ABSTRACT
Every successful public relations firm principal walks a narrow tight rope. You must adroitly manage dual—and potentially conflicting—responsibilities. You must ensure that your firm provides the best possible client service. To accomplish this, you must manage, monitor, and/or participate in current client assignments. Simultaneously, you must protect and advance your bottom line by controlling costs, encouraging high staff productivity, and taking every opportunity to increase income and profits from current and new clients.
