Publications

The Agency User's Manual

A manual you can customize for clients explaining how the agency works and responsibilities of both agency and client

If you are starting to work more with fees and retainers you need this manual.

The Agency User's Manual will help you explain to your advertising and public relations clients, in a friendly manner, how the agency works and how the client can get the most from the agency. Use it to explain the responsibilities of both client and agency in working together.

The central concept of the client receiving a bundle of agency services in exchange for a fee is also illustrated in the Total Agency Access Program that is included with this manual.

Each order includes the manual plus a downloadable file of the complete manual, forms and outlines.

CONTENTS

• Introduction
  • Welcome
  • About the Agency
  • Qualifications
  • Background
  • Experience
  • Services
  • Agency Philosophy
  • Agency Ethics
  • Confidentiality
  • Disclosure
  • Integrity
  • Competitive Accounts
• What You Can Expect from The Agency
  • Introduction
  • Public/Media Relations
  • Target Publications
  • Types Of Stories You Can Expect
  • Media Relations Methods
  • Press Releases
  • Expert Articles
  • Expected Results
• What THE AGENCY Expects From You
  • Your Input
  • Investment in Research
  • Public/Media Relations
  • Press Kit
  • Out-of-pocket Expenses
  • Prompt Payment of Invoices
• Revenues and Billing
  • Marketing Consultation Fees
  • Public/Media Relations Fees
  • Creative Strategy Assignments
  • Media Commissions
  • Mark-ups, or 1.1765
  • Fees and Retainers
• Agency Organization and Staff Directory
• Seven Habits of Highly Effective Companies
  • Effective companies have vision
  • Marketing Research and Sales Technology
  • Telemarketing
  • Direct Mail
  • Media Relations
  • Advertising
  • Trade Show Marketing
• Deadly Sins of Media Relations
• Tips on Dealing with the Press
  • Introduction
  • How to Handle Media Interviews
  • Interview Guidelines
  • Typical Mistakes
  • Your Rights
  • How To Answer Difficult Questions
  • Questions and Answers
• Agency Forms
  • Material Estimate and Authorization
  • Client Approval Labels
  • Contact Report
  • Weekly Status Report
• Glossary of Terms