Are you Wasting your Money on PR? Here’s how to Find Out

Are you a good candidate for PR, or are you wasting your money? I just had a conversation with a potential client and laid out which types of businesses have an advantage with media coverage, and which are better suited for ads.

Getting media coverage is not a crap shoot. If your campaign has the right elements, you can get media coverage with the right narrative and targeted outlet. Here are a few elements that make for the strongest campaigns.

Compelling Data or Research

Data for the sake of data is not valuable. Any data or research must provide context for a news story, and it must be credible and provide insight on an emerging trend. The ideal data should alert the reader to something they do not already know. Ask yourself – is this common sense? If it is, it’s not a story. I’m able to filter through lots of bad story ideas with clients by asking them that one question.

And you don’t need to be a health tech or fintech startup to leverage this approach. It’s very likely your firm has research to support your business decisions. If you’re a realtor or investor, you might have this internal research that guides your decision-making process.

Legitimate News Updates

Over the last few years, I’ve worked with a member of Congress and the former UN Executive Secretary on Climate. These politicians were the best clients to position for news coverage because they could add color and commentary to stories in the news. But you don’t need to be a member of Congress to possess this type of knowledge. Accountants, lawyers, physicians – or anyone with a high level of expertise – can also leverage their industry insight for thought leadership. The media gravitates towards this kind of expertise, especially if the topic is timely.

I wrote an article for Entrepreneur Magazine that elaborates on other elements that will give your campaign an edge. The article is straight forward: Are you wasting your money on PR?

Message me if you need some guidance.

ABOUT MACIAS PR

Marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named him a PR Political Power Player in New York.