Profit And Prosper With Public Relations

A user-friendly, practical, and down-to-earth guide, filled with personal anecdotes of past and present practice, helpful tips, samples, references, and discussion of the impact of contemporary technologies on PR.

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.

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 planning 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 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.

Public relations is invasive, pervasive and seemingly everywhere. The news media is preoccupied with it: never-ending reports of "PR exercises", "PR jobs", and "PR spin" use the term as shorthand for implied deceit, corruption or specious pleading. PR professionals, though, see this as no more than the lazy journalist's punchline. So what is PR and what is its practical use in a noisy world of hype and mistrust?

The text provides information on the core elements of the subject of marketing without the depth that often surrounds these to ensure that the basic concepts are easily identifiable and accessible. Students on MBA courses often do not have time to read a long text as they are studying many subjects, therefore they require a good, basic guide pitched at the appropriate level to be able to be absorbed quickly but still provide enough of a strategic element to stretch them. Written by a successful author team, Management of Marketing covers the key topics of the marketing component of an MBA course and provides a good balance of theory and application to ensure both aspects of the core concepts are covered.