One of the reasons public relations is such an effective tool for ad agencies is because of the credibility it brings. When your agency or one of your clients is the subject of a news story, people know the story has gone through a third-party filtering process.
Although you lack control of what’s reported, that’s precisely why news media coverage is so much more credible than an advertisement – people know the message wasn’t purchased.
In an integrated campaign, having coverage from an objective news source brings more credibility to the advertising message itself. Credibility also enhances your agency’s reputation, and when it comes down to it, what’s more important than your reputation?
Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.