Many advertising agencies use public relations to generate awareness, but in my experience few use it as a strategic tool to drive new business.
While generating awareness is valuable, PR can do so much more if it works hand-in-hand with an agency’s new business plan. Agencies that utilize PR solely for awareness purposes are shortchanging the value it can bring them.
Public relations can help agencies drive sales, get discovered by prospects and retain existing clients. I like to think of this approach as “Awareness Plus.”
I use the term “Awareness Plus” because if utilized in a targeted, strategic manner, PR will give your agency the benefits of awareness plus so much more.
On February 8, I’ll discuss the building blocks for creating a performance-based PR plan for agencies at a Mirren webinar titled, “How to Craft a PR Plan that Will Drive New Business.”
For more information about the webinar or to register, visit http://www.mirren.org/workshops/130/77-How-to-Craft-a-PR-Plan-that-Will-Drive-New-Business/
Don Beehler provides public relations consulting services to advertising agencies and businesses.