There is a little text book that was written for the PR firm managers that I often refer to from time to time to keep me on the straight and narrow. Well at least on the narrow. It’s called Managing a Public Relations Firm for Growth & Profit. The author A.C. Croft really is a genius with his delivery and instructions. You are able to apply everything to your PR firm that he teaches regardless of your size or media specialty.
One section of his book that I think is imperative this week can be found in Chapter 21 – New Year’s Resolutions. Here Mr. Croft gets frank and honest with what you as PR practitioners should set as your resolutions.
Since this year there seemed to be an unusual graying of the lines with the definition of PR I thought I would take it upon myself to give us all a refresher course in things to remember for 2007.
1. I will not lose my head when everyone around me has already lost theirs.
2. I resolve to take no more lip than totally necessary from clients.
3. I will cherish all freelance writers, photographers, artist and vendors.
4. I will take what I make and invest it into technology that can better my business.
5. I will pay attention to things that motivate my team and make them eager to come to work.
6. I will continue to train, inspire, and help grow my team and their activities while pushing them to go for the gold.
7. I will remember that there is life outside of Pierce Mattie PR (really?)
8. I will delegate responsibility and authority to my senior VP’s. (Watch out guys!)
9. I will encourage our publicists to not overwork themselves on their accounts and that clients are willing to pay for excellence but they are not willing to pay for perfection.
10. I will continue to listen and learn from my clients and provide good service that addresses their media needs and impacts their ROI.
