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This book takes an in-depth look at the client/agency relationship by discussing what business leaders should expect of their public relations firms. It discusses how and why they should pick an agency along with the types of firms at their disposal. The business of public relations is covered in the first section of the book. The second section provides detail on the relationship between firm and client and focuses on what firms must do to satisfy client expectations of their work. The third and final section outlines how firms establish success or failure. Expert advice is provided on everything from hiring a firm to defining output and outcome expectations and everything in between.

Public relations firms. --- PR firms --- PR agencies --- Hiring a PR firm (agency) --- How to Hire a Public Relations (PR) firm (agency) --- Hiring a PR (public relations) firm (agency) (company) (person) --- How PR firm's bill --- Evaluating a PR firm (agency) (plan) (campaign) --- PR firm billing rates --- PR firm (agency) contracts --- PR practitioner roles --- Responsibilities --- Public relations evaluation --- Client- Firm relationship --- Public relations research --- Public relations execution