Sporadic PR is a lot like sporadic exercise – it’s better than none at all, but not nearly as effective as when there’s a consistent effort.  And, as is the case with having a disciplined exercise program, the results are noticeable.

One of the most galling things for agency principals is to watch from the sidelines as competitors are quoted and featured in the news media. Even worse, agencies that were not part of the story often have more experience and expertise than the agency that got the exposure.

Of course, the impression people get is that the folks quoted are the cream of the crop in their profession, which may or may not be true.  But you can be sure it’s no accident that some agencies get more ink and air time than others.  It’s because they have an intentional, ongoing effort to get their names in the marketplace, and they have made PR a priority.

In fact, many small- to medium-sized ad agencies have discovered they can run rings around larger competitors through an on-going public relations program.

From commentary about current marketing issues and guest columns to recognition for community involvement and winning awards, a consistent PR program can help ad agencies get more exposure to important audiences and compliment their new business efforts.

If your agency doesn’t have one in place, what’s stopping you?

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.