PRSA Counselors Will Learn to "Max Agency Value"

Sessions at the PRSA Counselors Academy conference May 7-9 in Seattle include “Maxing value in preparation for a sale” and building a “stronger, more profitable agency.”

Counselors will also learn how to “stand out from the crowd,” how to use incentive pay to attract and retain the best talent, how to make pro bono projects “pay off,” and how to “grow your agency by getting rid of clients.”

Titled “Sleepless in Seattle,” it is billed as “Sixty hours of collaboration and insight to wake up your agency.”

Chair of the 2017 conference is Tom Garrity, president of The Garrity Group, Albuquerque, N.M.

The meeting, which is at the Hyatt at Olive 8, is open to non-members as well as members. Member rate is $895 for reservations made before April 10 and $995 thereafter. Non-members pay $1,200/$1,300.

Gould Presents “Master’s Course in Maxing Value”

Rick Gould, managing partner, Gould+Partners, is conducting “Planning Your End Game: A Master’s Course in Maxi zing Your Agency’s Value and Preparing it for Sale.” It is a pre-conference session running from 1-5 p.m. May 7 and is an additional ticketed event.

Also speaking will be Alex Halbur, managing partner, Prosper Group; Brad Schwartzberg, partner, Davis & Gilbert, who is the moderator, and Elise Mitchell, CEO, Mitchell Communications, and CEO, Dentsu Aegis PR Network.

“Grow, Run and Protect a Stronger, More Profitable Agency: The Best of the Counselors Academy,” features Ken Jacobs, Jacobs Consulting, and Executive Coaching; Darryl Salerno, CEO, Second Quadrant Solutions; Michael Lasky of Davis & Gilbert; and Filomena Fanelli, CEO, Impact PR & Communications, as moderator. This is also an additional ticketed event.

Cindy Atlee Is Keynoter

Cindy Atlee, principal, The Storybranding Group and opening breakfast keynoter, has the topic, “What’s Your Story? How to Stand Out from the Crowd Through Compelling Brand Value.”

Larry Holdren, president, Holdren Strategic Communications, will discuss, “Grow Your Agency by Getting Rid of Clients” in the Monday program. J.W. Arnold, principal, PRDC Public Relations, will discuss “Make Your Pro Bono Projects Pay Off.”

“Requiem for the Billable Hour” will be discussed in the afternoon session by Patrick Lamb, attorney and co-founder, Valorem Law Group, who says, It’s time to consider alternative fees.”

“Counselors Circles” Debuts

Agency owners and leaders will take part in inaugural “Counselors Circles” that will concentrate on topics such as solo pros and virtual agencies; new members; corporate and PA; operations and finance; healthcare, government, digital marketing, technology, travel & tourism, and restaurants and hospitality.

There are more than 45 speakers and panelists on topics such as “The Marvelous and Mysterious World of Managing Millennials: Mindset, Culture and Policy”; “New and Advanced Speaking Techniques;” “Monetizing Measurement,” and “Ten Traits of Successful Agency CEOs.”

Tom Hoog, vice chairman, H+K Strategies, will give the closing address on the topic, “Looking to the Future.”