Stories about newsroom layoffs used to be relegated to trade publications, but these journalism job cuts are now becoming part of the news. If you thought it was hard to place a story with the media before – suit up: it’s going to get even harder.
This new economic landscape is going to require different skills to navigate shrinking newsrooms. Many of the producers and writers you might have relied on in the past might be gone. It’s one of the reasons why I always say media contacts are not a strategy; they are an assist. Journalists know their editorial acumen is under the microscope and all ideas will be scrutinized more in that morning news meeting. No one wants to pitch a story that is half-baked or not ready for coverage.
So how can you adapt to the changing media landscape?
Ensure your story package is complete. Don’t add unnecessary resources or time to a reporter’s job. Make it easy on them. Get that character lined up before you pitch and don’t force the reporter to think about how to frame the story. You might not get additional time for follow-up questions if the reporter is juggling 5 stories at once. The bar to coverage will be lifted and niche stories will be the first to get rejected.
Media Coverage Will Shift Towards Harder News in 2024
I’m also predicting the media will take a shift towards hard news in 2024. With upcoming elections at both the local and national levels, newsrooms will want to run more timely and hard-hitting angles that don’t give any hint of opinion. Soft news stories are the first to get rejected when resources are tight. If your client doesn’t have a hard news angle, look deeper and ask more questions.
Most people know Elon Musk is controversial but he’s close to igniting a new crisis with one of his most passionate and loyal groups of Tesla followers.
I wrote an article in Forbes a few years ago that detailed warning signs your brand is about to blow up and a crisis is emerging. If ignored, your brand becomes ripe for a crisis. This latest media coverage on Tesla is a clear warning sign to their stock owners who worry about pricing pressures and future EV sales.
Tesla owners are one of the few remaining groups who have stuck alongside Musk even after his divisive tweets, controversial statements and media comments. The media is now beginning to circle around Teslas that can’t charge in the cold, leaving drivers stranded. Chicago media was all over this story last week, calling Tesla charging stations “car graveyards.”
Another article in the global publication, The Express, is taking this communications crisis to a higher level. The story interviewed angry drivers who had to wait in 45-minute lines in Brooklyn and Queens to charge their vehicles because of a charging station shortage.
City & State Magazine is a premier multimedia news organization that covers New York local and state politics and policy. Every year, the publication recognizes and ranks the top PR agencies and publicists based on the firm’s size, reputation, clients and impact on the New York state political sphere.
In the words from their article, “What unites them is that they all are consummate PR pros.”
Macias is a former Executive Producer with NBC and Senior Producer with CBS in New York. He founded the agency in 2009 after a successful journalism career at the local and national levels.
“There are many larger PR agencies on this list, but that’s not who we aim to be,” said Macias. “We have no desire to become the biggest agency with the largest client roster. We just want to be the best PR agency, develop long-term relationships with our clients and deliver consistent results with the media.”
MACIAS PR has led media and branding campaigns for clients across tech, politics, health and nonprofit industries. But places a larger emphasis on health care. Noom, Meru Health, Lifesum, WellRx, Columbia University Medical Center, Burke Hospital and Kilo Health are just a few of their more prominent health tech clients.
Back in 2016, the weight loss program Noom had little national name recognition despite being popular with consumers. However, the media tide shifted when MACIAS PR took over their publicity after their previous PR agency failed to deliver.
This case study delves into how MACIAS PR successfully elevated Noom’s presence in the media as a digital health coach.
From the start, our team faced challenges, including the need to differentiate Noom in a crowded weight loss market. Mark Macias, the founder, devised a comprehensive strategy outlining the stories to be told and the media outlets to target.
Within the first month of collaboration, MACIAS PR secured a story with CBS News, highlighting how Noom’s mobile app helped pre-diabetics and diabetics manage their conditions. Over the next three years, this success was followed by hundreds of stories appearing on various major platforms, including NBC Today Show, People Magazine, Men’s Health, Women’s Health, CNBC, PIX 11 in NYC, CNN, Fortune, TechCrunch, Entrepreneur, New York Post, and more.
MACIAS PR also helped expand Noom’s reach with Spanish consumers by placing stories with Telemundo and Univision.
B2B and B2C Media Campaign
Besides the B2C focus, Noom also had a B2B service targeting HR and providers. MACIAS PR developed a tailored B2B strategy that secured features in outlets like MobiHealthNews, The American Journal of Managed Care, Fierce Biotech, FW Pharma, Med City News, among others. All of these stories emphasized how Noom as an employee benefit was saving the companies money from a health care spend perspective.
Measurable Results from Media and Branding Campaign
In 2018 and 2019, Google named Noom one of the top-trending diet terms in their annual “Year in Search Report.” This increased search exposure was a direct result of our media coverage.
Fast Company Magazine also recognized Noom as one of the Interbrand Breakthrough Brands in 2017. Most notable, Noom did not have a Chief Marketing Officer during the entire time we worked together. Our media and branding strategy came from our time working directly with the founders.
Media Exposure Helps with Fundraising
Our media campaign also helped support Noom’s fundraising goals. MACIAS PR conceptualized angles that resonated with reporters and investors, showcasing the digital health company as a top disruptor in health tech.
Despite the challenges of obtaining media coverage for investment rounds, MACIAS PR successfully navigated and ensured Noom received extensive and positive exposure. Our PR team secured media coverage for Noom’s $58 million investment round with outlets like TechCrunch, Fortune, Entrepreneur, and AlleyWatch in 2019.
Media Trained Founders and Spokespeople
Throughout the partnership, Mark Macias media trained the C-suite for all media interviews.
For a more detailed case study, please reach out to us. We can share a more in-depth case study that reveals even more successes from our 3+ year relationship with Noom. You can also get a PR estimate by clicking here.
Finance Monthly and ACQ5 5 – an international industry award – named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice on timely business topics.
MACIAS PR led the publicity, social media and content marketing for Provident Loan Society from June 2014 to June 2019. Our media strategy introduced their alternative lending services to new and existing clients across the New York metro area.
Over the course of our partnership, MACIAS PR helped grow their customer base among college students, business owners, immigrants and consumers with no credit. Their former CEO and CMO both credited MACIAS PR with increasing their revenue and growing their customer base by 50 percent among Latinos. You can read their testimonials on Linkedin.
Our media campaigns also introduced their services to consumers who speak Spanish and Mandarin via targeted outlets covering those communities.
Targeted Consumer-Facing Media Campaign
MACIAS PR led the entire media campaign from conception to execution. Our team identified stories of interest and reframed them around news stories.
Our media coverage included stories with: CNN, New York Post, ABC 7, FOX5, NY 1, PIX 11, Metro New York, Crain’s Business Magazine, Univision, Inc., Entrepreneur Magazine and others.
Digital Marketing, Social Media and Content Creation
In January 2017, MACIAS PR took over the content marketing for Provident Loan. Our team searched for trending topics on Google and social media, and created content that positioned them into the conversation.
Our approach had an immediate impact on their web traffic, growing it year-over-year from 2017 to 2019. This increased web traffic began showing up in the first month.
Our founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named him a PR Power Player in New York in 2024 and 2022, while marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year.
One of the most exciting parts of my work is learning from experienced entrepreneurs and CEOs from all walks of life. The proximity to these entrepreneurs has given me a unique opportunity to observe thought leadership up close.
I recently wrote an article in Forbes – What the Great Houdini can Teach Us about Selling. The entire story was inspired by a CEO who was a magician before his career in finance took off. He always shared stories with me on how magic is related to business. We need to captivate the buyer and never reveal our industry secrets, he would say.
I turned that thought leadership into thought leadership for Forbes. Here’s an abridged version of that article.
MACIAS PR is proud to announce that City & State Magazine has named us to their 2024 Political PR Power list. Their recognition ranks the top PR firms in New York based on their leadership team, prominent clients and recent accomplishments.
In the words from their article, “What unites them is that they all are consummate PR pros.”
If you read the City & State article, you will see many larger New York-based PR firms and agencies on their list. MACIAS PR is proud to not be the biggest firm listed. I’ve always told my team, we don’t want to be the biggest; we want to be the best. And our track record proves we are committed to that vision.
MACIAS PR has run many publicity and media campaigns for a diverse group of clients over the years. Clients from across the health care/digital health, tech, political, financial and nonprofit space have turned to us for help with their branding. With all of these clients, we secured top tier media placements that helped elevate their brand.
2023 Client Case Study for Nonprofit Organization
One notable client developed over the last 8 years. In 2016, MACIAS PR started working with a little-known nonprofit organization, NPower. At the time, NPower was primarily a regional organization but by 2023, NPower had expanded across the US and into new states. In 2023 alone, the organization launched new programs in San Antonio, Houston, Dayton and Raleigh-Durham.
Our regional media strategy led to prominent news stories with targeted TV, newspapers and online media outlets. You can see that annual media report below for a closer look at our 2023 deliverables.
If you’re a nonprofit or for profit looking for help elevating your brand, feel free to message us to discuss a customized media strategy. We’re always looking for new partners that have a passion for people.
Marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named him a PR Political Power Player in New York.