Synopses & Reviews
Many professionals today, in a wide variety of fields, find themselves in need of the knowledge and skills that will permit them to build and maintain a successful practice. The current economic climate, changes in the rules of competitive advertising and client relations, and an overabundance of professionals have led to the need for improved skills in practice development. Professional Practice Development gives both practitioners and newcomers the practical information they need to compete for new clients and retain existing ones. With particular focus on traditional and non-traditional channels of communication, this step-by-step guide shows how to develop and implement strategies that lead to a flourishing practice.
Brody begins his study with a discussion of the unique situation professionals find themselves in today. Next, the book discusses planning, the importance of information, and the role of decision-making in building a practice. Further chapters explore the many kinds of communication that make a successful practice. The study addresses office environments, client communication, marketing strategies, envronmental assessment, and professional networking, and concludes with an overview on managing the entire process.
Synopsis
This book is a discussion of the unique situation professionals find themselves in today and how the implementation of the proper planning and decision-making strategies can optimize this situation. The author examines such critical practice-building issues as office environments, client communication, marketing strategies, environmental assessment and professional networking. A conclusive overview on managing the entire process is the culmination of this thorough how-to book for any professional interested in starting his/her own practice or building an existing one.
About the Author
E. W. BRODY teaches public relations in the Department of Journalism at Memphis State University in Tennessee and maintains a public relations consulting practice in Memphis.
Table of Contents
Preface
Professionals in Contemporary Society
Charting a Course
Formulas for Success
The Role of Information
Decision-Making
The Nature of Communication
Locating the Practice
The People Factor
Employee Communication
Practice Communication
Reaching Out
Channel Variables
Strategic Communication
Targeted Communication
Managing the Process
Bibliography
Index