Branding Fundamentals Critical to PR

By Mark Macias

Forbes recently ran an article,  “16 Branding Fundamentals New Businesses Should Remember.” As part of their research, their editors reached out to me asking what branding advice I have for their readers.

I didn’t want to give the obvious, so I thought about my own clients and mistakes I’ve seen them make over the years. Here’s what I told Forbes.

“The CEO is a crucial component for any successful branding campaign. Think Jobs, Musk, Zuckerberg—you know their companies. I’ve worked with a lot of brands that don’t like to use their CEO in the media and I don’t understand it. Any CEO must be receptive to speaking with the media, discussing business trends and thought leadership with reporters. The best publicists know how to leverage the CEO.”

Leverage Your CEO with Branding

A few years, our agency worked with a digital health brand that didn’t want to give us access to their CEO. I understand the CEO is likely busy, but the corporate gate-keepers actually made our job more difficult. How could we identify trends or position the brand as a leader if we weren’t given access to any of this insight?

I tried to share my concerns with their marketing team but they assured me the CEO didn’t want to speak with the media. Making this even more frustrating, their biggest competitor was leveraging their CEO for an IPO.

Don’t make that mistake. If you’re CEO, leverage that title and experience for media coverage. I understand if the CEO is shy, but the top sales guy needs to be over-exposed with the media.

Here’s more tips from other peers if you’d like to review that Forbes article by clicking here.

ABOUT MACIAS PR

Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. Our founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s also a PR contributor with CNBC and Forbes, providing media analysis, insight and crisis advice on timely business topics.

10 Factors the Best PR Firms Should Possess

There are several rules that MACIAS PR applies to every campaign we launch. I can’t elaborate on every critical factor but I will elaborate on the one rule from our playbook that delivers results.

News editorial. Our editorial strategy comes straight from the newsroom. As an Executive Producer with NBC and Senior Producer with CBS, I had a close-up leadership role in determining news placements. Our team – regardless of role – always applies these principals to our strategy and execution.

Here’s a closer look at the Top 10 Reasons why your business will get better results by turning to MACIAS PR. This list isn’t a sales pitch. If you read closely, you’ll see it’s an objective approach, just like the news media requires.

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Top Tech and Healthcare PR Agency, MACIAS PR, Releases Q3 Media Report

The top tech and healthcare PR agency — MACIAS PR — has released its Q3 media report, detailing the media coverage it secured for clients from July to September 2020.

In the third quarter, MACIAS PR secured national news stories, several local TV segments and online features that reached some of the biggest news organizations across the globe, including the New York Times, Politico, The Independent, The Hill, San Francisco Chronicle, and the UK Daily Express

In September, MACIAS PR secured a front page story with the New York Times that featured an artist and political activist who is using his art to empower voters. The international newspapers, The Independent and the Daily Express in the UK, also ran several features on the activist who secretly recorded President-elect Trump during a meeting with civil rights leaders in January 2017.

MACIAS PR also secured several TV segments for its digital health and nonprofit clients on NJ TV, Fox 2 Detroit, CBS Baltimore and NBC 4 Washington.

Mark Macias, the founder of the firm, says all of these media placements came during COVID when traditional news stories were harder to place. 

“Much of the media is hyper focused on the upcoming elections and COVID, yet we were able to find creative ways to help our clients stand out,” said Macias. “This media exposure is even more influential for our clients where consumers are constantly searching for updates. This is a captivated consumer during COVID, so news is even more powerful.”

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Why Strategy is more Important in PR than Media Contacts

By Mark Macias

Potential clients always assume that our media contacts lead to media placements. Just today, I met with a potential client who commented, “you must know a lot of people in the media.”

Yes, we do know a lot of people in the media. In fact, our PR firm is communicating, talking to, pitching and in general discussion with literally hundreds of reporters and producers a week. But guess what – our contacts didn’t lead to the media placements. Our strategy did.

Just like the above photo demonstrates, PR is a game that is won by strategy. You don’t win the game of chess by force or seduction. You win the game of chess through out-thinking, out-maneuvering and out-strategizing your opponent. It’s a critical factor behind the success of MACIAS PR.

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Channeling Steve Jobs – An Entrepreneurship Lesson

By Mark Macias

I frequently come across old stories I wrote for different publications. This morning I read a story I wrote for an entrepreneurial magazine after Steve Jobs died. As one of the greatest entrepreneurs of all time, we can all learn from his vision, execution and tenacity.

Here’s a shorter vision of that story I wrote on Steve Jobs shortly after his death – in my attempt to become a better entrepreneur.

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I think I know what Steve Jobs would say about all of this news coverage.

“Write something different. Obituaries are for dead people.”

When I write, I want to learn. I want readers to walk away with something they didn’t know, but how does a writer accomplish that when every news outlet on the planet is covering the Steve Jobs death in the same way.

Here’s how I would cover this story if I were still a journalist with NBC or CBS. I would try to channel Steve Jobs.

I never met Steve Jobs nor do I claim to know his thoughts, but I do promise these quotes are directly from Steve Jobs’ mouth. Their analysis – however – is from me, which means only time will reveal if these insights are true for you. For now, go along with the journey.

Steve Jobs: “I had just turned 30. And then I got fired. How can you get fired from a company you started?…What had been the focus of my entire adult life was gone, and it was devastating. I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.”
 
Mark Macias: Every entrepreneur, journalist, and businessman wants to be creative, but few know how to achieve it. Steve Jobs is the inventor of creativity, so let’s take his advice. Creativity is about losing yourself. When I was an Executive Producer with WNBC, I learned that power is an aphrodisiac and once you taste it, you never want anything else. That’s fine if you can sustain the habit, but fame and power are both fleeting. Sooner or later, it will escape your grip. Steve Jobs learned something at an early age that every person in power fears: Power constricts your creativity because you are so focused on the act of maintaining control. Creativity and control are juxtaposed. They don’t work together. As a man who gained and lost power, I can tell you when a person loses power, his ability to think becomes clearer and as your mind becomes clearer, the spirit of creativity is manifested.

Steve Jobs: “When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation…On the back cover of their final issue was a photograph of an early morning country road. Beneath it were the words: “Stay Hungry. Stay Foolish.” It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself.”

Mark Macias: So many of my friends worry about losing their jobs and it’s an understandable fear. But rather than fret about the unknown, let’s apply Steve Jobs’ advice – “Stay Hungry. Stay Foolish.” When we are hungry and foolish, we have nothing to lose and that’s how entrepreneurs succeed. When we have nothing to lose, we will take the gamble because we know inside, there is no place to go but up. When you’re hungry, you work harder to find food. When you’re foolish, fear disappears. The only thing I fear – right now – is the day when I lose this foolish fear of hunger pains.

Steve Jobs: “Death is very likely the single best invention of Life. It is Life’s change agent. It clears out the old to make way for the new…Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma, which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”

Mark Macias: Steve Jobs left behind a fortune worth billions of dollars. He could have done anything he wanted or traveled anywhere, met any person. Luckily, he grasped the big picture of life and that is, in my analysis: Life is just the first act, and as soon as you realize that, it suddenly gets fun. You don’t worry what people say or believe and as a businessman, journalist, or entrepreneur — you don’t follow others. My Dad always told me to create my own path. I didn’t understand that as a nine-year-old. I thought he was trying to tell me to get lost in his own polite way. Now, as an adult, I think he was telling me what Steve Jobs told us: Have the courage to follow your heart.

Macias PR was named the 2015 “PR Consultant Firm of the Year – USA” by Finance Monthly. The firm was founded by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. Macias is a weekly contributor with CNBC.com and author of the communications book, Beat the Press: Your Guide to Managing the Media, which has been featured in the NY Times, Fox Business, NY Post and others. Macias PR has run media campaigns for tech startups, financial groups, service providers, nonprofits and politicians.