In this session of The Smart Agency Masterclass, I chat with Don Beehler who tells us about how to get more press, what free tools are available to get your agency in the press and some of the biggest mistakes agencies make.

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It’s all about helping your agency or business tell its story to the audience you want. Unfortunately, a lot of smaller companies just don’t recognize the power of PR and how it can help them gain credibility. Or, if they do understand PR’s power, they’re too busy.

With good PR, you don’t need teams of people and tons of money to get yourself noticed. Third parties – like news and influential bloggers – can essentially endorse you as an expert in your niche. After all, they wouldn’t be talking about you if you didn’t know what you were talking about, right?

Don’t just sporadically spout on social media.

Okay, you don’t exactly know what you’re doing, so you just post here and there about what your company does. Don agrees that some social media activity is better than none, but he has tips for taking it to the next level.

* Become knowledgeable about the news media, how it works, and what they’re looking for.

* Find the right person, at the right outlet, at the right time (hint: you can find all this by being knowledgeable!)

* Be consistent and strategic.

You may even want to develop a press persona. By knowing what reporters and bloggers want, you can make it easy for them to use you as a resource. Develop relationships with them! Follow their social media profiles, read their blogs, and make comments!

Tools to create opportunities.

There are lots of tools out there which can aid you in helping reports or bloggers, and this is a great opportunity to create conversations. Publicity services like Help A Reporter Out are a great way to link yourself up with a reporter looking for a source. You can also use Blogger LinkUp, which gives you the chance to catch the attention of influential bloggers in your field.

But don’t just offer yourself as a resource without being able to back up your knowledge. Blog about your niche, offer insights on social media. Remember – it’s easier to get in front of the media if you’re a specialist rather than a generalist.

Once the article is out there, don’t be afraid to promote yourself! Post it on your own blog, retweet it, and link to it on your website. Tell everyone!

Also, Don says don’t just limit yourself to articles or blog posts. A lot of times, we have great stories right under our noses and don’t even recognize them. Talk about sponsorships, volunteer work, and awards you’ve received. It may not be the most earth shattering PR stuff, but it is still opportunity.

The two things you can do right now.

* Develop a written PR plan. It will help you target your coverage, stay focused, and remain consistent.

* Become a source for your niche in the news media. Being well-spoken, responsive, and friendly go a long way in helping you build relationships with the right people.