In this book:

Part One:
PR Client Services

The business of running a PR agency, with emphasis on landing clients and honing expertise to remain exceptional

Part Two:
Agency Business

Advanced PR practices including investor relations and strategic planning

Part Three:
PR Master Toolset

Agency expansion, addressing growth and exit strategies

Global Content Director, Wunderman Thompson

Rebecca Bedrossian

Rich in details and comprehensive in scope, Roger Darnell provides beginning and seasoned professionals with everything they need to know for a successful career in the communications business.

President/Managing Director, Cutters Studios

Craig Duncan

Years ago, I set out to only work with the best of the best, and Roger Darnell epitomizes that standard. As Chief PR Counsel for Cutters Studios since 2014, his impact on our organization’s success is beyond measure. Roger is a true partner in every sense of the word. He really takes the time to get to know the culture and the spirit of the companies he represents. Roger’s unique approach and clear strategy have been a guiding light for our company. He has become a part of us, and I can’t imagine where we would be without him. For anyone wanting to know how to build similar expertise and apply it to allow themselves and everyone around them to soar, I have one suggestion: Read this book.

Co-Owner DCA Business Media

Gerald Giannone

At all SHOOT platforms, Roger Darnell is well known as a top-tier PR pro. The many attributes that set him and his work apart certainly add up to the great benefit of his clients. This book is a viable means for training a new generation of highly skilled, independent communicators, and for entrepreneurs to see why adding professional PR counsel is a key to succeeding at the highest level.

CEO, www.Hirebook.com

Brett Knowles

Who would have thought that great communications were so deeply rooted in the strategy and fabric of the target organization? Answer: Everyone who is great at it! Darnell has revealed where his magical body of work has come from – it comes from that systemic understanding of the organizations he is communicating about. We are lucky to have him share with us the wisdom he has gained and his “tricks of the trade.” Thanks for making it easier to follow in your footsteps!

Co-Founder, Hurrah Group; Editor, L’Atelier BNP Paribas; Writer; Advisor

Angela Natividad

This is a well-rounded, heart-filled reference from an innate communications expert who understands the key to this business—community itself.

Senior Editor, Manager of Social Programs, Patrick Faller Media

Jacqueline Poole

In “The Communications Consultant’s Master Plan,” Roger expertly breaks down the knowledge needed to build a PR business from the ground up, with both in-depth details on everything from writing contracts to finding new clients, in an engaging, friendly tone that makes this handbook approachable, informative and a joy to read. After diving into everything Roger has done so far in his career, I can’t wait to see what he has planned for next.

Owner, Raz Public Relations

Karen Raz

After more than 20 years as a professional colleague and friend, I’ve admired how Roger continues to adapt and apply his expertise to the evolutions in technology and media that drive new approaches to public relations. His kindness, integrity and approachability are key to his professional success, and also key to what makes “The Communications Consultant’s Master Plan” so helpful. With this book and its Explorations, Roger shares practical ideas and best practices for implementing a public relations strategy to help elevate any new business initiative or career path.

President and Founder, Everclear Marketing, Inc.

G. Scott Shaw

For PR, marketing or communications professionals considering taking that first step into running a firm of their own, Roger Darnell offers a step-by-step, how-to guide from his nearly three-decade career serving as PR counsel for some of the nation’s most well-known creative agencies. Full of real-world business lessons and high-level overviews of successful campaign strategies for different types of business clients, Roger provides the blueprint of success for the enterprising independent PR and communications professional to build a business that achieves professional rewards and personal freedom beyond what most traditional employees ever achieve. If success is a journey, and not just a destination, Roger makes for an engaging travel companion when you’re ready to branch out on your own.

President, avagnoni communications

Anthony Vagnoni

“The Communications Consultant’s Master Plan” provides a solid bedrock for anyone getting into PR, particularly those starting their own agency. Roger has covered the bases in a way that’s truly impressive. I wish this was around when I got started!