SEO a Must for Ad Agency News Releases

BurrellesLuce has some helpful tips for search engine optimization when writing a news release:

1. Treat your release like a mini web page. As always, a release needs to be crisp and meaningful. In today’s digital world, however, you should enhance a release with keywords, embedded links, and multimedia content.

2. Put your company name in the headline. If the release topic doesn’t lend itself to a headline mention, aim for the first paragraph or a subhead. These are also the best positions for placing relevant keywords or search terms.

3. Provide a hyperlink to the company’s website. Insert a hyperlink at the first mention of the company’s name, and in the release boilerplate.

4. Include additional search terms far up in the release. In the context of the entire release, however, keyword density should be limited to about two percent of total word count.

5. Add graphics, including your logo. Attractive graphics can help you stand out in a crowd. And use of your logo definitely heightens brand recognition.

6. Hyperlink key terms to related content on your site. Examples of key terms include a list of features, a product application note, or a product homepage.

7. Encourage distributors, user groups, and industry or professional associations to link to your release. Point out the value of your announcement for their customers and members. If your news is relevant enough, they may include the link. And the more links, the better the odds of moving up in search engine results.

8. Take advantage of the SEO enhancement features offered by your content distribution service. Among other benefits, those enhancements significantly extend the amount of time that your content can be found through a search.

9. Consider preparing twin releases. Not identical twins, but fraternal ones: a “just the facts” version for direct distribution to print editors, and an SEO version for web distribution, using the same core content.

10. Publish the release on your own website. Don’t forget this easy step, since your website is part of the media universe scoured by search engines.

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

How Ad Agencies and Their Clients Connect With Audiences

According to The Ammerman Experience, a national communications training firm, the way you connect with your audience has a lot more to do with how you say something and how you appear than the actual words you use:

• What you say – 7%
• How you say it – 38%
• How you appear – 55%

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

PR a Hidden Opportunity for Ad Agencies

PR Newswire’s April edition of The Insider has an interesting article called “Discover the Hidden Opportunities in an Economic Downturn” by Sarah Skerik, vice president of distribution services for PR Newswire: http://prninsider.com/index.cfm?PID=1174&ID=5458,20182,0&S=pijohoovxw

She points out that “PR is increasingly being seen as an inexpensive and effective means of increasing brand awareness and ultimately driving sales,” adding that this also is a great time to leverage corporate social responsibility programs by promoting events, awards and community involvement.

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

Ad Agencies Tips for Post-evaluation of Event

At the conclusion of a special event in which a client participated, everyone involved on the client and agency side should evaluate what worked well and which areas need improvement. Key questions to evaluate the event include:

1. Did the organizers deliver on their promises?
2. Did the event live up to its attendance projections?
3. What percentage of the attendees would be considered our target market?
4. What new business opportunities emerged?
5. How good a quality were the leads that were generated?
6. Did the event prove to be newsworthy?
7. How did this activity compare with other PR/marketing efforts in terms of value for the investment?
8. Did we stay on budget?
9. Did we leave an impression that is consistent with our brand?
10. If we had it to do again, would we still have been involved?

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

Criteria for Ad Agencies when Evaluating Partnership Opportunities

The following are criteria for ad agencies to consider when evaluating partnerships related to charitable giving, events or sponsorship opportunities for clients:

1. Is the event/cause compatible with our objectives, values and mission statement?
2. Will this partnership help us effectively reach our target audiences?
3. How many people are expected to attend the event or be exposed to the sponsorship/donation?
4. Does the organization have a solid track record and good reputation?
5. Is the chemistry right?
6. Is the partnership compatible with our brand’s personality?
7. Does the partnership provide opportunities to develop new business?
8. Is there an opportunity for employee involvement?
9. Will management support the partnership?
10. Will certain segments of our customer base have objections to this partnership or be offended by it?
11. Are any of our competitors involved?
12. Is there a logical tie to our business?
13. How does this partnership compare with other available opportunities?
14. Are the organizers open to new and innovative approaches?

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

Ad Agencies Should Consider Incentives when Making Recommendations for Corporate Giving

Many companies want strategic giving and increased profits to be tangibly correlated. For example, a corporate may agree, over a specific time period, to give a percentage of its profit from product sold to a charity. The more products that are sold, the more money will go to the charity. This approach provides incentives for the charity to marshal its resources to support the company and to prosper as the company prospers.

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

Energy Company Sets Good Example of Strategic Giving for Ad Agencies

In the old days, Carolina Power & Light contributed to charities based solely on merit. Gifts were not tracked, nor was there a focus on employee involvement.

Under new leadership, CP&L became more strategic in its giving by linking charitable goals to its business objectives, streamlining grants to three areas: education, the environment and economic development. This new focus led to a greater sense of impact by enabling larger investments in programs that will have a sustained effect and enhance employees’ volunteer opportunities.

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

Ad Agencies Benefit from Sponsorships and Philanthropy with Direct Link

Whether it is strategic philanthropy or cause marketing, the most mutually beneficial relationships generally are those in which the organization has a direct link. Here are a few examples of causes that directly tie with industry and corporate objectives:

• A pharmaceutical company that contributes to medical-cause charities
• An architectural firm that renovates buildings at children’s homes
• A food company that supports food stamp funding programs
• A bookstore that sponsors a literacy program
• A music store that sponsors a concert
• A toy manufacturer that contributes to child abuse causes

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

Strategic Philanthropy Provides Focus for Ad Agencies

Traditionally, corporate philanthropy has had the aim of helping worthwhile causes while advancing a company’s name recognition, public image and competitive edge. Today, however, the trend toward “strategic philanthropy” – giving in a way that benefits the corporate bottom line – continues to grow as more companies are focusing on areas that resonate with their customers and dovetail with business objectives.

Increasingly, charitable gifts are being viewed as “investments” rather than donations. As a result, companies expect a return on such investments and there is more emphasis on long-term (3-5 years) giving partnerships.

Another tradition approach – pooling funds through an organization such as United Way – is declining because it lacks relationship-building opportunities and generally speaking is less effective in reaching long-term corporate objectives.

Ad agencies that help their clients be strategic in their giving also will help their clients’ bottom lines.

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

Sponsorships Hold Potential Risks and Rewards for Ad Agencies

At a time when many companies are cutting back on sponsorships, Under Armour is working on a deal with baseball legend Cal Ripken Jr., “that could expose the public company to hundreds of thousands of youth athletes around the world,” according to the Baltimore Business Journal.

Assuming the deal is finalized, will this be a good investment for Under Armour? The Journal states that the youth apparel category made up $56.5 million, or 8 percent, of Under Armour’s 2008 revenue of $725.2 million. Sponsorships can be risky, but if they expand market share among a key audience the company is trying to reach, they can be a worthwhile investment.

Ad agencies are sometimes called on to help clients evaluate requests for sponsorships, charitable contributions and participation in events. A “blueprint” will help assess the best, most strategic opportunities through a set of clearly definable criteria. It also will answer questions such as:

• What is the goal of this sponsorship?
• What is role of the sponsorship/event in our marketing mix?
• What are the core principles that should drive our sponsorship efforts?
• How will we measure the return on investment?
• What are our competitors doing?
• Can we better leverage the sponsorships we already have?

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