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Informationen zum Autor Alvin C Croft Klappentext 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. Zusammenfassung Describes how to successfully manage and market a public relations firm. This book demonstrates how to market, promote, and sell a firm to attract, win, and hold the right clientele. It is useful for owners of small- and medium-sized PR firms, senior managers of small, medium, and national firms, and university public relations professors. Inhaltsverzeichnis Foreword (Thomas L. Harris) Preface PART I: INTRODUCTIONTHE 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
