By Mark Macias
Many new PR clients frequently want to spend days, or even weeks debating a campaign idea. They want to weigh the pros and cons of the angle before the media outreach begins. Yes, it’s crucial to ensure every editorial campaign meshes with your brand, but there comes a time when you need to get the story out there to see if it works.
I quickly advise these clients on why our campaign will have more success by pushing the story to reporters and adapting the strategy and approach based on their feedback.
Why Best PR Firms Continually Change their Approach
Journalists, reporters, writers and producers are all people. And just like your relatives, they will also have different views on what is a good or bad story.
We recently secured a full page feature in the New York Post for a digital health client. Their writer spent a lot of time interviewing a few people from the company, but that wasn’t the first reporter we pitched with the New York Post.
We actually had another conversation with a different reporter over that same story. That initial reporter was convinced we had a horrible story idea. Honestly, he was kinda rude. But we didn’t give up. I knew from my editorial background with NBC and CBS that this was a good story. So we continued pitching other reporters at that same newspaper. And guess what – we found the one reporter who said, ‘I love the idea.’
In other situations, a media campaign might not be as black or white. But until our team starts pitching reporters, we really won’t have any real feedback on the angle.
Macias PR – We run from the Start
This is why our PR firm continually pushes new angles to reporters. We want to run from the start. Yes, we debate the angles internally before we reach out to reporters, and we also make sure the message is clear to the reporter and the reader. At the same time, we understand that we won’t get an opportunity for feedback until we start speaking with reporters.
This approach is similar to our PR VLOGS. I don’t always get it right the first time in our VLOGS. Sometimes, I need to adapt and change it based on how the message is coming across. Want proof? Here’s a little blooper reel, proving why PR is always a work in progress.
Macias PR was named the 2015 and 2016 top PR Firm of the Year – USA by Finance Monthly. 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.