Can Artificial Intelligence work with PR? Forbes Editorial

By Mark Macias

A few years ago, a friend and co-founder of  a major retail startup asked me a question over dinner: Why can’t AI be used in PR?

He explained how AI was helping his startup sell products by predicting which products would be best sellers. If AI could help sell shoes and clothes, why couldn’t it work to sell news stories?

That conversation inspired a recent article I wrote for Forbes: Artificial Intelligence in PR: Is it Science Fiction. You can read that story here but if you’re short on time, here are the quick takeaways.

There’s not enough Big Data in PR to Use AI

You need billions of data points for AI to learn, grow and predict over time. But more importantly, you need quality data. If AI uses incomplete or unreliable data, it will never be able to learn and develop.

PR is nowhere near gathering this kind of big data for news coverage. But even if we did have big data on news generation, it wouldn’t have the critical thinking and creative mindset to create new enterprise stories from scratch. More important, this data would likely be outdated every 24 hours, meaning billions of new data points would need to be created from scratch every day.

Journalism is an Art – Not a Science

Micro journalism is one of the reasons why viewers can turn on the local news and see many stations starting with the same two or three news stories. But as the newscasts continue, that’s when micro journalism becomes more apparent.

News selection will begin to mimic its editors over time, and as editors change, so will the news selection. If AI pushed stories in the media, the ideas would all be the same since it’s trying to generate coverage that is most likely to be covered. If it’s that obvious, the story will already be in the news by the time AI suggested it.

The best PR combines critical thinking, creativity and intuition.

AI doesn’t have the critical thinking or creativity to create enterprise news angles from scratch. And based on my experience inside the newsrooms, I don’t see that developing in my lifetime. Another reason why I don’t see AI running PR campaigns is that it is difficult to conceptualize abstract ideas into a news story. Even the most experienced publicists have difficulty consistently placing stories across different sectors and media outlets. This craft gets even harder once you start factoring in the different editorial anglings of the local, national and trade mediums.

So if you hear new buzz about AI entering PR, put up your critical thinking and ask the solid questions that machine learning has yet to think of.

About MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. The top tech and healthcare PR firm uses strategies that stem from this background inside the media.

 

Empire State Building and PR – What they have in Common

By Mark Macias

What does the Empire State Building have to do with PR? They both require a solid foundation to withstand the scrutiny of time.

MACIAS PR is located across the street from the Empire State Building, so every day I’m reminded of how to sustain an empire over time. Over the years, many buildings and businesses in Manhattan have come and gone, yet the Empire State Building remains.

That’s because of its foundation.

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PR and Content Marketing – How they Work Together

By Mark Macias

It’s no secret that all of the search engines use content in their algorithm to determine which websites show up first. Blogs are one of the most effective SEO tools for improving your search engine rank, and you should treat that platform with care.

We recently got this email from a company, trying to leverage our PR blog for their content marketing:

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Selecting the Best Healthcare PR Firms

By Mark Macias

When it comes to selecting from the best healthcare PR firms, don’t fall for a fast-talking publicist or sales pitch. Listen closely to their media strategy and approach. Ask them how they are going to get your healthcare product or service on the news? The best media strategists will know off the top of their head how they will position your brand. They won’t need to “research” a strategy – or in more simple terms – see how other PR firms would position your brand.

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Thought Leadership Starts with the Media

By Mark Macias

Your position as an industry leader primarily begins with how the public views your business and for most consumers, their perceptions are shaped by the media. This is why it is so important to get your story told first in the media. If your customers read about a competitor first, they are more likely to believe their product or service is superior.

Here’s some anecdotal proof.

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What has your PR Firm Delivered? Our 4th Quarter Media Report

By Mark Macias

What has your PR firm delivered lately? Here are the media deliverables Macias PR secured for our clients in the 4th quarter of 2016.

From September to December, our team secured a record number of TV placements for our clients – a total of 17 TV segments in seven different TV markets. It’s not easy securing a TV segment on the local news. It’s even harder delivering a TV story in a different market. Oh, and our clients are in different sectors, making this trifecta even more challenging.

But Macias PR did it. We secured TV segments on the local news in the #1 news market New York, as well as in Miami, Orlando and Tampa Bay, Florida; Phoenix and Tucson, Arizona; San Antonio, Texas and with the national news outlet, Fox Business News.

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Why Health Tech and Healthcare PR Matters with the Media

By Mark Macias

In the media, being first matters because it positions your news department as the leader. As a result, viewers and readers become conditioned to favor one news outlet over another when news breaks.

It’s no different with healthcare PR when it comes to getting your message on the media’s radar. Reporters and writers will instinctively look to industry leaders first when it comes to getting comments or analysis on timely news topics. But in health tech, this leader position is even more crucial with the media.

Healthcare News Stories Provide Momentum

The health tech industry is advancing rapidly with new patient and provider services hitting the market every month. In some cases, health tech leaders are waking up and realizing there is a new competitor, providing the same services at a better cost.

Earlier this week, I spoke with a health tech provider in the B2B and B2C space. I was very familiar with their patient services because their competitor has a huge presence in the New York area. Their competitor also owns the news cycle in this specific health tech service sector.

In the case with this health tech industry, it is easy for consumers and healthcare enterprise to believe there is only one service provider in this space because Google News only refers to one firm in this industry. But that’s not the case. Both the health tech company I spoke with and the firm dominating the news started their companies around the same time. Unfortunately, it will get harder overtime for this unknown health tech firm to get on the news because the media will continue to turn to the industry “news” leader over time for analysis since they have already established a track record.

Healthcare PR pushes your Story to Reporters

We all know the media can influence the public’s perception and drive new leads to most businesses, but in the health tech industry, this influence is even more pronounced. If consumers aren’t finding your healthcare product because your competitor is dominating the space, then you are naturally at a disadvantage. It doesn’t matter if you have more VC money and more clients in the B2B space doesn’t assure tomorrow will remain the same. What matters is how your clients are seeing your health tech or healthcare company positioned with the media. Take a closer look and see what your business and customers are seeing when they Google your industry.

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.

ROI Analysis PR vs Advertising – New White Paper

By Mark Macias

Macias PR has just published a white paper that takes a closer look at the ROI of PR vs. advertising. The paper analyzes three recent media campaigns that promoted two mobile apps and a local housing event in San Antonio.

Our team was able to secure nine TV segments for these clients in Arizona, New York and Texas. In addition, Macias PR secured magazine, newspaper, radio and online publicity with targeted local and online publications.

But how much would this organic news publicity cost had these clients took the traditional advertising approach?

PR vs Advertising – A Quantitative Look

This white paper breaks down the cost these clients would have paid for this exposure under an advertising campaign based on local ad market rates. You can read the white paper by clicking PR vs Advertising vs Marketing – A Media Case Study.

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.

New Online Calculator Gives Cost of PR

By Mark Macias

If you have ever called up a PR firm and tried to get a quote for a media campaign, you know it’s not easy getting an estimate over the phone. And there is a reason for that. The cost for a media campaign varies based on your product/service, the complexity of your campaign and even who you want to target. Now, there is an online calculator that gives you the cost of PR without having to pick up the phone.

Free Online Calculator Reveals Cost of PR

Macias PR has just unveiled the first-ever mobile tool that allows any business or entrepreneur to get a PR estimate without picking up the phone. If you have ever been curious about whether you can afford a PR campaign, or even how much a PR campaign costs for your business, now you can find out with just a few clicks.

Of course, we are always here to answer your questions over the phone or via chat (green button at the bottom). But if you’re averse to speaking with people, our new PR tool will give you a more simplified process when determining whether a PR campaign is cost effective for your budget. Click here to test out our new PR calculator.

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 Case Study – PR vs Advertising

By Mark Macias

The week of September 19th was a big week for Macias PR. Our team secured a total of 14 news stories with local and national news outlets in TV, print, radio and online publications for clients in healthcare, health tech, finance and mobile apps.

Local TV played a crucial role with our team’s success, securing local TV segments in New York, Miami, Phoenix and San Antonio. On Friday, September 23rd, our team secured a TV segment on the PIX 11 Morning News for our health tech client, MD Acne. We also secured that same day a story on NBC 6 in South Florida for our nonprofit client, VAREP.

But Phoenix and San Antonio proved to be an even bigger week for our team. In Phoenix, we secured publicity for a mobile app on four different TV stations in Phoenix: 3TV, CBS 5, ABC 15 and a live morning segment on Good Morning Arizona. That’s right, you heard us right – four different local TV stations. We also secured two TV segments on two different TV stations in San Antonio with KENS 5 and KSAT 12, as well as stories with the San Antonio Current Magazine and KYKX radio.

Media Case Study – The ROI of PR vs Advertising

So how much would have these media campaigns cost if they were run as advertising campaigns?

Macias PR put together an ROI Cost Comparison of these two local media campaigns. We compared ad rates and ad times to the equivalent air time spent during these newscasts. I’m sure after reading this cost analysis case study, you will see why Macias PR was named the top PR Consultant Firm of the Year – USA by Finance Monthly and the 2016 top Financial PR Firm of the Year – USA. We were the only PR firm in the US honored with this recognition.

Here here to Click here to Read our Media Case Study – PR vs Advertising

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.