Managing a Public Relations Firm for Growth and Profit

By A.C. Croft

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 0789001306
• ISBN13: 9780789001306
• Release Date: January 1997
• Publisher: Routledge
• Length: 266 Pages
• Weight: 0.65 lbs.
• Dimensions: 0.7" x 6.1" x 8.4"

Customer Reviews

A wonderful guide for anyone starting or bettering a public relations firm (or any professional serv

I cannot praise this book enough. It does a wonderful job explaining how to find, attract, and bring in clients at a public relations firm. But it doesn't stop at rainmaking. Instead it also fully explains how to run and manage a public relations firm. This book is very well written, and the author interjects humor in his writing from time to time. A true pleasure to read. If you already have your own PR firm, then I recommend you get a copy of this book to be your basic guide as to how to become more successful in the PR business. And if you are thinking of starting your own PR firm, then I recommend you get a copy of this book to be your basic guide as to how to start a successful PR business. Also, I suggest you might want to visit your public library and examine volume two of Business Plans Handbook (ISBN: 0810393956) which has a sample business plan for a PR firm included. A public relations firm is a type of consulting practice or professional services business. The basics described in this book apply equally to public accounting firms, law firms, financial planning firms, investment firms, coaching practices, and other consulting services. I highly recommend anyone (not just PR professionals) get a copy of this book to help him or her systematize his or her practice so it will be lucrative and successful. I am very surprised that I am the first person to review this book. And I am equally surprised that this second edition has been available for purchase for just over a year now and there haven't been any book reviews written. The book is a gold mine and full of wonderful information. Check out the online Table of Contents for yourself and see. I would have liked the book better if there had been a chapter on how to quit your job at a PR firm and start your own practice. And it would have been really good if there had been a chapter on putting together a business plan and how to do it (Chapter 10 touches on the subject). As a result, this book is more for someone who has a firm already and just needs to make it better. Accordingly, this is a book about strategic planning. But keep in mind that strategic planning books on a certain type of business can be great tools in putting together a business plan. So this book really is for anyone who wants to put together a great successful lucrative consulting practice. 5 stars!