THE COMMUNICATIONS CONSULTANT’S MASTER PLAN

A public relations professional pulls back the curtain on his consulting practice.

In this second installment of a two-volume series, agency principal Darnell offers a comprehensive manual that delves into how to operate a public relations/communications consulting business. The first book, The Communications Consultant’s Foundation (2021), provided an introductory framework for starting such a business. This sequel takes a deep dive into the nuts and bolts, first covering communications strategies and account management, then discussing the business of running an agency, and finally providing an action plan for implementation. Darnell not only explains communications consulting in sometimes-dense detail, he also liberally cites examples, many very specific, from his own career. The author’s experience is credible and considerable; he has worked for other firms and run his own small communications agency for over two decades. It’s a credit to Darnell that he willingly discloses his business philosophy, strategies, and practices, right down to how (and how much) he charges his clients. In Part 1 of the guide, readers will get a solid understanding of the process of pitching accounts as well as insights into more mundane topics such as record-keeping and billing. Also in this section is useful information about client positioning, internal versus external communications, the specialized area of investor relations, and a helpful rundown of various media and public relations tactics that could be employed on behalf of clients. The second part of the work focuses on agency management, professional development, how to scale a business, and potential exit strategies. Here, Darnell delivers some wise suggestions for how best to research media as well as seasoned observations about trade associations and industry gatherings. Perhaps most intriguing is the author’s advice on ways to scale a business, in which he draws from examples of other practitioners. Part 3 summarizes previous material and shows how to apply it in the form of a “Marketing Action Plan” that can be developed for clients. The level of detail in this section is particularly impressive. As in his first book, Darnell includes a wealth of questions to answer and relevant exercises to complete.

Thorough and highly applicable advice for communications consultants.