Managing a Public Relations Firm for Growth & Profit
A. Croft

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"Managing a Public Relations Firm for Growth and Profit" describes in detail how to successfully manage and market a public relations firm. It has now been completely updated with three new chapters and is over 50 per cent 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 it is productive and profitable and has a long-range future. "Information in Managing a Public Relations Firm for Growth and Profit", is based on author A. C. Croft's extensive experience in the field - almost twenty years as a consultant to PR firm principals and more than 25 years as an 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. The text includes tables and figures to make data easily understood. 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.