There are several critical elements that lead to earned media, but if I had to sum it down to one word, I’d say it’s “editorial.”
Earned media is not about advertising your services to reporters. Journalists aren’t there to listen to a sales pitch. Their job is to identify the news angle.
MACIAS PR works with clients in different industries – healthcare, technology, digital health, nonprofits, consumer services. Our team is constantly speaking with journalists, reporters, writers and producers about news stories, across journalism beats.
Even though our stories vary by industry, we never push promotional material to reporters. It’s a critical differentiator that separates MACIAS PR from other PR firms. We only sell the news story that positions our client in the center of it.
When I was an Executive Producer at NBC and Senior Producer at CBS in New York, I wasn’t easy to manage. In fact, my News Director with NBC in Miami told me bluntly, “Mark, you’re not easy to manage.”
In hindsight, I wasn’t a “yes” producer. I was always looking for the next big story to tell. And when we debated stories in the morning meeting, I continued to sell it even after the story was rejected. That approach must have worked because NBC promoted me to one of youngest Executive Producers in New York.
Fast forward to today. I just read an article in the Harvard Business Review that can help your business when it comes to managing creative people. It’s titled, “What Stan Lee Knew About Managing Creative People.” The article will also help you get the most out of your PR firm.
How to get the most out of your PR Firms
The best PR firms hire creative people. These agencies want to hire publicists who won’t quit even when reporters say no. As the owner of this PR firm, I want to hire publicists and researchers who will challenge conventional thinking. This approach is helpful in PR because it helps us deliver more interesting stories, which is the landmark of quality journalism
MACIAS PR takes this same approach with our media strategy. We continue to search for creative enterprise angles that haven’t been told before. And we are relentless. Just today, a CBS reporter said he finally sold his bosses on our story. We’ve been working him for weeks now and it paid off.
But what does this have to do with your business?
If you want to hire a creative PR firm, let them do their jobs. Yes, you know your industry but hopefully you trust them enough, along with their strategy.
Let your PR firm run and challenge the status quo by coming up with the best enterprise angles for your business. You will help your PR firm by offering new ideas and keeping your publicists alert of new developments. At the same time, the best PR firms – like MACIAS PR – will continue to search for new ways to position you with the media.
According to HBR, creative people need to keep busy; they want credit; they’re always dreaming big; and they want money. It seems like common sense, but if the Harvard Business Review published a study on it, maybe more people need to be reminded of it.
Give credit to your PR team, even if it’s just internally. It will work wonders for your business down the road when no one is watching. And if they’re helping you sell more products and services, tell them.
If you want to hear unconventional stories and creative narratives, reach out to us. I’ll give you a customized strategy over the phone that I promise will make you say, “I didn’t think of that.” Just let us do our jobs. 🙂
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.
As an entrepreneur, you have to learn quickly what are your weaknesses and strengths. Sure, when you’re starting out, you have to do everything from billing to bookkeeping to the actual work. But as you scale, the workload needs to be delegated. You need some business hacks.
I speak with startups all the time who tell me they tried to get PR on their own. They tell me they listened to Mark Cuban who said it is easy to get PR and spent hours, days and even months trying to get a story on the news.
That money and time could have been better spent on growing their own business.
I don’t know accounting or bookkeeping, but my business needs that function. I could (and I have tried) to learn Quickbooks and even do my own taxes, but that wouldn’t be an efficient place to spend my time.
My expertise is the media. My business is PR. I’m better served by spending my time on what I know.
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 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.
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.
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?
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.
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.
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.