Health Tech PR – Why Experience Matters

By Mark Macias

Medical and health reporters are typically the most experienced journalists in the newsroom. Their experience and understanding of medical studies runs deep and that will play a critical factor in the success of your health tech or healthcare media campaign.

You can’t approach these medical reporters with a story that is half-baked or full of fluff. You need to identify the research and understand it from a news editorial perspective before you even get on the phone with them. And when products aren’t yet peer reviewed, your publicist needs to identify unique story angles that can still position your brand on the news.

Why Experience Matters with Health Tech and Healthcare PR

During my time with NBC, I oversaw the medical and health units, approving the scripts and story ideas of reporters and producers in those units. Our three medical reporters all had post-graduate degrees from Ivy-League schools. Likewise, our medical producer had more than a decade of news experience in New York. These reporters and producers could see a bad medical story idea within the first three sentences.

This is why it is so important to make sure your publicist has experience when it comes to pitching your health tech or healthcare company. PR teams only get one shot with these medical reporters and if your publicist doesn’t present the story accurately or succinctly, reporters will be less likely to listen to their pitches in the future.

So as you begin vetting potential publicists to sell your health tech or healthcare ideas to the media, don’t assume a bubbly personality will get you on the news. It’s not youth or personality that persuades these experienced medical reporters. It’s a solid understanding of the news angle that succeeds with media placements.

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.

Media Milestones for 3rd Quarter of 2016

By Mark Macias

Potential clients always tell me the PR industry is not transparent. They complain – and rightfully so – that PR firms over-promise, under-deliver and never provide details on what they are doing.

Macias PR believes in complete transparency, which is why we continue to announce our media placements via quarterly milestones. It’s a way to keep our firm accountable and to provide complete transparency for potential clients.

Hold Your PR Firm Accountable

In the third quarter of 2016, Macias PR secured publicity for our clients with the New York Post, Channel 11 in New York City, The Financial Times, US News and World Report, Sirius Radio, I-Heart Radio, Singapore News, Sports Illustrated, Time Out New York, The Daily Mail in the UK, The Sun in the UK, Fox Business, Kiplinger’s Wealth Magazine, TheStreet.com, Marketwatch, Value Walk, Fund Society Magazine, The Brooklyn Eagle and others.

We also grew in the second half of 2016 with new clients in health tech, finance and technology. In September, Macias PR will launch three local media campaigns in Miami and Tampa-St. Petersburg, Florida as well as in San Antonio, Texas for a nonprofit organization that helps veterans and military families with VA housing programs. That nonprofit, VAREP, has been a partner with Macias PR for more than 3 years, and we are proud to have helped it launch new local chapters in Hawaii, California, Arizona, Texas, Washington, DC and now Florida.

Macias PR Named “PR Firm of the Year”

August was also a big moment for Macias PR. The international finance publication, Finance Monthly, named Macias PR the top 2016 “Financial PR Firm of the Year – USA”.

Macias PR was the only public relations firm in the USA honored with this award, and it is the second year in a row that Finance Monthly recognized our firm with this award. Their team of researchers and journalists evaluated our PR performance based on media deliverables, expertise, client relations and innovation in PR.

If you’re looking for the top healthcare or tech PR firm with proven results, send us an email and we’ll chat.

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.

 

Macias PR Named Top PR Firm of the Year

By Mark Macias

We aren’t even in the 4th quarter yet, but 2016 has already been a great year for Macias PR.

Finance Monthly just selected Macias PR as the 2016 “Financial PR Firm of the Year – USA.” We are the only public relations firm in the USA honored with this award, and recognized for the second year in a row.

So how did we get it?

I like to say that this isn’t some made up PR award given by other publicists. This award was given by the people who matter most in the world of PR – journalists, researchers and clients. Without clients, we don’t have a business; without journalists, we don’t have media placements; without researchers, in-depth reporting doesn’t exist. All of these people were part of the selection process in naming Macias PR the firm of the year.

How Finance Monthly Identified the PR Firm of the Year

Researchers with Finance Monthly applied a 10-point criterion in selecting the best firms in legal, accounting, public relations, consulting and asset management across Asia, Europe, Latin America, North America and the Middle East. Other big names honored with the award in other sectors include: KPMG for Taxation Firm of the Year, UBS Wealth Management for Investment Firm of the Year, Deloitte for Business Outsourcing Firm of the Year and China Bank for Banking and Finance Firm of the Year.

And then you have Macias PR – the scrappy PR firm that lives with the motto we must out-think and out-work the competition. We might be smaller than the larger firms, but we are more hungry – especially around 12:30pm EST when we go to lunch as a team.

Public relations is competitive, especially in New York. Every year, agencies are forced to merge or shrink in size as the competition gets tougher. But Finance Monthly described it best how public relations is changing. In their profile story on Macias PR, which you can read here, they wrote:

The world of financial public relations is changing rapidly as new regulation and technology disrupt the finance industry.

The outdated PR business model of writing a press release and distributing it on the newswires no longer ensures media coverage like it did a decade ago. In most cases, a press release today doesn’t even land your business in the news section of Google.

Despite this industry change, most PR firms continue to stick with the outdated approach of writing and distributing press releases. They rarely bring creativity and innovation that is desperately needed in finance, but there is one public relations firm in New York that is completely revolutionizing the world of financial PR.

And that public relations firm is Macias PR.

While these awards hopefully bring an extra sense of confidence with our firm’s ability, what ultimately matters most is what I said at the end of this Finance Monthly article, “I have no desire to become the biggest PR firm in the world or USA. I just want to be the best.”

 

Top PR Firm of the Year – USA

By Mark Macias

New York City is an artist’s muse and for creative publicists, it’s equally inspiring. Our team put this video together to showcase our home – the place where we work around the clock to make sure your business gets the attention it deserves.

Here’s a glimpse at why Macias PR was named the 2015 and 2016 Firm of the Year by Finance Monthly.

Find Investors with Financial PR – SEC Regulation A Rules

By Mark Macias

How valuable is a press release when it comes to moving the market? Try $30 million dollars. That’s how much a 28-year-old Ukrainian hacker generated by hacking into PR Newswire, Marketwired and BusinessWire last month.

According to the FBI, the hacker stole 150,000 unpublished press releases and traded on the information before it hit the news.

What does this mean to you as a firm or company trying to reach investors?

Use Financial PR to Find Investors

Press releases – when done effectively – can influence the market. A recent study by Engleberg and Parsons revealed that trading volume increased by 75 percent after a stock appeared in the news. Another 70 percent of investors said they reallocated their portfolio after reading a story on the news, according to Cogent Research.

This ability to influence investors will only grow larger as more companies actively go after investors following the recent SEC Regulation A changes.

I’m constantly meeting with fund managers and business owners who are trying to attract investments to their fund or company. Most of these people seek investments through the traditional route: via networking at investor conferences and investment forums. But as the SEC Regulation A changes become more accepted and smaller companies begin seeking more funding through mini IPOs, the pool of quality investors via friends and family will get smaller and become less effective.

At the same time, the ability to reach targeted investors via the financial media will continue to remain the most influential medium for introducing your fund or business to investors. The job of securing media placements will get harder for financial PR firms, which is why even more so – you will want to make sure you do your due diligence on your financial PR firm before signing up.

Did we mention that Macias PR was named the 2015 top “PR Consultant Firm of the Year – USA” by Finance Monthly based on our expertise, media deliverables and innovation in PR?

 

Due Diligence on your PR Firm

Research your PR Firms

By Mark Macias

You’ve decided to hire a PR firm. Make sure you do your due diligence.

Unfortunately, anyone can put up a shingle that says “PR FIRM” but that doesn’t mean the people inside weren’t selling shoes the previous week. This is why it’s so important for YOU to do your research and due diligence before hiring a PR firm.

During my time as Executive Producer with NBC in New York, publicists pitched me constantly, trying to get their clients on the news. Some tried calling me from blocked phone numbers, while others bombarded me with emails. I had a good view of how publicists worked, which were good, which ones had no clue and how they conceptualized stories.

Now, as the owner of a NYC public relations firm, I see the other side of publicity.

How to Identify the Best PR Firm

Potential clients frequently ask me the same questions – who do you know, are you a specialist in my industry, what connections do you have? Unfortunately, these questions are misleading for the potential client because they have nothing to do with media strategy.

I spent more than a decade in television news in New York – with two different networks – so you can safely assume I know a lot of journalists in print and television. And while business owners may think that will get their business on the news, here’s the truth is: it won’t. A successful media campaign requires a strong, timely narrative, it needs solid execution and timely components.

I’d also say a generalist is better than a specialist when it comes to PR because a generalist can better explain a complicated product or service without industry jargon. In today’s vastly changing world of journalism, there are fewer specialists and more generalists reporters. A great publicist will know how to explain products or complicated services on a broader, larger term.

Here are some questions that will help your due diligence the next time you are hiring a PR firm.

1) What is your strategy for placements?

Strategy is the most important component behind every media placement. Make sure you understand the media strategy proposed by the PR firm. Force them to give you specifics on the media execution.

2) How would you position my product or service?

This question reveals how well the PR firm understands your brand. Make the publicist or PR team elaborate on how they see your product or service. Don’t stress if it sounds like they don’t quickly grasp your product or service. This could actually work to your advantage since he or she will likely be asking questions other journalists may want to know. This understanding is one reason why I prefer generalists to specialists. Generalists must learn how to communicate the insider lingo or industry jargon to journalists who are not specialists. During my time in the media, specialists rarely could communicate a specialized product in a broader term that mattered to the majority of consumers.

3) Will I work with you or is someone else developing my media strategy?

Many of the large PR firms send their best sales person to get your business, but after they win your account, they send your work to an inexperienced college grad. How do I know this? Throughout my career at NBC and CBS, the VPs and SVPs would take me out for drinks, while their inexperienced “team members” would pitch me generic ideas. Make sure you know the person who is developing your strategy and representing your company to journalists.

4) What media have you secured for your clients?

Media placements are the calling card for PR and the more diverse the placements, the more talented the PR firm. My PR firm has secured prominent news stories for our clients with the New York Times, New York Post, Good Morning America, CNN en Español, Fox News, Cosmo, TechCrunch, Entrepreneur Magazine. And – these placements were for clients in different industries – tech, political, finance, nonprofits, etc. The more diverse a portfolio, the better understanding this PR firm has of media strategy. Also, don’t assume a specialist makes for a better publicist. I would want to hire a generalist over a specialist because their approach will likely be more creative based on their outside experience.

5) When can we see results based on your experiences?

This question allows you to see how confident the PR team is with your potential business. I’m not giving away my answers to this question, but you should ask it and feel comfortable with the answer.

6) What is your experience?

Experience matters in life, and it is equally important with PR. Many firms like to hire great sales people because they assume they can sell a story to the media. PR is not about sales. It’s about understanding what a reporter needs to get a story sold to his editor. It requires a strong narrative, timely component and assessment of the competition. Personally, I look for critical thinking skills when hiring my PR team members because I know that skill will be used more than a sales skill.

7) Why is your PR firm better than others?

Force the PR firm to sell itself. Yes – this might sound like it contradicts the previous question, but it allows you to see how confident the company or publicist is with their experience. Here’s a clue: listen for objective reasons on why their PR firm is the best. Don’t fall for “subjective” sales pitches, which are really nothing more than an opinion.

8) What if we don’t get along or I’m not happy with the results?

Relationships matter in business. Chemistry doesn’t work for everyone. Make sure the PR contacts allows you to switch publicists or team leaders if you don’t get along with the team leader or begin to lose faith in their media strategy.

Public relations is a cluttered space and unfortunately, anyone can call himself a publicist. This is why you must do your own due diligence to ensure you’re hiring the best PR firm for your business. BTW, Macias PR was named the 2015 top “PR Consultant Firm of the Year – USA” by Finance Monthly. And that recognition came from their journalists – not some PR team…. just saying…

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.

Top Financial PR Firms – A Global Trend Story

By Mark Macias

I recently read a story in the Financial Times, Financial PR spins a new global story, which takes a closer look at the evolution of financial PR in the UK and USA.

Their article described how the biggest PR firms are consolidating and in many cases, putting the PR boutique business models under pressure to sell to the global PR giants. As the owner of Macias PR, I am always trying to stay ahead of the trends on where my industry is going and how it is evolving.

The PR industry is quickly evolving into a content-marketing oriented business model that places a larger emphasis in reaching the online reader. If your product or service is not on the first few pages of Google, your business doesn’t exist. But getting your website on the first few pages of the search engines is more than an SEO strategy. It begins with content marketing.

At the same time, clients are also placing a larger emphasis and desire to get their stories told with the largest media publications. Bigger and smaller brands are realizing it is harder to get their company above the clutter, but a big story in the Wall Street Journal, New York Times, New York Post or their local newspaper, gets consumers talking instantly.

This approach also applies to industry PR. A reporter with Bloomberg News, CNBC and Fox Business News all appeal to a business audience, but they are vastly different with editorial. A successful media strategy takes this editorial into account when identifying a media strategy.

Finally, this FT article explored a disturbing trend that is hitting the PR industry: multi-nationals and global conglomerates, like PWC and McKinsey, are buying PR firms because they see their value. This is bad for all businesses that hire those global financial PR companies. These consultancies might be great at tax law and regulatory matters, but the media is neither.

As your business begins looking for a PR firm, take time to research the owners or specialists who will be leading your media campaign. Don’t be deceived by big-name PR firms that razzle and dazzle you with power point presentations. During my time consulting global PR firms, I saw how great sales people sold PR to clients, even though they know nothing about PR or the media.

I hope if you Google the top financial pr firms in NYC, you will see Macias PR on the first page – and read why we were named the PR Consultant Firm of the Year – USA by Finance Monthly. And for the record, we were the only PR firm named in that bracket by their financial journalists.

 

Macias PR Releases Milestones from March & April 2016

By Mark Macias

How do you measure a successful Financial PR campaign? It begins with media placements, which is why our team is excited to reveal the media milestones we secured for our clients during the 1st quarter of 2016.

Just in March and April alone, Macias PR secured multiple stories for our clients with Barron’s Magazine, The Wall Street Journal, CNBC, Reuters, The Financial Times, MSN Money, The Street, Kiplingers, US News & World Report, NBC News, The San Antonio Express, Crain’s New York, KSAT-TV, the largest Spanish newspaper in New York, El Diario, and other financial trade publications.

In the financial sector, Macias PR secured media placements for our asset management and fintech clients with the Wall Street Journal, two prominent Sunday stories in Barron’s Magazine, two stories in The Financial Times, an editorial in Kiplinger’s Magazine, analysis in TheStreet.com, a story on CNBC, financial analysis with MSN Money, a nationally syndicated story with Reuters, and two stories with the banking trade magazine, The American Banker.

Macias PR also ran a media campaign in the first quarter of 2016 for a national nonprofit organization that helps veterans with VA housing and financial literacy. That media campaign targeted veterans and military families in San Antonio, Texas where Macias PR secured prominent news stories with the largest local newspaper in San Antonio and several TV segments on the local news.

Macias PR, which was named the 2015 top “PR Consultant Firm of the Year – USA” by Finance Monthly, led media campaigns in the first quarter of 2016 for an asset management firm, a Congressional candidate, a prominent lending organization, a national nonprofit organization, a fintech client and a healthcare organization.

When you score big, it feels good. You also need to reflect and appreciate the moment. Here’s a sizzle reel showcasing how we felt

Now – onto the media campaigns. Will the next big story the media covers involve your company?

How do you measure PR campaign success?

By Mark Macias

Clients are always asking us, “how do you measure PR campaign success?” Media placements are one of the easiest ways to evaluate the success of a PR campaign because it is measurable by viewers, influence and conversation.

Roughly 5 million people pick up the Wall Street Journal daily – and that doesn’t include the number of online readers who find their stories from search engines, news sources or social media feeds. A story in the WSJ  reaches influencers who lead the conversation. It brings credibility and exposure that no amount of introductions can make in a single day.

So how does Macias PR compare when it comes to media placements? Here’s our showcase reel of what we have delivered for our clients with the media. Oh – and this is only from the past 30 days. We don’t brag. We just work harder and think smarter.

 

Macias PR – Gives Publicity and Branding Advice on TV

Mark Macias of Macias PR was recently on Channel 3 in Phoenix, giving publicity and branding advice to personalities and business owners. The segment focused around two mobile apps that were created by Macias PR – Blush No More and The Publicity App.

Blush No More is a communications app that helps people in awkward social situations while The Publicity App helps businesses with a preliminary PR map. Watch the video as our founder explains what inspired the mobile apps.