Tag: best healthcare pr firms nyc

Why Generic PR Advice Usually Fails

Posted on by Mark Macias

Why do so many PR campaigns fail with the media? It’s very likely the strategy is off and a generic PR approach from a previous campaign was applied.

By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer

One of the biggest misconceptions people have about PR is the belief that media campaigns operate like a generic transaction. 

Build a large enough media list, send enough emails, follow the right “formula,” and eventually coverage will hit. It doesn’t work like that. And unfortunately, it’s not just founders and CMOs that believe PR is as simple as that.

A few weeks ago, I received an email from an international agency asking for PR support with their client. The agency has a strong roster of international clients and corporations. On the surface, I thought this group understood the complexities of PR and the nuance of messaging.

And then I got an email from the account supervisor. She said the client wanted to hear more specifics on the actual deliverables. “For example: How many articles/features would be included? What type of TV placements? Podcast interviews? Estimated timelines? Any guaranteed deliverables?”

But here’s the kicker: she didn’t share any details about the client, their goals from PR, their timeframe, their targeted audience, etc. She treated the campaign like it was another generic PR campaign. 

They were asking for a media outcome before defining the actual media challenge. And honestly, that exchange perfectly explains why so many generic PR approaches fail.

Maybe this account executive was young but she should have told the client there is no such thing as guaranteed media coverage. You can’t buy a story on CNBC or the Wall Street Journal. Yes, you can buy an ad, but that’s not the same thing as earned coverage. 

(You can read more about the differences of PR and advertising by clicking here).

Continue reading “Why Generic PR Advice Usually Fails” →

Inside a Reporter’s Mind — And How Smart Publicists Deal with It

Posted on by Mark Macias

How do you deal with reporters who don’t seem organized? There is a formula behind their thought process, and once you understand it, you will have more success in dealing with them.

By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer

Over the years, many publicists have asked me a similar question about the mindset of reporters.

The question is usually framed carefully – as if they don’t want to offend – but the overall premise is clear: “Why do so many reporters seem scatterbrained?”

I’ve observed it myself both inside the newsrooms of NBC, CBS, American Journal. I’ve also listened to smart reporters with intellectual media outlets jump between topics; forget a detail or seem slightly disorganized.

At first glance, it can feel chaotic, but there’s actually a reason for it. And once you understand it, working with reporters becomes much easier.

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The Two Words You Never Want to Say to a Reporter

Posted on by Mark Macias

There are two words you never want say to a reporter. It has the potential to completely erase everything you say to a reporter, and remove your name and brand from the story.

By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer

In media relations, two simple words can quickly sabotage an otherwise great interview.

Those words are: “on background.”

The intention or desire for the phrase is understandable. CEOs and founders carry real responsibility. Their words can move markets, influence investors, shape reputations. No one wants to be misquoted or have a phrase taken out of context.

But when you tell a reporter something is “on background,” you’re also saying they can’t quote you. They can use the information for their story, but they can’t directly attribute the expertise directly to you. And if a reporter can’t quote you, you’re losing any opportunity to share your expertise on a larger scale.

Why “On Background” Works Against You

Most executives want two outcomes from media coverage:

  1. They want to share insight that adds value to the story.
  2. They want their expertise attributed to them or their company.

When information is shared on background, the journalist may still use the insight—but it will likely appear as something like:

“according to sources familiar with the industry…”

That means your insight helps shape the story, but your name disappears from it. For companies trying to build authority, credibility, or investor awareness, that’s a missed opportunity.

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MACIAS PR Named Among Best Tech and Healthcare PR Agencies

Posted on by Mark Macias

                      

MACIAS PR was founded in 2009 by a former Executive Producer with NBC and Senior Producer with CBS in New York. Journalists and marketing peers consistently rank MACIAS PR as one of the best PR healthcare and tech agencies. City & State Magazine named Mark Macias a Top Political PR Power Player in New York in 2022 and 2024.

We help founders and brands tell stories that get noticed by the media. Our strategy is based on years inside NBC & CBS newsrooms where editorial judgment, timing and credibility are the currency for success.

At MACIAS PR, we turn complex brands into compelling media narratives that secure national headlines, elevate thought leadership, and drive real business outcomes. Links to client case studies for media deliverables are below.

Prominent Clients across Industries

  • Healthcare and Wellness
    • Noom, WellRX, Meru Health, Lifesum, Columbia University Medical Center, Kilo Health, Burke Hospital
  • Consumer Tech
    • Plenty of Fish, Welt, Abby Connect
  • Bootstrapped Startups
    • MDAcne, TopPatch (Cyber Security)
  • Publicly Traded Companies
    • Mawson Infrastructure (NASDAQ), Unusual Machines (NYSE), Banle International (NYSE)
  • Finance
    • Provident Loan Society, Sag Harbor Advisors, Sansar Capital
  • Politics
    • Former UN Executive Secretary on Climate Patricia Espinosa, Rep. Norma Torres (LA)

Our media campaigns helped these brands raise tens of millions of dollars with investors, while improving their name recognition with customers. Click here to review our case studies.

All of our clients always work with an experienced media strategist – regardless of size. And as a boutique PR consulting agency, our communications process is always streamlined, while our execution is hyper-focused.

PR Awards – Earned by MACIAS PR

City & State Magazine named Mark Macias a Top Political PR Power player in New York. Marketing peers have consistently recognized MACIAS PR for Strategic PR Firm of the Year from 2017-2021. Finance Monthly named our agency the 2015-2017 Financial PR Firm of the Year.

MACIAS PR has run B2B and B2C media and branding campaigns in healthcare, tech startups, financial services, asset management, nonprofits and service sector industries.

Message Mark at the bottom of this screen (green button on the right) if you would like to schedule a call. You can also get a free PR estimate by clicking here.

What Mick Jagger’s Letter to Andy Warhol Can Teach CEOs About Managing Creativity

Posted on by Mark Macias

By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer

When Mick Jagger hired Andy Warhol to design an album cover, he sent him a now-famous letter. Jagger didn’t dictate the design or micromanage the process. Instead, he gave Warhol full creative freedom.

That simple letter offers a powerful lesson for CEOs, CMOs, and entrepreneurs: if you want bold, breakthrough results from creative talent, you must give them space to create.

Most people know Andy Warhol was eccentric and unpredictable. He wasn’t “easy” to work with—but he was brilliant. He elevated his art through both vision and publicity, turning each project into a masterpiece. That freedom was the foundation of his success.

What This Means for PR Strategy

Over the years at MACIAS PR, I’ve worked with CEOs, CMOs, entrepreneurs, and marketing teams of all sizes. The companies that achieved the best media results were the ones that trusted our expertise and let our creative strategies unfold.

The opposite was also true. Clients who micromanaged, second-guessed, or assumed they knew the media landscape better than us rarely saw the same results. In PR, as in art, creativity thrives when leaders create the conditions for it—not when they restrict it.

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Why Seconds Matter when Pitching Reporters

Posted on by Mark Macias

By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer

Why Newsroom Experience Gives MACIAS PR a Competitive Edge

In the newsroom, you have seconds to sell a story. If you can’t identify the narrative, deliver a strong angle, and communicate it clearly in under 30 seconds, your pitch typically fails. That’s the reality — and why MACIAS PR has an advantage.

Before I launched MACIAS PR in 2009, I spent years inside morning news meetings at both the local and national levels. These fast-paced newsrooms are where stories are decided — and often killed — in minutes, or even seconds.

Morning news meetings are tough. Producers question every angle, trying to find weaknesses before a story is even fleshed out. In the more competitive environments, journalists try to find holes in the angle to one-up you.

I pitched story ideas at The Arizona Republic and Channel 3 in Phoenix. In New York, it was the same approach for the nationally syndicated American Journal. Later in my career, I approved stories from publicists, reporters and producers as the Executive Producer with NBC, and Senior Producer at CBS.

This insider experience still drives how we pitch stories to reporters today. I leverage my time as an Executive Producer to identify the unique enterprise angle that will get your brand into the conversation.

Continue reading “Why Seconds Matter when Pitching Reporters” →

Yes – You Can Do Your Own PR — But Probably Shouldn’t

Posted on by Mark Macias

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.

Continue reading “Yes – You Can Do Your Own PR — But Probably Shouldn’t” →

East Coast vs. West Coast PR Firms: Does Location Still Matter?

Posted on by Mark Macias

By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer

If you’re deciding between hiring a PR firm in San Francisco or New York, you might be wondering—does geography still matter in today’s remote-first world?

The short answer is: yes, time zone matters more than ever—especially if you’re targeting national media outlets. While great PR firms can pitch from anywhere, there are strategic advantages to working with a publicist on East Coast time.

📍 Why NYC-Based PR Firms Have a Time Zone Advantage

Let’s break it down. Most major national media outlets—NBC, CBS, CNN, Forbes, The New York Times, Bloomberg, and ABC—are headquartered on the East Coast. And their editorial schedules follow East Coast hours. Even though CNN is in Atlanta and Forbes is in New Jersey, reporters all still work under EST deadlines.

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How the Current News Cycle Generates Media Opportunities

Posted on by Mark Macias

The current news cycle and Trump administration are creating many opportunities for media coverage. And it doesn’t really matter which side of the political spectrum you reside. There are media opportunities for many organizations.

Maybe you have expertise in DEI? Or you’re a retailer impacted by tariffs. The editorial angles are fairly transparent if you’re in AI or utilize Chat GPT with the recent developments from DeepSeek. Even aviation has timely components following the tragic recent air tragedies. I probably don’t have to lay out the tariff angles if you’re in retail, but just know you don’t have to be an Amazon or GM to explain how tariffs will impact your business model or pricing structure.

Media Example around Timely Angle

I was just watching CNBC, Fox News and CNN; every cable channel had a thought-provoking discussion around DEI – proving there is a voice for everyone. A few years ago, I worked with a nonprofit that had a strong DEI presence. I can’t help but think of all the news opportunities their PR team is missing right now. Do we really exist if we aren’t making an impact?

I’ve been working with a finance client for a couple of months and we just secured an interview with Politico – around the Trump administration’s temporary halt on aid. I won’t go into their media strategy but this company isn’t a political or nonprofit organization. They’re all about financing – yet we found a way to integrate their story into the Trump administration’s policy changes.

Here’s the PR Takeway.

What do all of these different news topics have in common? They are hard news timely angles. And with all media angles, a window is only a timed opportunity. If the window closes, or you pitch your story too late, you lose the opportunity for brand acceleration. A timely angle has a short shelf life – though I am predicting the Trump administration will provide new opportunities for media coverage in 2025.

If your organization wants to elevate its brand, put a little pressure right now on your PR agency or publicist. Ask them – what are you doing to get me into this timely news narrative? If you need help, reach out to me. I can give you an editorial strategy that leads to top tier media coverage for your company. Just remember – not every business can benefit from this media strategy, but if you’re in the industries I described, you should be all over this. #alwaysfreshpr #dei #ai #tech #deepseek #chatgpt #nonprofits #tariffs

About MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. Message us if you’d like to get a customized strategy.

Client Case Study – Burke Rehabilitation Hospital

Posted on by Mark Macias

Burke Rehabilitation Hospital is one of the country’s oldest rehabilitation centers, located in Westchester County outside of New York City. Despite its pristine reputation, getting coverage for hospitals like Burke outside of New York City has historically been difficult. I saw this first-hand during my time as Executive Producer with NBC when I approved story ideas from our health and medical producers and reporters.

Few producers want to travel more than an hour away for a story when they can just as easily interview a physician or medical expert who is only 20 minutes away. This journalism approach makes it harder for health care organizations located outside of NYC to get media coverage. And in today’s world where budgets are getting squeezed, time and travel becomes an even bigger obstacle.

Media Coverage for Rehabilitation Hospital

MACIAS PR led the media campaign for Burke Hospital and our enterprise approach led to prominent media coverage. ABC, Fox, Channel 11, Metro New York and the Wall Street Journal are a few of those media outlets. Our strategy identified angles that were unique for Burke, in essence, forcing journalists to interview the health leaders at Burke.

Our media strategy focused on their internal research, clinical trials and unconventional stories. One successful campaign revolved around a video game developed by Burke researchers to help patients recover from strokes. MACIAS PR also brought new clients to their health club by framing it as an exclusive gym for people over the age of 40.

You can see a more detailed account of our media coverage by clicking here. If you’d like to hear how MACIAS PR can help your organization, you can get a PR estimate by clicking here. Or we can schedule a call.

Client-Case-Study-Burke-Rehabilitation-Hospital-MACIAS-PR-Client-Case-StudyDownload

ABOUT MACIAS PR

Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. 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’s a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice. City & State Magazine named him a 2024 top Political PR Player in New York.