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Full Description
Learning how to be successful in a public relations (PR) agency is a stressful on-the-job, sink-or-swim, immersive experience. While other texts teach PR theory and practice, no other book guides early to mid-career PR professionals through the day-to-day life of working in an agency and the skills required to excel and build a career.
This text demystifies the PR agency experience with foundational information to simplify and clarify agency life. Authors Kristin Johnson and Shalon Roth, who each grew successful careers in PR agencies, share secrets that no one will teach in a class or a seminar. This is real talk about real life in an agency - punctuated by anecdotes from leaders in the industry. This is a must-read for communications students and PR professionals looking to grow their career and become indispensable to teams and clients.
Contents
I: Why Indispensable?
1. About This Book
2. Who is This Book For
3. What's in It For You
II: Agency Basics
4. Architecture of Agency Life
5. The Life Cycle of Business
6. Money Honey
7. Budget Basics
8. Staffing
9. Ethical Conduct
10. Writing Essentials
III. Forget Titles
11. A Leader at Every Level
12. Achieving Authenticity
13. Diplomacy and Persuasion
14. Managing Expectations
15. PR: Personal Relationships
IV: Lead the Way
16. Building a Team
17. Personal Branding
18. Managing Your Career
19. Managing the Careers of Others
20. Managing Client Relationships
V. Pay It Forward
21. A Message from the Authors
Index
