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www.BuildABetterAgency.com

AMR Agency Growth Webinar Series. www.BuildABetterAgency.com. Next month’s webinar: Stephen Woessner, “Predictive ROI/SEO Results You Can Guarantee” February 5 th at 11 am eastern. www.BuildABetterAgency.com. This month’s webinar: Nancy Marshall, Building a PR Practice Inside

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www.BuildABetterAgency.com

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  1. AMR Agency Growth Webinar Series www.BuildABetterAgency.com
  2. Next month’s webinar: Stephen Woessner, “Predictive ROI/SEO Results You Can Guarantee” February 5th at 11 am eastern www.BuildABetterAgency.com
  3. This month’s webinar: Nancy Marshall, Building a PR Practice Inside Your Agency
  4. How to Add Public Relations into Your Agency Services (and dramatically increase your revenue streams)
  5. How to Add Public Relations into Your Agency Services My agency: Nancy Marshall Communications Started in 1991 with three ongoing monthly clients Ongoing fees were all I knew!
  6. How to Add Public Relations into Your Agency Services The best results take time: the importance of educating your clients about PR—with many clients, the best results come in year #3. How magazine editorial calendars work Working with freelance writers Creating “Most Wanted” media lists Pitching to media Developing trusted relationships with the media
  7. How to Add Public Relations into Your Agency Services What it’s all about: Understanding the news media Developing relationships with journalists Providing accurate, newsworthy information Following up with support necessary to help them do their stories
  8. How to Add Public Relations into Your Agency Services You must never, ever lie or even stretch the truth with the news media. This will bring your agency’s reputation down. Make sure you verify all facts and are able to substantiate all claims made in news releases or pitches.
  9. How to Add Public Relations into Your Agency Services Start with the end in mind: create your own branded plan. Our “Marshall Plan” is a three-month process that includes: A brand platform: core story, message map, sound bite Strategies for increasing brand strength and exposure Three suggested taglines and refreshed logo (or new logo) SWOT analysis
  10. How to Add Public Relations into Your Agency Services Marshall Plan components, continued: Competitive analysis Key target audiences Measurable goals and objectives Strategy to connect fundraising, internet, marketing, and public relations Strategy for refreshing and updating the website
  11. How to Add Public Relations into Your Agency Services Marshall Plan components, continued: Social media strategy to raise awareness of the organization and its projects, build brand awareness, create a community of supporters, facilitate ongoing communication and dialogue, and showcase beautiful photos and videos of the lands, the recreational activities taking place and the social events such as fundraisers and organized outings Electronic newsletter template, along with content suggestions and suggestions for growing the distribution list and number of supporters
  12. How to Add Public Relations into Your Agency Services Marshall Plan components, continued: Public relations tactics to generate an ongoing stream of positive media coverage in key markets; provide specific story ideas as well as tips on how to establish an ongoing relationship with key media outlets; develop templates or provide suggestions for: Press releases Pitch letters Media advisories Ghost-written articles Guest columns Media events Timeline and budget Measures of success
  13. How to Add Public Relations into Your Agency Services Marshall Plan components, continued: Identify new strategic partnerships, collaborations and referral sources Strategic networking opportunities Present marketing tactics that serve to build awareness and support Develop contact lists, contact letters and marketing templates that will enable client to carry out the tactics laid out in the plan
  14. How to Add Public Relations into Your Agency Services Important Note: The beauty of this process is that it gives us a chance to ‘date’ our client for three months before we get ‘married’ for a year or more!
  15. How to Add Public Relations into Your Agency Services Now comes the ongoing work: Implementing the Plan.Our typical monthly fees would include the following… Critically Important: Continual communication between AE and Client so they know we are always thinking about them and working for them. Issuing 2 to 3 press releases: est 20 hrs. Media pitching: est. 10 hrs. Ongoing media monitoring: est. 2 hrs. Social media monitoring and posting: est 5 hrs Search engine optimization: est. 4 hrs. Monthly client meeting with agenda and meeting minutes: est. 3 hrs. Monthly activity report: est. 2 hrs. Having staff available to manage the account and respond to calls and emails during regular business hours: est. 5 hrs. Total estimate 50 hours for a $5000 monthly fee
  16. How to Add Public Relations into Your Agency Services Additional projects would include(quoted as an additional fee): Advertising design and placement (traditional and online) Brochure design Website design Special event management Press conference management Media tours Crisis management
  17. How to Add Public Relations into Your Agency Services Helpful resources: HARO — www.helpareporter.com Cision and My Media Info — Subscription-based media databases Cision or Burrelles — Media clipping services (Google News Alerts provide clips for free)
  18. How to Add Public Relations into Your Agency Services We create and maintain a Client Binder that is presented to the client at the end of the year; usually at the time when we are asking them to sign on for a new year. The binder has tabs for: Copy of proposal/agreement letter Meeting agenda and minutes Press releases and media advisories Media results Collateral/promotional materials created for client Programs, agendas for special events Copies of all invoices
  19. How to Add Public Relations into Your Agency Services Our contracts are all based on an annual agreement but they may be canceled at any time. I never want a client to feel that they are locked into doing business with us.
  20. How to Add Public Relations into Your Agency Services Best staffing options: I would recommend you start with two people: one who is very good on the phone with the media and in dealing with clients, and the other who is good with database management, proofreading and the administrative side of PR. At least one of them needs to be a good writer; it doesn’t matter whether it’s your client-facing person or the admin person. Both of them need to understand that PR is not the same as advertising, and their materials need to have a newsworthy hook.
  21. How to Add Public Relations into Your Agency Services My forthcoming manual: Into the Mix: Strategies for Building a PR Profit Center for Your Agency(coming out in February 2013) Send me an email if you want to be notified when it is published. nmarshall@marshallpr.com
  22. How to Add Public Relations into Your Agency Services Check out my blog at www.maineprmaven.com and Sign up for my monthly newsletter, “The NMC Report” at: www.marshallpr.com
  23. Nancy Marshall Agency Principal @maineprmaven nmarshall@marshallpr.com Questions? Feel free to email me at nmarshall@marshallpr.com
  24. www.BuildABetterAgency.com
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