I read this confessional last night from a publicist who described the state of the public relations industry. It’s a candid look at how large PR agencies are lowering their standards and putting the dollar above relationships. The writer also lays out an argument for boutique PR agencies, and why they have a larger advantage.
To paraphrase the article, “There’s a lot of desperation. Not only to keep the lights on, but to keep people, to keep employees.
And what are the challenges? She writes, “[B2B tech brands] don’t often have stories. They’re unable to talk about themselves outside of product features and benefits. There’s zero or very little value based messaging. And too many PR firms will take them on as clients. The reason why they take on these clients is to keep the lights on.“
The article got me thinking about MACIAS PR and the value we bring as a boutique PR agency.
Back in 2016, the weight loss program Noom had little national name recognition despite being popular with consumers. However, the media tide shifted when MACIAS PR took over their publicity after their previous PR agency failed to deliver.
This case study delves into how MACIAS PR successfully elevated Noom’s presence in the media as a digital health coach.
From the start, our team faced challenges, including the need to differentiate Noom in a crowded weight loss market. Mark Macias, the founder, devised a comprehensive strategy outlining the stories to be told and the media outlets to target.
Within the first month of collaboration, MACIAS PR secured a story with CBS News, highlighting how Noom’s mobile app helped pre-diabetics and diabetics manage their conditions. Over the next three years, this success was followed by hundreds of stories appearing on various major platforms, including NBC Today Show, People Magazine, Men’s Health, Women’s Health, CNBC, PIX 11 in NYC, CNN, Fortune, TechCrunch, Entrepreneur, New York Post, and more.
MACIAS PR also helped expand Noom’s reach with Spanish consumers by placing stories with Telemundo and Univision.
B2B and B2C Media Campaign
Besides the B2C focus, Noom also had a B2B service targeting HR and providers. MACIAS PR developed a tailored B2B strategy that secured features in outlets like MobiHealthNews, The American Journal of Managed Care, Fierce Biotech, FW Pharma, Med City News, among others. All of these stories emphasized how Noom as an employee benefit was saving the companies money from a health care spend perspective.
Measurable Results from Media and Branding Campaign
In 2018 and 2019, Google named Noom one of the top-trending diet terms in their annual “Year in Search Report.” This increased search exposure was a direct result of our media coverage.
Fast Company Magazine also recognized Noom as one of the Interbrand Breakthrough Brands in 2017. Most notable, Noom did not have a Chief Marketing Officer during the entire time we worked together. Our media and branding strategy came from our time working directly with the founders.
Media Exposure Helps with Fundraising
Our media campaign also helped support Noom’s fundraising goals. MACIAS PR conceptualized angles that resonated with reporters and investors, showcasing the digital health company as a top disruptor in health tech.
Despite the challenges of obtaining media coverage for investment rounds, MACIAS PR successfully navigated and ensured Noom received extensive and positive exposure. Our PR team secured media coverage for Noom’s $58 million investment round with outlets like TechCrunch, Fortune, Entrepreneur, and AlleyWatch in 2019.
Media Trained Founders and Spokespeople
Throughout the partnership, Mark Macias media trained the C-suite for all media interviews.
For a more detailed case study, please reach out to us. We can share a more in-depth case study that reveals even more successes from our 3+ year relationship with Noom. You can also get a PR estimate by clicking here.
Finance Monthly and ACQ5 5 – an international industry award – named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. 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 Entrepreneur and Forbes, providing media analysis, insight and crisis advice on timely business topics.
MACIAS PR led the rebranding and media campaign for the world’s largest online dating site, Plenty Of Fish from 2013 to 2015. Our media campaign re-introduced the lifestyle brand to singles between the ages of 20 to 45 in the US, UK and Canada.
The dating site approached MACIAS PR after Tinder and other dating apps started to steal its market share. The founder said he also wanted to reposition his dating website for an acquisition.
Our initial goal was to grow the user base among females. Within six months, our team achieved their female acquisition goals and broadened our campaign to reach all singles. Six months into our launch, the founder told Business Insider his app was growing its use-monthly base by 15 percent.
Our creative media strategy used editorial and programming campaigns that led prominent news stories (not mere mentions) with some of the most influential publications around the world. Media coverage included features with: Time Magazine, The NBC Today Show, The Daily Mail in the UK, Yahoo Finance!, Business Insider, Glamour Magazine, Cosmo Magazine, Women’s Health Magazine, as well as local TV and radio stations in the USA. In 2016, the company was named one of the “Best of the Web” by Time magazine.
It shouldn’t come as a surprise that Airbnb plummeted more than 10 percent today.
Every entrepreneur knows when you lose a whale, you must find a replacement quickly or revenue will fall. In the case with Airbnb, it lost its whale in January when New York City banned short-term rentals, and there is no replacement in sight.
I’ll go on a limb now and predict the company will continue to slide for the rest of the year and beyond based on their strategic messaging mistakes. These are mistakes entrepreneurs, CEOs, business owners and marketers can all learn from.
In the future, brands will not look anything like they do today. Yes, we will 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.
In the 1990s and earlier, it took years to build a brand. But today, you can build a brand in days with strategic help from search engines.
Think about it: when you’re looking for a restaurant near you, you probably go right to your phone. We don’t need to remember brands anymore. Instead, we search for “best restaurants near me” — and Google provides the list.
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.
One of the most exciting parts of my work is learning from experienced entrepreneurs and CEOs from all walks of life. The proximity to these entrepreneurs has given me a unique opportunity to observe thought-leadership up close.
I recently wrote an article in Forbes – What the Great Houdini can Teach Us about Selling. The entire story was inspired by a CEO who was a magician before his career in finance took off. He always shared stories with me on how magic is related to business. We need to captivate the buyer and never reveal our industry secrets, he would say.
I turned that thought leadership into thought leadership for Forbes. Here’s an abridged version of that article.
It’s a common question every business owner wants to know. How much does PR cost?
There are many factors that determine the cost of a public relations campaign. How difficult is the campaign? What kind of resources will be needed to pitch reporters? How much time will it take to explain the story to each reporter? The PR industry is no different than accounting. Complexity and resources factor into the final bill.
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 your product or waiting for a call back. If you’re curious about the cost of PR, just answer a few questions by clicking here
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. It takes less than 30 seconds to fill out. A PR estimate and proposal is sent out within 48 hours.
This virtual tool consists of eight questions regarding information about your company and your company’s goals.
Do you want to reach local consumers or customers across the country?
Is this a B2B or B2C campaign?
How unique is your product or service?
Does your business have a great 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.”
MACIAS PR was founded in 2009 by Mark Macias – a former executive producer with NBC, senior producer with CBS in New York and author of the business books Beat the Press: Your Guide to Managing the Media and The Tao of PR. In 2017 and 2018, MACIAS PR was named the Strategic PR Firm of the Year by marketing peers. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year based on their media deliverables, expertise and innovation in PR.
As a journalist, Macias was nominated for five Emmys in the categories: News & Public Affairs, Features, Business/Consumer, Documentary Programming, Religious Programming. He won an Emmy in News & Public Affairs. 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.
I recently wrote a column for Entrepreneur Magazine on the importance of getting your publicist on your side. The editors must have liked the editorial because they published it behind their paid wall.
You can read the column here, but if you don’t have a subscription, I’ll share a little more on how to get the most out of your publicist. It’s something I not only face daily with my own team, but also experience first-hand from clients who want the best PR campaigns for their brands.
Here’s an abridged version of my Entrepreneur column on how to get the most out of your publicist.
Fear is an attitude that can never be associated with public relations. A creative media strategy requires confidence in an idea and strength with the execution.
The best publicists know they can’t be afraid of creative ideas when pitching reporters. The only thing more dangerous than fear? Complacency.
If your PR firm hasn’t succeeded recently with media outreach, it’s time to assess their level of fear. How far will they go to push your ideas and angles? Are they pushing stories that are already in the news, or are they conceptualizing new ideas that leading publications will want to follow?
Here’s a look at what separates the best PR firms from the agencies that never succeed.