Build on the latest strategies and tactics for senior-level communicators at the PRSA 2012 Counselors Academy Spring Conference, May 6-8, in New Orleans. The conference is designed to help your agency maximize profits, people and potential.  Register Now

I’ll never forget the day the Counselors Academy brochure arrived in the mail.

It was Jan 2009, and my public relations business was almost five years old. I had been growing it every year in double digits and had added an employee in 2008.

And then it all hit the fan and I lost about 40 percent of my business in one fell swoop, and let my one employee go.

It felt like I was back to square one.

I realized at the time I knew a lot about public relations, but I didn’t have a clue about running a public relations business.

That’s when I opened the Counselors Academy brochure — a conference for agency CEOs and leaders about the business side of the agency. I thought long and hard about it. At a time when I was to be implementing austerity measures, I was contemplating a fairly significant expense.

There are two reasons for this post:

  1. I have drunk the Kool-Aid that is Counselors Academy and want to pass the glass around.
  2. Whether Counselors is for you or not, the idea of taking a risk and investing in yourself and/or your business is an important one.

Continue reading " PRSA Counselors Academy: Austerity Measures and Raising the Bar Do Not Mix "