Can You Reverse Engineer Earned Media Coverage?

Posted on September 26, 2026 by Mark Macias

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

I think there must be a new piece of startup advice circulating among venture capitalists. Three different founders approached me this week with essentially the same request: they didn’t want a PR campaign. They wanted one legitimate media placement. And they all used the same terminology – they wanted to “reverse engineer” it.

Three unrelated founders making nearly the same request in one week makes me wonder whether someone in the VC ecosystem is telling startups that this is how they should approach public relations.

I understand the logic. Startups have limited budgets. Founders are constantly being told to preserve runway. One article in Forbes, Fortune or another recognizable publication seems like a discrete investment with a tangible result. Secure the logo, put it on the website, share the article with investors and customers, and move on.

There’s just one problem. Earned media doesn’t work that way.

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Story Approval Process – What Happens Before the Reporter Calls

Posted on May 14, 2026 by Mark Macias

Understanding the story approval process is a critical component to securing media coverage. The best PR agencies understand how a story is nearly guaranteed if you can get over this last hurdle.

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

This is another area where many executives misunderstand the media.

By the time a national reporter calls you, there’s a good chance the story already received some level of editorial approval. It could be an informal or formal approval with an editor, or just a simple directive from an Executive Producer to pursue the angle.

This reassurance saves the reporter time from chasing angles that might never get approval. This process is especially prominent at the national level.

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The Two Words You Never Want to Say to a Reporter

Posted on March 5, 2026 by Mark Macias

There are two words you never want say to a reporter. It has the potential to completely erase everything you say to a reporter, and remove your name and brand from the story.

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

In media relations, two simple words can quickly sabotage an otherwise great interview.

Those words are: “on background.”

The intention or desire for the phrase is understandable. CEOs and founders carry real responsibility. Their words can move markets, influence investors, shape reputations. No one wants to be misquoted or have a phrase taken out of context.

But when you tell a reporter something is “on background,” you’re also saying they can’t quote you. They can use the information for their story, but they can’t directly attribute the expertise directly to you. And if a reporter can’t quote you, you’re losing any opportunity to share your expertise on a larger scale.

Why “On Background” Works Against You

Most executives want two outcomes from media coverage:

They want to share insight that adds value to the story.
They want their expertise attributed to them or their company.

When information is shared on background, the journalist may still use the insight—but it will likely appear as something like:

“according to sources familiar with the industry…”

That means your insight helps shape the story, but your name disappears from it. For companies trying to build authority, credibility, or investor awareness, that’s a missed opportunity.

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How to Measure an Effective PR Campaign

Posted on July 10, 2019 by Mark Macias

By Mark Macias

How do you measure the performance of an effective PR firm? It’s a question I hear a lot from potential clients. There are several traditional ways to evaluate the performance of your PR agency, and you can read more on that with this blog on How to Measure the ROI of PR. If you’re short on time, the CliffsNotes are below:

Number of Media Placements
Demographics and Reader base for those Media Outlets
Increased Credibility, which Helps Close Sales;
Actual Sales, which can be measured through links published in news stories or through Analytics.
Improved SEO – since search engines use news stories and blogger stories to measure the value of a website.

But there is another way to measure the ROI of PR that is frequently overlooked. It’s more difficult to quantify than any Google Analytics Report but according to researchers out of Motista – a consumer intelligence analytics firm – it’s actually more persuasive and leads to higher revenue for brands. This is where the art of PR contrasts with the science of data.

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