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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How to Motivate your Publicist – Tips to Get the Most from PR Teams

By Mark Macias

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.

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Why Fear of Failure Destroys the Best PR Campaigns

              

By Mark Macias

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.

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Tech Publication Grit Daily Asks MACIAS PR for Advice for Startups

The popular tech publication, Grit Daily, recently turned to MACIAS PR for PR advice. Their editors said they wanted to help their readers, entrepreneurs and startups who were struggling to find the best PR agency for their business.

You can read that full Q&A here.

If you’re short on time, here are two questions that our founder, Mark Macias, answered about finding the best PR agency for your business.

What should you look for when hiring a publicist?

MARK MACIAS: I’ve found the best publicists have a deeper understanding of how the media works from the inside. They have an intuition that spots trends and news stories before others.

A great publicist also understands the nuances of the media – because messaging is always a subtle sell around news. Experienced editors and journalists can spot an advertisement within seconds of hearing a pitch, and if it remotely sounds like a commercial, they won’t run it. The best publicity campaigns are able to weave themselves into the news fabric or pop culture.

Intuition is another overlooked factor. Journalism is usually centered around human behavior. It’s about connecting the invisible dots around people to form a story. And that’s not reading tea leaves. Intuition is a component of behavioral science.

How much should a startup pay for PR?

MARK MACIAS: Prices and approaches vary by firm, but it helps to understand how the payment plan works. You can pay by the hour, by the media placement or under a retainer.

I’m a firm believer that nothing is free in life, so if a publicist claims you only pay if they make a placement, I’d ask a lot of questions. It costs time and money to generate organic (earned) media. And a press release does not fall under that definition. It takes time to write a successful pitch and find the right reporters, and resources to secure the story. If someone offers to do work for free, I would question their experience and PR understanding.

Paying a lawyer, consultant or publicist by the hour scares me. If a story isn’t catching on, it’s easy to add more time – and under this payment plan, hours add up quickly. Personally, I prefer retainers because the cost won’t fluctuate, even when unexpected issues arise. And if the firm or consultant is reputable or cares about your business, they will likely add extra hours to ensure they meet your expectations, regardless of what happens.

MACIAS PR has a free PR calculator to help you get a real idea of how much PR would cost for your business. Click here to go to that calculator.

Does Performance based PR work? MACIAS PR Forbes Analysis

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 article 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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Entrepreneur Editorial – How the Pandemic is Shaping PR

Entrepreneur Magazine just published my editorial that takes a deeper look at how the pandemic is shaping PR.

You can click on this link to read more on the story, but if you’re short on time, here’s a quick synopsis to help with your future publicity campaigns.

This thought leadership was inspired after I read a post in a private Facebook group with reporters and publicists where we exchange ideas. Someone asked if PR was dead.

PR has definitely evolved since I entered this industry after my career with NBC and CBS. But this last year has accelerated even more changes in PR.

It’s even harder today to navigate the media landscape. A lot of journalists lost their jobs because of COVID. In addition, the competition for eyeballs is getting tougher as more online news sites pop up. And we can’t dismiss the consumer market, which is getting more fragmented.

All of these headwinds make a targeted media and communications strategy even more critical.

Here’s a closer look at why I wrote that why experienced strategic thinkers will become even more valued, and more scarce in the coming years.

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How Important are Media Contacts? Media Insider Perspective

By Mark Macias

With my media experience in TV at both the local and national levels, you’d think I would want to tell business owners that media contacts are our selling point. It’s true, I do have reporter friends and former colleagues across the US. 

But here’s the honest word: media relationships are only part of the story. Strategy always beats connections.

You can be best friends with the Executive Producer at Good Morning America. (Ironically, I am friends with the Executive Producer of GMA. We both were producers at Inside Edition and American Journal at the same time). But guess what – if I don’t have a good idea, he’s not going to return my call. This is where strategy comes into play. 

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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.

5 Mistakes Leaders Make with Reporters – Forbes Analysis

By Mark Macias

I recently wrote a story for Forbes, outlining 5 mistakes I frequently see leaders make with reporters. CEOs are traditionally articulate and great with the gift of gab, but when it comes to their interaction with the media, I’ve frequently observed many of the leaders make the same mistake.

It’s a shame because it’s not easy getting interviews with reporters. PR firms have to work very hard to land the pre-interview, and you typically only get one shot. Over the summer, our team secured a 20-minute phone interview with a FOX News anchor. I worked with the CEO closely, gave him a briefing document and was on the call, trying to keep it focused. Still, at the end of the phone call, the anchor told the CEO point-blank: I don’t know what this story is now.

Here is an abridged version of the article I wrote for Forbes. You can read it more in-depth by clicking here. Continue reading “5 Mistakes Leaders Make with Reporters – Forbes Analysis”

MACIAS PR Releases Q3 Media Report, Detailing Coverage for Clients

​​​​The top tech and healthcare PR firm —​ MACIAS PR — has released its third-quarter publicity report, detailing the media coverage secured by the agency from July to September 2019.

In the third quarter, MACIAS PR secured prominent news placements with Newsweek, Forbes, New York Times, Washington PostPeople en Espanol, Channel 11 in New York, NBC in New York, News 12 in New York City, Cheddar and other news sites.

The founder of the firm, Mark Macias, said this latest media report reinforces how his PR agency delivers faster and better results than other agencies.

“If you go back and look at our Q1 and Q2 reports for 2019 — or previous years — you will see similar results,” said Macias. “Our PR firm consistently delivers solid media placements with the most influential news organizations. This quarter, MACIAS PR had a trifecta with stories in the New York Times, Washington Post and Newsweek for our latest political client.”

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