The Overlooked Consumer Group Every Campaign Should Target – Forbes Editorial

By Mark Macias

I recently wrote a story for Forbes that breaks down a hidden group of consumers that many PR campaigns miss. You can read that Forbes editorial by clicking here. A synopsis of that thought leadership is below in case you are short on time.

The social scientists define emotional motivators as those who are not shy about expressing their feelings; when they “feel,” everyone around them feels, too. And when they like something, everyone knows it. 

When a PR strategy taps into emotional motivators, you can earn a brand ambassador better than any celebrity spokesperson. In my experience, these motivators help bring a higher return on investment for any PR campaign and increase the chances that your brand will spread via word-of-mouth.

Want to learn more? Click here to read my full thought leadership on Forbes.

ABOUT MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. Marketing peers named MACIAS PR the Best Strategic PR Firm while Finance Monthly named us the Top PR consulting firm from 2015 to 2021. City & State Magazine has named Mark Macias a Top 50 Political PR Player in New York.

Media Training – Common Mistakes with Reporters

A few entrepreneurs might dismiss media training, believing that they are great public speakers. And that may be the case. But speaking with reporters requires a much different approach and style than holding a conversation with your friends. Your friends will be more generous with your time, allowing you to meander from thought-to-thought.

It doesn’t work like that with the media. You need to be tight on messaging. If you veer from the story line, many reporters will tune out. It’s even more paramount to stick to the script when speaking on live TV.

During my time as a producer for NBC and CBS, I had to listen and log many interviews that went off track. The subject veered to a different topic, taking double the amount of time as I listened to it in person and on tape. As I became more experienced, I brought the interview subject back to the story. But in today’s world of journalism – where reporters are younger and younger – you might not get the chance to get guidance from the producer.

I wrote a story for Forbes last year, outlining the 5 biggest mistakes I saw leaders make during media interviews. You can read that story here, but if you’re short on time, here’s an outline of the tips.

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Study: PR Influences our Emotions that Drive Action

How do you know if a PR campaign is effective? I hear this question a lot from potential clients. Contrary to what many people might believe, there are several ways to evaluate the performance of your PR agency. (You can read more on that with this blog How to Measure the ROI of PR).

If you’re short on time, here’s a quick summary to measure the effectiveness of a media campaign.

  • Number of Targeted Media Placements
  • Demographics and Readers for those Media Outlets
  • Increased Credibility
  • Actual Sales, which can be measured through analytics.
  • Improved SEO – since search engines use news stories and blogger stories to measure the value of a website.

There is another way to measure the ROI of PR that is frequently overlooked. It’s more difficult to quantify than Google Analytics 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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How Much Does PR Cost?

It’s a common question every business owner wants to know. How much does PR cost?

MACIAS PR has created an online tool to help you get a PR estimate quickly. You don’t need to spend hours on the phone, explaining a product or waiting for a call back. If you’re curious about the cost of PR, just answer a few questions by clicking here. It takes less than 30 seconds to fill out. A PR estimate and proposal is sent out within 48 hours.

How Free PR Quote Calculator Works

The free PR quote calculator integrates critical questions to help us determine the cost for any campaign. We use this information to better understand the cost and complexity of every customized PR campaign.

The virtual tool consists of eight questions regarding information about your company. They include:

  • Do you want to reach local consumers or reach a national audience?
  • Is this a B2B or B2C campaign?
  • How unique is your product or service?
  • Does your business have an interesting story to tell?

By filling out the online questions, everyone saves time and knows what they are getting before they even hop on a call.

About MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – a former executive producer with NBC, senior producer with CBS in New York. The NYC PR agency was named Strategic PR Firm of the Year by marketing peers and Financial PR Firm of the Year by Finance Monthly.

MACIAS PR has run branding, media and crisis campaigns for tech and healthcare organizations, financial groups, nonprofit organizations, politicians and trade organizations. The firm is based in New York City.

Creative Tactics that Andy Warhol applied in Publicity

Andy Warhol might have been a great artist, but he was also a brilliant publicist at the root. He knew how to sell concepts and create buzz with the media. Even more impressive, Warhol did this at a time before we had the tech platforms that we have today. There was no Instagram or Twitter to share his story.

Much of Warhol’s creativity can be copied and applied to your publicity campaign. I wrote an article for Forbes that breaks down four publicity tactics Warhol used to generate coverage. You can read the Forbes article here. If you’re short on time, you can read the highlights on the next page.

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Will AI Replace Publicists? A Closer Look at What the Data Says

Nearly 3 years ago, I wrote an article for Forbes that predicted the future of PR and AI.

We’re still in agreement today that AI will make life easier for publicists. Machine learning will continue to help content creators and publicists develop content faster. But at the root of my Forbes article was a bold prediction that AI won’t replace publicists over the next 10 years.

Here’s why I still stand by that prediction three years after making it.

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How to Apologize When the Media is Listening – Analysis in Forbes

Here’s an article that applies to everyone. That’s right – it doesn’t matter if you’re an entrepreneur, leader, follower or even a kid. At some point, you will need to apologize.

But what happens when the apology is amplified by the media?

I recently wrote an article for Forbes answering that question. I break down three tips to help anyone make sure their apology goes the right way. You can read my Forbes article here. If you’re short on time, here’s a shorter version of the key points.

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Gen. Z Consumer Market Survey Reveals What Motivates this Generation to Buy

The consumer market changes quickly, and Gen. Z is leading the charge. It seems like yesterday we were discussing how Millennials were disrupting the workforce. Now, there’s a bigger change in business right around the corner.

In less than 5 years, Generation Z is projected to overtake Millennials when it comes to buying power. If you’re trying to sell any product or service, you better learn quickly how to target this sophisticated group of consumers.

Unlike previous generations, social media won’t close the deal. And forget about TV ads. So how do you reach and motivate Generation Z?

MACIAS PR recently worked with the online news portal, Brooklyn Chatter, to gain more insight into this generation. Read on to see what our online survey found.

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Forbes Analysis – Emerging Customer Behavioral Trends

January is always a great month to assess business goals and trends. Forbes recently reached out to me and other entrepreneurs, asking for some insight on customer behavior trends. What are the big trends we can anticipate this year?

You can read here. If you’re short on time, here are some of the bigger trends I think we will continue to see with consumers, staring with the advice I offered Forbes.

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What is the best media outlet for my story? Forbes Analysis Reveals the Insight

By Mark Macias

I recently wrote an article for Forbes that explored how to identify the best media outlet for your story. It’s a strategy we continually to use for our agency even today.

The media strategy comes from my time working inside the media – as an Executive Producer with NBC and Senior Producer with CBS in New York.

You can read the longer Forbes article here, but if you’re short on time, here’s a quick version on the main points.

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