There are advantages to being a media insider. You better understand how to get a story on the news from an editorial perspective. It also gives you a behind-the-scenes look at how the operation works.
There’s a little-known used tactic that MACIAS PR applies to many of our TV campaigns. It’s an approach I learned during my time as a producer with local TV in Phoenix and Miami. There were many times when I had to find a day-of-air story on a moment’s notice. I frequently turned to the in-house feeds to find new ideas.
Every local TV station subscribes to affiliate feeds that deliver video and stories into their newsroom. Many of these stories are from other local markets – but if executed properly as a producer – you can frequently take a story from one market and run it in your own.
It’s the perennial crisis communications question for all industries: how do you control negative news once it’s out? And when you know more bad news is coming, how do you release it?
The end-game strategy of crisis communications is to get your business out of the news as quickly as possible. You don’t want a story to linger, or new developments to unfold because it keeps your story in the news cycle.
News is always about advancing a story. During my time as Executive Producer with NBC, we would frequently see a story in the morning’s New York Post or Daily News – and try to figure out how to advance it. No one wants to read old news. It’s why the phrase is a cliche.
Every day new information unfolds about your scandal, the more heavily favored your story is to remain in the news.
There are several critical elements that lead to earned media, but if I had to sum it down to one word, I’d say it’s “editorial.”
Earned media is not about advertising your services to reporters. Journalists aren’t there to listen to a sales pitch. Their job is to identify the news angle.
MACIAS PR works with clients in different industries – healthcare, technology, digital health, nonprofits, consumer services. Our team is constantly speaking with journalists, reporters, writers and producers about news stories, across journalism beats.
Even though our stories vary by industry, we never push promotional material to reporters. It’s a critical differentiator that separates MACIAS PR from other PR firms. We only sell the news story that positions our client in the center of it.