On The Record Online
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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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