By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
The biggest mistake most startups make is believing PR is measured by primarily one number. PR involves a combination of metrics that include visibility, credibility, leadership and action.
You need to take a closer look at multiple signals to understand whether a media strategy is delivering. But don’t base that measurement on: “Did we get coverage?” Instead, focus on how that coverage moved the business forward.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
At some point, every public figure, executive, or athlete will say something they wish they could take back.
So why do some off-the-cuff remarks disappear quickly, while others continue to linger – in some cases years after the remark was made?
It boils down to how you manage it.
NFL Player Makes Fun of Kids with Asthma
Cam Skattebo is an up-and-coming running back for the New York Giants with so much potential for future endorsements. Last week, he made fun of kids with asthma and said a common football head injury, Chronic Traumatic Encephalopathy or CTE, was made up. The story is quickly gaining steam, getting picked up by all kinds of media outlets.
This week, physicians started speaking out about it, criticizing the football player for his comments about asthma. They said his lackadaisical approach to asthma will encourage bullying with kids. Doctors also raised a legitimate concern that kids with asthma might not want to use their inhalers for fear of being viewed as weak – like Cam Skatttebo suggested.
What was Skatttebo’s response? He apologized, calling it a “tasteless joke.”
Apology is not a Strategy
This story isn’t going away anytime soon. I’m predicting it will resurface in August when preseason starts. Reporters will ask him about it during minicamp in July. He might even lose millions of dollars in endorsements if the comments continue to follow him like other athletes.
You don’t make fun of kids with asthma or say your football peers with head injuries are faking it.
Good PR is not about saying more. It’s about saying the right thing in the right way, at the right time.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
One of the biggest mistakes many founders and brand officers make in PR centers around the way they introduce their brands to reporters. Even experienced executives can fall into the trap of selling their brand – over the story. That doesn’t work with PR.
Your brand is not the hook to your media coverage. Here’s a closer look at 4 strategies we use at MACIAS PR to integrate your brand into the story.
1. Tell the Story; Not the Statistic
Statistics have value. They can add weight to a story, and provide context to support an argument. But statistics alone won’t hook the reporter.
Reporters can find any statistic on the web. If you’re looking to become a part of the media story, you want to add context and color to the idea.
You want to bring something memorable to the story. Maybe it’s emotion, conflict, stakes, or a human reason to care. A statistic can validate a point, but the story is what makes it interesting.
Lead with the story that people will remember.
2. Share One Idea; Not Multiple Ideas
I saw publicists make this mistake a lot during my time as an Executive Producer with NBC and CBS in New York.
Even today, many of my clients ask why we don’t pitch more ideas when we have a reporter on the phone. They think more ideas increases their chances of coverage. Usually, the opposite happens.
When you give a reporter too many directions, angles, or story lines, you dilute your value. Instead of making the story clearer, you make it harder to follow. This key point is especially critical today as reporters and journalists become more inexperienced.
The weight loss and wellness company, Noom, had little national name recognition back in 2016, despite being popular with consumers. But all that changed after MACIAS PR took over their media coverage that year.
From the start, Noom faced challenges in the crowded weight loss space, and needed help differentiating itself from the competition. Mark Macias worked closely with the co-founders to create a comprehensive media and publicity strategy to elevate their brand via earned media. Our campaign was nimble and fast as the health tech company didn’t have a Chief Marketing Officer in the early years.
Within the first month of collaboration, MACIAS PR secured its first story came with CBS News. The segment highlighted how Noom’s mobile app was helping pre-diabetics and diabetics manage their conditions. This prominent media coverage continued throughout our PR partnership. You can see a snapshot of the media coverage we secured just in the first seven months.
Our media track record continued throughout our PR partnership with hundreds of stories appearing with major news outlets: NBC Today Show, People Magazine, Men’s Health, Women’s Health, CNBC, PIX 11 in NYC, CNN, Fox News, Forbes, Fortune, TechCrunch, Entrepreneur, New York Post, and more.
MACIAS PR also helped expand Noom’s reach with the Latin community, securing media coverage with Spanish news outlets, including national stories with Telemundo and Univision.
How do you deal with reporters who don’t seem organized? There is a formula behind their thought process, and once you understand it, you will have more success in dealing with them.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
Over the years, many publicists have asked me a similar question about the mindset of reporters.
The question is usually framed carefully – as if they don’t want to offend – but the overall premise is clear: “Why do so many reporters seem scatterbrained?”
I’ve observed it myself both inside the newsrooms of NBC, CBS, American Journal. I’ve also listened to smart reporters with intellectual media outlets jump between topics; forget a detail or seem slightly disorganized.
At first glance, it can feel chaotic, but there’s actually a reason for it. And once you understand it, working with reporters becomes much easier.
When is the best time to pitch reporters or TV producers? There are windows that will increase your chances for media coverage. Media insight based on a career with NBC and CBS in New York.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
If you think about your work week, you might notice some patterns with how you manage your time.
There are likely some hours when your schedule slows down, and other times when you don’t even pick up your cell. The same thing happens inside newsrooms.
Reporters and producers don’t operate on the same rhythm as the rest of the business world. Their calendars revolve around editorial meetings, production cycles, breaking news, special calendars and looming deadlines that outsiders rarely see.
When a reporter is approaching a deadline, their entire focus shifts to execution. During this window, the only priority is finishing their story, segment or script.
If you pitch a reporter during this time, you’re essentially speaking into a black hole.
There are two words you never want say to a reporter. It has the potential to completely erase everything you say to a reporter, and remove your name and brand from the story.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
In media relations, two simple words can quickly sabotage an otherwise great interview.
Those words are: “on background.”
The intention or desire for the phrase is understandable. CEOs and founders carry real responsibility. Their words can move markets, influence investors, shape reputations. No one wants to be misquoted or have a phrase taken out of context.
But when you tell a reporter something is “on background,” you’re also saying they can’t quote you. They can use the information for their story, but they can’t directly attribute the expertise directly to you. And if a reporter can’t quote you, you’re losing any opportunity to share your expertise on a larger scale.
Why “On Background” Works Against You
Most executives want two outcomes from media coverage:
They want to share insight that adds value to the story.
They want their expertise attributed to them or their company.
When information is shared on background, the journalist may still use the insight—but it will likely appear as something like:
“according to sources familiar with the industry…”
That means your insight helps shape the story, but your name disappears from it. For companies trying to build authority, credibility, or investor awareness, that’s a missed opportunity.
MACIAS PR helped position a Wall Street executive with Multiple Sclerosis into a leading voice for disability inclusion, resilience and corporate leadership. Campaign secured coverage with Forbes, Human Capital Magazine, ERE.net, BenefitsPro, News 12, PIX 11 TV and others.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
Client Background
Our client was a Wall Street executive and disability advocate living with Multiple Sclerosis (MS). She was not a celebrity or media pundit. She did have a powerful story — one that challenged corporate America’s perception of disability and redefined strength, leadership and resilience.
When we began working together, the objective was clear: Help me elevate the silent voice that most people with disabilities feel at work.
The Challenge
Despite growing conversations around diversity and inclusion, disability remains one of the least understood dimensions of workplace equity. Many companies talk about inclusion — few spotlight real leaders thriving with chronic illness.
Our client wanted to inspire others with disabilities to know they aren’t alone. She also wanted to inspire everyone to never give up.
The challenge was positioning her story beyond “human interest” — and into business, HR, benefits, sports and national media.
Strategy
MACIAS PR built a campaign around three intersecting narratives:
1️⃣ Business Authority
We positioned her as a Wall Street executive who viewed her MS diagnosis not as a setback — but as a competitive advantage.
This led to powerful coverage like:
Forbes – “With One Foot In Front Of The Other: Warrior Princess With Multiple Sclerosis Trains For The NYC Marathon”
Human Capital Magazine – “Wall Street VP: My Disability Is My Superpower”
ERE.net – “I Have MS. Would Your Company Hire or Recognize Me?”
BenefitsPro – “Be Seen, Heard and Validated: Creating a Workplace That Welcomes Those with Disabilities”
These placements positioned her not as a patient — but as a leader influencing corporate inclusion policies.
