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.
| Acknowledgments |
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xi | |
| About the Authors |
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xiii | |
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PART I Why Indispensable? |
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1 | (6) |
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3 | (1) |
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4 | (1) |
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5 | (2) |
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7 | (58) |
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4 Architecture of Agency Life |
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9 | (7) |
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5 The Life Cycle of Business |
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16 | (13) |
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29 | (8) |
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37 | (8) |
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45 | (8) |
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53 | (5) |
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58 | (7) |
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65 | (34) |
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11 A Leader at Every Level |
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67 | (5) |
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12 Achieving Authenticity |
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72 | (8) |
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13 Diplomacy and Persuasion |
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80 | (6) |
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86 | (6) |
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15 PR: Personal Relationships |
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92 | (7) |
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99 | (40) |
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101 | (12) |
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113 | (7) |
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120 | (7) |
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19 Managing the Careers of Others |
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127 | (6) |
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20 Managing Client Relationships |
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133 | (6) |
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139 | (4) |
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21 A Message from the Authors |
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141 | (2) |
| List of Contributors |
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143 | (1) |
| Index |
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144 | |
Kristin Johnson works as a client advisor and executive coach at Logos Consulting Group and Logos Institute for Crisis Management and Executive Leadership, and is an adjunct instructor at New York University in the School of Professional Studies (NYU-SPS), where she has taught in the masters level public relations and corporate communications program since 2014. Kristin also serves as a mentor and judge for NYU Sterns W. R. Berkley Innovation Labs $300K Entrepreneurs Challenge, which aims to develop people and ideas that create value for business and society.
Shalon Roth has spent the last 15 years on the front lines of PR and communications agencies serving start-ups to multinational publicly traded companies. She founded PR-it®, which combines the power of a proprietary data-driven pricing model with a global community of high-caliber, seasoned public relations, digital and creative experts to deliver high-quality projects to brands, and on-demand support to agencies managing workflow peaks.
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