The public relations firm First Edition Pritchard 1606496646 9781606496640

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Product details:

• ISBN-10 ‏ : ‎ 1606496646
• ISBN-13 ‏ : ‎ 9781606496640
• Author: Pritchard

This book takes an in-depth look at the client/agency relationship by discussing what business leaders should expect of their public relations agencies. It discusses how and why they should pick an agency along with the types of firms at their disposal. The book provides expert advice on everything from hiring a firm to defining output and outcome expectations and everything in between. This book is intended for a broad audience including students and faculty in public relations programs and practicing business executives. The goal is to inform management practice and help current and future business leaders identify and better utilize public relations agencies.

Table of contents:

Part I. The business

1. Why hire a public relations firm?

2. Types of firms

3. Hiring a firm

4. Defining the work

5. How firms bill

Part II. The working relationship between client and firm

6. The client-firm relationship

7. Progress reports

8. Research and execution

9. Evaluation

Part III. Meeting expectations: measurement and evaluation

10. Meeting client expectations

11. Wrapping up

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