Working in PR: The Nuts and Bolts of Running a Successful Agency

In this course you will learn the ins and outs of running a successful PR agency. You will reflect on the experiences in your life and the highlights of your career to uncover how you can become successful. Susan shares her journey in starting her own agency and offers invaluable advice on how you can utilize your strengths and areas of expertise to add value.

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Susan Magrino
Marketing, Branding & Public Relations Professional,

“Keeping people happy is the number one function in public relations — whether it’s your client, the media or a colleague,” says Susan Magrino, chairman and CEO of her eponymous firm, Magrino PR. Most PR professionals would agree — and you can consider Magrino the proof point. The industry legend created her own agency in 1992 at age 30, going on to build a 50-employee company with a client roster that’s both recognizable (Martha Stewart) and buzzworthy (Whispering Angel wine). When asked what it means to win a Matrix Award, the firm’s leader mused, “I feel honored; it’s really, really exciting. And as important as it is to receive this kind of recognition, it’s also given me pause to reflect a lot.”

What will I get from this course?

In this course you will learn the ins and outs of running a successful PR agency. You will reflect on the experiences in your life and the highlights of your career to uncover how you can become successful. Susan shares her journey in starting her own agency and offers invaluable advice on how you can utilize your strengths and areas of expertise to add value. Whether it be defining the important qualities when choosing and building your relationships with clients, or finding your strengths to further empower you, this course will inspire you to find your confidence and tackle any project in your own unique way.

Course Curriculum

Chapter 1

Chapter 1: The Adventure of Starting an Agency

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  • Video Lesson 1: Pinnacle Moments
  • Video Lesson 2: Creative Beginnings - Starting the Agency
  • Video Lesson 3: Think in a Multi-task Way
  • Video Lesson 4: New Markets and Being Open to Change
  • PDF Lesson 5: Worksheet - Downloadable PDF
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4 lessons, 4 Videos + 1 PDF Downloadable Worksheet

Chapter 2

Chapter 2: Relationships and Hard Work

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  • Video Lesson 1: Setting Goals and Creating a Brand
  • Video Lesson 2: Clients as Partners
  • Video Lesson 3: Surround Yourself with a Trusted Team
  • Video Lesson 4: College Life Sets the Pace
  • PDF Lesson 5: Worksheet - Downloadable PDF
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4 lessons, 4 Videos + 1 PDF Downloadable Worksheet

Chapter 3

Chapter 3: Successful Agency Nuts and Bolts

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  • Video Lesson 1: Candidate Qualities - Landing the Job
  • Video Lesson 2: Mentors and Sounding Boards
  • Video Lesson 3: The Power of Relationships
  • PDF Lesson 4: Worksheet - Downloadable PDF
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3 lessons, 3 Videos + 1 PDF Downloadable Worksheet

Chapter 4

Chapter 4: Building a PR Brand

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  • Video Lesson 1: An Agency Name
  • Video Lesson 2: Seasons of Business and Schedules
  • Video Lesson 3: The Importance of Giving Back
  • PDF Lesson 4: Worksheet - Downloadable PDF
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3 lessons, 3 Videos + 1 PDF Downloadable Worksheet

Chapter 5

Chapter 5: Finding Strength as a Woman

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  • Video Lesson 1: Female Leadership
  • Video Lesson 2: Being Human - Authenticity and Finding Balance
  • Video Lesson 3: Using Your Intuition
  • PDF Lesson 4: Worksheet - Downloadable PDF
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3 lessons, 3 Videos + 1 PDF Downloadable Worksheet

Chapter 6

Chapter 6: Golden Nuggets of Advice

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  • Video Lesson 1: Finding Your Edge
  • Video Lesson 2: Image
  • Video Lesson 3: Listen!
  • Video Lesson 4: Motivational Forces
  • Video Lesson 5: Being Grateful
  • Video Lesson 6: The Value of “me” Time
  • PDF Lesson 7: Worksheet - Downloadable PDF
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6 lessons, 6 Videos + 1 PDF Downloadable Worksheet

Chapter 7

Chapter 7: Recipes for Success

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  • Video Lesson 1: Be You
  • Video Lesson 2: The Value of the Schedule
  • Video Lesson 3: I Love NYC
  • PDF Lesson 4: Worksheet - Downloadable PDF
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3 lessons, 3 Videos + 1 PDF Downloadable Worksheet

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