By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
Contrary to what many publicists might tell you, not every business is built for earned media. Some industries lack a compelling story and will likely see a better return from advertising.
But others are uniquely positioned for today’s news cycle. Their expertise fills critical knowledge gaps, while their internal research brings context and clarity to their industry. These are the brands that consistently land on the news — not by luck, but by design.
After 2 decades inside the media with NBC and CBS – and another 15+ years running PR campaigns – I can confidently say this: Getting a story on the news isn’t a crapshoot.
There is a repeatable strategy grounded in journalism’s social sciences — and it begins with identifying whether your business has the elements that make a real news story.
Below are the characteristics I look for when assessing a new PR client.
Continue reading “Are You a Strong Candidate for PR or is Advertising a Better Route”