TopPatch, a cybersecurity startup, was only three months old when it engaged MACIAS PR to spearhead its publicity campaign. With no existing messaging or strategy in place, TopPatch relied on MACIAS PR to develop its branding and media strategy from the ground up. Our objective was to position TopPatch as a global leader in cybersecurity and secure high-profile media coverage to drive brand awareness and attract investors.
Challenges
New and Unknown Brand: TopPatch had no prior media presence or industry recognition.
Lack of Messaging & Strategy: The company required a clear and compelling narrative to differentiate itself in a crowded cybersecurity market.
Media Skepticism: As a young startup, gaining media trust and credibility was a significant hurdle.
Case Study: Raising Awareness for Encephalitis through Strategic PR
Client: Encephalitis Society PR Agency: MACIAS PR Campaign Timeline: November 2022 – February 2023 Target Markets: United States, Canada, and Mexico
Background
Encephalitis is a severe and potentially life-threatening condition characterized by inflammation of the brain. Despite its severity, less than 1% of Americans are aware of the condition, making it a challenging topic to promote in mainstream media.
In November 2022, the CEO of the Encephalitis Society approached MACIAS PR to develop a strategic media campaign to raise awareness for World Encephalitis Day in February 2023. The goal was to generate widespread media coverage across the United States, Canada, and Mexico, highlighting the condition and its impact on public health.
Case Study: Revitalizing Media Coverage for a Health Tech Startup at CES
Client Overview A Korean-based health tech startup approached MACIAS PR to promote their smart belt wearable at CES. The startup had worked with another PR agency the previous year but did not generate media traction. Another MACIAS PR client referred this Korean entrepreneur to us.
ProductOverview
This case study highlights how a strategic media and PR approach can overcome obstacles and challenges that include language barriers, previous PR failures and geography. By creatively repositioning this wearable with the media, MACIAS PR successfully turned a challenging PR campaign into a media success story.
Rebranding and Media Campaign for Dating App: Plenty of Fish
Client: Plenty of Fish
Agency: MACIAS PR
Campaign Duration: 2013-2015
Overview: Plenty of Fish, the world’s largest online dating site, sought the expertise of MACIAS PR to lead a rebranding and media campaign aimed at regaining market share lost to emerging competitors like Tinder. Additionally, the founder aimed to position the dating platform for acquisition. MACIAS PR successfully reintroduced Plenty of Fish to singles aged 20-45 across the US, UK, and Canada, ultimately leading to the company’s $575 million acquisition by Match Inc. in 2015.
Elevating a Premier New York Law Firm in the Media
Client Overview: Our client, a prestigious New York-based law firm, specializes in hedge funds, private equity, venture capital, and real estate fund formation. With a track record of excellence, the firm has received multiple accolades, including the distinguished title of “Best North American Law Firm” by Hedgeweek.
Challenge: Despite their expertise and industry recognition, the firm sought to enhance its media presence and establish itself as a thought leader in financial law. The objective was not only to gain media coverage but to secure prominent, in-depth stories that showcased the firm’s legal insights and expertise.
The current news cycle and Trump administration are creating many opportunities for media coverage. And it doesn’t really matter which side of the political spectrum you reside. There are media opportunities for many organizations.
Maybe you have expertise in DEI? Or you’re a retailer impacted by tariffs. The editorial angles are fairly transparent if you’re in AI or utilize Chat GPT with the recent developments from DeepSeek. Even aviation has timely components following the tragic recent air tragedies. I probably don’t have to lay out the tariff angles if you’re in retail, but just know you don’t have to be an Amazon or GM to explain how tariffs will impact your business model or pricing structure.
Media Example around Timely Angle
I was just watching CNBC, Fox News and CNN; every cable channel had a thought-provoking discussion around DEI – proving there is a voice for everyone. A few years ago, I worked with a nonprofit that had a strong DEI presence. I can’t help but think of all the news opportunities their PR team is missing right now. Do we really exist if we aren’t making an impact?
I’ve been working with a finance client for a couple of months and we just secured an interview with Politico – around the Trump administration’s temporary halt on aid. I won’t go into their media strategy but this company isn’t a political or nonprofit organization. They’re all about financing – yet we found a way to integrate their story into the Trump administration’s policy changes.
Here’s the PR Takeway.
What do all of these different news topics have in common? They are hard news timely angles. And with all media angles, a window is only a timed opportunity. If the window closes, or you pitch your story too late, you lose the opportunity for brand acceleration. A timely angle has a short shelf life – though I am predicting the Trump administration will provide new opportunities for media coverage in 2025.
If your organization wants to elevate its brand, put a little pressure right now on your PR agency or publicist. Ask them – what are you doing to get me into this timely news narrative? If you need help, reach out to me. I can give you an editorial strategy that leads to top tier media coverage for your company. Just remember – not every business can benefit from this media strategy, but if you’re in the industries I described, you should be all over this. #alwaysfreshpr#dei#ai#tech#deepseek#chatgpt#nonprofits#tariffs
About MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. Message us if you’d like to get a customized strategy.
