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.

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

 

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

 

Get My Story on the News

By Mark Macias

I recently got a Linkedin email that had a catchy headline on the surface, but lacked truth when you looked deeper.

“Publicity is the most under used method to get attention, yet the media is starving for stories.”

I think the Linkedin spammer might have had a better “PR” argument if he said the media is looking for great ideas. “Starving for stories” implies there is a shortage of story pitches hitting reporters and producers and that is not the case.

As an Executive Producer with WNBC, I approved story ideas from publicists, reporters and producers. When I would log into my email at NBC and CBS every morning, I would easily have 300 new emails that were sent overnight from publicists trying to get their clients on the news.

More than 90 percent of those emails didn’t identify a solid news angle and were treated as spam. Those publicists couldn’t find the story narrative even if they had a journalist sitting next to them. And that wasn’t just based on my media experience in New York. During my time as a news producer in Phoenix and Miami, the publicists were actually even more inexperienced.

The media wants to cover stories that have a compelling narrative, stories that impact the public, stories that uncover wrongs or inspire people to do right. Yes – not all news is bad. There is a home for inspiring stories and in TV, we usually call it the kicker.

The news industry is competitive, and it’s not easy to get a solid news story placed unless you have those compelling elements. Here’s more proof of that with numbers. A 30-minute newscast is actually 22 minutes after commercials. Add in sports and weather, and you have a heck of a lot of people trying to get their product inside of 12 minutes of air time.

So the next time you start thinking of hiring a PR firm, make sure you research the publicist or PR firm. If they start throwing out statements like the media is starving for stories – be leery.

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

Most Common Publicist Mistakes

By Mark Macias

I was going through my emails this morning and found an old story I wrote while I was a Senior Producer with CBS in New York.

A global PR agency had asked me to write an article for their employee newsletter, giving their publicists some tips on how to write a better media pitch. I reread the story and decided to repost this for business owners and entrepreneurs trying to get their stories told on the news.

Common Mistakes Made by Publicists

Every morning when I log onto my computer, I have about 100 new emails from publicists trying to get their client on the next local newscast. I want to read every email closely, but in an era of shorter staffing and larger workloads it is physically impossible to read every single pitch word-for-word. Unfortunately, I know I may be missing some good story ideas, which is bad for everyone. Viewers won’t get to see the next great product and I won’t get to pitch the next great idea.

This is why it is so important to clarify and focus your pitch off before you hit send. Publicists have only seconds to make a lasting impression with the media, and if your email doesn’t catch the eye, there is zero chance of getting on the newscast.

There is no official “right” or “wrong” way to draft a press release but there are definitely “dos” and “don’ts” that will either increase or decrease your chances of getting a reporter’s attention. Here are a few of the biggest mistakes I see publicists make with their press releases time and time again.

Publicists try to cram everything into one press release.

A press release has a purpose. It is to alert the media to your story idea, not a time to make the hard sell. Your press release should not encompass every single fact and angle for the story and it should never be more than one page. (Think white is good). The release is merely the first step towards getting you on the newscast or in the local papers. Many publicists make the mistake of trying to cram everything into one page, causing the release to lose focus or clarity. Instead, write your release so it sounds more intriguing. Look for interesting angles, ways to tease your story and pique the reporter or producer’s interest. If the journalist finds your story interesting, trust me, he or she will follow-up with you and ask you about the facts you left out of the initial release.

Publicists pitch evergreen story ideas.

It’s hard to fathom how so many people pitching the media forget the basics of news. People watch the news and read the newspapers because they want to find out what is “new” that day. It’s a simple formula: news is new minus the S, yet surprisingly many publicists seem to forget this in their pitches.

This is why you should never send a news release that sounds like it could have been written a year ago. I frequently get the same email pitches from publicists that they pitched me several months earlier. They probably assumed I wouldn’t remember it or perhaps they think I didn’t read their release the first time. No, I didn’t pitch their story the first time because it wasn’t new.

Laser hair removal is not new no matter how you try to spin it. However, the fiscal stimulus plan is new and a good publicist will find a way to link their salon to the new fiscal stimulus plan. In late February, I read an article about a salon in Springfield, Illinois that was offering its own stimulus plan for people who lost their job. The reporter wrote about how the salon was offering free haircuts to people who were about to go in for a job interview. They only had to tell the receptionist that they were in for the “stimulus haircut.” The article also profiled the salon’s new royalty rewards program, which essentially offered 25 percent off a haircut over the course of the program. This article was a great public relations coup that raised the salon’s profile in the community. And, it was a timely piece of work that could travel anywhere (in other words copied by other publicists in other cities). Finding a timely article isn’t as difficult as it sounds. It’s actually quite easy once you learn how to learn to follow the news cycle.

Publicists don’t personalize their pitch.

It’s okay to pitch the same story idea to different news outlets, in fact, I encourage it. You never want to limit your success to one person, and the more people who read your news release, the better chance you have of getting it read. However, I am not a fan of massive email blasts. It’s just another form of spam and it usually ends up getting automatically filtered into my outlook junk mail box without me even knowing it.

You don’t have to rewrite the release, but you should add a one-liner at the top of the email, telling the producer or reporter why this is a good story idea for him or her. Also, take the time to research the right reporter or producer. If you’re pitching a consumer story idea or anything that involves money, send it to the consumer reporter or producer. If you’re pitching a story on a restaurant, pitch it to the food critic or the lifestyle reporter. To me, that’s common sense, but surprisingly I frequently get pitches for sports and entertainment.

As a special projects producer, I suspect my profile in the various media databases details my broad background in consumer, entertainment, medical, lifestyle, investigative, etc. I still always forward good story ideas to the proper person, but a publicist could increase his chances for success by pitching the consumer idea directly to the consumer producer. Finding the right person is not that time consuming and you don’t even need to be subscribed to expensive database lists. Sometimes it’s as simple as looking at the company’s website or calling the news desk and asking for a name.

I understand how difficult it is to get the media’s attention. I’ve called some of my own friends in the media and I don’t even get a call back. It’s nothing personal. If you call a reporter or producer and they ask you to email them a press release or they don’t return a voicemail, it’s probably because they want you to focus the idea rather than ramble on about why you have just discovered the next great idea.

I do believe there is a home for every story idea and it’s just a matter of discovering where that outlet is. So don’t get discouraged if no one is biting on your story idea. Perhaps, you need to go back to the drawing board and find a more timely angle. Or maybe, you need to reformat that press release so it doesn’t look so cluttered. By following the above rules, you may not get on the news that day, but you will definitely improve your chances of getting your product, service, business or client on the news.

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

 

 

 

How to Redefine the Narrative

By: Mark Macias

It’s time for an advanced lesson in public relations.

In journalism and PR, the story narrative is crucial to success. Without a strong narrative, there will never be a media placement, regardless of how many contacts you have in the media.

During my years as a news producer with NBC and CBS, there were many times I pursued a story only to discover that the story I thought I was pursuing, changed. When this happened, we had two options – kill the story or salvage it.

In the early stages, like in your initial pitch to a reporter, it is very easy to kill the story, but when money has already been invested in a story, you learn how to salvage it.

As an Executive Producer with WNBC, I oversaw a very large production budget that funded the Special Projects unit. There were many times when I approved a story idea and we invested money into the story, only to discover half-way through the story that it wasn’t there.

This was when we had to put on our creative hats and think of ways to salvage the story – also known as redefining the narrative.

I recently had to “salvage” a story with a real estate client when I was asked to publicize a residential property that was on the market for $48 million dollars.

I originally assumed this high-end property would have gold fixtures and marble floors, but when I visited the property, I saw it was really a fixer-upper. I knew I couldn’t position this story as a voyeuristic view into the wealthy lifestyle, like I had originally planned. So I redefined the narrative.

The new story became, “take a look at a $48 million fixer-upper.” Then, I redefined my media pitch into what I originally thought: “You would think this property comes with gold fixtures and marble floors, but you won’t see any of that in this property. Only in New York can you buy a $48 million fixer-upper.”

The new narrative was such a hit that we had the New York Post and New York Daily News asking for an exclusive on the story. We went with the larger newspaper.

Here’s how to apply it to your business.

Next time you can’t get traction with a story, try redefining the narrative. Sometimes, the real story is better than the original story. And here’s the story we got on that  $48 million fixer-upper.

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

 

 

PR Case Study on Credibility

By Mark Macias

It was all over the news. Amazon would soon start delivering products using drones to deliver products. Even established news organizations, like 60 Minutes, reported on it.

Don’t believe the hype or near-term predictions. It was all part of a flawless PR plan executed perfectly by Amazon.

The drone story wasn’t about reinventing the delivery system for Amazon. It was about Amazon creating a strong, intriguing narrative and backing it up with substance.

This makes for a great case study on credibility that you can apply to your own business. But first, a quick personal story.

Jeff Bezos understands the media intuitively, and I first learned that back in 1999 when I was a producer with NBC in Miami. I pitched a profile story on the young, unknown entrepreneur from Miami Palmetto High School. At the time, Bezos was beginning to shake up Wall Street with strong predictions on his company would revolutionize retail.

His hype worked and the stock skyrocketed.

It’s no different with PR. A strong statement usually gets covered but it first needs to have credibility.

Lesson One: Establish Credibility with PR

Every media campaign needs a credible narrative because without credibility, the media won’t cover your story. If you’re a portfolio manager for a hedge fund and you want to get on CNBC, you better have an established record. Likewise, if you’re running for City Council, you need a plan that is believable and possible or the local reporters won’t write about you.

Amazon has proven itself over the years so credibility has already been established. Did you know earlier this summer, Dominoes Pizza unveiled the same “drone delivery” platform? But guess what – you probably didn’t hear about it because Dominoes Pizza doesn’t have the credible track record of Amazon. If you’re going to make a bold claim, make sure you have the operations or history to back it up.

Lesson Two: Build Suspense

60 Minutes rarely buys into hype. They don’t need to create hype because it is an established program with the best journalists. But in the case with Amazon, if you watch the segment (click here to watch video) you will see how Amazon was able to build suspense for the drone unveiling. 60 Minutes opened their show with that unveiling to bring in viewers – proof that suspense works.

Lesson Three: Identify a Gimmick that Reinforces Your Services

The drone delivery unveiling was a brilliant strategic media move for Amazon because it reinforces its delivery service. But this isn’t about drones and Amazon changing the way books and clothes are delivered to our homes. This isn’t about customer service or delivery becoming more efficient. This was about an idea that every consumer wants to believe. It’s a page from the Jetsons.

This doesn’t mean you should create a gimmick that is not true. At its root, I’m sure Amazon and Jeff Bezos believe drones do have an opportunity to change the way products are delivered. Your gimmick should inspire but have a root of reality.

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