One of the best ways for ad agencies to generate media coverage of themselves and their clients is to become a trusted source for reporters.

As a starting point, come up with a list of topics that your agency and clients could address. For local news media, offer to meet in person so that you can learn about the types of stories they are interested in covering and discuss ways in which you could contribute. For reporters outside your immediate area, a simple letter or e-mail will do.

Your topics will identify your areas of expertise, which will come in handy when reporters do a related story. They are always looking for knowledgeable sources, so if you respond promptly to their inquiries and provide insightful information, chances are you’ll be included on their short list of contacts.

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