Award-Winning Journalist and Publicist Releases New Book, ‘Tao of PR,’ Bringing Tactics From Sun Tzu’s ‘Art of War’ to PR

NEW YORK, Jan. 30, 2019 /PRNewswire/ — The award-winning journalist and publicist, Mark Macias, has published a new book – “Tao of PR” – which takes tactics from Sun Tzu’s, “Art of War,” and applies them to PR and crisis communications.

The “Tao of PR” takes the famous Chinese military treatise from the fifth century BC and repositions these war strategies for a modern-day strategic communications plan.

Macias PR
Macias PR

Macias said his book lays out messaging and crisis communications tactics that can help entrepreneurs or business owners trying to get their story told with the media.

The overarching themes of the “Tao of PR” include: I – Laying Plans; II – Waging War; III – Positioning; IV – Forces – Strengths and Weaknesses; V – Engaging the Force; VI – Adaptability; VII – Moving the Force; VIII – Situational Positioning; IX – The Attack; X – Spies and Advocates.

Chapter 8 – Situational Positioning – gives guidance on how to deal with reporters in friendly and combative situations, while Chapter 10 – Spies and Advocates – reveals 10 Defensive Decrees that can help any crisis communications situation.

“The media is a complicated landscape, especially in this ever-evolving news cycle,” said Macias. “You can’t approach BuzzFeed, the ‘Today’ Show or the Wall Street Journal in a similar fashion. The way a story is positioned and how that message is framed will influence whether the story gains traction. The ‘Tao of PR’ takes readers through these steps, tactics, and approaches that can help all entrepreneurs better craft the message and reinforce the brand.”

Macias said he learned many of these strategies during his time as an Executive Producer with NBC and Senior Producer with CBS in New York.

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.

Today, Macias runs the tech and healthcare PR firm, MACIAS PR, which was named the 2017 and 2018 Strategic PR Firm of the Year by industry 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.

Macias said the most successful media strategies contain multiple elements: a great narrative; universal appeal; telescopic aim, urgency; and a solution. “The Tao of PR” reveals how to create, develop and execute these strategies for any media campaign.

“We leverage all of these elements when it comes to launching a media campaign,” said Macias. “We apply journalism, programming strategy and insider approaches for every media campaign we run. It’s one of the reasons why our clients have appeared in the biggest and most influential publications.”

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.

The “Tao of PR” can be purchased on Amazon. Brand managers and reporters can receive a free copy of the book by emailing mmm@maciaspr.com – and requesting “Tao of PR.”

The Cat and Mouse Strategy – It applies to PR

This is an excerpt from “The Tao of PR” by Mark Macias.

Why does the cat always catch the mouse? When you think of how agile and quick a mouse can be, he should always outmaneuver the cat. Yet, nearly 100 percent of the time, the cat will catch the mouse.

That’s not just a fun question. It’s actually a way of thinking that applies to PR and business.

First off, I’m not an expert on mice or cats. I have never owned a cat and I hate mice. But as a person who lives in Manhattan, and every New Yorker will tell you – “if you have mice, get a cat and the problem will go away.” There’s a reason why everyone says that and I believe the strategy also applies to public relations and business.

The Cat and Mouse PR Approach

A cat traditionally studies its prey before it attacks. It tries to understand the mouse’s movements and agility in advance. It is also more patient. The cat takes his time approaching the mouse, waiting for the right moment to pounce while the mouse is preoccupied with the ground.

In the world of public relations, you should study and understand the journalists you want to pitch because you only get one chance.

If you fire off that story idea before it is completely developed, you risk losing an opportunity for coverage. Many clients want to see results quickly, and as a business owner, I understand. I want to see a high rate of return as well on my investments. But if the execution of the strategy is rushed and sloppy, you risk losing out on solid media placements.

As for the mouse, I will never understand why he continually gets caught. He is faster and more agile and should be able to run circles around the puffy paw.

I’ve watched mice move on the streets of Manhattan. Trust me, I couldn’t catch one in my house but I guarantee you I can catch a cat anywhere. The mice gets caught because he is afraid.

No Fear in PR

A creative media strategy requires confidence in an idea and strength with the execution. You can’t be afraid of creative ideas when pitching reporters. Sure, I’ve come up with some crazy publicity stunts and not all of them worked. But a good majority did. If I were afraid of failure, I would have missed out on the home runs. The same applies to your business. You can’t be afraid like that little mouse.

Finally, the mouse fails because he doesn’t think. If you have observed any mouse in a kitchen after turning on the light, you’ll see they don’t react to change well. Their bodies scramble without direction. It’s like they are immobilized by the sudden change in environment.

If you’re trying to succeed with media placements, you really do need to think like a cat but move like a mouse. If an idea doesn’t seem to be catching on, listen to the feedback of reporters. Are you missing an element with your idea? Does the reporter need more evidence to support the story? Be nimble and respond to their questions. Be like the mouse – fast, agile and quick to respond. Be like the cat – strategic on your approach, measuring the situation before attacking

In the cartoon, Tom & Jerry, the mouse always won because he out- thought the big, slow cat. Of course, that is the land of fiction, but since the Tom & Jerry narrative was created by a real person, I can now understand why little Jerry won every time the two battled wits.

Finance Monthly and ACQ5 5 – an international industry award – named Macias PR the 2017 and 2018 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.

How To Get Your Product on ‘The Today Show’ – PR Analysis

The Today Show is PR opportunity every CEO and business owner asks for. Nearly every potential client says they want to be on the Today Show or Good Morning America when asked who is their ideal audience.

It’s not easy securing a placement with these morning show. The available segments are limited between hard news and commercials.

But MACIAS PR did it this week for our health tech client on The Today Show. We also secured a different segment for this client with NBC News.

So how did we do it? We leveraged a timely component with water cooler material.

The Consumer Electronics Show, also known as CES, is the world’s largest consumer tech trade show. Tech entrepreneurs and startups come from all over the world to showcase their tech products to the world – and more important, the media. It’s not easy standing out at CES without the help from the media

Before CES took place, MACIAS PR reached out to hundreds of targeted reporters, producers and writers, telling how the world’s first smart belt was going to be unveiled at CES.

But we didn’t create an advertisement. We took time to tell the client’s story. In addition to those two TV segments with NBC News, our approach led to influential placements with Wired Magazine, USA Today, AdWeek and others.

How MACIAS PR can Help your Brand

If you’re looking to raise the profile of your tech or health tech product, click here for a free PR estimate. You don’t even have to pick up the phone. We’ll do all the work for you.

About MACIAS PR

MACIAS PR is based in Midtown Manhattan. It serves clients in technology, healthcare, digital health, financial, politics and the nonprofit sectors.

The founder, Mark Macias, is a former Executive Producer with NBC and Senior Producer with CBS in New York. His media experience provides the firm with an insider’s perspective on how news stories are placed. Macias is author of the business book Beat the Press: Your Guide to Managing the Media and frequent contributor with CNBC and The Daily Caller where he gives PR, media and crisis advice on timely business and political stories.

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.

Holiday PR – Getting your Product on the News for holidays

By Mark Macias

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?

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What our clients say about MACIAS PR

By Mark Macias

I continually hear from potential clients that they got burned by their previous PR firm.

It’s a shame but anyone can put up a shingle and call themselves a PR firm. This is why it’s so important to do your due diligence before you hire your PR firm. You also need to ask the right questions.

  • What kind of track record has this PR firm established?
  • Who is the leader behind the strategy?
  • What experience does the PR firm have in your sector?
  • What do their current and past clients say about them?

I love that last question because to date, we have several clients that MACIAS PR has worked with for years. I think more important, we don’t even have a written agreement anymore. Our clients trust us and we trust them.

Thank you flowers from a Client

Earlier this month, MACIAS PR got a token of appreciation from one of our clients. See the picture of flowers in our office? We got those flowers from a client who we have worked with for more than 2 years.

When was the last time you sent flowers as a thank you to a client? I don’t say this to brag. I share these flowers with you to let you know that MACIAS PR puts our clients first in everything.

When our team secures a publicity or news story for a client – we celebrate with you. We know our business will only succeed with your business growth. It’s a relationship that you can best experience with a fellow business owner.

Finance Monthly and ACQ5 5 – an international industry award – named Macias PR the 2018 & 2017 Strategic PR Firm of the Year, 2015 & 2016 PR Firm of the Year – USA. This recognition was based on our media deliverables and expertise. 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.

Q3 Media Report for MACIAS PR – Media Deliverables

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.

Continue reading “Q3 Media Report for MACIAS PR – Media Deliverables”

Publicity for Congressional Candidates – Targeting Voters

By Michelle Soriano

Black women are changing the face of politics. MACIAS PR leveraged this narrative to secure a prominent media placement for our political client who is running for Congress. The headline for the story said it all: Blue Party say Hello to the Black Wave.

News One reaches more than 10 million unique visitors per month, with the majority African Americans. It’s one of the largest online platform for the African American community.

The article MACIAS PR secured revolved around three female Black politicians who are changing the face of the Democratic party. The report also included open dialogue about a shift in thinking among party leaders – and how our client is one of the few leading the movement.

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MACIAS PR on CNBC – Giving Crisis PR Advice

By Mark Macias

A reporter with CNBC called me last week on how I would manage the Papa John’s crisis.  (You can read story here).

I answered some of the reporter’s questions in writing – and not all of my answers were used. I think there is more insight that can help any company trying to prevent or manage a crisis.

Here’s a look at the other questions this reporter asked, along with my answers.

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Networking with Reporters – Meet the Press

By Mark Macias

I just got an email to “Meet the press, face to face, for three hours and demo the latest in tech, consumer or lifestyle products. It’s that easy.” The email continued, “Nearly 350 media attended our most recent NYC holiday event. Yes, 350.”

Oh, PR people make everything sound so easy.

Here’s a better question putting that into perspective. When you attend networking events and meet more than 100 people throughout the event, how many do you actually remember? If your memory is like most people, you probably only connect to 15 people. And as the conference goes by, you’re even less likely to remember who made an impression.

It’s no different with the media. During my time with NBC and CBS, I went to expos and trade shows. People would throw their business cards at me, hoping this one personal connection would lead to publicity. Sorry to break the news, but it doesn’t.

Here’s a better way to get the media interested in your story.

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Digital Health Client on CBS 2 – This Week

By Rachael Sternlicht

MACIAS PR got our digital health client on CBS 2 yesterday. It’s an example of how we consistently position our clients on the local and national news by identifying timely and interesting angles around our clients.

Many people are exercising outside right now, even when the heat continues to rise. Sure, those sports drinks, like Gatorade, might keep you hydrated but they are full of sugar and calories that in many ways off-set the electrolytes we need.

But what if you could make your own electrolyte drinks at home – and without the sugar and high calories?

 

Continue reading “Digital Health Client on CBS 2 – This Week”