By Mark Macias
Let’s have a little fun with our imagination. If you had to hire Batman or Robin to run your PR campaign, who would you choose?
Most people might say, Batman. He’s bigger and physically stronger. Batman’s reputation goes back to the 1940s – well before Robin was even born. And of course, Batman has that cool Bat Cave with all those luxuries that give him direct access to Gotham’s leaders.
Of course in business, you pay for all of those gadgets. If you wanted to hire Batman, your retainer fee will partially go to fund that Bat Cave, even if you never visit it.
Poor Robin. He tries so hard to fight the bad guys and win your trust. He’s physically smaller than Batman, so he knows he must work harder. Deep inside, if he is going to win any battle, he know he will need to out-think – not out-muscle Batman.
What Batman and Robin Teach us about PR Firms
What does this mean for your PR campaign? Many business owners wrongly believe that bigger is better. They assume that more bodies equate to success. That’s actually not the case. You can put 10 junior publicists on a campaign and if they begin with the wrong strategy, they won’t succeed.
Likewise, strategy plays a critical role in media placements. I frequently tell potential clients, “we aren’t building chairs.” They assume that the PR firm next door takes the same approach to production. PR is similar to TV. You can have two TV producers put together a segment that are completely different. An experienced producer might hold your attention throughout the entire story, while the other inexperienced producer might lose you in 5 seconds.
Macias PR was named the 2017 Strategic PR Firm of the Year and 2016 and 2015 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.