Client Case Study – Campaign for Asset Management Startup

MACIAS PR launched a branding and publicity campaign for a family-owned asset management firm. At the time, the financial firm had no messaging in place, no marketing infrastructure and the company’s CEO had no experience dealing with the media. We had to build this brand from scratch while also building credibility around the founder.

Money management is a very crowded space with funds managing in the billions typically garnering all of the media coverage. As a startup fund, we had many obstacles to overcome with this media campaign. Despite the challenges, MACIAS PR secured media coverage for the client in the WSJ, FT, Barron’s, Yahoo Finance, US News, Kiplingers and more.

Our Media Strategy and Approach

Our team identified news angles and thought-provoking editorials that positioned the CEO as a Wall Street guru who wasn’t afraid to speak the truth. One of our larger media campaigns – Confessions from a Financial Advisor – told investors what they should look for when hiring a financial advisor. The story was covered by CNBC TV, CNBC online, Fox Business, Yahoo Finance, NBC Nightly Business Report and others.

Our strategy also integrated the news cycle into our campaign where we pitched our client as the expert on the timely topic. This approach led to multiple stories and segments with the WSJ, Barrons, International Business Times, Fox Business, Reuters and others. You can see these media stories on the following pages by clicking on this link to the case study.

ABOUT MACIAS PR

Finance Monthly 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’s a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a 2024 top Political PR Player in New York.

Client Case Study – Burke Rehabilitation Hospital

Burke Rehabilitation Hospital is one of the country’s oldest rehabilitation centers, located in Westchester County outside of New York City. Despite its pristine reputation, getting coverage for hospitals like Burke outside of New York City has historically been difficult. I saw this first-hand during my time as Executive Producer with NBC when I approved story ideas from our health and medical producers and reporters.

Few producers want to travel more than an hour away for a story when they can just as easily interview a physician or medical expert who is only 20 minutes away. This journalism approach makes it harder for health care organizations located outside of NYC to get media coverage. And in today’s world where budgets are getting squeezed, time and travel becomes an even bigger obstacle.

Media Coverage for Rehabilitation Hospital

MACIAS PR led the media campaign for Burke Hospital and our enterprise approach led to prominent media coverage. ABC, Fox, Channel 11, Metro New York and the Wall Street Journal are a few of those media outlets. Our strategy identified angles that were unique for Burke, in essence, forcing journalists to interview the health leaders at Burke.

Our media strategy focused on their internal research, clinical trials and unconventional stories. One successful campaign revolved around a video game developed by Burke researchers to help patients recover from strokes. MACIAS PR also brought new clients to their health club by framing it as an exclusive gym for people over the age of 40.

You can see a more detailed account of our media coverage by clicking here. If you’d like to hear how MACIAS PR can help your organization, you can get a PR estimate by clicking here. Or we can schedule a call.

ABOUT MACIAS PR

Finance Monthly 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’s a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a 2024 top Political PR Player in New York.

How to Leverage Smaller News Organizations for Brand Building

No one denies Elon Musk is a brilliant entrepreneur but when it comes to marketing and brand building, he’s made several mistakes that would destroy most budding startups.

Twitter has lost more than 72 percent of its value since Musk took it over, and renamed it X. Luckily you can’t destroy your brand like Twitter if you’re a startup. That’s because no one has heard of your company. But, there are missteps you can make that will hinder your brand building.

Over the years, I’ve watched a few CEOs, entrepreneurs and CMOs turn down media opportunities because they thought the news organization was too small. In some cases, they made those decisions based on the news website design.

It sounds rational on the surface. Make something scarce and it becomes more valuable. But that logic doesn’t apply to branding, especially for early stage startups. Unless you’re Jeff Bezos or Marc Lore, you shouldn’t give exclusives. Your job as a founder is to get as much media exposure for your startup, and as quickly as possible.

What a News Website Reveals

Lastly, don’t judge a news organization by its website. A few months ago we secured a radio interview with the #1 morning news talk radio show in South Florida. Their website is bad, but their audience is captive. Those drivers aren’t going anywhere.

In addition, MSN, Yahoo and other publishers frequently pick up stories from these smaller news outlets under their syndicated deals. I’ve watched local NPR content on clients go viral after the search engines syndicated the story on their home pages. This is exposure your startup needs.

If you want to hear more about building a startup brand (rather than destroying it like Musk), you can read my Entrepreneur article on how to better leverage smaller news organizations.

ABOUT MACIAS PR

Finance Monthly 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’s a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a 2024 top Political PR Player in New York.

Client Case Study – Member of Congress

MACIAS PR has led media campaigns for Congressional challengers across Washington, Illinois, Arizona, California, Maryland and New York. We’ve also worked with members of Congress, including Rep. Norma Torres (CA-35) of Los Angeles.

The media campaign for Rep. Torres required a different approach for media coverage. Our goal was to position the Congresswoman into the news cycle as an influential Latina. I worked closely with the Congresswoman to identify positive stories that would soften and strengthen her image among potential voters. Our agency had to adhere to strict federal election guidelines and work separately from her District offices.

Our Media Strategy and Approach 

MACIAS PR focused this entire media campaign around programming and editorial. Media campaigns focused around politicians are frequently more challenging since journalists understand how most candidates are pushing an agenda. We overcame this political challenge by identifying features that distinguished the unique personal experiences of the Congresswoman. MACIAS PR also leveraged her deep understanding of policy for timely news angles that positioned her as a thought leader.

One of those editorials appeared in the Washington Post where Rep. Torres shared political insight on how the Guatemalan election had a direct impact on Americans. This article was shared with the Congressional delegation who accompanied House Speaker Nancy Pelosi and Rep. Norma Torres on their visit to Central America.

This strategy led to prominent news articles, soft features and news segments with local and national TV, local and national radio, newspapers, online news sites and magazines. One influential feature appeared in People Magazine, which profiled her upbringing as an immigrant from Guatemala.

You can see some of those stories by clicking on the case study below. Click here if you’d like to discuss a media strategy for your organization or upcoming campaign. You can also get a PR estimate by clicking here.

ABOUT MACIAS PR

Finance Monthly 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, CNBC and Forbes. City & State Magazine named him to their 2024 Political PR Power List in New York.

How Generative AI will Disrupt PR and Media

OpenAI just took another huge leap in content creation with the ability to create videos from text prompts. This is going to dramatically and quickly disrupt the world for content creators, publicists and journalists –  but not in the way you might suspect.

A few years ago, I wrote an article for Forbes that predicted AI wouldn’t replace PR. Generative AI will definitely streamline content creation and steal jobs from creators, but there isn’t enough quality data for AI to create an actual media strategy from scratch. Without quality data, AI doesn’t have the information to create a timely strategy. In the case with news, most data would become outdated with each passing news cycle.

Machine learning is great for analyzing data and predicting behaviors on the macro level, but creating a business or media strategy for most industries requires an intimate knowledge of processes, history, trends and emerging technologies that can expand market share. Machine learning needs that valuable component that is missing in PR and news.

Continue reading “How Generative AI will Disrupt PR and Media”

Important News Elements for Media Coverage

How far will you go for love? Would you peel an orange for your spouse or girlfriend if she asked you for an orange? The Wall Street Journal explores that question today and it provides several PR lessons for brands trying to get media coverage.

I’m rarely a fan of tying news stories to monthly awareness campaigns because those marketing calendars rarely align with editorial calendars. But Valentine’s Day is one of those holiday exceptions. If your service or product has a connection to love, it can be rocket fuel when tied to Valentine’s Day.

I’ll go on a limb now and predict this WSJ story will go viral by the end of the week. Here’s why:

*The story is unique.
*It provides fun conversation.
*You likely haven’t heard this story before.
*It’s tied to love, and Valentine’s Day is Wednesday.

Emerging Trend with Influential News Organizations

This article supports an emerging trend I am seeing with the influential news organizations, including the NY Times, Washington Post and WSJ. Their reporters are integrating TikTok and Instagram elements to support their stories. In many cases, the social media content isn’t even timely but the content gives the reporter the timely element needed to sell it to his/her editors. Adding social media content to your pitch can help with the reporter’s sell to his editors.

One more important observation.

Editors and Reporters are Measured by their Story Reach

When I was a new Executive Producer with NBC in New York, I knew I had one year to prove my value or I would be pushed out the door. Today, a reporter’s reach is evaluated just as much as his editors.

Here’s proof. A few years ago I worked with Rep. Norma Torres and we got her editorial placed in the Washington Post. The opinion editor emailed me a few days later and asked if I could encourage her to share her editorial on Twitter. He was candid, “I’m not seeing traction with her story.”

And that brings up the final point. If your idea doesn’t have broad appeal or potential for virality, your campaign is at another disadvantage. Find ways to implement or sell that virality in your story.

If you apply these approaches to your next publicity, you will have a better chance for coverage. If you need help finding timely elements or angles, reach out to us here and we can schedule a strategy call. #alwaysfreshpr

ABOUT MACIAS PR

Finance Monthly 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, CNBC and Forbes. City & State Magazine named him to their 2024 Political PR Power List in New York.

Client Case Study – Former UN Executive Secretary

Media campaigns for politicians can be some of the most difficult campaigns to run. Journalists are skeptical of politicians, knowing they are pushing an agenda. No reporter wants to be a tool for propaganda. 

This is why every political campaign must have a solid news angle. Not a marketing message or campaign narrative, but an editorial angle.

MACIAS PR has run media campaigns for Congressional candidates across New York, Virginia, Arizona, Illinois, Oregon and California. With all of these campaigns, we secured local and national media coverage for these candidates by identifying news angles that were timely and topical. 

In 2022, MACIAS PR took an international jump on the global stage by representing the former UN Executive Secretary on Climate Change.

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How the Wrong Media Strategy can Hurt your Business

Selecting the right PR agency can have a long-term positive or adverse impact on your business, so it’s important to do your due diligence. The wrong media strategy can easily set your organization back by 6 months to a year. And here’s how.

The news cycle always puts an emphasis on “new.” If your agency spends 6 months drowning in a narrative that doesn’t get traction, you lost that timely element. This will put your next agency at a disadvantage.

We experienced this with a campaign we ran for a wearable device. The client’s previous PR agency failed to get them coverage at CES. This made our campaign’s more difficult since every reporter asked what was new from the previous year. Despite the obstacles, MACIAS PR still succeeded in getting them on the NBC Today Show, as well with others. (Click here to see that case study)

So how do you identify the best publicist for your business? Here are some common mistakes I’ve seen over the years as both an Executive Producer with NBC and owner of an agency.

Continue reading “How the Wrong Media Strategy can Hurt your Business”