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 Generic PR Advice Usually Fails

Posted on May 18, 2026 by Mark Macias

Why do so many PR campaigns fail with the media? It’s very likely the strategy is off and a generic PR approach from a previous campaign was applied.

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

One of the biggest misconceptions people have about PR is the belief that media campaigns operate like a generic transaction.

Build a large enough media list, send enough emails, follow the right “formula,” and eventually coverage will hit. It doesn’t work like that. And unfortunately, it’s not just founders and CMOs that believe PR is as simple as that.

A few weeks ago, I received an email from an international agency asking for PR support with their client. The agency has a strong roster of international clients and corporations. On the surface, I thought this group understood the complexities of PR and the nuance of messaging.

And then I got an email from the account supervisor. She said the client wanted to hear more specifics on the actual deliverables. “For example: How many articles/features would be included? What type of TV placements? Podcast interviews? Estimated timelines? Any guaranteed deliverables?”

But here’s the kicker: she didn’t share any details about the client, their goals from PR, their timeframe, their targeted audience, etc. She treated the campaign like it was another generic PR campaign.

They were asking for a media outcome before defining the actual media challenge. And honestly, that exchange perfectly explains why so many generic PR approaches fail.

Maybe this account executive was young but she should have told the client there is no such thing as guaranteed media coverage. You can’t buy a story on CNBC or the Wall Street Journal. Yes, you can buy an ad, but that’s not the same thing as earned coverage.

(You can read more about the differences of PR and advertising by clicking here).

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Do Press Releases Get You Media Coverage? What Entrepreneurs Need to Know

Posted on September 9, 2025 by Mark Macias

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

If you’ve ever received spam promising TV interviews or major news coverage through a press release, ignore it. That’s not how PR works. A press release—no matter how much you pay for distribution—won’t land you on the evening news.

Reporters don’t hunt for story ideas on PR newswires. But that doesn’t mean press releases are useless. They can play an important role in SEO, content marketing, and credibility when used correctly.

Are Some PR Newswires Better Than Others?

Entrepreneurs often ask which PR newswire is “best.” Here’s the truth: most major distribution services use the same technology. In theory, there’s no inherent advantage in paying more for one over another. (We know this because our agency researched it in depth.)

So why do some releases gain more traction? It comes down to quality of content and style.

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How Much Does PR Really Cost? A Free Tool for Business Owners

Posted on August 22, 2025 by Mark Macias

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

One of the most common questions every business owner asks: “How much should PR cost for my business?”

PR isn’t a one-size-fits-all service. Campaigns vary depending on whether you’re targeting local consumers, national media, or specialized industries. Until now, getting a clear answer often required multiple phone calls, long discussions, and waiting for proposals.

It’s time to change the industry.

MACIAS PR has created a free PR Quote Calculator that gives you a personalized estimate in less than 30 seconds. No waiting. No guessing. Just straightforward pricing guidance based on your needs.

👉 Click here to try the PR Quote Calculator

Why This Matters for Business Owners

Business owners deserve transparency when it comes to PR costs. Many firms hide behind vague pricing or force prospective clients into long sales calls before revealing numbers. Our PR Quote Calculator changes that by giving you an upfront, customized estimate that reflects the true scope of your campaign.

Within 48 hours, you’ll receive a tailored PR proposal that outlines strategies and costs — so you know exactly what to expect.

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