One of the most effective ways to build your agency’s your brand and attract new business is through a targeted public relations initiative that includes a heavy dose of publicity. That’s because publicity enables objective secondary sources—the news media and bloggers—to tell your story and build your brand for you.
It also gives your brand something no other marketing tool can replicate: credibility. Although you lack control of the content, that’s precisely why such coverage is so much more credible than an advertisement.
When it comes to cost, PR is an inexpensive way to generate awareness quickly among important audiences—including decision makers you may otherwise not be able to reach—which can ultimately drive sales.
In the past, PR coverage came primarily from traditional media outlets—such as print, radio and TV—but today the Internet offers ways to not only spread media coverage, but to supplement it through social media. It also enables you to go directly to your audiences, which has enormous benefits not the least of which is building brand ambassadors.
Ad agencies that use publicity strategically have a competitive advantage, especially when it comes to new business development, because it gives them a consistent presence in the marketplace.
Rather than reactively trying to create coverage out of things that are not genuinely newsworthy, a strategic, proactive approach promotes your agency in a way that is compelling to prospects and distinguishes your agency from competitors.
There also are a number of creative ways to expand the reach and benefits of media coverage to aid new business development not only by reaching new customers, but also helping you retain current ones.
The key to successful ad agency PR is to have a strategy in place that compliments your new business development initiatives with a clear focus, target and purpose.