how to craft a pr plan that drives ad agency new business
TRANSCRIPT
![Page 1: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/1.jpg)
How to Craft an Agency PR Plan that Will Drive New
Business
Don Beehler
![Page 2: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/2.jpg)
What PR can do for your agency that no other marketing tool can replicate: Ø Give your agency credibility
![Page 3: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/3.jpg)
PR gives your agency a stronger presence in the marketplace
![Page 4: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/4.jpg)
PR helps make you “discoverable”
![Page 5: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/5.jpg)
If properly targeted, your PR activities will get the attention of decision makers
![Page 6: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/6.jpg)
![Page 7: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/7.jpg)
Consistency is vital to an effective PR program
![Page 8: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/8.jpg)
The public relations landscape
is changing . . .
![Page 9: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/9.jpg)
Trend #1: Fewer news media outlets
![Page 10: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/10.jpg)
Trend #2: News holes are shrinking
![Page 11: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/11.jpg)
Trend #3: Newsrooms are turning to automation to reduce workloads
![Page 12: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/12.jpg)
Trend #4: Citizen grassroots journalism
is on the rise
![Page 13: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/13.jpg)
Trend #5: Social media use by reporters is increasing dramatically
![Page 14: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/14.jpg)
Trend #6: PR outreaches are going directly to consumers via social media
![Page 15: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/15.jpg)
Trend #7: Bloggers are growing in influence
![Page 16: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/16.jpg)
What’s the quickest path to increasing awareness and gaining credibility? Ø Become a trusted source for the news media and bloggers
![Page 17: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/17.jpg)
“Billions & Billions of Stars” Astronomer Carl Sagan
![Page 18: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/18.jpg)
How one start-up hedge fund gained national media attention
![Page 19: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/19.jpg)
Achieving expert status in a niche: The Sonnhalter Agency
![Page 20: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/20.jpg)
Strategic use of PR can help small and mid-sized agencies compete with larger agencies
![Page 21: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/21.jpg)
Know how
news media operate
and what reporters want
The key to getting publicity:
![Page 22: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/22.jpg)
10 suggestions for working with reporters #1: Define your media focus #2: Get to the right person #3: Research a reporter’s stories
![Page 23: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/23.jpg)
#4: Don’t waste their time #5: Get to the point #6: Respect their deadlines #7: Think and pitch like a reporter
![Page 24: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/24.jpg)
#8: Make their jobs easier #9: Know what makes a good news story #10: Customize your pitch
![Page 25: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/25.jpg)
Make the right story pitch to the right reporter at the right time
![Page 26: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/26.jpg)
Keep your agency in the news
![Page 27: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/27.jpg)
Create a PR plan that drives new business
![Page 28: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/28.jpg)
Step 1: Ask yourself some important questions
![Page 29: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/29.jpg)
Step 2: Identify specific outlets and influencers that reach your target audience
![Page 30: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/30.jpg)
Step 3: List your current relationships and opportunities
![Page 31: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/31.jpg)
Step 4: Identify the PR tools and vehicles available to you
![Page 32: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/32.jpg)
PR tools: Social media Surveys Events
![Page 33: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/33.jpg)
More PR tools: Help A Reporter Out (HARO) RadioGuestList.com BloggerLinkUp.com
![Page 34: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/34.jpg)
Still more PR tools: Google Alerts Free release distribution services Paid release distribution services
![Page 35: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/35.jpg)
Step 5: Create a plan of action with a timeline Ø A written PR plan gives your agency focus by creating a road map.
![Page 36: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/36.jpg)
An effective agency PR plan compliments new business development initiatives with a clear focus, target and purpose.
![Page 37: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/37.jpg)
Three strategies for using PR to boost new business development
![Page 38: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/38.jpg)
Strategy #1: Identify ways to expand the reach of your news media coverage
![Page 39: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/39.jpg)
Strategy #2: Utilize your agency’s blog as a newsmaker
![Page 40: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/40.jpg)
Strategy #3: Write a niche book
![Page 41: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/41.jpg)
Not having PR capabilities may cause your agency to miss out on new business opportunities
![Page 42: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/42.jpg)
Public relations can: l Enhance your agency’s credibility l Build your presence in the marketplace l Make you easy to find l Get the attention of decision makers
![Page 43: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/43.jpg)
Ø Consistency is vital for successful agency PR
Ø Becoming a trusted source is the
quickest way to increase awareness and gain credibility
Ø A successful PR plan is strategic with a clear focus, target and purpose
![Page 44: How to Craft A PR Plan That Drives Ad Agency New Business](https://reader030.vdocument.in/reader030/viewer/2022020301/5872c08b1a28ab0c718b5269/html5/thumbnails/44.jpg)
Summing it up PR can help you: l Drive sales l Get discovered by prospects l Retain existing clients