PRSA Fellow Ira Yellen goes On the Record…Online with Eric Schwartzman of online PR service provider iPressroom to discuss the challenges of efficiently managing a PR agency.
This PR podcast was recorded at the 2007 Public Relations Society of America International Conference in Philadelphia. Ira Yellen is President/CEO of First Experience Communications, a full service marketing, communications and public relations company. Recently, Mr. Yellen was elected into Public Relations Society of America College of Fellows, a select group of public relations professionals who have contributed to the profession. He is also chairman of Glastonbury Education Foundation, a foundation committed to raising money for a variety of community education initiatives.
3:10 – Yellen on the biggest challenges PR firms faces.
4:15 – Yellen on how PR agency managers can improve profitability.
6:10 – Yellen on understanding client goals, and managing client expectations.
7:29 – Yellen on the three most common problems that he finds at PR agencies.
8:45 – Yellen on the PR manager’s ability to periodically reevaluate the direction of their agency in order to maintain profitability.
9:49 – Yellen gives practical examples on how agency owners can increase their profit margins.
10:59 – Yellen on the key indicators he uses the measure client deliverables.
11:53 – Yellen on delegating campaign responsibilities.
12:26 – Yellen on the traits he looks for when recruiting account managers.
13:14 – Yellen on recruiting individuals with the right communications skills.
16:41 – Yellen on what makes an optimal PR agency client.
17:35 – End
Schwartzman is also the managing director of Los Angeles PR firm Schwartzman & Associates.
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