Can you Recycle Old Media Campaign Ideas?

By Mark Macias

Many clients frequently ask me why we can’t recycle an old media campaign that previously worked. On the surface, it sounds like a good idea. Hey – if it worked before, why won’t it work again?

That’s not how news works. News must be new, which is why it’s in the root. Also, if you pitch those same reporters the same story idea, you will quickly lose credibility.

Want more proof?

The best PR campaigns are executed to perfection. If you targeted the right reporters and secured media placements, your window is likely over for more coverage, using that same idea.

Best PR Firms Develop New Ideas

The best PR firms will always develop and push new ideas. They will look to the news cycle to identify trends and position your business inside of that trending news story. The inexperienced publicists will try to push the same campaign ideas.

During my time as an Executive Producer with NBC and Senior Producer with CBS, I used to see a lot of recycled pitches. Yes, I received a lot of emails, but you still tend to remember the same publicist names when you are continually pitched.

Our firm is continually researching new angles and ideas. We stay on top of the news cycle to ensure we are ahead of the news curve. The #VLOG gives you a little more insight based on my experience why recycling old campaigns is not a smart strategy.

Macias PR was named the 2015 and 2016 top PR Firm of the Year – USA by Finance Monthly. The founder of Macias PR – 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.