The owner of an affiliate service emailed me recently, asking about a PR starter kit for her clients. Her intentions were in the right place with her email.
“I’m looking for a very inexpensive package to offer my (affiliates), a sort of starter kit to help kick-start their marketing campaign. Most of them have no clue what to do,” she wrote.
Hiring a publicist is not like buying a shirt. There is no universal “starter kit” that will work for every business, especially if your business involves retail.
For each campaign to be successful, you need to identify the story and what makes it unique. If you are selling t-shirts to teenagers, that is a different publicity campaign than a men’s store selling expensive suits to professionals. And to underscore that statement, it’s also a different publicity campaign than one that reaches professional women.
PR Advice for Affiliate Marketing Campaigns
In the case with the owner of that affiliate marketing company, she would be more successful if she were to give her clients a compass that teaches them the most important questions to answer before you launch a PR campaign.
Every campaign that MACIAS PR begins with a strategy around critical thinking. We don’t just jump into a story. We debate and discuss why specific reporters or media outlets will be interested in our angle. And that all takes place before we even start calling reporters.
Finance Monthly and ACQ5 5 – an international industry award – named
Macias PR the 2017 Strategic PR Firm of the Year, and PR Firm of the
Year – USA. This was the third year in a row that Finance Monthly
recognized our firm. The founder – Mark Macias – is a former Executive
Producer with NBC and Senior Producer with CBS in New York. He is also a
PR contributor with CNBC, providing media analysis, insight and
crisis advice on timely business topics.
What are the best ways to get your retail products in front of potential customers for the holidays?
During my time with NBC and CBS, I was bombarded with gifts and story ideas for potential holiday gift segments. And I wasn’t alone.
Producers, reporters and editors are now getting story ideas pitched to them around the holidays. It can be one of the most difficult times of the year for coverage – unless you execute the publicity campaing right.
MACIAS PR ran a targeted local media campaign for an Internet retailer that was trying to sell their product as gifts for the holidays. Our targeted campaign led to big TV segments and stories in New York with FOX 5, PIX 11, Metro New York, Urban Daddy, Self Magazine, Well & Good Magazine, and others. So how did we do it?
NEW YORK – October 1, 2018 – (Newswire.com) The top tech and healthcare PR firm — MACIAS PR — has released its quarterly media report, detailing the coverage it secured for clients from July to September 2018.
MACIAS PR secured TV segments, newspaper and online features that targeted Millennials, women, fitness conscious consumers, voters, theatergoers and enterprise with stories in Bustle, CBS NEWS, Women’s ENews, Now This and others.
A local TV station in Baltimore, Channel 2, ran a long feature on the firm’s nonprofit client that promoted their summer educational tech program, while NY1 ran a segment on a play that MACIAS PR is promoting to New Yorkers.
Disruption doesn’t just come from technology. It also comes from lawmakers who introduce new laws that restrict or hinder your business. Airbnb is facing this disruption from municipalities across the country and it’s a lesson all entrepreneurs should heed.
Airbnb may be a disruptor but when it comes to this branding and PR campaign against the hotel trade industry, it is failing like a poorly managed tech startup. Here are 5 of the mistakes I outlined in the Luxury Daily article.
Is it ever appropriate to pitch reporters and producers on their Facebook, Twitter or Instagram accounts? I belong to a private Facebook group for publicists and members of the media. An editor just posted a note to all members about that topic. She wrote:
“At the risk of offending some people in this group, I must impart a little known truth upon you all: Every time an editor on deadline is pitched via Facebook (or Instagram, or Twitter) DM, an angel loses its wings. True story. Don’t let your pitch be the reason. Emails are awesome.”
The New York Post is one of the largest newspapers in the United States and the No. 1 seller on newsstands in 2016, according to the Alliance for Audited Media. Roughly 2 million New Yorkers read the newspaper every day.
Last Sunday, the New York Post featured our financial client in the business section of the New York Post, where they investigated shady lending practices of loan sharks.
Programming and editorial play a crucial role with every media campaign we launch. With Macias PR, every story begins with an internal analysis of the value behind the idea and the argument for why reporters or editors will like it.
As the Executive Producer with NBC, I approved every story idea and script that came out of the Special Projects unit, which included consumer, medical, health, tech and features segments. I always looked for water cooler type stories that would get people talking. I learned early in my media career that these types of stories generated huge ratings – and when my stories generated big ratings, I was viewed as a winner.
Our PR team also applies this approach to every media campaign. We make sure every story is relevant. First and foremost, we put editorial and programming at the forefront of every campaign.