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.

Forbes Advice – Approaching Journalists Based on their Experience

By Mark Macias

Before I introduce my clients to a reporter, I always try to research the journalist’s background to get a better idea of their experience. It reveals more insight for my communication style with them.

I recently wrote an editorial for Forbes: How To Approach Reporters Based On Their Experience. It outlines how to approach these different reporters based on their experience. Here’s a condensed version of that thought leadership that was published by Forbes.

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New Survey – What Motivates Consumers to Buy

The online survey was conducted July 15-16th, and involved more than 2,000 Americans who answered questions detailing the best approach to get them to buy new products.

A staggering 70 percent of survey participants said TV commercials no longer influence them to buy products. Roughly 45 percent said positive online consumer reviews and positive stories on the news influence them the most when it comes to buying a new product or service.

The CEO of MACIAS PR, Mark Macias, said his agency conducted the survey to gain better insight on where consumers are paying attention.

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2-Year Research – Obstacles Women of Color Face Pursuing Tech Careers

By Mark Macias

Here’s an example of a press release that puts 2 years of research into context. The story was covered by multiple media outlets.

The report supported by the Citi Foundation, Breaking Through, Rising Up: Strategies for Propelling Women of Color in Technology, interviewed and surveyed more than 1,000 tech executives, board advisors and NPower alumni to quantify and qualify how the tech industry views women of color and the barriers women face.

The data driven report highlights the challenges and opportunities that emerge from investing in women of color from low-to-moderate income communities. It also sheds new light on the industry fact that less than 10 percent of all tech professionals are women of color. Continue reading “2-Year Research – Obstacles Women of Color Face Pursuing Tech Careers”

How to Maintain Your Leadership Position – Forbes Editorial

By Mark Macias

I recently wrote a story for Forbes on how to maintain your leadership in business. Your business might be in front now, but any event or disruptor can change your position quickly.

My editorial contains three mantras for maintaining your leadership position.  The insight is based on my time working closely with industry leaders, as well startups striving to become leaders in their space. You can read more of my thought leadership in Forbes by clicking here.

Disruption doesn’t happen overnight.

There’s a cliche in business that disruption can happen overnight. I don’t see it that way. Yes, a new technology can disrupt a business model after it’s introduced and adopted, but that doesn’t take into account the lead-up to developing the technology and time for market penetration. This is why I don’t suggest looking at your competitors when it comes to identifying potential threats to your leadership position. Instead, look toward the hungry startups that are underground right now.

Don’t have a backup plan to failing.

In business, we always need a back-up plan to our back-up plan. It’s a fact of life. But that’s different from having a backup plan to closing the doors for good. Most budding entrepreneurs confront this at some time in their life. I, too, did it in the early years of this PR firm. From my perspective, creativity and ingenuity helped my firm develop (what I believe) is a more efficient and effective business model for PR. I knew there was no backup plan to closing the doors.

Make sure you and your team are happy and healthy.

The entrepreneurial life can be lonely and exhausting. It’s not easy to prioritize your wellness and stay smiling when you’re seeing a spreadsheet that shows red.

I’ve also noticed how these entrepreneurs considered their health and well-being a priority. That’s not always easy when you’re living on the road or working late. Yet somehow, every one of these entrepreneurs found the will and the time to stay healthy and even motivate others.

About MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. The top tech and healthcare PR firm uses strategies that stem from his background inside the media.

What to Look for When Hiring a Publicist – Forbes Advice

By Mark Macias

I recently wrote a thought leadership editorial for Forbes on what you should look for when hiring a publicist. The advice was based from my time as an Executive Producer with NBC and Senior Producer with CBS when publicists pitched me stories all the time. I got to see up close how most publicists don’t understand how the the media works.

You can the read that thought leadership in Forbes by clicking here. If you’re short on time, here’s an excerpt from that editorial.

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Thought Leadership in Forbes – What Houdini Teaches us about Selling

By Mark Macias

One of the most exciting parts of my work is getting to learn from experienced entrepreneurs and CEOs from all walks of life, and from different industries. It’s given me a unique opportunity to observe thought-leadership up close. This entrepreneurial experience also gives your company an advantage because it helps us craft successful media campaigns that are designed to drive new business.

We don’t push stories for the sake of pushing stories. MACIAS PR identifies story angles that will continually push your product or service in front of the right desired customer.

I recently wrote an article in Forbes – What the Great Houdini can Teach Us about Selling.

I tell readers in this article if you want to learn how to get publicity for your business, put away those MBA case studies and read up on Houdini. Throughout my time working with entrepreneurs, startups and CEOs, I’ve seen how Houdini can teach us all about getting our brand out there.

Here’s an abridged version of what I wrote in that Forbes article.

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Creative Tactics that Andy Warhol applied in Publicity

By Mark Macias

My first article in Forbes was published last week, and I think it gives you great insight on my firm’s approach and strategy to business.

Andy Warhol might have been a great artist, but he was also a brilliant publicist at the root. He knew how to sell concepts and create buzz with the media. Even more impressive, Warhol did this at a time before we had the tech platforms that we have today. There was no Instagram or Twitter to share his story.

In my Forbes story, I break down four publicity tactics that Warhol used to generate coverage. It’s an approach that MACIAS PR uses today. You can read the story here, but here are the four takeaways I reveal in this story.

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MACIAS PR – 10 Year Anniversary Getting Clients on the News

The tech and healthcare public relations firm, MACIAS PR, is celebrating 10 years of business, growing from a boot-strapped agency into an award-winning full-service public relations firm.

Over the last ten years, MACIAS PR has led media and branding campaigns for clients in technology, healthcare/digital health, finance, politics and the nonprofit sectors. Their clients have ranged from boot-strapped startups with no messaging in place to established companies with international brand recognition.

In 2015, MACIAS PR won its first industry award when Finance Monthly named MACIAS PR the PR Consultant Firm of the Year; In 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year based on the firm’s media deliverables and expertise; And in 2017 and 2018, marketing peers named MACIAS PR the Strategic PR Firm of the Year, awarding it the ACQ5 Global Award in public relations.

The founder, Mark Macias, started the firm after an extensive career with NBC, CBS, American Journal, KTVK and The Arizona Republic. He was Executive Producer with NBC, Senior Producer with CBS in New York, and Investigative Producer with the nationally syndicated TV program, American Journal. Macias started his journalism career with the Arizona Republic and KTVK-TV 3 in Phoenix. He’s also the author of the business book, Beat the Press: Your Guide to Managing the Media, and a contributor with CNBC.

“Potential clients and competitors always try to figure out how we succeed on such a large scale,” said Macias. “Journalism is at the root of our strategy. Our firm continues to dig deeper, searching for the best angles to position our clients in the news. We won’t promote fluff or engage in hyperbole. Instead, we look at the timely news cycle and find ways to position our clients in it.”

Macias credits that editorial approach with helping his firm secure prominent media placements with the NBC Today Show, Good Morning America, USA Today, Wall Street Journal, CNBC, New York Times, Bloomberg and others.

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How Top Tech PR Firms Help Reach Targeted Audience

It’s great to have a product or service that is for the masses, but when it comes to the media, your campaign will be more successful if you narrow down the target. The more targeted a media campaign, the better ROI it will bring to your business.

Just recently, we secured a profile story on our Congressional client on People en Español. This wasn’t just any media placement with the Spanish media – it was one that was extremely targeted and strategic on our end.

Our Congressional client wanted to reach the Latinx community so that she could introduce her brand to them. This is why we created a unique profile story on her and reached out to reporters with the largest Spanish readership in the US  – People en Español  – which reaches 7.1 million Latinx readers every month. 

This media placement is a perfect example of how our team works to secure targeted press coverage. We consistently introduce our clients to the public, getting their story told to the consumers they specifically want to reach. 

Even though our stories vary by industry, we never push promotional material to reporters. It’s a critical differentiator that separates MACIAS PR from other PR firms. We only sell the news story that positions our client in the center of it. 

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