I frequently media train CEOs and founders of companies on how to deliver their message to reporters. One mistake many CEOs make with reporters is not what they say – but what they don’t say.
When you speak with reporters, it’s your job to sell your company or service. If you don’t tell a reporter what is great about your product, they’ll never know.
You might think reporters already know that your product won an industry award. Or maybe you’ll assume that the reporter read your Wikipedia page and learned about your experience. It’s possible, but do you want to leave your selling point to chance?
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?
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.
People Magazine is one of the most influential magazines in the USA. When you’re in the grocery store, you can’t help but pick up the publication and skim the stories on your favorite celebrities.
Earlier this month, our digital health client was in the magazine under their “We Tried It” section. I actually got the idea of reaching out to the “We Tried It” editor after reading a magazine at my mother-in-law’s house. She’s subscribed to the magazine and as timing would have it, I saw a section that was perfect for my client.
It’s one thing to observe Manhattan from a safe distance; it’s another thing to experience the energy and vitality of this City when you’re in the middle of the storm.
Today, a late afternoon spring storm hit Manhattan and you could feel the gush of life on every street corner. The above photo was taken from across the river in New Jersey.
There are many great cities in our awesome country. Los Angeles, Miami, Denver, Phoenix, Seattle, San Diego, Washington, DC, New Orleans, Houston. My PR firm has run media campaigns in all of those cities. Every new city is a fun adventure.
But New York City is special from a media perspective. If you walk in Midtown during the day, you can feel the bustle and energy in the air. Stand outside Fox News or NBC News and you might see a famous news anchor, or even Jimmy Fallon of The Tonight Show.
New York, New York, April 16, 2018 (Newswire) –The top tech and healthcare PR firm – MACIAS PR – has released its quarterly media report, detailing the coverage it secured for clients from January to March 2018.
Throughout the first quarter, MACIAS PR secured publicity for its clients with local and national newspapers, online news sites and TV stations in Washington, DC, New York, Arizona and New Jersey.
ABC 7 in Washington, DC ran a story on the flu epidemic and turned to its health tech client for advice on how consumers can save money on prescriptions. MACIAS PR also placed a TV segment for that client that appeared onKGUN 9 in Tucson.
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?