Does Performance based PR work? Forbes Analysis: pros and cons

By Mark Macias

Every once in a while, I’ll get a request from a potential client asking if my PR agency would work off a performance-based structure. 

It happened again recently and inspired this thought leadership I wrote for Forbes.

In theory, a performance-based model sounds like a great idea. The client doesn’t pay for anything unless the PR agency succeeds. Of course, as most entrepreneurs learn, if any deal is too one-sided, you lose money.

I don’t think many entrepreneurs really understand the depth, strategy and resources required to run a successful media campaign that leads to earned media — and I’m not talking about a press release. I’m talking about a bonafide news story or feature in a publication that you read.

You can read my analysis in Forbes here. If you’re short on time, here’s an abridged version of my thoughts on performance based PR.

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Forbes Analysis – Do Press Releases Lead to Media Coverage?

If you do any research on the different PR newswires, it’s very easy to believe that their distribution lists will lead to coverage. Unfortunately, that’s a bit misleading from my perspective from inside the media.

Yes, many of these news organizations will publish your press release, but it’s less likely people will find it. In addition, Google is picking up fewer of these press releases.

I wrote a story in Forbes that was published today – Do press releases lead to media coverage? You can read the story to get a deeper assessment on when press releases are more effective. Here’s a shorter version of that content to help you understand when press releases can work.

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Newsroom Titles – How they Influence Story Approval Selection in TV

TV newsrooms are much different than newspaper newsrooms. Over my career, I’ve worked inside both newsrooms, pitching story ideas and approving stories in TV.

Securing media coverage is largely influenced by who you pitch. I always tell my time, you can have the best idea but if the wrong reporter is pitched, you will fail.

Here’s an abridged version of the different titles in TV newsrooms and what they mean. If you’re short on time, you can just watch the video we put together on newsroom titles.

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MACIAS PR Releases 2020 Annual Media Report

The top tech and healthcare PR agency — MACIAS PR— has released its annual media report, detailing the coverage secured in 2020. The list of prominent media includes Forbes, TechCrunch, CNBC, San Francisco Chronicle, Business Insider, New York Times, Politico.

MACIAS PR also secured targeted TV segments with CBS News, Fox News in Detroit, NBC Los Angeles, ABC Washington, News 12 in New York, NY 1 and NJ TV.

“It was a great year for our clients. We got their stories told with some of the most influential publications in 2020, even with the pandemic dominating the news,” said Mark Macias, founder of MACIAS PR. “As we look ahead, our media strategy and creative approach will continue to expand as we keep talking to reporters and producers.”

Marketing peers also named MACIAS PR the 2020 Strategic PR Firm of the Year. The ACQ5 Awards recognized MACIAS PR as an industry leader based on expertise, media deliverables and innovation. Macias also became a PR and branding contributor for Forbes and Entrepreneur Magazine in 2020.

Companies interested in receiving a free PR quote can click here to get an estimate and proposal.

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10 Factors the Best PR Firms Should Possess

There are several rules that MACIAS PR applies to every campaign we launch. I can’t elaborate on every critical factor but I will elaborate on the one rule from our playbook that delivers results.

News editorial. Our editorial strategy comes straight from the newsroom. As an Executive Producer with NBC and Senior Producer with CBS, I had a close-up leadership role in determining news placements. Our team – regardless of role – always applies these principals to our strategy and execution.

Here’s a closer look at the Top 10 Reasons why your business will get better results by turning to MACIAS PR. This list isn’t a sales pitch. If you read closely, you’ll see it’s an objective approach, just like the news media requires.

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Top Tech and Healthcare PR Agency, MACIAS PR, Releases Q3 Media Report

The top tech and healthcare PR agency — MACIAS PR — has released its Q3 media report, detailing the media coverage it secured for clients from July to September 2020.

In the third quarter, MACIAS PR secured national news stories, several local TV segments and online features that reached some of the biggest news organizations across the globe, including the New York Times, Politico, The Independent, The Hill, San Francisco Chronicle, and the UK Daily Express

In September, MACIAS PR secured a front page story with the New York Times that featured an artist and political activist who is using his art to empower voters. The international newspapers, The Independent and the Daily Express in the UK, also ran several features on the activist who secretly recorded President-elect Trump during a meeting with civil rights leaders in January 2017.

MACIAS PR also secured several TV segments for its digital health and nonprofit clients on NJ TV, Fox 2 Detroit, CBS Baltimore and NBC 4 Washington.

Mark Macias, the founder of the firm, says all of these media placements came during COVID when traditional news stories were harder to place. 

“Much of the media is hyper focused on the upcoming elections and COVID, yet we were able to find creative ways to help our clients stand out,” said Macias. “This media exposure is even more influential for our clients where consumers are constantly searching for updates. This is a captivated consumer during COVID, so news is even more powerful.”

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MACIAS PR Celebrates 11 Years of Growth in Public Relations & Marketing

Over the years, MACIAS PR has grown from a small cubicle with no clients into an award-winning strategic PR and digital marketing firm that works with clients across the healthcare, finance, tech and the nonprofit sectors. It’s also won numerous awards and accolades from both journalists and industry peers.

Marketing peers named MACIAS PR the 2017, 2018 and 2019 “Strategic PR Firm of the Year,” honoring it with the ACQ5 Global Awards. The award is based on the firm’s media and marketing strategy. In 2017 and 2016, journalists with Finance Monthly named MACIAS PR the “Financial PR Firm of the Year” based on the firm’s media strategy, deliverables, expertise and innovation in PR. In 2015, Finance Monthly named MACIAS PR the “PR Consultant Firm of the Year.”

The History of MACIAS PR

MACIAS PR was founded on June 1st, 2009 by Mark Macias, a former Executive Producer with NBC and Senior Producer with CBS in New York. He founded the firm during the Great Recession when many businesses were failing.

Since then, the agency’s clients have appeared in the biggest news publications in the world, including the New York Times, Wall Street Journal, CNN, Good Morning America, The Daily Mail in the UK, The Financial Times and USA Today. MACIAS PR has also secured media placements in other languages, including Spanish, Korean, Portuguese and Russian news publications.

Today, Macias is a frequent contributor with Forbes, giving readers advice on business, strategy and messaging. You can read some of his thought leadership here. Macias is also a popular PR and branding expert with major media publications, including CNBCthe Washington Post and entertainment publications.

The Editorial and Strategy Behind MACIAS PR

At MACIAS PR, every client works directly with the founder of the firm. Macias says it’s like having an Executive Producer on your team, Identifying the best news angles for your business.

“The owner of every business always treat his clients and customers better than any sales guy,” said Macias. “It’s no different with MACIAS PR. We put our clients’ goals first and out-think the competition when it comes to strategy and execution. Our competitive streak shows when it comes to selling stories to the media. We fight for stories and don’t give up.”

Macias predicts his firm will continue to grow but will never lose the personal touch that makes every client personal.

“MACIAS PR is not quite a teenager, and that’s a good thing” said Macias. “We’re not lazy or worried about how we look, like most teens. We just want to make our clients proud. This PR firm will grow based on our media deliverables but our personal interaction with clients and reporters will never change.”

If you’d like a customized strategy, feel free to message Mark here, or get a free PR estimate by clicking here.