Strategic Use of PR Is a Competitive Advantage for Agencies

Whether your agency emphasizes inbound or outbound marketing—or a combination of the two—public relations is an important tool for attracting attention, building your brand and generating new business opportunities.

I Love PR

Targeted publicity enables secondary sources—the news media and bloggers—to tell your story and build your brand’s image and reputation. 

It also gives your brand something no other marketing tool can fully replicate: credibility. Although you lack control of what’s reported by the news media, that’s exactly why such coverage is so much more credible than an ad—people know the story has gone through a third-party vetting process.

While agencies provide background information, messaging and insights to help shape stories, clients and prospects tend to give more weight to a news article or a post from a credible blog than from advertising, social media or personal sales.

Agency PR also is effective in increasing awareness among decision makers who may be difficult to reach through other means, and it enhances inbound marketing initiatives because a steady stream of favorable publicity makes your agency easier to be found by prospects seeking your area of expertise.

Many people in public relations have backgrounds with print or broadcast media. Former reporters tend to be excellent story tellers, which is essential for good content marketing.

They know how to consistently provide useful, well-targeted information that is enjoyable to read, builds trust, engages customers and enhances the brand—without coming across as disguised advertisements.

If used strategically, PR will give your agency a real competitive edge—particularly in new business initiatives—because it provides an unparalleled way of gaining awareness and credibility; enables your agency to communicate effectively with clients, prospects and influencers; and assists in building your brand and reputation in the marketplace.

photo credit: Cloudberry Communications via photopin cc

What to do When a New Business Prospect Falls Asleep in Your Presentation

A common job interview question is: “What’s the most challenging workplace situation you’ve faced, and how did you handle it?”

That’s an easy one for me. I remember the situation very well and have never had anything like it happen since.

The president of the agency that brought me to Nashville and I were on a trip to South Carolina for a new business opportunity with a business-to-business manufacturing company that needed public relations assistance.

We happened to be traveling on a day when a hurricane was hitting the East Coast, and while it wasn’t threatening our area, we were getting a lot of rain and strong wind, which made for a pretty exciting ride in the small plane that was taking us from Atlanta to an airport in the Carolinas.

When we arrived at the manufacturer’s headquarters, we were ushered into a small conference room where the president and I sat across the table from the company’s CEO and a couple of other executives, one of whom was the plant manager.

After the usual exchange of pleasantries, we dimmed the lights for our power-point presentation, and the president began giving an overview of our agency’s capabilities and clients in his deep Southern drawl.

After about 15 or 20 minutes of this, he turned the presentation over to me while raising the lights, saying, “And now Don is going to tell you about some of our business-to-business clients.”

As I pivoted in my chair from facing the wall where the presentation was projected to look directly at the three men, I noticed something peculiar.

The guy across the table to my left—the plant manager—was sound asleep.

He was having a nice rest, making that sort of heavy breathing/whistling sound when he exhaled.

Although he was sitting upright in his chair, he looked very comfortable in his slightly slumped over position. In fact, I think he had entered the Rapid Eye Movement phase of his nap because he was really out.

Man Sleeping Presentation Post 5710963793_a2af269d09

Well, this was awkward.

I was supposed to be making a presentation to a guy who was sound asleep.

We had flown from Nashville around the edge of a hurricane for this meeting, and now one of the three people I was presenting to was in dreamland.

I didn’t know what to do.

What I wanted to do was reach across the table and start shaking him, saying, “Wake up, you sluggard! You’re ruining my presentation and making me look bad in front of my boss!” (Who, I note in my defense, was the one that actually put the guy to sleep before I said a word.)

But of course I couldn’t do that because this was a prospective client. I had to be nice. And polite. And flexible.

The CEO, who was sitting next to him, and the other man to my right were staring at me with a frozen look of anguish.

On the positive side, I clearly had their undivided attention. But it became equally clear that they weren’t going to bail me out by waking him up.

I glanced out of the corner of my eye and caught a priceless expression on the face of our agency’s president. I was hoping for some non-verbal guidance, but he was no help at all.

His eyes were wide and he gave me a look that said, “I don’t have a clue what to do, you’re on your own.”

All four of us in the room knew that the fifth guy was out cold, but no one would acknowledge it.

So, in this surreal environment, I started talking through my portion of the presentation to the men who were still awake.

But it wasn’t quite that simple because every so often the guy who was asleep would roll his head and make sort of a snorting sound with his mouth half open.

Lion Yawning Sleep Presentation 23786342364_f6d412021d_n

I was sure I was going to break out laughing at any moment and lose the business.

But through all this, nobody said a word. I somehow maintained my composure and the other two men kept their eyes riveted on me the entire time. The whole thing was a little unnerving, but I managed to get through it.

Just as I was finishing up, the sleeper awoke. He looked a little startled and tried to act nonchalant, like he’d been with us the entire time.

The men thanked us for coming, and then the well-rested plant manager gave us a tour before we packed up and headed back on our return flight.

The cherry on the sundae was after all that, we didn’t get the business; the company chose another agency out of Atlanta.

It wasn’t my best presentation, nor was it a winning presentation, but it’s the one I remember most.

photo credit: Museum of Photographic Arts Collections Nicolaas Henneman Asleep, Lacock or Reading, England via photopin (license)

photo credit: Rob Hurson via photopin (license)

 

A Way for Ad Agencies to Measure Publicity

Ketchum Public Relations has a one-page “scorecard” to help simplify the media measurement process. The Ketchum scorecard is a grid that rates coverage on a point scale based on the following:

• Prominence of client mentioned
• Prominence of position
• Source of item (i.e. did it come from the company’s PR efforts or elsewhere)
• Quality of primary messages
• Quality of secondary messages
• Format of presentation (a feature story with photos vs. a mention of the company)
• Exposure index (how much exposure a story gets in a given media vehicle)
• Favorability index
• Audience reach

While this level of analysis may not be practical or necessary in many cases, it does provide a helpful way to provide clients and senior management with a useful tool to measure the effectiveness of their PR activities.

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