Why the Best PR Firms Look Beyond Press Releases

The best PR firms don’t focus their efforts on press releases. They focus their creative energies around the editorial angle.

Yes, press releases are great for content marketing, and they can help communicate a tight, controlled message. But it’s unlikely they will lead to media coverage.

The most successful media campaigns will always include a proactive media outreach. And there is no cutting in line. This approach centers around manually researching and pitching reporters, journalists, producers and editors that are targeted.

MACIAS PR consistently secures coverage for our clients because this approach is at the center of our strategy. Pitching directly to media is especially important for smaller businesses, including startups.

The Media Strategy behind MACIAS PR

While it’s true that there are no rules when it comes to media coverage, there are guidelines our team at MACIAS PR continually follow for our PR strategy. 

These guidelines include: identifying unique angles; finding characters needed for the story; and pitching stories internally before we reach out to media. Oh, and not to mention, we focus our PR strategy mostly on editorial principles that news organizations follow thanks to my experience as a former Executive Producer with NBC and Senior Producer with CBS in New York.

Ultimately, a prominent feature in a targeted publication is better than any press release. Would you like to hear a media strategy for your brand? Send us a quick message and we’ll schedule a strategy call. Or, if you want a free PR estimate in less than 48 hours, click here.


Marketing peers named MACIAS PR the 2017 and 2018 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s also a frequent contributor with CNBC and author of the books, Beat the Press: Your Guide to Managing the Media and The Tao of PR.