1st Edition

The Communications Consultant’s Master Plan Leveraging Public Relations Expertise for Client and Personal Success

By Roger Darnell Copyright 2022
    210 Pages 8 B/W Illustrations
    by Routledge

    210 Pages 8 B/W Illustrations
    by Routledge

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    This volume builds on Roger Darnell’s The Communications Consultant’s Foundation by providing insider knowledge gained over the past three decades atop the field of communications consulting, incorporating lessons learned serving businesses in the global creative industry.

    Going beyond the basics of a communications consulting business, this book parses and distills the knowledge of top business management luminaries, helping readers build and expand their expertise to heighten their opportunities, and maximize all aspects and phases of their businesses, from start-up through to succession. It discusses essential topics including:

    • The business of running a PR agency, with emphasis on landing clients and honing expertise to remain exceptional

    • Advanced PR practices including investor relations and strategic planning

    • Agency expansion, addressing growth and exit strategies

    Working PR professionals, entrepreneurs, students, and recent graduates will appreciate high-level insights from a seasoned business owner, as well as templates for proposals, campaign planning, and more. Read with The Communications Consultant’s Foundation or on its own, this book will lead readers on life-changing journeys and help a new generation of smart communicators take their professional pursuits to the highest levels.

    Introduction; My Story; Part I: PR Client Services; Chapter 1: Winning and Managing PR Accounts; Chapter 2: Client Positioning and Communications Strategy; Chapter 3: Investors and Investor Relations; Chapter 4: Advanced PR Account Management; Chapter 5: Advanced Communications and Marketing Strategies and Tactics; Part II: Agency Business; Chapter 6: Agency Management; Chapter 7: Professional Development; Chapter 8: Scaling and Exit Strategies and Tactics; Part III: PR Master Toolset; Chapter 9: The Right Marketing Plan; Chapter 10: Action Plans; Chapter 11: The Art and Craft of Presentation; Appendices; Sample Cover and Campaign Planning Letter; Sample Proposal; Sample Letter Agreement; Sample Monthly Activity Report; Index


    Roger Darnell is an author, communications consultant, publisher, and speaker. Already central to billions of positive media impressions worldwide, his ambitious collaborations with entrepreneurs and media luminaries continue soaring to new heights.

    "Having spent the past 25 years pursuing excellence in high technology industries, focusing on business development, strategic planning, venture growth, and scaling operations, being proactive in messaging and managing PR is absolutely a key success factor for all entrepreneurs and company executives. As an integral PR partner in a large-scale investment I led over 20 years ago, Roger's subject matter expertise is highly qualified." - Chris Arsenault, Managing Partner, Inovia Capital

    "The Communications Consultant’s Master Plan provides a solid bedrock for anyone getting into PR, particularly those starting their own agency. Roger has covered the bases in a way that’s truly impressive. I wish this was around when I got started!" - Anthony Vagnoni, President, Avagnoni Communications

    "A new epoch is here. It's time to make authentic, bold moves and manifest new realities. If you're serious about taking your career to the next level, Roger Darnell's expertise will guide you with vibrant light, illuminating your practice and revealing that it's so much more than PR – it's an experiential journey of breakthroughs and discoveries. Roger not only shows you the way, but he also goes there with you." - Jason White, Experiential Director; former Co-Founder and Chief Creative Officer, Leviathan

    "Think of The Communications Consultant's Master Plan as a kind of hardware store for just about anyone seeking to get anyone else to buy or believe something. It's a comprehensive guide offering valuable nuts-and-bolts advice, assistance and support in realms such as public relations and investor relations. Especially useful are the action items offered after each chapter." - Stuart Elliott, Panel Moderator/Speaker; former New York Times Advertising Columnist

    "For PR, marketing or communications professionals considering taking that first step into running a firm of their own, Roger Darnell offers a step-by-step, how-to guide from his nearly three-decade career serving as PR counsel for some of the nation’s most well-known creative agencies. Full of real-world business lessons and high-level overviews of successful campaign strategies for different types of business clients, Roger provides the blueprint of success for the enterprising independent PR and communications professional to build a business that achieves professional rewards and personal freedom beyond what most traditional employees ever achieve. If success is a journey, and not just a destination, Roger makes for an engaging travel companion when you’re ready to branch out on your own." - G. Scott Shaw, President and Founder, Everclear Marketing, Inc.

    "Years ago, I set out to only work with the best of the best, and Roger Darnell epitomizes that standard. As Chief PR Counsel for Cutters Studios since 2014, his impact on our organization's success is beyond measure. Roger is a true partner in every sense of the word. He really takes the time to get to know the culture and the spirit of the companies he represents. Roger's unique approach and clear strategy have been a guiding light for our company. He has become a part of us, and I can't imagine where we would be without him. For anyone wanting to know how to build similar expertise and apply it to allow themselves and everyone around them to soar, I have one suggestion: Read this book." - Craig Duncan, President/Managing Director, Cutters Studios

    "After more than 20 years as a professional colleague and friend, I’ve admired how Roger continues to adapt and apply his expertise to the evolutions in technology and media that drive new approaches to public relations. His kindness, integrity and approachability are key to his professional success, and also key to what makes The Communications Consultant’s Master Plan so helpful. With this book and its explorations, Roger shares practical ideas and best practices for implementing a public relations strategy to help elevate any new business initiative or career path." - Karen Raz, Owner, Raz Public Relations

    "Rich in details and comprehensive in scope, Roger Darnell provides beginning and seasoned professionals with everything they need to know for a successful career in the communications business." - Rebecca Bedrossian, Global Content Director, Wunderman Thompson

    "In The Communications Consultant’s Master Plan, Roger expertly breaks down the knowledge needed to build a PR business from the ground up, with both in-depth details on everything from writing contracts to finding new clients, in an engaging, friendly tone that makes this handbook approachable, informative and a joy to read. After diving into everything Roger has done so far in his career, I can't wait to see what he has planned for next." - Jacqueline Poole, Senior Editor, Manager of Social Programs, Patrick Faller Media

    "This is a well-rounded, heart-filled reference from an innate communications expert who understands the key to this business – community itself." - Angela Natividad, Co-Founder, Hurrah Group; Editor, L’Atelier BNP Paribas; Writer; Advisor

    "Who would have thought that great communications were so deeply rooted in the strategy and fabric of the target organization? Answer: Everyone who is great at it! Darnell has revealed where his magical body of work has come from – it comes from that systemic understanding of the organizations he is communicating about. We are lucky to have him share with us the wisdom he has gained and his 'tricks of the trade.' Thanks for making it easier to follow in your footsteps!" - Brett Knowles, CEO, www.Hirebook.com

    "At all SHOOT platforms, Roger Darnell is well known as a top-tier PR pro. The many attributes that set him and his work apart certainly add up to the great benefit of his clients. This book is a viable means for training a new generation of highly skilled, independent communicators, and for entrepreneurs to see why adding professional PR counsel is a key to succeeding at the highest level." - Gerald Giannone, Co-Owner, DCA Business Media LLC


    "This book is all you need to know how to navigate the appealing and sometimes challenging waters of communication, especially if you run an agency…You will enjoy reading this book as the author shares the knowledge he has acquired over the years most subtly. [It] will give readers an insight into how challenging and fascinating the PR life can be … [and] will help you grow your business, attract clients swiftly and become more professional in your craft. Anyone that needs public relations in their professional or personal life will find this book beneficial." - Literary Titan, literarytitan.com


    "Darnell offers a comprehensive manual that delves into how to operate a public relations/communications consulting business…It’s a credit to Darnell that he willingly discloses his business philosophy, strategies, and practices, right down to how (and how much) he charges his clients…Thorough and highly applicable advice for communications consultants." - Kirkus Indie, kirkusreviews.com