Case Study On Crisis Communications

By Mark Macias

I don’t like the sight of guns. Heck, I don’t even like talking about guns, but the NRA has delivered a great crisis communications lesson for any business facing a branding crisis.

For the sake of clarification, I am not defending the NRA and their statements over any school shootings. My position on gun control would deter me from ever consulting the NRA and their public image problem. 

That is one of the first things you should research on a crisis communications agency before you hire them. Does the PR agency or crisis firm believe in your cause? Does the crisis consultant believe what you say?

That’s important because you want to hire a crisis communications team that believes in your cause or you risk dissent when the image debate turns to ethical questions. 

I have consulted many nonprofits and politicians through crisis campaigns. It was important for me to believe in their cause and purpose because my advice frequently needed to mesh with my values. 

If you own a nightclub and you’re facing a crisis communications problem in the media following a sale to minors, you don’t want to hire a Mormon who thinks it’s a sin to drink alcohol. You want to hire a publicist who understands the value of your service and believes in your club. 

Sure, that is an extreme example, but the best examples in life are clear and cut. Your situation may not be as lucid as the nightclub example, but you should 100 percent make sure your publicist believes in your cause. 

Now that the NRA has hired a team of crisis communications experts, here is my perspective on what they did wrong as a crisis consulting agency. 

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PR Lessons for When Your Lose Your Temper

By Mark Macias

A US Congressman made national news back in 2014 after he was caught on camera threatening to throw a reporter over a balcony inside the US Capitol. 

There’s a great lesson on crisis communications and branding that you can take from this exchange. Always assume the camera is live.

I had first-hand experience with this Congressman before this situation was captured on TV. In 2010, I was his Communications Director and helped guide his campaign to victory. My time working closely with this politician gave me raw insight into his personality when the camera wasn’t rolling.

He didn’t have much experience dealing with reporters and it frequently showed during interviews. He made classic mistakes that many novice politicians and business owners make.

Here are some of the biggest mistakes many people make, and how you can avoid falling into their traps.

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Founder of MACIAS PR – Mark Macias – Named to the Forbes Business Council

​Forbes Business Council – an invitation-only organization for successful business leaders and entrepreneurs – has announced Mark Macias – founder of MACIAS PR – as a Council member.

A review committee selected Macias based on his depth and diversity of his experience as a journalist, author, entrepreneur and media strategist. The committee evaluates each member’s business track record and leadership, as well as personal and professional achievements.

“We are honored to welcome Mark Macias into the Forbes Business Council,” said Scott Gerber, founder of Forbes Councils, the collective that includes Forbes Business Council. “Our mission with Forbes Councils is to bring together proven leaders from every industry, creating a curated, social capital-driven network that helps every member grow professionally and make an even greater impact on the business world.”

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How to Gain Traction after the Media says “NO” to your Story

Every publicist or entrepreneur will experience it at some time or another. You pitch an idea to reporters and hear crickets in return.

So what should you do when the media ignores your ideas or worse, says no?

The above podcast episode provides some insight on what our agency does in this situation. A lot of these tactics come from my time in the media when we had to salvage a story that went south.

If you’re on the go, you can subscribe to our Always Fresh PR podcast by clicking here. You can also read more tips on re-framing your story for coverage by clicking here.

MACIAS PR Releases Annual Media Report, Detailing 2022 Coverage for Clients

MACIAS PR has released its annual media report, detailing the news coverage secured for their clients in 2022. Their list of media placements is long and influential.

The New York Times, Daily Mail, CNBC, Forbes, BBC, Fox News, The Sun, Wall Street Journal, NPR, Sky News and Reuters are just a few of the national and international news organizations that published features and news stories on their clients.

In 2022, MACIAS PR led the media campaigns for Kilo Health, Meru Health, Klinio, Groq Health, And Health, Keto Cycle, as well as the former United Nations Executive Director on Climate.

The founder of the PR agency, Mark Macias, said even as the economy began to slow in 2022, their clients remained on top of the news cycle.

“Consumer brands and startups will see more economic headwinds in 2023, but the best PR campaigns will position your brand into the conversation regardless of the economy,” said Macias. “When strategy and execution are aligned, consumers and clients will see your brand from a different perspective. Advertisements and commercials don’t work in this economy.”

Want to read more? Click here to read the story on AP.

How Much Does PR Cost?

It’s a common question every business owner wants to know. How much does PR cost?

There are many factors that determine the cost of a public relations campaign. How difficult is the campaign? What kind of resources will be needed to pitch reporters? How much time will it take to explain the story to each reporter? The PR industry is no different than accounting. Complexity and resources factor into the final bill.

MACIAS PR has created an online tool to help you get a PR estimate quickly. You don’t need to spend hours on the phone, explaining your product or waiting for a call back. If you’re curious about the cost of PR, just answer a few questions by clicking here

How Free PR Quote Calculator Works

The free PR quote calculator integrates critical questions to help us determine the cost for any campaign. We use this information to better understand the cost and complexity of every customized PR campaign. It takes less than 30 seconds to fill out. A PR estimate and proposal is sent out within 48 hours.

This virtual tool consists of eight questions regarding information about your company and your company’s goals.

  • Do you want to reach local consumers or customers across the country?
  • Is this a B2B or B2C campaign?
  • How unique is your product or service?
  • Does your business have a great story to tell?
  • By filling out the online questions, everyone saves time and knows what they are getting before they even hop on a call.”
Want to learn more? Click here:

About MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – a former executive producer with NBC, senior producer with CBS in New York and author of the business books Beat the Press: Your Guide to Managing the Media and The Tao of PR. In 2017 and 2018, MACIAS PR was named the Strategic PR Firm of the Year by marketing peers. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year based on their media deliverables, expertise and innovation in PR.

As a journalist, Macias was nominated for five Emmys in the categories: News & Public Affairs, Features, Business/Consumer, Documentary Programming, Religious Programming. He won an Emmy in News & Public Affairs. MACIAS PR has run branding, media and crisis campaigns for tech and healthcare organizations, financial groups, nonprofit organizations, politicians and trade organizations. The firm is based in New York City.

How to Launch a Publicity Campaign for a Startup

So you need help with publicity and want to try it yourself? There is nothing wrong with that. If you’re a startup, you might not have the budget or experience to put that plan in place. Here’s a blueprint to help with that initial launch. 

Of course, you will need to find these reporters and write a pitch that is targeted and concise. I wrote a story for Forbes on how find the best media outlets for your business. You can read that story by clicking here. Writing a pitch that is concise and tight is more of an art that I will save for a future blog.

For now, here’s a tangible guideline to get you started.

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How to Create a PR Blueprint

Every business owner wants to know how to get journalists to write a story on their business. Unfortunately, there is no magic formula that reveals how a story gets on the news or in the newspapers, but there are guidelines that can increase your chances for coverage.

As Executive Producer with NBC in New York, I approved story ideas from reporters, publicists and producers. Sometimes, stories were approved but later killed for various reasons.

Other times, I killed a story because it lacked visuals or had outdated information. The approval process in news is subjective, just like any other profession involving creativity, opinions and experiences. So if you get a bite from the media, move fast and don’t delay.

So how do you get journalists to cover your business? You can increase your chances for coverage by identifying what is different, new or unique about your business. It sounds simple but a lot of people forget that news is based on the root “new.” They pitch stories but forget about timeliness. If you don’t have that “new” component, your story is at a disadvantage.

You can figure out what is new about your business by asking some simple questions: Is your business contributing to the local community in a unique way we might not expect? Are you about to accomplish a feat where others have failed? What is different between you and competitors?

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Preparing your PR Plan – Where do you begin?

The owner of an affiliate service emailed me recently, asking about a PR starter kit for her clients. Her intentions with her email were in the right place.

“I’m looking for a very inexpensive package to offer my (affiliates), a sort of starter kit to help kick-start their marketing campaign. Most of them have no clue what to do,” she wrote.

Hiring a publicist is not like buying a shirt. There is no universal “starter kit” that will work for every business, especially if your business involves retail.

For each campaign to be successful, you need to identify the story and what makes it unique. If you are selling t-shirts to teenagers, that is a different publicity campaign than a men’s store selling expensive suits to professionals. And to underscore that statement, it’s also a different publicity campaign than one that reaches professional women.

In the case with the owner of that affiliate marketing company, she would be more successful if she were to give her clients a compass that teaches them the most important questions to answer before you launch a PR campaign. Instead of giving them a one-size-fits all plan, she should empower her clients with the critical thinking needed to succeed with a PR campaign.

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