The PR Agency Handbook (eBook)

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