Media Strategy – Getting Stories on the News – Best PR Tactics

MACIAS PR recently published a social media post that showed Lower Manhattan through a different lense. It ignited a conversation in our office on why most PR firms fail when it comes to media strategy.

Strategy is a popular word in business, but in the media, it’s really over-used. Everyone claims to have a strategy, but few PR firms are able to capitalize on that thought process like MACIAS PR. And you want to know why? It boils down to our  perspective from inside the news room.

The founder of MACIAS PR grew up in the media. He didn’t grow up in PR like most public relations executives. In fact, most public relations founders pitched Mark Macias at some point in their career.

But this isn’t about the past. This post is about the present and how that perspective can help your business grow. MACIAS PR has a deep understanding in how editorial is created. We’ve worked with reporters at the local and national level – in TV, print and online.  Even today, many freelance journalists are a part of our team.

It’s one of the reasons why MACIAS PR was recently named the 2019 Strategic PR Firm of the Year. Our unobstructed view of the media helped us secure stories for our clients in 2019 with all of the big news organizations.

How much does PR cost?

PR is not easy. If your PR team is running into brick walls, reach out to us for a free PR estimate by clicking here. We’ll break down the chain link fence and give you a detailed picture on how we will take your firm to the top of the Manhattan skyline, positioning your brand as the industry leader.

Marketing peers named MACIAS PR the 2017 and 2018 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s also a frequent contributor with CNBC and author of the books, Beat the Press: Your Guide to Managing the Media and The Tao of PR.

Who is Noom’s PR Firm? A Case Study for MACIAS PR

By Mark Macias

In the summer of 2016, few consumers had heard of Noom. It was a 7-year-old digital health company that was struggling to find its place in a crowded weight loss space. Fast forward to 2019, and you will see their brand everywhere. Their weight loss program has been on CNBC, People Magazine, CNN, the NBC Today Show, Men’s Health – to name a few.

In fact, you can probably name any big news organization, and MACIAS PR likely has a media placement to showcase for this campaign. (The Washington Post, Women’s Fitness Magazine, Politico, New York Post, Fast Company Magazine, TechCrunch, Yahoo News, International Business Times, CBS News, and local TV in multiple markets).

(In the B2B sector, MACIAS PR  secured stories on Noom with The American Journal of Managed Care, Mobihealthnews, Fierce Biotech, FW Pharma, M Health Intelligence, Med City News and others. We also secured stories with the Spanish and Korean media).

But before MACIAS PR started working with Noom, the digital health company had little media exposure. Noom’s previous PR firm – one of the country’s largest healthcare PR firms – secured only 4 media placements during their contract. That’s right – FOUR. And they weren’t even big outlets: MedCityNews, HIT, News.com.au and Tech.co.

Meantime, MACIAS PR averaged 7.8 media placements over the course of our 3-year PR partnership. The MACIAS PR boutique firm out-hussled the big guys on this campaign, like we do with all of our clients.

Making this campaign even more challenging, MACIAS PR secured these media placements with little guidance from the client. Yes, I worked closely with the founders, trying to identify story angles that were news worthy. But Noom didn’t have a marketing department or CMO for much of our partnership. That meant we had to drive the strategy and focus for each campaign.

And we succeeded. MACIAS PR helped the company become one of the most Googled brands in 2018; we helped raise their profile for fundraising rounds; Our work helped our client win numerous awards following strategic campaigns, including listings as the Best Place to Work.

It’s media campaigns like Noom’s that led marketing peers to name MACIAS PR the 2017, 2018 and 2019 Strategic PR Firm of the Year. It’s a strategy based on editorial, creativity, persistence, and precise execution that only a media insider would know.

Here’s a closer look at what this boutique PR firm – MACIAS PR – did for Noom and how we can achieve similar results for your digital health or tech company.

Continue reading “Who is Noom’s PR Firm? A Case Study for MACIAS PR”

What is Public Relations? Does your business need PR?

By Annalee Tacuri

What is PR? It’s a simple question that many business owners ask MACIAS PR in conversations. In short, Public Relations introduces your brand or story directly to consumers through a third source. The media is one of the most popular platforms used in PR. Unlike advertising, public relations doesn’t buy media placements. The PR firm places your story in the media.

How is PR different from advertising?

  • Credibility: When commercials appear, you just want them to be over and return back to what you were watching. Consumers don’t trust ads, because the ads are trying to sell you a product. However, a TV segment brings more credibility to your product or service since it’s coming from the media.
  • Target Audience: Ads focus on targeting potential customers. PR can also target your desired customer by placing stories in the desired media outlet. But unlike advertising, PR continues working for your business long after the budget is over. With advertising, your ads are immediately pulled when your budget runs out.
  • Goals: Public Relations builds brand awareness through influential media placements. They also build trust with consumers who watch the story on TV or read it in the newspaper.

Continue reading “What is Public Relations? Does your business need PR?”