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“It was such a pleasure meeting you at the recent PRSA Counselors Academy Conference in Los Cabos. I wanted to thank you again for what was a great learning experience. Your pre-conference session was fantastic – it was very eye opening, and I'm confident the information gleaned from it will be very useful for our firm in the months to come... Anyway, I thank you again for all of your sage advice.”

– 2007 PRSA Counselors Academy Attendee

“You walk away with tools to focus agency operations and earn the compensation you deserve. These insights saved me tens of thousands of dollars and endless headaches.”

– 2007 PRSA Counselors Academy Attendee

Program Description

PRSA Counselors Academy is offering a custom-designed business management program geared to senior principals, presidents/CEOs, and business managers of agencies with 25 or fewer staff as well as independent practitioners. A combination of Webinars and scheduled private consultations will provide the strategies and tools for growing your agency's bottom-line and to increase your compensation.
This program is unique in that you can accomplish it all at your convenience. You manage clients on a real time basis, yet you don't spend enough time adapting your firm to grow and be profitable. It is the proverbial “shoemaker's son/daughter” problem. The challenge for public relations firms/solo practitioners is learning how to adapt to changes in order for your business to grow. With this comprehensive, custom,
curriculum-based program, you will learn how to: embrace challenges; plan for growth via new business opportunities; and market effectively to increase agency profits and therefore, your compensation.

Program Components

Defining and Supporting Your Personal & Career Priorities – Leading and Managing a Business versus Managing a Career
Business Goals (Managing the Business) – Practice Areas: Vertical Markets, Skills, Staffing, Outsourcing, Cash Flow and Reserves
Designing and Managing a Sustained Profit and Compensation Model – Billable Hours Strategy and Staff Productivity/Efficiency
Sustaining a Market & Sales Plan – New Business Development, Existing Customer Cross Selling and Referrals, and Networking Marketing

Benefits

Evaluation of business and market plan, or how to create one

Evaluation of current internet strategy, or how to create one

Evaluation of revenue/compensation structure, or how to create one

Each participant will create a business and/or market plan, and upon completion receive a PRSA Counselors Academy Business Management Certificate.

Presenters

Ira W. Yellen Ira W. Yellen, APR, Fellow PRSA
President/CEO – First Experience Communications
Ira, who has led his agency for over 25 years, oversees a wide range of marketing and communications projects and provides strategic counsel for clients ranging from Fortune 500 companies to non-profit
organizations. Ira has authored articles on marketing, public relations, and business management, and has been recognized nationally for his community involvement and business leadership ability. He has been an active member of PRSA for over 25 years and has presented on the topic of Creating and Sustaining a Profitable Agency at National and Counselors Academy conferences.

Joann Killeen Joann Killeen, APR, Fellow PRSA
President – Killeen Furtney Group
Joann is a public relations executive with over 25 years of industry experience. She is the president of an award-winning agency and brings a unique business perspective as an independent public relations practitioner. She was PRSA president and CEO in 2002. Presently, Joann is on the UCLA faculty, where she teaches "Writing for Public Relations” in the Public Relations Certificate Program offered through the UCLA Extension program.

Register Today > (PDF, 1.42MB)