The Public Relations Firm

Index

Access to management, 65–66

Advertising

    agencies, 22

    public relations/marketing vs., 4, 13, 15

Agency(ies)

    firm vs., 60–61

    sizes of, 10–13

Allied firms, 21–22, 26

Anglin, Debbie, 71, 74

Anglin PR, 71, 74

APCO Worldwide, 19

AVE (Advertising Value Equivalency), 96

 

Barwick, Brenda Jones, 74–75

Baselines, 84, 88–91, 100

BASIC model of Communication Life Cycle, 80

Behavioral objectives, 80

Benchmarks, 84–85, 88–91

Billing models, 45–56, 104

    blended rate model, 47–48

    FTE model, 52–53

    hourly rate model, 46–47

    package model, 50–51

    performance-based compensation model, 51–52

    project billing model, 50

    retainer or “fixed fee” model, 48–49

    summary of, 53–55

    value model, 49–50

Blended rate model, ...