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Full Description
A Practical and Concise Introduction to Agency Life
The PR Agency Handbook guides students through the day-to-day operations of a professional PR agency and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world stories from the field as well as interviews with PR experts to help students bridge the gap between college and professional life. Throughout the book, students are introduced to many of the sub-fields of strategic communication, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). Students will not only develop a fundamental understanding of the different components found within an agency, but they will also gain an appreciation for the positive impact that excellent agency work can have on organizations.
Contents
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
