Are you Wasting your Money on PR? Here’s how to Find Out

Are you a good candidate for PR, or are you wasting your money? I just had a conversation with a potential client and laid out which types of businesses have an advantage with media coverage, and which are better suited for ads.

Getting media coverage is not a crap shoot. If your campaign has the right elements, you can get media coverage with the right narrative and targeted outlet. Here are a few elements that make for the strongest campaigns.

Compelling Data or Research

Data for the sake of data is not valuable. Any data or research must provide context for a news story, and it must be credible and provide insight on an emerging trend. The ideal data should alert the reader to something they do not already know. Ask yourself – is this common sense? If it is, it’s not a story. I’m able to filter through lots of bad story ideas with clients by asking them that one question.

And you don’t need to be a health tech or fintech startup to leverage this approach. It’s very likely your firm has research to support your business decisions. If you’re a realtor or investor, you might have this internal research that guides your decision-making process.

Legitimate News Updates

Over the last few years, I’ve worked with a member of Congress and the former UN Executive Secretary on Climate. These politicians were the best clients to position for news coverage because they could add color and commentary to stories in the news. But you don’t need to be a member of Congress to possess this type of knowledge. Accountants, lawyers, physicians – or anyone with a high level of expertise – can also leverage their industry insight for thought leadership. The media gravitates towards this kind of expertise, especially if the topic is timely.

I wrote an article for Entrepreneur Magazine that elaborates on other elements that will give your campaign an edge. The article is straight forward: Are you wasting your money on PR?

Message me if you need some guidance.

ABOUT MACIAS PR

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.

Case Study – Branding Campaign for RX Brand in Provider Space

Rising prescription costs are at the forefront of the healthcare debate. Despite this timely news issue, one digital health company had trouble standing out even though it provided a unique value proposition that lowered prescription costs.

This case study looks at how MACIAS PR helped elevate the WellRx brand by placing targeted consumer stories across TV, print and influential online news publications. You can also read a Linkedin testimonial from the company executive who worked with our agency throughout our 3+ year relationship.

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How to Identify the Best PR Agency for your Business

What is the best PR agency for your organization?

There are objective measures to help you identify the best firm for your business – and it has nothing to do with a firm’s size, revenue, industry or makeup. Here are three questions to help your selection process.

Do you want national media coverage?

With today’s technology, you don’t need to be in any specific city because you can reach reporters from anywhere. However, there are advantages to being on East Coast time.

A publicist on the East Coast has more time to develop angles from overnight developments. It’s not as easy on the West Coast since most publicists are asleep when reporter assignments are handed out (5 am PST). Factor in deadlines, and you can see why people on the West Coast have less than three hours to pitch national news organizations.

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Client Case Study – Media Campaign for Nonprofit Organization

Client Case Study for Nonprofit Organization: MACIAS PR helps Regional Nonprofit Expand into National Brand as Free Tech Training Program 

Client Overview:

NPower is a nonprofit organization dedicated to bridging the digital divide and providing technology training and workforce development opportunities to underserved communities. MACIAS PR launched our PR partnership with NPower in 2016. At the time, the nonprofit organization was primarily a regional organization with programs in New York City, Baltimore and New Jersey. Over the next 7 years, MACIAS PR launched new regional media campaigns as the nonprofit expanded into Los Angeles, Detroit, San Antonio, Houston, Dayton, Raleigh, and St. Louis.

Expansion Media Strategy:

MACIAS PR played a pivotal role in supporting NPower’s expansion efforts through strategic media outreach and targeted public relations campaigns. By leveraging our extensive network of media contacts and expertise in storytelling, MACIAS PR secured widespread coverage for NPower across all new markets. We secured this media coverage in both large media markets like Houston and Dallas, as well as smaller markets, like Dayton and Raleigh, which required a different, more customized approach.

  • Dallas, San Antonio, and Houston:
    • Features in The Dallas Morning News, San Antonio Express-News, Houston Chronicle, and local television stations highlighted NPower’s programs and impact on underserved communities in Texas.
    • Interviews on TV stations and newspaper coverage provided NPower with valuable exposure and engagement opportunities within the Texas market.
  • Dayton and Raleigh:
    • Coverage in The Dayton Daily News, The News & Observer, and local TV stations showcased NPower’s efforts to address workforce development challenges in Ohio and North Carolina.
    • Feature stories on regional television networks underscored NPower’s commitment to empowering individuals through technology training and job placement programs.
  • St. Louis:
    • Features in The St. Louis Post-Dispatch, St. Louis Business Journal, and local TV stations spotlighted NPower’s initiatives to support economic growth and opportunity in Missouri.
    • Television appearances on local news channels amplified NPower’s message and reach within the St. Louis community.
  • Detroit:
    • Television appearances on local news channels in Detroit amplified NPower’s message and reach within the community.

Results and Impact:

MACIAS PR had a direct impact on the successful expansion of NPower into new media markets. Our media coverage drove awareness for their free tech training program, increased student enrollment in the program and helped ignite new strategic partnerships within the business community. Media coverage secured by MACIAS PR helped raise awareness of NPower’s mission, attract program participants and partners, and drive engagement with local stakeholders.

2023 Media Coverage

At MACIAS PR, we always say you are only as good as your last media campaign. If you click on this link, you can see the most recent annual media coverage MACIAS PR secured for NPower in 2023. It also expands on new PSA and marketing initiatives led by our agency. 

ABOUT MACIAS PR

Mark Macias founded his agency in 2009 after a long journalism career at both the local and national levels. As Executive Producer with NBC and Senior Producer with CBS in New York, Macias approved all story ideas and scripts from reporters and producers in the Special Projects unit. The unit encompassed features, medical, health, consumer and tech beats. Macias is a contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a top Political PR Player in New York in 2024. MACIAS PR was also named the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year by Finance Monthly Magazine. 

For more information, please click here to schedule a strategy call with Mark.