Publicity on a Limited Budget

By Mark Macias

It is possible to run an effective publicity campaign on a limited budget. The PR firms Edelman or Rubenstein might bring your company reassurance with their large staff and beautiful buildings, there are affordable alternatives that can deliver the same results.

Potential clients always ask me how much we charge for a PR campaign. I like to use the accountant example. You and I may use the same accountant but our costs are likely going to be different based on our needs. It’s the same with public relations.

Your needs actually influence the scope of the media campaign. Do you want a local or national publicity campaign? Is it B2B or B2C? Are you in a niche field or does your narrative have a broad appeal? All of these questions factor into the complexity and cost of a media campaign.

But if you’re a small start-up or nonprofit, you can run an effective PR campaign by narrowing down your targeted news outlets. My PR agency has been running a social media campaign for a small East Village restaurant for several years, which was much different than the state-wide US Senate campaign we ran for another client.

Every client wants national exposure, but if you want to run a cost-effective PR campaign on a limited budget, you need to prioritize. In the world of PR, time equals money.

So don’t assume just because you have a small budget that you don’t have a PR budget. If you can afford Facebook ads, you can probably afford a targeted publicity campaign that reaches reporters.

The global PR firms might shy away from your small budget, but if your expectations are in check, you can use the media to reach customers.

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.

 

 

Get My Business on the Local News

By Mark Macias

How do you get your business on the local news? Would you like to publicize a local event with the local newspaper? It’s a much different approach than trying to get your business on the national news.

Local newsrooms operate differently than national newsrooms like CBS and NBC. Likewise, local news markets approach the approval process differently based on the city or region of the country. For example, a local story in Miami will be covered differently than a similar local story in Phoenix or New York.

As a reporter and news producer who worked in Phoenix and Miami, I recommend putting your thoughts in a concise email first. By putting your thoughts in writing, you will have a more concise and focused story idea. Once you put your thoughts on paper, pick up the phone and call. I say put your thoughts on paper before you call because most people ramble on when they get a reporter or producer on the phone. They lose their focus and as a result, lose their one opportunity at publicity.

It should be common sense, but don’t call as the newscast is about to start – or in the middle of it. However, here’s a media insider tip: call as the newscast is ending. This is when the desk and producers are unwinding, waiting for time to pass so they can go home. It is also when they will be most receptive to your story pitch.

And if you’re in a large TV market like Los Angeles or New York, consider targeting the smaller news outlets.

In New York, there are several smaller cable news outlets that operate like smaller TV markets – News 12 and NY1. Just remember, you only get one shot to pitch your story, so make sure you have that story angle down.

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

 

Use PR to Drive Holiday Sales

MaciasPR has just published a holiday guidebook for businesses trying to increase their holiday sales, titled: Publicity During the Holiday Season: How to Use PR to Increase Holiday Sales.

The PR guidebook written by media insider, Mark Macias, reveals tactics he learned during his career as a journalist, writer, producer and Executive Producer with the news organizations NBC, CBS, KTVK, King World Productions and the Arizona Republic.

Consumers can download the PR guidebook for free by clicking here.

The guidebook, Publicity during the Holiday Season, identifies 5-tactics business owners should apply when trying to get the media to cover their business. The guidebook elaborates on the following tactics:

Identify your Story Narrative

A good story idea will drive coverage in any market. Many business owners have a misconception that who you know is better than what you know. This section of the guidebook explains why a creative idea is more valuable than a reporter contact in the world of journalism and PR. The guidebook also gives business owners tips on how to identify a timely narrative for the holiday season.

Pitch the Ignored Reporters

Every newsroom has reporters or writers who never get the plush assignments. These may be journalists working weekends or the overnight shifts. In many situations, these are the best reporters to pitch since they have the most to gain from your good idea. This section of the guidebook explains how to come up with unconventional pitches for these reporters.

Identify your Holiday Gimmick

If you want to stand out at a holiday party, revelers need something to push you above the crowd. It’s no different with the media during the busy holiday season. This section of the guidebook teaches entrepreneurs and business owners how to identify a gimmick for coverage.

Establish Credibility with the Media

This section of the guidebook explains how business owners can position themselves as “experts” in their industry, leading to potential publicity. But before a business owner tries to position himself as an expert, he or she must first establish credibility in the community. This section reveals how business owners can establish credibility.

Preparing for the Interview

If the first four tactics are executed properly, the chances are higher that a reporter will be interested in your holiday story. But now what? Is your business prepared for the media coverage? This section of the guidebook explains how to prepare for the reporter interview.

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