Google Alerts can help ad agencies keep on top of news in particular areas related to them and their clients. I have one set up for each client so that I know what is being said and where there may be opportunities for follow-up stories.

You also can keep track of what is being reported about your agency and your clients, as well as competitors. Best of all, Google Alerts are free. To set up your own alerts, go to http://www.google.com/alerts.

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