By Mark Macias
A consistent and successful media campaign is like a river. It must continually move and replenish itself with new ideas. A fast-moving river lures you in with its sound, smell and eyes – and essentially appeals to your senses.
The best PR campaigns must also appeal to those same sensories.
Duration builds relationships with clients, but when it comes to media campaigns, time can frequently make campaigns more challenging.
How do you continually find that next big idea for the media interested? This is when brainstorming and curiosity become a major factor.
The Best PR Firms take a different approach
MACIAS PR has worked with several clients for multiple years. We’ve worked with a nonprofit client and lending organization for more than 4 years. A digital health client has been with MACIAS PR for two years. Another digital health client and pharma startup have both been with our firm for more than a year. Despite that long-term relationship, our team needs to continually find new ways to position our clients on the news.
The best PR firms understand you can’t repitch the same old ideas to reporters. You need to continually refresh your campaign with new timely angles and story ideas. This is where experience in editorial gives your campaign an advantage over traditional PR campaigns.
During my time as Executive Producer with NBC in New York, I oversaw the Special Projects unit. Every day, I had to pitch a new idea for our consumer and health units. And during ratings – where advertising rates are created – I had an even higher bar for story selection. If we were to stay #1 at NBC, I needed to continually find new ideas that were interesting to viewers.
How MACIAS PR continually finds new ideas
It’s not easy finding new creative ideas, let alone everyday. But that’s what MACIAS PR does for our clients in every industry.
I won’t go in-depth on our approach and strategy, but I will tell you our editorial strategy begins with my deep knowledge of news. We apply these same principals to every campaign.
We don’t pitch the same stories to reporters every week, like publicists did to me when I was in the media. Instead, we model ourselves after the MACIAS PR logo and our #alwaysfreshPR approach. If your PR team isn’t consistently scoring media placements and interviews with reporters, ask them what is new. If you get the same old answers, it might be time to try a new approach.
Finance Monthly and ACQ5 5 – an international industry award – named Macias PR the 2017 Strategic PR Firm of the Year, and PR Firm of the Year – USA. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.