As an entrepreneur, you have to learn quickly what are your weaknesses and strengths. Sure, when you’re starting out, you have to do everything from billing to bookkeeping to the actual work. But as you scale, the workload needs to be delegated. You need some business hacks.
I speak with startups all the time who tell me they tried to get PR on their own. They tell me they listened to Mark Cuban who said it is easy to get PR and spent hours, days and even months trying to get a story on the news.
That money and time could have been better spent on growing their own business.
I don’t know accounting or bookkeeping, but my business needs that function. I could (and I have tried) to learn Quickbooks and even do my own taxes, but that wouldn’t be an efficient place to spend my time.
My expertise is the media. My business is PR. I’m better served by spending my time on what I know.
Can I do PR on my own? Yes, you can but at what cost?
A news story requires an editorial understanding of news. If you can identify the news peg, then you’re almost there.
You also need to be able to communicate the messaging in a concise way. Reporters won’t give you 5 minutes to hear your story chronologically.
When I listen to potential clients for the first time, I try to hear what is their story. I go into journalism mode and pry with questions. Nearly all potential clients starts their story chronologically. That’s a great way to tell your story to a captive audience, but journalists aren’t captive. This is where concise messaging helps.
Another tactic MACIAS PR takes – we leverage programming. During my time as an Executive Producer of Special Projects with NBC in New York, I oversaw the ratings strategy. That means, I identified and approved the stories that I believed people who would to see.
We still leverage programming today. Our team continually looks for ways to tell a story that could be programmed into a newscast. It’s no different if we are trying to attain viewers, readers or eyeballs. It all requires a programming approach.
So the next time you start to think about your business and how to grow it, focus your energy on finding the right firm to help you. Do what you know. We know PR.
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.