The Public Relations Firm takes an in-depth look at the client/agency relationship by discussing what business leaders should expect of their public relations firms. 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 firm.

Stacey Smith, APR, Fellow PRSA is a senior counsel and partner at Jackson Jackson and Wagner, a behavioral public relations and management consulting firm. With over 30 years of experience with an extensive range of clients, she specializes in assisting organizations in building strategic and trustworthy relationships with stakeholders. Smith co-authored Public Relations Practices, Managerial Case Studies and Problems and was also a contributing editor and writer for pr reporter. She lectures frequently before management and public relations groups and has served as adjunct faculty at Antioch University, New England College and the University of New Hampshire.

Preface ..................................................................................................xi Introduction .........................................................................................1 Part I The Business ................................................................... 3 Chapter 1 Why Hire a Public Relations Firm? ...................................5 Chapter 2 Types of Firms .................................................................17 Chapter 3 Hiring a Firm ..................................................................27 Chapter 4 Defining the Work ..........................................................35 Chapter 5 How Firms Bill ...............................................................45 Part II The Working Relationship between Client and Firm ............................................................ 57 Chapter 6 The Client-Firm Relationship .........................................59 Chapter 7 Progress Reports ..............................................................69 Chapter 8 Research and Execution...................................................77 Chapter 9 Evaluation .......................................................................87 Part III Meeting Expectations: Measurement and Evaluation.............................................................. 93 Chapter 10 Meeting Client Expectations ...........................................95 Chapter 11 Wrapping Up ................................................................103 References ...........................................................................................107 Index .................................................................................................109