How to Craft an Agency PR Plan that Will Drive New

Business

Don Beehler

What PR can do for your agency that no other marketing tool can replicate: Ø  Give your agency credibility

PR gives your agency a stronger presence in the marketplace

PR helps make you “discoverable”

If properly targeted, your PR activities will get the attention of decision makers

Consistency is vital to an effective PR program

The public relations landscape

is changing . . .

Trend #1: Fewer news media outlets

Trend #2: News holes are shrinking

Trend #3: Newsrooms are turning to automation to reduce workloads

Trend #4: Citizen grassroots journalism

is on the rise

Trend #5: Social media use by reporters is increasing dramatically

Trend #6: PR outreaches are going directly to consumers via social media

Trend #7: Bloggers are growing in influence

What’s the quickest path to increasing awareness and gaining credibility? Ø Become a trusted source for the news media and bloggers

“Billions & Billions of Stars” Astronomer Carl Sagan

How one start-up hedge fund gained national media attention

Achieving expert status in a niche: The Sonnhalter Agency

Strategic use of PR can help small and mid-sized agencies compete with larger agencies

Know how

news media operate

and what reporters want

The key to getting publicity:

10 suggestions for working with reporters #1: Define your media focus #2: Get to the right person #3: Research a reporter’s stories

#4: Don’t waste their time #5: Get to the point #6: Respect their deadlines #7: Think and pitch like a reporter

#8: Make their jobs easier #9: Know what makes a good news story #10: Customize your pitch

Make the right story pitch to the right reporter at the right time

Keep your agency in the news

Create a PR plan that drives new business

Step 1: Ask yourself some important questions

Step 2: Identify specific outlets and influencers that reach your target audience

Step 3: List your current relationships and opportunities

Step 4: Identify the PR tools and vehicles available to you

PR tools: Social media Surveys Events

More PR tools: Help A Reporter Out (HARO) RadioGuestList.com BloggerLinkUp.com

Still more PR tools: Google Alerts Free release distribution services Paid release distribution services

Step 5: Create a plan of action with a timeline Ø A written PR plan gives your agency focus by creating a road map.

An effective agency PR plan compliments new business development initiatives with a clear focus, target and purpose.

Three strategies for using PR to boost new business development

Strategy #1: Identify ways to expand the reach of your news media coverage

Strategy #2: Utilize your agency’s blog as a newsmaker

Strategy #3: Write a niche book

Not having PR capabilities may cause your agency to miss out on new business opportunities

Public relations can: l Enhance your agency’s credibility l Build your presence in the marketplace l Make you easy to find l Get the attention of decision makers

Ø  Consistency is vital for successful agency PR

Ø  Becoming a trusted source is the

quickest way to increase awareness and gain credibility

Ø  A successful PR plan is strategic with a clear focus, target and purpose

Summing it up PR can help you: l  Drive sales l  Get discovered by prospects l  Retain existing clients