We live in a digital world and there is little doubt it has supercharged the public relations agency business. But if digital were the best and only way to communicate, corporations, not-for-profits, and others would have long ago abandoned television advertising.
One of the highest compliments I ever received was when the vice president of a major public relations firm said KEF Media is “the agency’s agency.”
The number of companies offering broadcast and digital public relations services has dwindled down to a precious few. Publically traded Medialink is long gone as are at least a half dozen other firms I considered major competitors just a decade ago.
One of the reasons I launched KEF Media 30 years ago this April was because companies engaged in video news release distribution in those days presented hyper-inflated audience reach numbers to agencies like the one where I once worked.
Will 100,000,000 legitimate impressions on outlets like Good Morning America, USA Today and hundreds of other media qualify as a victory for your client?
Celebrities – TV and movie stars, recording artists, bestselling authors, famous athletes - often garner national media coverage in the coveted major media markets. But beyond a satellite media tour, are you maximizing the value of that celebrity?
During the 25 years I covered sports for CNN and FOX, I always looked forward to The Big Game (wink-wink). It was a time all of us in the media anticipated and we always tried to put our best foot forward knowing it was the most-watched sporting event of the year.
From the PR perspective, agencies staging media events, satellite media tours, radio tours or other broadcast publicity want the very best in terms of coverage and ROI. With our depth and breadth of Big Game experience, here is what we advise our clients:
Broken down simply in this piece, “Why SEO firms are a dying industry and PR is the future of rank,” Google no longer looks at press releases and paid backlinks as credible attributes to determine search rank. Instead, mentions of your client’s brand on news outlets, bloggers and other credible online content providers hold greater value.
Having supervised accounts at two major public relations firms, I learned long ago I needed to work with vendors who understood my business and that my primary goal was to grow the accounts I managed.