Ad Agencies can improve their odds of getting media coverage by making sure they are on top of the news within their areas of expertise.

Monitoring news Web sites, blogs, tweets of key industry influencers, publications and other sources of information for stories to which your agency can provide insights or offer commentary can pay big dividends.

For example, if an organization releases a study that relates to one of your agency’s areas of expertise, send a brief note to your media contacts alerting them to the study and adding your perspective. Be sure to include your contact information and the times in which your or your colleagues are available for interviews.

In addition, comment about the study on your agency’s blog and tweet about it on Twitter.

Anytime your agency can provide expertise about a breaking news story, trend or a just-released study or survey is a good time to make a pitch to the appropriate news media.

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