Best PR Firms Sell Stories – not Services

By Mark Macias

The best publicists are always selling stories to reporters and producers, while the biggest PR firms are selling new work. Sales is a required function of both sides of the PR business.

I always tell potential clients, I didn’t grow up selling PR accounts. I grew up in the media, selling stories to journalists – and to the public. Yes, we have to sell business and submit proposals just like all other PR firms, but I don’t want this firm to ever sell accounts, for the sake of selling. I want to help businesses develop and grow their brand.

There are many businesses that aren’t a good fit for PR, and I tell those clients when I don’t think MACIAS PR can help them. I also try to explain why they may have a better alternative for their budget. In a karmic world, it will come back to us.

Put People Above Profits

In the early days of MACIAS PR, I consulted two global PR firms under NDAs. I got to see the inside of the industry as I watched their partners and VPs sell business. Their account leads were great at selling, but they knew very little about selling a story to the media.

Those firms put their own sales ahead of their clients’ needs.

That’s not the way it works at MACIAS PR. The firm has my name on it, and I insert my reputation into every new campaign we launch. I take it personal when my firm doesn’t get results quickly. Our new clients are like MACIAS PR. They know the value of budgets, and are putting their faith in MACIAS PR at the launch of a campaign.

When you’re looking to take your brand to the next level, make sure you look deeper. Don’t allow a PR firm to sell you things. Instead, let them tell you how they can help your brand – and then ask for details. Want to hear a strategy from us? Click here for a quick PR estimate.

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.