Affiliate Marketing PR Campaigns – Why One Size does not Fit All

By Mark Macias

The owner of an affiliate service emailed me recently, asking about a PR starter kit for her clients. Her intentions were in the right place with her email.

“I’m looking for a very inexpensive package to offer my (affiliates), a sort of starter kit to help kick-start their marketing campaign. Most of them have no clue what to do,” she wrote.

Hiring a publicist is not like buying a shirt. There is no universal “starter kit” that will work for every business, especially if your business involves retail.

For each campaign to be successful, you need to identify the story and what makes it unique. If you are selling t-shirts to teenagers, that is a different publicity campaign than a men’s store selling expensive suits to professionals. And to underscore that statement, it’s also a different publicity campaign than one that reaches professional women.

PR Advice for Affiliate Marketing Campaigns

In the case with the owner of that affiliate marketing company, she would be more successful if she were to give her clients a compass that teaches them the most important questions to answer before you launch a PR campaign.

Every campaign that MACIAS PR begins with a strategy around critical thinking. We don’t just jump into a story. We debate and discuss why specific reporters or media outlets will be interested in our angle. And that all takes place before we even start calling reporters.

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.

Best PR Campaigns begin with a Focused Approach

By Mark Macias

I got an email recently from a marketing consultant who I have worked with in the past. She’s introduced me to many great “players” in the business scene and she is a friend, so I want her to succeed.

She asked if I would help her with publicity for an upcoming project. Her idea was to push press releases to her audience.

I asked who was her targeted audience and she ran off a list that pretty much included everyone.

It’s great to have a product that is for the masses, but when it comes to the media, your campaign will be more successful if you narrow down the target. The more targeted a media campaign, the better ROI it will bring to your business.

Is all PR Good PR?

What good is it to get a great story in a magazine that your clients don’t read?

Sure, you can use the placement to promote your product in other avenues, but it would be better if your story was in a magazine or newspaper that your potential clients will read on their own.

So what is the first step you should take when it comes to starting your own public relations campaign? Identify a narrative that is interesting, new and most important, focused. Once you identify the narrative, the next step is writing a tight press release.

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.

The Best PR Firms leverage Vision, Creativity and Clarity

By Mark Macias

The most creative people are typically seen as eccentric or even chaotic with their approach to life. It’s great to approach life with that creative flair, but when it comes to successful PR campaigns, clarity is equally important.

The foundation for all creative work revolves around clarity. I’ve seen it in the media as an Executive Producer with NBC. I’ve observed it with actors as a playwright producing an Off-Broadway play. I’ve also seen at work how clarity is crucial for every PR campaign.

The best PR firms are clear, creative and focused

Clarity is a requirement when it comes to the foundation of our media campaigns. I always say in our office, “reporters might not like our story idea, but they will always know what our story is.”

During my time in the media, I used to get all kinds of pitches from publicists. Most of the time, I never knew what story they were pitching.

Their stories didn’t have focus or vision. The message wasn’t tight. I didn’t understand what the publicist was pitching.

This approach to PR is one of the advantages that MACIAS PR has over our peers. We will will never push a story angle that isn’t clear. We will also make sure that our angle is understand – from an editorial perspective.

If you’re having trouble getting traction with the media, email us and we’ll schedule a strategy session that will bring clarity to your media message.

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.

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.

Want to Reach Millennials? Here’s How MACIAS PR did it with a recent campaign

Millennials are now the largest consumer group in the US, with more than 75.4 million members. It’s no wonder brands and companies want to target them. They set emerging trends and with their growing economic clout, Millennials will become a more influential consumer based.

We recently secured a media placement for a dating app startup that wanted to reach millennial women. But it wasn’t just any Millennial publication. Nearly 80 million readers turn to Bustle for information and conversation around the interests and issues women deal with today.

This media placement was targeted and effective, leading to thousands of new downloads for our client. It positioned our client as more innovative than other dating apps, with a more personalized approach

So how did MACIAS PR secure this influential and targeted media placement?

Targeted PR Placements with Influential Publications

We can all relate to the struggles that come with being single and dating around. But young, single millennials – especially those who read Bustle – certainly relate to them a little more.

PR is best for business when the execution is perfectly targeted.

MACIAS PR doesn’t spray random reporters and pray for a response. We are targeted with our approach and always thinking of fresh angles to position our clients in the news. This is why we specifically chose to pitch our client to Bustle – and secure them a placement.

If you’re looking for an edge in business, reach out to me. We can schedule a call and discuss your goals.

About MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – a former Executive Producer with NBC, Senior Producer with CBS in New York and author of the business book, “Beat the Press: Your Guide to Managing the Media.” He’s a contributor for CNBC and The Daily Caller, giving PR, media analysis and crisis advice on timely business and political stories.

MACIAS PR offers a wide range of services, including publicity, branding and crisis PR campaigns for tech start-ups, healthcare/health tech companies, asset management firms, politicians, financial groups, trade organizations, Internet retailers, nonprofits and service sector industries.

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.

Why Press Releases Aren’t Enough for Media Attention

Yes, you read that title right.

While a press release can help get an achievement or update on the record — and is great for content marketing — it is less likely to lead to attention from the media.

Here’s why: Reporters, producers, editors and journalists aren’t turning to PR Newswire for story ideas. Plus, they know press releases are a more sophisticated approach to advertising.

Every successful media campaign will require a media outreach. PR Newswire sources might tell you that your press release will reach reporters, but that is very misleading based on my experience as an Executive Producer with NBC and Senior Producer with CBS in New York

A great PR approach understands the value in reaching out to reporters via email, phone calls, social media – or even texts. Pitching directly to media is especially important for smaller businesses, including startups.

The PR Rules at MACIAS PR and Dealing with the Media

While it’s true that there are no rules when it comes to media coverage, there are guidelines our team at MACIAS PR continually follow for our PR strategy. They include: identifying unique angles and characters needed for the story, and pitching stories internally before we reach out to media. Not to mention, we focus our PR strategy mostly on editorial principles that news organizations follow.

Ultimately, a prominent feature in a targeted publication is better than any press release. Do you want to hear how MACIAS PR can leverage your customers or clients directly to the media? Send us a note and we’ll schedule a strategy call. Or, if you want a PR estimate, click here.

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.

The MACIAS PR Depth – Our Expertise and Strategy

By Mark Macias

The depth and expertise of MACIAS PR goes deeper than most other PR firms.

If you look at our roster depth – and the types of media campaigns we run – you will see a diverse portfolio of clients. And not just in simplistic B2C industries, but also complicated B2B industries.

MACIAS PR has led media campaigns for Congressional candidates, dating apps, consumer products and apps, weight loss programs, compliance and law firms. We’ve also run B2B media campaigns for pharma, healthcare and healthtech platforms.

Despite the diversity of those clients, one thing remains consistent. MACIAS PR continually delivers tier one placements with the biggest name in news. So how do we do it?

Continue reading “The MACIAS PR Depth – Our Expertise and Strategy”

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.

How to Reach New Markets – Tapping into the Growing Hispanic Market

By Marta Majstorovic

Hispanics are the fastest growing demographic yet they are frequently overlooked as a consumer market when it comes to PR.

The US Census Bureau says there are currently more than 57 million Hispanics in the United States, yet this group of consumers only has only two major sources for national news – Univision and Telemundo. Yes, there are smaller, local and cable outlets – like CNN en Espanol and Azteca – but those news organizations don’t have the same reach.

If you get your product or service on Univision or Telemundo, you’ve effectively reached roughly half of the Hispanic market.

Continue reading “How to Reach New Markets – Tapping into the Growing Hispanic Market”