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On the Record…Online with PRSA Fellow Ira Yellen

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.

Show Notes:

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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