ＰＲ代理店で成功するには How to Succeed in a PR Agency : Real Talk to Grow Your Career & Become Indispensable

Johnson, Kristin/ Roth, Shalon

Routledge（2018/12発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 146 p.
• 言語 ENG
• 商品コード 9781138352681
• DDC分類 659.2023

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