Tag: best pr agencies for ceos

Why One Media Placement Isn’t a PR Strategy

Posted on by Mark Macias

By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer

Is it worth hiring a PR agency for just one media placement? This is a real question we got from a business today: “I’m looking for help getting our founder one credible TV interview. Do you take on fixed-scope, one-off broadcast projects?”

The value of public relations isn’t simply appearing on television. It’s what happens when credible media coverage begins establishing a pattern around your company, founder or expertise.

One interview can certainly be valuable. It can introduce an executive to a new audience and give the company an important piece of third-party credibility. But by itself, it doesn’t build a brand.

Brands are built through repetition and association. You want journalists, customers, investors and eventually search engines and AI platforms to repeatedly encounter your company in credible contexts.

Maybe a CEO first appears in a trade publication discussing an industry shift. A few weeks later, a national reporter interviews the executive about breaking news. Another outlet cites the company’s proprietary data. Eventually, a television producer sees that body of coverage and recognizes the CEO as someone who has already contributed intelligently to the conversation.

Each placement reinforces the others. That is very different from saying, We need one TV interview. Who can get it for us?

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How PR Makes CEOs and Executives More Interesting

Posted on by Mark Macias

By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer

There’s a joke in public relations: behind every interesting person is probably a good publicist. The joke works because there’s some truth behind it.

Most successful CEOs have accumulated interesting experiences, industry knowledge and opinions. It’s partially what they learned and saw along the way. But having interesting things to say doesn’t automatically make an executive interesting to journalists.

The difference is often positioning.

At MACIAS PR, much of our work involves identifying the expertise, experiences and insights inside a company that can be developed into credible media stories. The objective isn’t to manufacture an interesting executive. It’s to recognize what is already interesting and position the executive in a way journalists understand.

What Makes a CEO Interesting to Reporters?

Tech CEO tells a reporter what you do but it doesn’t explain why you belong in a story.

Journalists generally become more interested when an executive can bring context to a story or issue. The insight might revolve around data trends or firsthand knowledge of an emerging trend. Whatever the unique perspective is – this is where media positioning begins.

During my years as an Executive Producer with NBC and CBS in New York, I evaluated stories and experts from the newsroom side. I saw plenty of accomplished people with impressive credentials who weren’t necessarily right for a story.

The executives who stood out usually brought something more than a résumé. They brought perspective. And I’m not talking about boring stats or history lessons. Context is needed for stories.

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