Why Smaller Media is Important to Building Brands

Building a brand from scratch is never easy, but there are tactics and approaches you can take that will help scale your brand faster.

On the surface, most entrepreneurs naturally gravitate to large media outlets. They rightfully assume that getting coverage in a national publication will get their mission, services and products out there faster.

And while that is true, I’ve found there is often another overlooked group that many entrepreneurs purposely avoid.

I recently wrote an article for Entrepreneur, elaborating on why smaller media shouldn’t be overlooked. You can read that article by clicking here, but if you’re short on time, here’s an abridged version of the key points from my thought leadership.

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The Cat and Mouse Strategy – It applies to PR

by Mark Macias.

Why does the cat always catch the mouse? When you think of how agile and quick a mouse can be, he should be able outmaneuver the cat. Yet, nearly 100 percent of the time, the cat will catch the mouse.

That’s not just a fun question. It’s actually a way of thinking that applies to PR and business.

First off, I’m not an expert on mice or cats. I have never owned a cat and I hate mice. But as a person who lives in Brooklyn, and every New Yorker will tell you – “if you have mice, get a cat and the problem will go away.”

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Helping a Local Story Go National Leveraging Affiliate Feeds

By Mark Macias

There are advantages to working with a media insider. Or in the case with MACIAS PR, it’s like having an Executive Producer in your corner.

During my time with NBC and CBS, I approved ideas from publicists, reporters and producers – where I believe we had a special formula for approving stories. I always pushed our reporters and producers to sell creative, timely, enterprise angles. We didn’t want to just communicate information to viewers but produced stories that would inspire viewers and readers to interact.

Today, MACIAS PR takes the same approach with our campaigns. We don’t push information, but look for strong, enterprise story angles. I’m always pushing our team to identify elements that will get consumers talking about our story at the dinner table or cocktail party. It’s rooted in our DNA.

But there’s another little-known tactic that MACIAS PR takes with our campaigns. It’s an approach that only those inside the TV medium would know. We leverage affiliate feeds.

Future of PR – Revolves around Reputations and Search Engines

By Mark Macias

One of our nonprofit clients went to a Google marketing conference and shared with me some of the best takeaways he heard. One of the boldest statements came from a Google executive who told the crowd that in the future, there will be no brands.

It seems hard to believe that brands won’t matter in the future, but it makes sense. Yes, household names, like McDonalds, Starbucks and Netflix will continue to be in our subconscious. However, among smaller brands – especially in the B2B sector – will become more susceptible to branding from Google. Let me break it down further. Continue reading “Future of PR – Revolves around Reputations and Search Engines”

Can you sell a story in 30 Seconds?

By Mark Macias

Before I launched this PR firm in 2009, I lived inside morning news meetings at both the local and national level. It’s the place where stories are killed or made – in a matter of minutes.

At the Arizona Republic and the local TV station, Channel 3, we had to pitch story ideas in front of editors, producers and other reporters. In New York, I pitched stories for a nationally syndicated TV program, American Journal. I also approved story ideas as the Executive Producer for Special Projects with NBC.

I don’t want to bore you with my journalism background. (You can read more of my background on LinkedIn).

Here’s why that experience inside the newsroom matters: you only have seconds to pitch a story and that background is the center-point of MACIAS PR.

As the above video demonstrates, if you can’t identify the narrative, communicate the story and angle within 30 seconds, your PR firms in tech and healthcare won’t succeed.

Before anyone on our team pitches a reporter, we practice and perfect our pitch. To outsiders, that might seem a bit childish or even less productive. It’s not.

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The Future of Branding in Digital World – Forbes Analysis

By Mark Macias

It might seem hard to believe but the future of brands will not look anything like it does today. Yes, we will continue to have names like Coke, Netflix and Starbucks but their upstart competitors will have a huge advantage when it comes to the world of digital competition.

I wrote about this recently in Forbes, which you can read here. If you’re short on time, I’ll give you a faster read.

Unlike the 1990s and earlier, it took years to build a brand. But today, search engines like Google are dominating the branding space. You no longer need to remember brands. Instead, we just turn to Google, ask our question, and then the brand that Google chooses pops up.

Outside of the consumer market, brands are already beginning to exist less, and if you don’t believe me, look at your own personal journey. When was the last time you were searching for a restaurant in a new neighborhood?

You probably searched for “best restaurants near me” on your phone — and Google brought them to you. You didn’t have to remember the name of a restaurant chain; a search engine replaced your memory with an option. Those expensive commercials on TV were likely replaced with the restaurants listed on your phone.

The good news is this new digital world is leveling the playing field for upstart brands. But the key to this successful brand strategy is to create a campaign around the right words.

As I wrote in Forbes: It’s not enough for people to search for the name of your restaurant on their phones. You want to position your product or service with search terms that new customers will use to find your product. 

Click here to read more of my thought leadership in Forbes.

ABOUT MACIAS PR

Marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named him a PR Political Power Player in 2021.

What is PR and How can it Help Your Business?

                       

What is PR? It’s a common question that many business owners might secretly wonder but few ask publicly. MACIAS PR learned this at a recent Tech Startup Trade Show that involved hundreds of tech entrepreneurs. Many of these budding entrepreneurs approached our booth, and asked us point-blank: What is PR and how does it work?

First off – a successful PR campaign will get your story on the news. It will tell your story in a way that motivates people to action. And, it will be memorable story. This is infinitely more valuable than any paid advertisement.

Many successful entrepreneurs, from Bill Gates to Richard Branson, have discussed the value of PR. Gates said “if I was down to my last dollar, I’d spend it on public relations.” Branson has repeatedly said “a good PR story is infinitely more effective than a front page ad.”

Why is that? Because consumers remembers stories. We forgot advertisements. Your customers watch the news to become educated on current events and to learn. We walk out of the room when the commercials come on TV.

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MACIAS PR Celebrates 10 Years of Business

                

NEW YORK, June 3, 2019 (Newswire.com) – MACIAS PR is celebrating 10 years of business in June, growing from a boot-strapped agency into an award-winning full-service public relations firm.

Over the last ten years, MACIAS PR has led media and branding campaigns for clients in technology, healthcare/digital health, finance, politics and the nonprofit sectors. Their clients have ranged from boot-strapped startups with no messaging in place to established companies with international brand recognition.

MACIAS PR won its first industry award when Finance Monthly named it the PR Consultant Firm of the Year in 2015. The following year, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. In 2017 and 2018, marketing peers named MACIAS PR the Strategic PR Firm of the Year.

The founder, Mark Macias, started the firm after an extensive career with NBC, CBS, American Journal, KTVK and The Arizona Republic. He was Executive Producer with NBC, Senior Producer with CBS in New York, and Investigative Producer with the nationally syndicated TV program, American Journal. Macias started his journalism career with the Arizona Republic and KTVK-TV 3 in Phoenix. He’s also the author of the business book, Beat the Press: Your Guide to Managing the Media, and a contributor with CNBC.

“Potential clients and competitors always try to figure out how we succeed on such a large scale,” said Macias. “Journalism is at the root of our strategy. Our firm continues to dig deeper, searching for the best angles to position our clients in the news. We won’t promote fluff or engage in hyperbole. Instead, we look at the timely news cycle and find ways to position our clients in it.”

Macias credits that editorial approach with helping his firm secure prominent media placements with the NBC Today Show, Good Morning America, USA Today, Wall Street Journal, CNBC, New York Times, Bloomberg and others.

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Top 10 Reasons MACIAS PR Delivers Better Results

By Mark Macias

There are several rules that MACIAS PR applies to every campaign we launch. I won’t share those internal discussions because they play a critical factor behind our success.

However, there is one rule I will share with you from our playbook.

Every news angle must be objective – not subjective.

PR is frequently referred to as hyperbole. During my brief time when I consulted global PR firms under NDAs I saw that hyperbolic approach up close. The account leaders always encouraged their young, 20-something account executives to make the story sound bigger than it was. I never told those PR firms why their approach was wrong. I figured, they would learn on their own.

So what does that have to do with MACIAS PR? I’d like to share the Top 10 Reasons why your business will get better results by turning to MACIAS PR. It’s my Top-10 List that details why MACIAS PR has an edge over other PR firms. Or in hyperbolic terms, why MACIAS PR is the best PR firm explained in objective terms.

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Biggest PR Mistakes – and How to Prevent Them

By Mark Macias

There are many mistakes you can make while pursuing public relations. Fortunately, you can overcome most of those mistakes, however, there is one PR mistake you can rarely overcome. The error effectively makes your entire media placement worthless.

What is it?

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