Why Creative Ideas – Not Contacts – Drive PR

By Mark Macias

It’s one of the biggest misconceptions in PR: media contacts drive media placements. With my 15+ year background in TV, you’d think I would want to drive that narrative. I’m connected to journalists across the country, so the misconception does serve my interest.

But honestly, it’s not true. And any PR firm that brags about their contacts is relying on the wrong strategy.

Media placements are always about editorial. You first need a solid story idea to get the media’s interest. Yes, a contact at the local trade will help but I always say that is more of an assist. It’s not a strategy.

Earlier this week, I spoke with a US Senate candidate and he told me with confidence, ‘I know your media contacts can get me coverage.’

My background makes that narrative an easy sell, but it’s misleading. I told the potential client that in his arena, credibility and story ideas will drive coverage.

Questions to Ask your PR Firm

If you’re researching the best PR firms, do your due diligence on their background. Ask the critical questions, and if you’re not sure of those, here’s a list of questions I would ask my PR firm. My experience inside the media is the driving force behind those questions.

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.