Best PR Agencies Dive Deeper to Find Stories for Earned Media Coverage

Posted on August 23, 2026 by Mark Macias

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

A company can have dozens of untold stories hiding inside its business and still struggle to earn meaningful media coverage. The best PR agencies dive deeper to uncover these stories for the media.

This approach is at the root of MACIAS PR. We launch every campaign with a deep dive on the business. We ask targeted questions around data, leadership, customers, competitors and market environment. And we find the news cycle and reporter to attach to these angles. Our philosophy is simple: the strongest PR stories are frequently below the surface.

What Does It Mean to Dig Deeper in PR?

Going deeper in public relations means examining a company through the eyes of an editor rather than through the eyes of its marketing department. A CEO might be focused on a product feature that took a year to develop. An editor could find something completely different more compelling: customer behavior revealed by the product, a regulatory shift affecting the market, an unexpected data point, or an industry problem the company is uniquely positioned to explain.

Finding that distinction requires investigation.

At MACIAS PR, the initial work involves understanding where the company possesses information, expertise or access that journalists don’t already have. That can involve conversations with executives, reviewing internal data, studying competitors, examining industry developments and identifying changes in the broader news cycle.

The objective isn’t to manufacture a story. It’s to uncover the one that already exists.

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Why Scrappy PR Agencies Often Find Better Media Opportunities

Posted on August 19, 2026 by Mark Macias

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

PR and media campaigns rarely unfold exactly as planned.

A reporter who expressed interest can get pulled into breaking news. A product launch that appears important internally may not generate enough news value for a national publication. An editor may like the subject but reject the original angle. Sometimes a company simply doesn’t have an obvious announcement to pitch.

These situations are where PR strategy, creativity and experience become important.

At MACIAS PR, we describe this approach as being scrappy. That doesn’t mean cutting corners or sending more pitches. In public relations, being scrappy means understanding the objective, recognizing when an approach isn’t working and finding another credible route to media coverage.

My experience as an Executive Producer with NBC taught me that journalists aren’t evaluating how much work went into a PR campaign. They are evaluating the story in front of them. Does it reveal something new? Is it timely? Does it affect their audience? Is there credible evidence supporting it?

Successful media relations requires answering those questions—even when the original PR plan doesn’t.

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PR Case Study: Burke Rehabilitation Hospital

Posted on March 25, 2025 by Mark Macias

Case Study: Securing Media Coverage for Burke Rehabilitation Hospital

Burke Rehabilitation Hospital, one of the nation’s oldest and most respected rehabilitation centers, is located in Westchester County, just outside New York City. Despite its stellar reputation, securing media coverage for hospitals beyond the city limits has historically been a challenge. During my tenure as Executive Producer at NBC, I witnessed this firsthand—newsrooms often prioritize stories that are easier to access, opting to interview experts within a short commute rather than traveling over an hour for a story.

With media budgets tightening and travel constraints increasing, this geographic bias made it even harder for hospitals like Burke to gain visibility. That’s where MACIAS PR stepped in.

A Strategic Media Approach

MACIAS PR led a proactive media campaign for Burke, leveraging our enterprise-driven strategy to secure high-profile coverage. Our approach resulted in features in ABC, Fox, Channel 11, Metro New York, and The Wall Street Journal—outlets that might not have otherwise considered a rehabilitation hospital outside of NYC.

Our strategy was built around identifying and amplifying Burke’s unique strengths. We focused on their groundbreaking research, clinical trials, and compelling human-interest stories that stood out in a crowded media landscape. One of our most successful campaigns centered on a video game developed by Burke researchers to aid stroke recovery, capturing the media’s attention with its innovative approach to rehabilitation.

Beyond traditional hospital coverage, we also positioned Burke’s health club as an exclusive fitness center for individuals over 40, attracting new clients by tapping into a niche health and wellness market.

Results-Driven PR

By crafting compelling narratives and leveraging insider media expertise, MACIAS PR ensured Burke’s expertise reached a wider audience. Click here for a more detailed look at our media coverage.

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If you’re looking to elevate your organization’s media presence, contact MACIAS PR today for a customized PR estimate or to schedule a consultation.

About MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. Message us if you’d like to get a customized strategy.