Publicity for Smaller TV Markets

By Mark Macias

As a journalist, I’ve covered news in Phoenix, Miami and New York – and all three markets couldn’t be more different when it comes to getting stories on the local news. News is covered differently based on the region of the country and even the city.

So how do you get the local news to write or run a story on your event?

Many PR blogs will advise you to pick up the phone and call. As a guy who received those calls from publicists, I would advise you differently.

Instead of picking up the phone and calling a random reporter you have never met, you should first put your thoughts down in writing. This will keep you more focused and concise when you try to explain the story to a reporter.

Most people ramble on when they get reporters on the phone. It’s a normal trait since they are likely excited when they finally get through, but it will work to your disadvantage quickly if you don’t communicate the angle of the story within the first minute.

If the news desk likes your story, they will also ask you for something in writing, so these notes will help you sell the story later.

Finally, if the TV station says they don’t have a photographer to send to your event, don’t give up. Ask if you can send them video. We’ve done this for many clients and the local TV station ran the story. Smaller TV markets are also more likely to run your video.

Most important – make sure your email gives detailed information on your organization for the story because a local TV station can’t write a story if they don’t have the information for the story.

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 Sell Your Story to the Media

By Mark Macias

The best salesman is always the person who is most passionate about his product. He’s the person who loves his product so much that his eyes come alive as he explains why there is no superior product. It’s no different with the media and selling your business to a reporter.

You need to be absolutely convinced that your story is newsworthy. If you have doubts, hold off on pitching the story until you are absolutely sold with the story angle.

How to Sell Your Story to the Media

In Journalism 101, students are taught the five W’s that help them identify the value of a story.

These bullet points help you identify why your story is newsworthy and what is important to communicate to reporters. Here’s a quick overview to help you identify your narrative.

WHO: Who is this story about? Who is the character in the center of the story?

WHAT: What is this story about? You will have more success with your media outreach if you identify the “what” because your idea will be more focused.

WHERE: This should be one of the easier W’s to identify. Where is this story taking place? Does the location have any value or importance in the community?

WHEN: Does your story have any timely components? Will your story take place on a single night or day? Is your story relevant at a certain time of the month? The timeliness increases your chances for coverage.

WHY: Why should anyone care about your story? The “why” could be the deciding factor that determines whether your story is pursued or killed. You need to communicate why consumers, readers or viewers care about your business.

By learning the answers to these questions, your story narrative will be more focused from the start, increasing your chances for coverage.

Macias PR was named the 2016 “Financial PR Firm of the Year – USA” and the 2015 “PR Consultant Firm of the Year – USA” by Finance Monthly. We have launched and led media campaigns for clients in healthcare, finance, tech and the nonprofit sectors. The founder of Macias PR – 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.

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