Building a brand from scratch is never easy, but there are tactics and approaches you can take that will help scale your brand faster.
On the surface, most entrepreneurs naturally gravitate to large media outlets. They rightfully assume that getting coverage in a national publication will get their mission, services and products out there faster.
And while that is true, I’ve found there is often another overlooked group that many entrepreneurs purposely avoid.
I recently wrote an article for Entrepreneur, elaborating on why smaller media shouldn’t be overlooked. You can read that article by clicking here, but if you’re short on time, here’s an abridged version of the key points from my thought leadership.
I recently wrote a column for Entrepreneur Magazine on the importance of getting your publicist on your side. The editors must have liked the editorial because they published it behind their paid wall.
You can read the column here, but if you don’t have a subscription, I’ll share a little more on how to get the most out of your publicist. It’s something I not only face daily with my own team, but also experience first-hand from clients who want the best PR campaigns for their brands.
Here’s an abridged version of my Entrepreneur column on how to get the most out of your publicist.
It seems like there is new speculation everyday when it comes to media mergers. If you’re looking to get your brand in front of these media outlets, you really have to pay attention because it does impact the way publicists sell stories.
I recently wrote a story for Forbes on this topic, which you can read here. If you’re short on time, I’ll give you a quick summary.
This new alignment of media conglomerates has a huge impact on the overall news industry and the way publicists sell stories to reporters.
Back in 2003, I was Executive Producer with NBC at the time of the Telemundo acquisition. Many of my Hispanic colleagues said the new acquisition would create a stronger news force for our community.
We would have the power of NBC behind us — they said — giving us more journalists to pursue stories in our community. Sadly, I predicted it wouldnt work like that and today we can see the results. Emails for the Telemundo news department have been converted to nbcuni.com addresses. And the news desks in New York for NBC and Telemundo are combined into one desk.
News organizations need to turn a profit. And the larger organizations that have shareholders are even more beholden to the bottom line. Many business owners tell me why the media has a responsibility to do certain stories. And many times, I agree.
But capitalism ranks higher than journalism based on my media experience. If the news story doesn’t generate an audience, it’s unlikely to move forward.
This is one of the strategies behind our agency. We look for that commercial angle before we pitch any reporter.
If you want to learn more, you can read my Forbes article that gives you more background on this topic. I elaborate on what publicists need to do to stand out in this new world.
And if you’re short on time, you can catch many of our blogs and articles on our podcast, Always Fresh PR. You can listen on your favorite channel by clicking here. If you were subscribed, you could have listened to this story while commuting or doing errands on the go. It’s like me speaking directly in your ears by clicking here.
ABOUT MACIAS PR
Marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named him a PR Political Power Player in 2021.
Forbes recently reached out to me and 14 other entrepreneurs, asking for some insight on customer behavior trends. What are the big trends we anticipate this year?
There were some interesting predictions in the article, which you can read here. If you’re short on time, I’ll break down the trends that I think are most valuable in this article. I’ll start with my advice that I offered Forbes.
No one wants to believe you’re a bad client, but in business let’s be honest: strong personalities exist and will frequently clash.
And that’s okay. Be who you are, but when it comes to managing PR and outsourced agencies, be aware of the image it projects.
In my early entrepreneurial years, I didn’t factor personality conflicts into my budgets. When clients asked how I determined cost, I was transparent. We look at the resources and time needed to succeed and the complexity of the campaign. That still holds true.
But during COVID, a new variable factored into the budget formula: client relations.
If you’re a publicist or agency, these observations will help you better vet clients. And if you’re a client looking to hire the best PR or marketing consultants, perhaps a personal reflection might help you forge better partnerships.
Observation One: You Think the Work is Easy
Over the summer, I was speaking with the founder of a B2C startup who graduated from Wharton and spent some time inside the media as an associate producer. She approached us about launching her publicity campaign after a mutual acquaintance told her about my experience. The initial consultation started great, but alarm bells rang early.
PR can range from a few hundred dollars to thousands of dollars a month, depending on the size and complexity of your campaign. When breaking down the cost of PR for your business, it’s important to consider both the short- and long-term goals.
Do you want to attract new customers or increase visibility for your brand?
Short-term PR campaigns may involve paying for press releases distribution or pitching relevant newspapers, magazines, or online publications. Longer term strategies might include launching a social media marketing campaign, or creating content that is optimized for search engines.
So you’ve been invited to speak on cable TV, or maybe your local TV station. Now what? How do you prepare for the interview so you make the biggest impression with your potential customers or clients?
Let’s assume for the sake of this article that you already have your messaging down. You know what to say and are prepared for the questions. You’ve got the basics down.
Now it’s time to fine tune the overall image. As a former Executive Producer with NBC, I didn’t pay attention to every segment and observe how the guests fared in their appearance. The newscast was moving too fast, and I didn’t get to always observe the nuances in real time.
But it’s different today. CNBC and CNN are always on in our office, and when an interesting expert or topic pops up, I pay attention. I’ve started to get annoyed with a lot of behaviors that don’t work well on TV. And as a result, I train my clients to avoid these behaviors when getting interviewed on live TV.
Here’s a closer look at those behaviors that don’t work on TV, despite the common perspective that it’s the right thing to do.
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 Agencies based on our results.
Over the years, MACIAS PR has launched publicity, media and branding campaigns for companies from all industries. We’ve worked with boot-strapped startups as well as established international brands, securing publicity with the most influential news publications. We have client case studies in several industries, detailing these campaigns.
Our clients always work with an experienced media strategist. We don’t pawn you off to a junior account executive. And as a boutique PR firm, our communications process is streamlined, while our execution is hyper-focused.
PR Awards – Earned by MACIAS PR
Marketing peers named MACIAS PR the Strategic PR Firm of the Year from 2017-2021. As part of the selection process, marketing and PR professionals reviewed media campaigns promoted by our agency.
Finance Monthly also named MACIAS PR the 2015-2017 Financial PR Firm of the Year. And in 2021, City & State Magazine named our founder, Mark Macias, a Top 50 Political PR Power player in New York.