PR Council Stop Working for Nothing (Workshop)

October 18, 2017 (New York City)


Presented by Darryl Salerno, this session is designed to help agency owners and senior leaders learn skills to manage their business; earn more; better reward their employees; and work less. We’ll take a hard look at the implications of over-servicing clients and explore the consequences on the agency including: working many days, weeks or months for no pay; essentially demoting employees at all levels; and losing employees to well-run agencies who earn more money and can pay their employees better.

An agency’s ability to manage its business efficiently is one of the primary influences on achieving the critical ratios needed to remain financially healthy. Darryl will focus on this connection, as well as highlight other key factors that determine profitability. He’ll explore what the typical agency spends on compensation, facilities, marketing and other expenses in order to achieve desired profit levels.

The session will also examine many other questions keeping agency leaders up at night. For example, should your financial books be on a cash or accrual basis? Are there types of over-servicing that are beneficial? How much over-servicing is acceptable? Should you bill for travel time?


About Darryl Salerno: Darryl Salerno has spent more than 30 years in the management of Public Relations agencies. Currently he is President of Second Quadrant Solutions, an organization that specializes in working with professional service firms to improve their business performance, profitability, systems and management training programs.

Previously he was Chairman and CEO at Magnet Communications (now Havas PR) where his management approach transformed a struggling entity with 36 employees into the 22nd largest in the U.S. The Holmes Report noted, “The turnaround at Magnet Communications (formerly CDB) has been nothing short of remarkable. The firm, once viewed as a sweatshop, has developed into one of the most progressive workplaces in the industry.”

Before Magnet, Darryl was Chief Financial Officer at both Edelman and Ruder-Finn and Chief Administrative Officer at Burson-Marsteller.

Darryl is a member of American Mensa, The Public Relations Society of America, The Counselors Academy and the Mathematical Association of America. His current passion is doing stand-up comedy.