By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
Over the years, I’ve heard the same line from business owners: “I can do my own PR. I know my story better than anyone.” And you know what? They’re right — up to a point.
If you’re willing to learn how newsrooms work, understand the difference between marketing and media messaging, and put in the hours researching reporters and media outlets – yes, you can do your own PR. But here’s the bigger question: should you?
After decades in news — including my time as an Executive Producer with NBC and CBS — and more than 15 years running my own PR agency, I can tell you that doing your own PR comes with hidden costs most people don’t see coming. Let me break down four biggest ones.
1️⃣ PR Steals Time Away From Running Your Business
If you’re a founder or executive, every hour you spend chasing reporters is an hour you’re not closing deals, developing products, or serving customers. Media outreach is time-intensive. You’re not just writing emails — you’re researching journalists, tailoring pitches, following up, fielding questions, and making yourself available on their schedule, not yours. And that’s before you even get the journalist on the phone.
I’ve watched so many entrepreneurs burn weeks chasing one story that never materializes, all while their competitors gain market share. Your business needs your focus more than your PR does.
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