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.
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.
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.
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.
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.
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?
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.
I spoke with a potential client from a family office yesterday and he asked me about videos. Do I think they are helpful? How do we leverage videos for more exposure? How can videos help his brand?
Google doesn’t reveal much about its search algorithms, but it does admit websites with videos get higher priority with their search engine. So how do you leverage videos into content that other news sites will pick up?
MACIAS PR frequently organizes panels and events for our clients in finance, healthcare and tech. In the video below, you can see a hedge fund panel that MACIAS PR hosted for fund managers and service providers. But others who didn’t attend that hedge fund forum also got to see and hear this panel after a hedge fund site published these videos.
Over the holidays, I was fortunate enough to travel with my wife to Hong Kong, Thailand and Singapore. New York City is a great place to work and live. As a media strategist, we’re in the center of it all. However, it’s important to get perspective from around the globe on what is truly important in life.
Yes, MACIAS PR understands the importance of publicity for our clients. If we don’t secure media placements and publicity for our clients, our entire team understands the ramifications.
But success is not always as easy to define in life, especially in the rat-race of Manhattan. There is always a larger PR firm around the corner that can eat you up. And, there will always be a younger, ambitious journalist who decides he can make a better path for life by pivoting to PR.
Which brings me to the caption at the top of this blog. When it comes to successful PR campaigns in technology, healthcare or nonprofits, the best PR campaigns put people first.