Special Executive's Guide to PR Episode
4:24 - Al Golin explains what public relations is.
5:35 - Golin on the difference between public relations and media relations, and how the fields have changed over the years: "...it's the era of the individual not the masses...and that's really because of the internet and because of all this new technology we're seeing."
7:12 - Golin discusses the services clients receive from public relations agencies.
7:52 - Golin talks about the different practice areas that comprise a public relations service.
9:05 - Golin talks about the objectives of an internal communications staff versus an external communications staff.
10:33 - Golin on how his agency goes about helping new clients.
12:51 - Golin discusses a client?s responsibility in its relationship with an agency.
14:49 - Golin explains how to have a successful relationship with a client.
16:17 - Golin talks about whether the deliverables are more important than the actual relationship with a client.
17:02 - Golin on why some government officials who do not deliver results manage to remain in office.
18:17 - Golin talks about what to do if a client has unrealistic expectations.
19:29 - Golin on whether client expectations are more or less realistic today.
20:47 - Golin on the significance of reputation management: "...trust really can make or break a brand. It's not just good will. This is a very tangible thing
that can mean lots of sales or no sales."
21:44 - Golin offers his views on thought leadership.
25:14 - Golin explains how to create thought leadership for a client.
26:28 - Golin on helping clients write op-eds to gain exposure: "...getting exposure for the sake of exposure is the wrong thing. It [the subject of the op-ed] really should be something that's meaningful to that person and captures that person."
28:05 - Golin talks about finding the right public relations agency.
29:44 - Golin discusses retainer fees at boutique, mid size, and global public relations agencies.
31:03 - Golin talks about the hourly rates of different size public relations agencies.
33:50 - Golin on whether clients receive more attention from senior level staffers at small agencies versus large agencies.
36:25 - Golin talks about how GolinHarris shares the billing of a client over a global market.
37:52 - Golin shares what he thinks is the single most important thing to look for in an agency.
40:13 - Golin on how he maintains an optimistic perspective on the PR profession: "...you have to really enjoy what you do, and I still do...the best thing I
like to do is work with clients..."
41:52 - Golin on the impact of technology on transparency: "We live in this transparent society now...I think companies and people got away with things in the good old days that they could never get away with today..."
43:24 - End.
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