Award-Winning Journalist and Publicist Releases New Book, ‘Tao of PR,’ Bringing Tactics From Sun Tzu’s ‘Art of War’ to PR

NEW YORK, Jan. 30, 2019 /PRNewswire/ — The award-winning journalist and publicist, Mark Macias, has published a new book – “Tao of PR” – which takes tactics from Sun Tzu’s, “Art of War,” and applies them to PR and crisis communications.

The “Tao of PR” takes the famous Chinese military treatise from the fifth century BC and repositions these war strategies for a modern-day strategic communications plan.

Macias PR
Macias PR

Macias said his book lays out messaging and crisis communications tactics that can help entrepreneurs or business owners trying to get their story told with the media.

The overarching themes of the “Tao of PR” include: I – Laying Plans; II – Waging War; III – Positioning; IV – Forces – Strengths and Weaknesses; V – Engaging the Force; VI – Adaptability; VII – Moving the Force; VIII – Situational Positioning; IX – The Attack; X – Spies and Advocates.

Chapter 8 – Situational Positioning – gives guidance on how to deal with reporters in friendly and combative situations, while Chapter 10 – Spies and Advocates – reveals 10 Defensive Decrees that can help any crisis communications situation.

“The media is a complicated landscape, especially in this ever-evolving news cycle,” said Macias. “You can’t approach BuzzFeed, the ‘Today’ Show or the Wall Street Journal in a similar fashion. The way a story is positioned and how that message is framed will influence whether the story gains traction. The ‘Tao of PR’ takes readers through these steps, tactics, and approaches that can help all entrepreneurs better craft the message and reinforce the brand.”

Macias said he learned many of these strategies during his time as an Executive Producer with NBC and Senior Producer with CBS in New York.

As a journalist, Macias was nominated for five Emmys in the categories: News & Public Affairs, Features, Business/Consumer, Documentary Programming, Religious Programming. He won an Emmy in News & Public Affairs.

Today, Macias runs the tech and healthcare PR firm, MACIAS PR, which was named the 2017 and 2018 Strategic PR Firm of the Year by industry peers. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year based on their media deliverables, expertise, and innovation in PR.

Macias said the most successful media strategies contain multiple elements: a great narrative; universal appeal; telescopic aim, urgency; and a solution. “The Tao of PR” reveals how to create, develop and execute these strategies for any media campaign.

“We leverage all of these elements when it comes to launching a media campaign,” said Macias. “We apply journalism, programming strategy and insider approaches for every media campaign we run. It’s one of the reasons why our clients have appeared in the biggest and most influential publications.”

MACIAS PR has run branding, media and crisis campaigns for tech and healthcare organizations, financial groups, nonprofit organizations, politicians and trade organizations. The firm is based in New York City.

The “Tao of PR” can be purchased on Amazon. Brand managers and reporters can receive a free copy of the book by emailing – and requesting “Tao of PR.”

Why Ad Blockers Make PR more Influential


By Mark Macias

Google Chrome is about to add a new feature that allows consumers to block ads from their browsers. (Read WSJ article here) Last year, Google earned $60 billion in revenue from online advertising, so if the search engine is about to block ads from their browsers, it’s something we should pay attention to.

Reaching your potential customers is about to get a lot harder if you rely on advertising. At the same time, PR is about to become more influential.

Consumers already disregard commercials on TV. We walk out of the room when they come on TV without even realizing it. We are already immune to the message because we know it is paid advertising.

But it’s different with an actual news story. Continue reading “Why Ad Blockers Make PR more Influential”

PR Newswires – Does a Press Release Lead to Media Coverage?

By Mark Macias

There is a misrepresentation that press releases will lead to a story in the local newspaper, or a segment on TV. I hear it all the time from potential clients.

“Why do I need a PR firm when I can post my own press releases?”

Here’s a closer look at how journalists, producers and reporters all view the different PR newswires. I’m basing this analysis on my experience inside the newsrooms of NBC, CBS, King World Productions, the Arizona Republic and KTVK in Phoenix.

Continue reading “PR Newswires – Does a Press Release Lead to Media Coverage?”

Social Media Agencies – Tricks they play on Clients

By Mark Macias

Many small businesses outsource their social media to PR or digital marketing agencies. Unfortunately, many of these business owners find out later that they don’t own the content that they paid for.

It’s a horrible situation for any business to experience. You pay for something but get nothing in return when it’s over. Unfortunately, I’ve seen it all too many times with restaurants, bars and entrepreneurs who didn’t do their homework.

Continue reading “Social Media Agencies – Tricks they play on Clients”

Best PR Agencies Continually Change the Strategy & Approach

By Mark Macias

Many new PR clients frequently want to spend days, or even weeks debating a campaign idea. They want to weigh the pros and cons of the angle before the media outreach begins. Yes, it’s crucial to ensure every editorial campaign meshes with your brand, but there comes a time when you need to get the story out there to see if it works.

I quickly advise these clients on why our campaign will have more success by pushing the story to reporters and adapting the strategy and approach based on their feedback.

Continue reading “Best PR Agencies Continually Change the Strategy & Approach”

2017 Client Media Placements for 1st Quarter

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By Mark Macias

PR firms have a reputation for not being transparent. This stereotype is one reason why we release a quarterly media report detailing the publicity we secured for our clients.

In the first quarter of 2017, Macias PR secured media placements for our clients with some of the biggest news organizations, including the Washington Post, US News & World Report, CBS New York, CBS Boston, Telemundo, Women’s Fitness Magazine, News 12, FOX 4, Oakland Press, South China Morning Post and Fast Company Magazine.

Continue reading “2017 Client Media Placements for 1st Quarter”