2nd Edition
Managing a Public Relations Firm for Growth and Profit, Second Edition
By Alvin C Croft
Copyright 2006
322 Pages
by
Routledge
328 Pages
by
Routledge
328 Pages
by
Routledge
Also available as eBook on:
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... Read more
- 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
Biography
Alvin C Croft
