TV newsrooms are much different than newsrooms for magazines and newspapers. Over my career, I’ve worked inside newsrooms in print and TV, pitching story ideas and approving stories in TV.
I always tell my team, you can have the best idea but if the wrong reporter is pitched, we fail. Securing media coverage is largely influenced by the initial research that identifies the right media contact.
Here’s an abridged version of the different titles in TV newsrooms and what they mean. If you’re short on time, you can just watch the video we put together on newsroom titles.
With my media experience in TV at both the local and national levels, you’d think I would want to tell business owners that media contacts are our selling point. It’s true, I do have reporter friends and former colleagues across the US.
But here’s the honest word: media relationships are only part of the story. Strategy always beats connections.
You can be best friends with the Executive Producer at Good Morning America. (Ironically, I am friends with the Executive Producer of GMA. We both were producers at Inside Edition and American Journal at the same time). But guess what – if I don’t have a good idea, he’s not going to return my call. This is where strategy comes into play.
A popular entrepreneur publication – The Native Society Magazine – recently profiled the founder of MACIAS PR – Mark Macias. Their editor asked some thoughtful questions on the PR industry, emerging trends and where the firm finds inspiration.
It’s not easy coming up with new story angles on a daily basis, yet MACIAS PR continually does that. It’s one of the reasons why we were just named the 2019 Strategic PR Firm of the Year by marketing peers. It’s the third year in a row that we were honored with it.
Here’s some excerpts from the interview.
Your most difficult moment at the Business? (and what did you learn?)
When I left CBS, let me just say it was not a friendly goodbye. I wrote a book, Beat the Press: Your Guide to Managing the Media, and CBS accused me of revealing insider secrets. It’s a long story, but when I left CBS, I didn’t have a golden parachute. But I did have a laptop, invaluable experience with the media, and a stronger desire to succeed. I was still hungry even after careers with NBC and CBS in high profile roles. That energy took me through those poor times when I was eating cold pizza and freezing in my apartment because the heating was so expensive. But I plowed through – and I learned that if you are talented and work hard, you will succeed over time if you combine that with perseverance.
Career advice to those in your industry?
I had a call this morning with a former TV reporter who is leaving the industry. He’s thinking about transitioning to PR. I said – it’s tough. It’s tough going from network TV to local TV because the pace is so much faster. Many TV producers find it difficult to transition from network to local TV because of the pace and daily grind. It’s similar with PR and agency work. You are constantly pushing a client to the media, selling a reporter, speaking with new potential clients, assuring current clients. It’s emotional, but I think if you genuinely love people, you will love the connection that comes with PR.
You can read more of this interview with Mark Macias by clicking here. Want to see how this experience inside the media can help your business grow? Click here to get a PR estimate or click on the green button at the bottom to schedule a call with Mark.
New York, New York, November 7, 2019 (Newswire.com) – The ACQ5 Global Awards has announced the top tech and healthcare public relations firm, MACIAS PR, has been named the 2019 Strategic PR Firm of the Year by marketing and industry peers.
The global award is based on an independent analysis of marketing and industry professionals who evaluate media deliverables, expertise and innovation in public relations and digital marketing.
In 2019, MACIAS PR led media and branding campaigns for clients in digital health, technology, biotech, politics, e-commerce and the nonprofit sectors. Those media campaigns led to prominent features for their clients with the NBC Today Show, Washington Post, USA Today, ABC News, Wired, TechCrunch, People Magazine, CNN, New York Times, Politico and others.
This is the third year in a row that MACIAS PR was recognized by the ACQ5 Global Awards. In 2017 and 2016, Finance Monthly also named MACIAS PR the Financial PR Firm of the Year and the PR Consultant Firm of the Year in 2015.
It’s great to have a product or service 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.
Just recently, we secured a profile story on our Congressional client on People en Español. This wasn’t just any media placement with the Spanish media – it was one that was extremely targeted and strategic on our end.
Our Congressional client wanted to reach the Latinx community so that she could introduce her brand to them. This is why we created a unique profile story on her and reached out to reporters with the largest Spanish readership in the US – People en Español – which reaches 7.1 million Latinx readers every month.
This media placement is a perfect example of how our team works to secure targeted press coverage. We consistently introduce our clients to the public, getting their story told to the consumers they specifically want to reach.
Even though our stories vary by industry, we never push promotional material to reporters. It’s a critical differentiator that separates MACIAS PR from other PR firms. We only sell the news story that positions our client in the center of it.
Many B2B businesses wrongly believe that PR is just for consumer-facing products. It’s not. An effective public relations campaign can help your business develop quality leads and at a fraction of the cost.
The best PR agencies develop strategies that are aligned with your goals. MACIAS PR has launched and executed several B2B media campaigns that introduced a product and services to targeted enterprises.
A recent campaign helped introduce a digital health service to HR professionals. The article educated HR professionals on how a government-supported wellness program could lower their healthcare costs. The story also explained how the program could help employees become healthier and boost morale with the program. And for those HR professionals who didn’t know about the program, the article explained how it works and how to participate in the program via our client.
The article, which you can read by clicking here, introduced this B2B company to more than 240,000 Human Resource professionals, according to their website. That’s more effective than sending out 200,000 emails to potential clients. The publication did the selling for this client.
PR as a Marketing Strategy in B2B Sectors
Business frequently turns to advertising for marketing initiatives. Yes, advertisements can reach your targeted customers but so can PR. Content is still king in the media and if your business has a good story to sell, the best PR firms will be able to get you exposure.
You can also work with your PR firm to align the message and outlet so it fits with your brand. HR Advisor was a perfect match for this client because its readers are potential customers of this program.
The legitimacy of the publication also gives readers a feeling of trust. HR Advisor has been around for more than 30 years and serves more than 90 percent of the Fortune 500. So the next time you are analyzing your ad buy budget for trade publications, ask yourself: do you pick up the publication for the ads or the content?
Marketing peers named MACIAS PR the 2017 and 2018 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s also a contributor with CNBC and author of the books, Beat the Press: Your Guide to Managing the Media and the Tao of PR.
What is PR? It’s a simple question that many business owners ask MACIAS PR in conversations. In short, Public Relations introduces your brand or story directly to consumers through a third source. The media is one of the most popular platforms used in PR. Unlike advertising, public relations doesn’t buy media placements. The PR firm places your story in the media.
How is PR different from advertising?
Credibility: When commercials appear, you just want them to be over and return back to what you were watching. Consumers don’t trust ads, because the ads are trying to sell you a product. However, a TV segment brings more credibility to your product or service since it’s coming from the media.
Target Audience: Ads focus on targeting potential customers. PR can also target your desired customer by placing stories in the desired media outlet. But unlike advertising, PR continues working for your business long after the budget is over. With advertising, your ads are immediately pulled when your budget runs out.
Goals: Public Relations builds brand awareness through influential media placements. They also build trust with consumers who watch the story on TV or read it in the newspaper.