How MSNBC & CNBC Spinoff Impacts PR and Media Coverage

Posted on November 22, 2024 by Mark Macias

Comcast announced this week it plans to spin off its cable networks, MSNBC and CNBC, into a publicly traded company. This might seem like inside baseball for those outside of the industry, but it’s not. This will have a direct impact on any publicist, PR agency or company trying to get media coverage.

Sadly, this Comcast media pivot will result in more lost jobs for reporters and producers at CNBC and MSNBC. Fewer resources at the networks always makes it harder to secure media coverage.

Look at History – NBC Acquires Telemundo

I was an Executive Producer with NBC in New York during its acquisition of Telemundo. Shortly after the acquisition, leaders at NBC offered me a new role in the new company to identify talent. In simple terms, my job would have been to identify which reporters and producers at Telemundo should be laid off.

Many of my Hispanic colleagues at Telemundo were excited about the acquisition. They thought a merger would make their Spanish language newsrooms stronger. I was candid with everyone I spoke with: this acquisition is not good for anyone at Telemundo.

Today, if you’re trying to pitch a news reporter or producer at Telemundo, you have to go through the NBC spider web. The news department at Telemundo now uses NBC’s corporate domain for their news team. And most big story pitches go through the NBC assignment desk. I know because I’ve seen it and experienced it.

How Will CNBC and MSNBC Spinoff Impact Publicists?

Here’s where the newsrooms are headed, leading up to the spinoff. There will be fewer people to pitch in the newsrooms- period. The head of NBC already likened this new company to a startup. My agency has led PR with many startups, and it’s never fun when budgets are small. Brace for cutbacks.

This is where media strategy comes into play. If you’re relying on contacts in the media for coverage, you are working from a point of weakness. And that weakness will only grow with time.

I’ve always said, media contacts are an assist; not a strategy. Solid news angles will become more valuable in this new spinoff – something experienced journalists will grasp. Timely enterprise angles will also separate the producers who stay and those who are let go.

This will be the time to pitch the best enterprise story ideas. Personally, I wouldn’t recommend pitching timely news sidebars. Of course, news is nuanced and you should never put every story into the same rundown. But if you want to get ahead of the curve, spend your time curating ideas, rather than cultivating relationships with reporters. It will help you outlast the next layoff spree.

ABOUT MACIAS PR

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. You can reach out to him by clicking here.

How will Newsroom Layoffs Impact PR?

Posted on November 19, 2024 by Mark Macias

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.

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The Shift in News Coverage – Media Analysis

Posted on November 12, 2024 by Mark Macias

News is never stagnant. It continues to evolve in tone, narrative and editorial coverage. And here’s the proof.

Several news stories have detailed how the Los Angeles Times and Washington Post are moving more to the right with their media coverage. Deadline published a story yesterday that details how the LA Times is replacing their editorial board with a more conservative board. Similar stories have surfaced that The Washington Post is trying to hire more conservative writers.

If you’re trying to generate media exposure for your business, this editorial shift will have a direct impact on whether your story gets told, or is ignored. And it’s not just limited to the LA Times and Washington Post.

If you pay attention to the upcoming news cycle, you will discern a shift in more conservative coverage. It’s happened in the past with new administrations (think Obama, Reagan and Clinton), and it will happen again in 2025.

It’s not a coincidence that the media reflects the mood of the country. Experienced media strategists will recognize the tone and try to position their clients into this evolving narrative.

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