267

And Even More Recently 268

Winning in Procurement-Led Buying Processes 270

Profile 18: Andy Stern 273

Chapter 19. Fiscal and Physical Checkups 275

End of Year (Probably December) 275

First Quarter 276

Second Quarter 277

Third Quarter 277

Profile 19: Mike Walker 279

Chapter 20. Planning the Future of Your PR Firm 281

Mergers and Acquisitions 281

On the Other Hand 287

Profile 20: Bob Walt 288

Chapter 21. And In Conclusion: New Year's Resolutions 289

Index 293

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알라딘제공
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 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 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.

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.

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