The PR Agency Handbook
Luttrell, Regina M.
Capizzo, Luke W.
Sage Pubns 2018/05
279 p. 24 cm
Through the day-to-day operations of a professional PR agency, this handbook introduces many of the sub-fields of strategic communication, including traditional PR and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO).
Providing a practical and concise introduction to agency life, this text gives an insight into the day-to-day operations of a professional PR firm and offers best practice for creating a successful PR career.
Table of Contents
Part I: Agency Life Chapter 1: Working in an Agency Work Environment Agency Structure Agency Types: Niche Agency vs. Full Service Chapter 2: Working with Clients Choosing a Client: The Right Fit Types of PR Expertise Clients Large and Small Client Types, Obstacles and Solutions Chapter 3: Starting off on the right foot Setting Expectations Client Contacts and Reporting Relationships Billing for Services Key Takeaways Part II: Strategies & Tactics Chapter 4: Managing Projects, Meetings, and Client Communication Setting Expectations for Success Best Practices for Project Management Agency and Client Meetings: Before, During, and After Chapter 5: Corporate Communication: A Look at Crisis Communication and Media Relations The Role of Corporate Communication and Agency Partners Chapter 6: Social Media: A Comprehensive Look at What Companies Need Organizational Social Media for Clients Content creation and Curation Building the Right Relationships The Evolution of a Company's Social Media Strategy Chapter 7: Marketing: Marketing in a Public Relations Agency Two is Better than One The Ecosystem of Earned and Paid Chapter 8: Branding Basics Creating a Company Brand Building, Managing, & Sustaining Brands Chapter 9: Internal Communication What can agencies add to internal communication? Internal communication for external results Chapter 10: Creative Production Basic Visual Design Principles Learning the Languages of Design Learning the Language of Print Production Learning the Language of Video Production Chapter 11: SEO, Content Marketing & Digital Marketing Principles of Web Design Part III: The Business of Agency PR Chapter 12: Client Service-The Counselor Role and Seeding Creativity Challenges to Agency-Client Partnerships Providing Strategic Counsel The power of "Yes, and..." Chapter 13: Entrepreneurship & Business Development What do you want to be? Developing Long-term Client Relationships Part IV -Putting it all together Chapter 14: Public Relations Tools and Templates PRSA IPA Proposal Template ROSTIR Strategic Planning Guide Strategy or Creative Brief Mini Case Study: Lincoln's Watch