What Media Deliverables can you Expect?

By Mark Macias

I conversed recently with a health tech startup out of Eastern Europe, looking for PR. Following our conversation, the company asked a straight-forward question via email: What kind of media deliverables can we expect?

Many PR firms promise the world during the sell, but fail to deliver once the contract is signed. I know this because I continually hear from potential clients on how they got burned by their last PR firm.

So how can you protect your business and brand to ensure you get the most exposure and best coverage?

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Get your Brand into the Conversation – Example

By Mark Macias

How do you get clients talking about your brand, product or service? Water cooler material is one approach that MACIAS PR continually leverages with our media campaigns.

Today is one of the hottest days of  summer – so what are people likely talking about? My guess is the weather. Here’s how we positioned our digital health client on CBS 2 and a popular health news site by creating water cooler material.

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Best PR People are Story Tellers – First

 

By Mark Macias

What’s the best trait you should look for when hiring a PR firm? Do you think it’s contacts? Maybe location? What about the number of people devoted to your account?

Based on my career with NBC, CBS and owning a PR firm, I’d say it is none of those qualities. The most critical factor that leads to media placements – inside and outside the media – is story ideas.

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5 PR Mistakes Airbnb Continues to Make with the Media

By Mark Macias

Disruption doesn’t just come from technology. It also comes from lawmakers who introduce new laws that restrict or hinder your business. Airbnb is facing this disruption from municipalities across the country and it’s a lesson all entrepreneurs should heed.

I recently wrote an article for Luxury Daily on the 5 PR mistakes Airbnb is making. (You can read article here)

Airbnb may be a disruptor but when it comes to this branding and PR campaign against the hotel trade industry, it is failing like a poorly managed tech startup. Here are 5 of the mistakes I outlined in the Luxury Daily article.

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Networking with Reporters – Meet the Press

By Mark Macias

I just got an email to “Meet the press, face to face, for three hours and demo the latest in tech, consumer or lifestyle products. It’s that easy.” The email continued, “Nearly 350 media attended our most recent NYC holiday event. Yes, 350.”

Oh, PR people make everything sound so easy.

Here’s a better question putting that into perspective. When you attend networking events and meet more than 100 people throughout the event, how many do you actually remember? If your memory is like most people, you probably only connect to 15 people. And as the conference goes by, you’re even less likely to remember who made an impression.

It’s no different with the media. During my time with NBC and CBS, I went to expos and trade shows. People would throw their business cards at me, hoping this one personal connection would lead to publicity. Sorry to break the news, but it doesn’t.

Here’s a better way to get the media interested in your story.

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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.

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PR is like a River when it comes to Consistent Media Placements

By Mark Macias

A consistent and successful media campaign is like a river. It must continually move and replenish itself with new ideas. A fast-moving river lures you in with its sound, smell and eyes – and essentially appeals to your senses.

The best PR campaigns must also appeal to those same sensories.

Duration builds relationships with clients, but when it comes to media campaigns, time can frequently make campaigns more challenging.

How do you continually find that next big idea for the media interested? This is when brainstorming and curiosity become a major factor.

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How to Get your Brand into the TV Conversation – Analysis

By Mark Macias

The best PR firms continually brainstorm on the most creative angles for news stories. We do it for clients and we do it for our own PR firm.

I was recently on the PIX 11 Morning Show in NYC, promoting a mobile app that MACIAS PR created for consumers. Our mobile app, Blush No More, gets consumers into the conversation when they run out of things to say. (You can watch the video below). What happens when you run out of things to say at that cocktail party or networking event? You turn to Blush No More for conversation topics that keep the conversation moving forward.

For MACIAS PR, this app provided our firm with a new narrative that got us on local TV in several markets. Our campaign also led to prominent international news placements with Yahoo China, GQ in Germany, The Daily Mail in the UK and others.

So how does this international, national and local coverage help MACIAS PR?

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Week in the Life of PR – Our Media Placements

by Mark Macias

I run a business, so I understand the pressures of your business. Publicity is likely a crucial component of your business growth, and the entire MACIAS PR takes that responsibility to heart.

As I tell our team, our clients are relying on us to get the message out. Just like our business has to grow, we need to help their business grow.

MACIAS PR publishes quarterly media reports that detail the publicity we continually secure for our clients. I do that because I want to be transparent with all potential clients.

PR firms frequently get a bad rap of operating under a cloud of mystique. It’s not like that with MACIAS PR. We put our record out there for everyone to see and scrutinize.

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Client in the Sunday New York Post

By Mark Macias

The New York Post is one of the most influential newspapers in New York City. It traditionally sets the agenda for local news.

During my time with CBS and NBC in New York, the New York Post was the newspaper read in the morning meetings. Yes, producers and reporters read the New York Times, Daily News, Newsday, Wall Street Journal. But in the morning meeting, they mostly discussed stories in the New York Post.

A few months ago, I discussed a story with a formal colleague at CBS. She quickly asked me, “has it been in the Post? You know these people. They won’t like the story unless it’s been in the Post.” Continue reading “Client in the Sunday New York Post”