Get my Story on the News

By Mark Macias

It was one of the most popular questions I heard when I was an Executive Producer with NBC.

“How can I get my business on the news?”

There is no magic formula to getting your service or product on the news, but there are guidelines that will increase your chances.

You can increase your chances for coverage by identifying what is different, new or unique about your business. It sounds simple but a lot of people forget that news is based on the root “new.”

If you don’t have that “new” component, your story is at a disadvantage. You might be able to find a new angle by asking pointed questions:

Is your business contributing to the local community in a unique way we might not expect?

Are you about to accomplish a feat where others have failed?

What is different between you and competitors?

Focus and Clarify your Pitch

The more you can clarify and focus your pitch, the better odds you have of getting your business on the news.

Finding a unique angle is not as difficult as it may sound. You just need to open your mind to timely events that impact and influence sales of your product or service. If you own a fashion or jewelry store, try to link your product to high-profile events like the Academy Awards or the Grammy Awards. If your business is geared towards a niche audience, like traveling business executives, scan the headlines for possible tie-ins to current events.

Biggest Mistakes Most Publicists Make

Not properly defining the story is one of the biggest mistakes most publicists make. Your success on pitching depends greatly on how well you define that story because in many cases, you may only get one shot at pitching your story idea. You can focus your story by understanding and applying the five W’s (Who, What, When, Where, Why and How).

Who is this story about?

What is this story about?

Where is this story taking place?

When does your story take place?

Why should anyone care about your story?

How is your story, business, service or product changing lives?

The more you learn and understand the definition of “newsworthy,” the better chance you have of getting your story on the news. And once you successfully make that placement, you are better able to shape the message with the media.

Mark Macias is a former Executive Producer with WNBC and Senior Producer with WCBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR.

How PR Helps with SEO

By Mark Macias

If you type “PR Help” in Google, you will see a link to public relations site on the first page, called PR Help.  That high profile search engine ranking didn’t happen by accident and it didn’t arrive solely because of the website name.

It was a choreographed PR strategy that took a little less than 3-months to achieve.

There are many strategies that can help push your website ranking with the search engines: key word optimization, Internet marketing, promoting your website through back links – but one of the most cost-effective ways to increase your search ranking is via public relations.

It is called Search Engine Optimization or SEO for short.

How can PR my search engine ranking?

If you want potential clients or customers to find your website via search engines, consider looking to public relations as an alternative.

Unlike online ads, which expire with your budget, with public relations, your news stories keep working long after your media campaign is over, especially if you can convince the news outlet to post a link to your website.

All of the search engines will rightfully believe your company has more valuable information if a prominent news organization, like the New York Times, posts a website link to your website. That in turn, will raise your profile and ranking with the search engines.

Here’s another way PR can help your website get a higher ranking with the search engines.

Smaller blogs frequently run stories or snippets from the larger media outlets. If a major newspaper runs a story on your company, there is a good chance smaller websites will want to run the story, which helps your SEO.

So before you devote that marketing budget to Facebook ads, take a minute to research the ROI of PR.

Mark Macias is a former Executive Producer with WNBC and Senior Producer with WCBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR or MarketYourFund.com

 

International PR Campaign

By Mark Macias

Would you like to introduce your product or service to consumers in the USA? Imagine the growth an international campaign could bring to your company.

New York City alone has a $1.29 trillion economy, larger than the economy of Mexico ($1.15 trillion), South Korea ($1.12 trillion) and the Netherlands (S838 billion), according to a report by HIS Global Insight (http://usmayors.org/metroeconomies/0712/FullReport.pdf)

And don’t assume you can’t afford a solid PR campaign in the USA, especially if your start-up can afford to buy Facebook ads. A publicity campaign is almost always more cost efficient than an advertising campaign. The cost for a PR campaign varies by the complexity and scope of the campaign, but it can increase your brand awareness, introduce a new product and improve your website’s ranking with Google. (Click here to read how a PR campaign can improve your SEO ranking).

But where do you begin as a foreign company, trying to enter the US market?

MaciasPR has worked with many international companies and start-ups trying to enter the US market. We have gotten our clients publicity inside some of the most influential news organizations, including the New York Times, CBS News, Good Morning America, CNN, Fox News, as well as targeted industry publications like Venturebeat, BusinessInsider and Ecommerce.com.

But before you enter the USA market, you should be prepared to answer a few questions on your company’s vision.

Do you want a national or local media campaign? Is it B2B or B2C? How complex is your message? Who exactly do you want to reach?

We can guide you via Skype if you would like to hear a more targeted media approach for your company. Just message us at www.MaciasPR.com.

Mark Macias is a former Executive Producer with WNBC and Senior Producer with WCBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR or MarketYourFund.com

Who are the Best PR Firms

By Mark Macias

How can you find the best public relations firm for your business? What traits make for a great publicist?

I worked with a ton of publicists throughout my journalism career with NBC and CBS. Now, as the owner of a PR firm, I speak with business owners, entrepreneurs and large companies about their publicity needs. One of the major trends I’ve discerned is most people ask the wrong questions when it comes to finding the right PR firm.

If I were to hire a publicist, here are the questions I would want my publicist or PR firm to answer.

Can you give me a publicity strategy for my business?

You question reveals how the publicist thinks on his feet. A great publicist will have his or her own ideas. He will be able to explain a strategy off the top of his head because he understands how the media works and what will get traction.

How do you see my industry?

This question reveals how well the publicist understands your business. This is a valuable revelation because every publicity campaign will need to identify the unique angle that makes your business different from the competitors. If the publicist doesn’t understand why your business is different from your competitors, he will be at a great disadvantage when it comes to pitching the media stories.

Tell me about your clients and media placements you have secured?

A diverse portfolio suggests that your PR firm knows how to identify a solid news story. It takes a special talent to secure media placements in various industries and if your publicist can demonstrate that with his or her portfolio, you are likely getting an experienced publicist who will perform at the highest level.

Many business owners like to work with a PR firm that specializes in their industry. This can sometimes work against you in the world of PR because ideas quickly become stale. If a publicist has spent a lifetime solely in fashion or tech, they risk becoming complacent with their thinking or creativity.

Will I be working directly with you?

You should meet with the publicist or account executive who will be selling your story to reporters. Does he or she accurately represent your business? Whether it’s fair or not, journalists will associate your product or brand with how well your publicist presents it.

What if we don’t get along? What if I want out of the contract because you can’t deliver results?

Every PR firm hates these questions, but it’s a valid point to raise during your initial discussions. If you’re working with a publicist and the chemistry is bad or he/she doesn’t get along with you, you should be able to get a new person or get out of your account. It’s okay to have a difference of opinion with strategy, but it’s another challenge when you just don’t get along with the person. Make sure you get insurance in case this happens to you.

How long before we get to see results?

This answer can vary by the complexity of your campaign, but the PR firm should be able to give some guidance over a time frame.

What is your media experience?

Experience matters when it comes to figuring out how to frame a story or pitch it to the media. If I were hiring a publicist for my future business, I would ask him or her to sell me on their experience. This will also give you an idea of how well your publicist can sell your stories to the media.

You can read longer versions of these articles at www.prhelp.co.

Mark Macias is a former Executive Producer with WNBC and Senior Producer with WCBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR or MarketYourFund.com