Author Archives: Don Beehler

Twitter Can Help Ad Agency Clients Go to Next Level

Thomas Nelson is the largest Christian publisher and the seventh-largest trade-book publisher in the country. Michael Hyatt, the company’s CEO, is the top-rated Twitter user in Tennessee, with about 32,000 people following him.

He uses Twitter to put a face on his company and make a deeper connection with customers and prospects.

In an interview with The Tennessean newspaper, Mr. Hyatt said that Twitter “facilitates a conversation and puts at your fingertips resources that you had never dreamed possible.”

As an example of how he has used Twitter to improve business, he cited following: “A book we have on The New York Times bestseller list is Andy Andrews’ new book, The Noticer. I started Twittering as soon as I read the manuscript. People asked me where they could get that, and I said it’s not out yet.

“By the week we published it, just by using social media, we were able to get it in the top 200 on Amazon (to No. 28 of all book sales).”

Mr. Andrews, by the way, has no traditional media platform. He’s not on TV or the radio, making the first-week publishing stats all the more impressive.

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

How Ad Agencies Can Handle Inaccurate Media Coverage

One of the most common complaints I hear is that a reporter misquoted someone or made an error in a story. Most of the time these mistakes aren’t a big deal and the gist of the story is correct.

But what do you do when the entire story is filled with factual errors, some of which are significant and damaging?

In my 20+ years in PR, I’ve only had three occasions when I represented clients that had been victims of grossly inaccurate stories which, if left unchallenged, would have had serious consequences. In each case we arranged a meeting with the editor and the responsible reporter(s), but after my first meeting I learned a lesson that served me well for the next two.

Before sitting down with an editor to confront irresponsible reporting, take time to carefully analyze the story and identify each factual error. Then, after quoting each erroneous statement, write an objective statement of the facts. In one case, I discovered 16 factual errors in a news story that ran on the front page of a local paper in Arizona.

When confronted with corrective facts that were stated clearly and objectively, the papers ran the equivalent of front-page corrections.

Having a document that point by point addressed each statement and then provided the facts kept the meetings focused and helped avoid emotions from taking over. Hopefully you’ll never need to have such a meeting, but should you find yourself in a similar situation having the facts on paper rather than just your head could prove to be a big help.

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

PR Brings Credibility to Ad Agencies

One of the reasons public relations is such an effective tool for ad agencies is because of the credibility it brings.  When your agency or one of your clients is the subject of a news story, people know the story has gone through a third-party filtering process.

Although you lack control of what’s reported, that’s precisely why news media coverage is so much more credible than an advertisement – people know the message wasn’t purchased.

In an integrated campaign, having coverage from an objective news source brings more credibility to the advertising message itself.  Credibility also enhances your agency’s reputation, and when it comes down to it, what’s more important than your reputation?

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

Consistency a Must for Ad Agency PR to Be Effective

Sporadic PR is a lot like sporadic exercise – it’s better than none at all, but not nearly as effective as when there’s a consistent effort.  And, as is the case with having a disciplined exercise program, the results are noticeable.

One of the most galling things for agency principals is to watch from the sidelines as competitors are quoted and featured in the news media. Even worse, agencies that were not part of the story often have more experience and expertise than the agency that got the exposure.

Of course, the impression people get is that the folks quoted are the cream of the crop in their profession, which may or may not be true.  But you can be sure it’s no accident that some agencies get more ink and air time than others.  It’s because they have an intentional, ongoing effort to get their names in the marketplace, and they have made PR a priority.

In fact, many small- to medium-sized ad agencies have discovered they can run rings around larger competitors through an on-going public relations program.

From commentary about current marketing issues and guest columns to recognition for community involvement and winning awards, a consistent PR program can help ad agencies get more exposure to important audiences and compliment their new business efforts.

If your agency doesn’t have one in place, what’s stopping you?

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

Social Media is Bright Spot for Ad Agencies

In the midst of some pretty challenging economic times for most ad agencies, the Boston Business Journal reports that “the social media revolution represents a burgeoning area of opportunity for agencies.”

While clients have cut media budgets, the Journal notes in its June 12 edition, they “are keen on increased investments in social media strategies.”

Social media is an inexpensive, effective and highly targeted way to reach audiences. As an executive with Brand Networks Inc. put it, “Most agencies in town are investing in this area—even in cases where I’ve read about layoffs, I know they’re making moves internally to build this capability.”

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

Media Bias Presents Challenges for Ad Agencies

I had to do a double take this morning when I saw a report that ABC News was going to anchor its news from inside the White House in a special June 24 prime-time push for health care reform.

The network essentially is turning programming over to the Obama Administration. Can you imagine the outcry if FOX News had done something similar during George W. Bush’s presidency?

No matter where you fall on the political spectrum, this is not good news. What’s especially disturbing is the way ABC is excluding dissenting opinions. There have always been charges of media bias, but we are seeing more blatant, shameless examples of one-sided reporting than I can ever remember.

Ad agencies and other organizations that have to work with the news media need to be aware of this disturbing trend, which will only end up further damaging the reputations of places like ABC News.

When a news media outlet is no longer deemed credible or impartial, people begin seeking other sources for their information. Blogs, Twitter and other social media provide alternatives and will, I believe, become increasingly important ways in which people get and disseminate information.

Media outlets that appear to be puppets for the government will become increasingly irrelevant—and will only have themselves to blame.

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

Ad Agency Tip for E-mail Media Pitches

This item caught my eye in a recent edition of Publicity Hound: “When you e-mail a pitch or press release to the media, you have one or two seconds to catch their attention with your subject line. Publicist Michelle Tennant, of Wasabi Publicity, sometimes flags the media by using these phrases in her subject line, just before the actual headline:

–Last-minute:

–Look:

–Media alert:

–Local:

Apparently her approach works well, as Michelle is said to have an outstanding track record of scoring major media hits in top-tier media outlets.

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

Media Training Helps Ad Agencies Avoid Missteps

Whenever you see or hear someone say something that comes back to bite them, there’s a good chance the gaffe could have been avoided by undergoing media training prior to the interview.

Media training helps agencies and their clients learn how to take control of an interview and effectively deliver key messages.

In an age of sound bite communications, companies need articulate spokespersons that are prepared to deal with the unexpected and can deliver clear, concise and consistent messages to a variety of audiences. How well you communicate, and the degree of credibility you maintain with important audiences, will likely affect your company’s image for months or even years to come.

Practicing answers to difficult questions before an interview can be extremely helpful in formulating proper responses and avoiding saying something you’ll regret later. Media training also helps identify key issues, recognize public relations pitfalls and enables you to make the most of opportunities to promote your product or service.

It’s worth the time to properly prepare for an interview – otherwise, you might end up spending a lot more time trying to undo the damage.

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

Ad Agencies Need to Develop Relationships with News Media

One of the best ways to get mentioned regularly in news stories is to become a trusted source for reporters. The way to begin that process is to develop relationships with key journalists so they know you are someone they can trust to provide a knowledgeable response or suggest other contacts for them.

Reporters are busy people, and making their jobs easier will win you points every time.

When I start working with a client in a new industry, one of the first things I do is identify the reporters who cover that industry. I’ve found it helpful to make an introductory phone call (making sure the reporter is not on deadline) and ask what types of stories are of particular interest. Sometimes, I even ask for the reporter’s advice on where to learn more about the industry and the best way to work with him or her.

Like everyone else, reporters enjoy talking about their work and what interests them, yet few people take time to ask these types of questions before making a pitch.

It’s also a good idea to write a brief note from time to time to the reporter when you see a story he or she has done in your area of interest. It may even be appropriate to offer ideas for a follow-up story or make the reporter aware of helpful resources.

By focusing on reporters’ needs rather than yours, you’ll build stronger relationships and improve your changes for positive media coverage.

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

Take Your Ad Agency’s Blog to the Next Level

Michael Gass, a friend and colleague who specializes in helping ad agencies develop new business through social media, recently listed 40 ways to take your ad agency’s blog to the next level.

“Many agencies have a blog to be able to say, “Yes, we have an agency blog.” But their blog’s content is all over the place. No focus, no target, no purpose and therefore no traffic,” he writes.

Michael is very insightful and has some great advice for curing blog woes. I picked up some helpful tips that I plan to incorporate into future posts. To see his suggestions, visit:

40 Ways to Take Your Ad Agency’s Blog to the Next Level

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