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.
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.
Regina M. Luttrell, PhD, is currently an assistant professor of Public Relations and Social Media and director of the graduate program in Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University. A contributor to PR Tactics and PR News, as well as peer reviewed journals, she is a noted speaker where she frequently presents at national and international conferences and business events on topics related to the current social media revolution, the impact of artificial intelligence on news and society, the ongoing public relations evolution, and Millennials/GenerationZ within the classroom and workplace. She is the (co)author of the following books: Social Media: How to Engage, Share, and Connect; The Millennial Mindset: Unraveling Fact from Fiction; Brew Your Business: The Ultimate Craft Beer Playbook; The PR Agency Handbook; and A Practical Guide to Ethics in Public Relations. Prior to entering the educational field, she spent the first portion of her career in corporate public relations and marketing. Her extensive background includes strategic development and implementation of public relations and social media, advertising, marketing, and corporate communications. She has led multiple rebranding campaigns, designed numerous websites, managed high-level crisis situations, and garnered media coverage that included hits with the New York Times, the CBS Evening News, and the Associated Press.
Inhaltsangabe
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
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
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