Macias PR was proud to be named the 2015 top “PR Consultant Firm of the Year – USA” by Finance Monthly. We were the only PR firm named among the Top US Firms by their financial journalists, based on our approach, expertise, media deliverables and innovation.
So who is Macias PR? Here’s a little sizzle reel on our city and life.
By Mark Macias
Online advertising is typically the first approach for many tech startups and small business owners, but there is a big silent secret that is stealing a portion of your online ad budget. It involves Internet bots that are disguised as consumers and secretly clicking on your ads without you knowing.
Some exposes (like this story in Moz) have alleged the ad networks are working together with the ad agencies to essentially provide “fake” clicks on ads that generate revenue for the ad networks. Google has publicly come out against the bots, even issuing a report on what it was doing to prevent these “bots” from clicking on online ads.
Here’s a closer look at how Internet bots are stealing a portion of your online ad budget without you even realizing it.
By Mark Macias
It feels great when we are able to secure prominent news stories for our clients with the most influential news organizations, but I have to admit, it feels even better when your peers and clients recognize your hard work with an international award that honors your achievements.
Macias PR was just named the “Top PR Consultant Firm of the Year – USA” for 2015 by Finance Monthly. It’s a prestigious industry recognition that evaluates talent, expertise, creativity, innovation and deliverables for advisory and legal consultants across Europe, Asia and the USA.
A team of researchers from Finance Monthly evaluated key categories to identify and select the top PR firms from around the world.
Their identification and selection process involved a 10-point criterion that included a quantitative and qualitative assessment of the firm’s expertise and deliverables within the financial media. Their researchers also interviewed both clients and journalists in assessing the PR firm’s media strategy, media expertise, innovation and industry expertise.
What does this mean to you as a client or potential client?
This recognition by financial journalists demonstrates why strategy trumps size. We don’t want to be the biggest PR firm in the world. We want to be the best PR firm for you. And in 2016, we will continue to out-work and out-think the global PR firms as we strive to help our clients grow their business on the international stage. We will never throw bodies at campaigns, like the big PR firms promise. Instead, we will throw minds at every problem and come up with the most original strategy tailored for you.
Macias PR was named the 2015 “PR Consultant Firm of the Year – USA” by Finance Monthly. The firm was founded by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. Macias is a weekly contributor with CNBC.com and author of the communications book, Beat the Press: Your Guide to Managing the Media, which has been featured in the NY Times, Fox Business, NY Post and others. Macias PR has run media campaigns for tech startups, financial groups, service providers, nonprofits and politicians.
It’s a written rule and code of ethics in journalism that you can’t accept gifts in exchange for stories, but that doesn’t stop publicists from trying to secure media coverage through freebies.
When I was with NBC and CBS in New York, I was always invited to “free” press screenings for shows and concerts. Restaurants, lounges and bars also sent me private VIP invitations to their openings. Even our Special Projects unit received unsolicited gifts from publicists to try out their products.
But is this an effective approach?
Every newsroom has a table full of toys, makeup, books and other products that are sent to reporters and producers.
I am of the belief that it’s a waste of money to send free samples to reporters because it will inevitably end up in the hands of a person who has no influence on whether that story will run.
As an Executive Producer with WNBC – overseeing the consumer and medical units – I can’t even recall the number of times I went to my work mailbox and saw a package or box with my name on it. Most of the times, I had no use for the make-up or toy or other product that was shipped to me.
But this doesn’t mean you should completely ignore a version of this strategy. You can still offer up a sample for the news organization to try, but be selective with it and most important – make sure you offer it to the right news contact.
And most important, don’t ever project that you are expecting something in return because that is the quickest way to get your story killed.
Mark Macias is a former Executive Producer with WNBC, Senior Producer with WCBS and Special Projects Producer with NBC. 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.
You probably don’t realize it, but crisis communications skills are used almost every day in your personal life.
Why were you late to dinner?
What do you think of the new young hire?
Did you follow-up with the potential client?
All of these questions have double-blades that can get you into trouble.
Here are a few principals you can apply from my crisis communications book – Beat the Press: Your Guide to Managing the Media. These are tactics I learned from my media career as an investigative producer when everyone on the other side of the camera was the villain.
Be Transparent
If you project any vibe that you are hiding something, clients will run from you and the media will run to you.
The best investigative stories have conflict and when reporters discover a subject lied in their interview, they have instant conflict for the story.
As a journalist, my radar flashed red lights when I noticed the interviewed subject was avoiding my questions. Be direct with your response. Don’t mince words when asked direct questions or reporters (or anyone else) will become suspicious.
Stay Ahead of the News
It is much easier to put out a fire before it starts and it’s no different with the media.
You can better manage negative news when you are in control of the message.
I’ve run several crises campaigns for nonprofits and politicians where their lawyers were closely involved with the media strategy. Of course, their attorneys wanted them to say “no comment” for legal purposes, and I understand why. But in the court of public opinion, this approach doesn’t work.
When it comes to journalism, you give reporters cart-blanch to write any story if you refuse to comment. Don’t make it easy for them.
Don’t Lie
You get caught lying and all credibility is lost. It might seem easier to lie your way out of the problem when you think no one will know, but trust me, that is myopic. And if you’re dealing with a seasoned investigative journalist who has prepared for your interview, you are in more danger by lying when the cameras are rolling.
Just ask former Congressman Anthony Weiner about that. If you forgot about that lie, it’s on YouTube and will likely be there for eternity. (Here’s an article I wrote on why I suspected he was lying before he confessed. Hint: he forgot.) Yet another reason to tell the truth. You won’t forget what you said years down the road when your story is emblazoned on the Internet.
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.
By Mark Macias
A web TV show recently asked me to help promote their program with the mainstream media. I was flattered by the invitation, especially since the producers also have a media background and are theoretically “media experts” themselves.
Before I had a chance to say, “hmmm, I’m hungry,” they emailed me their press release, asking me what I thought.
I read it and squinched.
It was horrible.
Their press release had no focus, no narrative. It was an announcement for a show.
The mainstream media doesn’t want to do announcements. They get paid to tell stories.
Press Release 101
If you’re trying to get publicity for your small business, you need to focus the message and uncover the news peg before you send it out because you only get one chance with reporters.
Look for the controversy and exploit it. Or, position yourself as an expert.
And look to the future, not the past. In the case with that web program, the producers focused their release on a guest who appeared on their program a few weeks earlier. That’s not even an announcement. It’s old news.
So take your time to make sure the message is in place before you reach out to any reporters, or you risk losing any chance of getting publicity before you even start.
Mark Macias is a former Executive Producer with WNBC, Senior Producer with WCBS and Special Projects Producer with NBC. 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.
By Mark Macias
Everyone needs a gimmick when it comes to PR and it’s no different than living in New York City.
As any New Yorker will tell you, if you want to stand out at a cocktail party, you need material to push you above the crowd. Some call that personality; others call it charisma. I like to call it a gimmick.
It’s no different when branding a product, business, or service with the media. You need to discover what your gimmick is if you want the media to take notice.
Now before the critics start breaking down that statement with comments like, “That is shallow,” or “Execution beats style,” – I agree with you.
But let’s take off that analytical cap for a sec and discuss this idea not in black and white terms, but in gray terms – which is where publicity lives.
Many entrepreneurs rightly assume that “gimmick” implies a form of forgery or scheme of deception. Think of it as a way to distinguish your business from the crowd.
There are hundreds of public relations firms in the U.S., so my PR firm, Macias PR, needs to stand out from the packed field.
What’s my gimmick?
I am a former journalist who understands intuitively and intimately how the media works. I’ve been inside (and run) those morning news meetings where stories are approved and killed.
I know what it takes to get a story on the news.
That is what separates me from other publicists.
It’s no different for your business. If you can’t identify your gimmick, then you are in trouble, because consumers have no reason to buy your product.
What was President Obama’s “gimmick” when he ran against Sen. John McCain? Barack Obama was the man with hope. I’m sure Mr. Obama believed it, but that was, in essence, a gimmick.
So if you are starting a business (and it doesn’t matter what you are selling), you’d better discover your gimmick before the doors are opened. If you need to brainstorm on a future gimmick, ask yourself what you can do to stand out from the crowd. Sure, it’s a simple question, but most lawyers, accountants, and medical doctors don’t acknowledge that question on day one.
Perhaps that is because they are choosing to use their left brain over their right brain.
Now that I think about it, these are probably the same people who are arguing that a “gimmick” is shallow and will never work.
Mark Macias is a former Executive Producer with WNBC, Senior Producer with WCBS and Special Projects Producer with NBC. 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.
(This story was originally published in 2013 following a school shooting. Here’s a shortened edited version of that article)
I don’t like the sight of guns. I don’t like the smell of guns. I don’t even like talking about guns, but the NRA is delivering a great crisis communications lesson for any business facing an image crisis.
Here’s what the NRA did wrong and right in their crisis following a 2013 school shooting.
The NRA waited for time to pass. Frequently, I advise clients to get in front of the story or else the narrative will be written by your opponent, but this is a perfect crisis communications case study where that does not apply to ALL problems. The NRA would have been foolish to speak while children were being buried.
That is pretty much one of the few things I believe the NRA did right following that horrific school shooting. Here is a more detailed list of what they did wrong, along with why it was a poorly executed communications plan.
Wayne LaPierre with the NRA blamed the media, video games and even crazy people for their PR problem. That’s a mistake. The NRA thinks Americans should have the right to carry assault rifles that were designed for war. They need to take responsibility for that position and not blame others. If you are in a crisis situation, don’t blame the victim or even the shooter. Turn the situation into your favor by presenting why your side has a positive view. The media won’t report the good side of your story unless you present it and it is your job to communicate why your service helps others.
Right now the NRA is facing a tough public image problem. It’s guns vs. little children.
That’s challenging because most parents and adults have instincts to protect children from harm. It’s a difficult fight, but the NRA needs to put a new face on this problem. They need to move the conversation away from assault rifles and back to the image of a father and daughter hunting together. As long as the debate surrounds military assault rifles, the NRA loses.
If you are facing a crisis communications situation, you always want to bring closure to the problem. It lets the public believe (and hopefully it is the truth) that the problem won’t happen again. The NRA tried to bring closure to this problem by saying armed guards in front of our schools would prevent violence. It won’t or as a Facebook friend more eloquently posted, it’s like bringing a “knife to a gun fight.”
It sums up why the NRA needs a better communications strategy if it is ever going to persuade the parents in America.
“Hey Mr. NRA douchebag…our banks are protected by armed guards and they still get robbed, our president is guarded by armed secret service and still gets shot and even killed. One armed cop on each campus won’t stop crazy folks from going there. Your press conference was a joke, and you are a joke of a man. Blame the video games, movies and music…yet not offer a single solution to try to keep your precious lil gun out of crazy folks hands. You suck!! Oh yeah, said crazy person comes to school with multiple semi automatic guns…lone cop has a pistol…what’s the saying? Bring a knife to a gun fight? Then your answer will be we need cops with semi automatic rifles you douchetard. Way to bring nothing to the table today except more guns, you kind sir are a complete assbag!!”
Mark Macias is a former Executive Producer with WNBC, Senior Producer with WCBS and Special Projects Producer with NBC. 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.
The number of start-ups launching in 2015 will continue to grow as the economy expands, which means publicity for your start-up will get more difficult.
If you’re trying to get your start-up on the news, you first need to identify a strong narrative. I’ve written other articles that give guidelines on how to identify and find the story angle needed for coverage, which you can read in Consistent Coverage. I recommend you read those articles before submitting your story to reporters so you can increase your chances for coverage.
Now that you have identified the story angle, here are some websites geared towards start-ups. You still need to reach out to the reporters, but it will help with your initial media research. Links to the websites and their company mission (in their own words from their site) are below:
“TechCrunch is a leading technology media property, dedicated to obsessively profiling startups, reviewing new Internet products, and breaking tech news. Founded in June 2005, TechCrunch and its network of websites now reach over 12 million unique visitors and draw more than 37 million page views per month. The TechCrunch community includes more than 2 million friends and followers on Twitter, Facebook, LinkedIn, Google and other social media.”
“Founded in 2005, Mashable is the top source for news in social and digital media, technology and web culture. With more than 40 million monthly pageviews, Mashable is the most prolific news site reporting breaking web news, providing analysis of trends, reviewing new websites and services, and offering social media resources and guides. Mashable’s audience includes early adopters, social media enthusiasts, entrepreneurs, influencers, brands and corporations, marketing, PR and advertising agencies, Web 2.0 aficionados and technology journalists. Mashable is also popular with bloggers as well as Twitter and Facebook users — an increasingly influential demographic.”
www.startupbooster.com/submit-site/
“This blog is dedicated to helping young entrepreneurs learn the basic techniques necessary to succeed with their online ventures, share their experiences with others and promote their new startups.”
http://www.killerstartups.com/submit-startup/
“KillerStartups is dedicated to sharing more than just the hottest new startups. We want to share the stories of the PEOPLE behind the successful companies and their advice for other internet entrepreneurs. Want to share your story with our readers and promote your website? Fill out our online submission form and tell us about what you’ve got goin’ on.”
http://www.startupwizz.com/submit-a-startup/
“It was founded in 2009 as a place for entrepreneurs and investors to stay informed about startups on the web. Our goal is to find some of the most disruptive, niche and interesting startups that our peers and investors want to know about.”
http://www.squidoo.com/sumbit-startup
“StartUpLift helps promising startups get featured and receive insightful feedback. People come to the site to learn about new startups and to engage in stimulating conversation. There is no charge simply to feature your startup. However, in the spirit of keeping feedback ecosystem alive, StartUpLift does ask that you provide feedback to at least one of the startups featured on our site before submitting yours.”
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.
It is possible to run an effective publicity campaign on a limited budget. The PR firms Edelman or Rubenstein might bring your company reassurance with their large staff and beautiful buildings, there are affordable alternatives that can deliver the same results.
Potential clients always ask me how much we charge for a PR campaign. I like to use the accountant example. You and I may use the same accountant but our costs are likely going to be different based on our needs. It’s the same with public relations.
Your needs actually influence the scope of the media campaign. Do you want a local or national publicity campaign? Is it B2B or B2C? Are you in a niche field or does your narrative have a broad appeal? All of these questions factor into the complexity and cost of a media campaign.
But if you’re a small start-up or nonprofit, you can run an effective PR campaign by narrowing down your targeted news outlets. My PR agency has been running a social media campaign for a small East Village restaurant for several years, which was much different than the state-wide US Senate campaign we ran for another client.
Every client wants national exposure, but if you want to run a cost-effective PR campaign on a limited budget, you need to prioritize. In the world of PR, time equals money.
So don’t assume just because you have a small budget that you don’t have a PR budget. If you can afford Facebook ads, you can probably afford a targeted publicity campaign that reaches reporters.
The global PR firms might shy away from your small budget, but if your expectations are in check, you can use the media to reach customers.
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.