Why PR Agencies Must Connect the Dots with Every PR Campaign

The best PR firms connect the dots.

Most PR firms like to spray and pray, or blindly send “pitch blasts” to reporters. But these approaches to securing publicity for a client don’t work. Why? Because it’s essentially leaving it up to luck for reporters to write your story. 

It’s like using a shotgun to hit your target, instead of a sniper rifle. That’s why at MACIAS PR, we always uses the right weapon to hit our target.

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Why Strategy is more Important in PR than Media Contacts

By Mark Macias

Potential clients always assume that our media contacts lead to media placements. Just today, I met with a potential client who commented, “you must know a lot of people in the media.”

Yes, we do know a lot of people in the media. In fact, our PR firm is communicating, talking to, pitching and in general discussion with literally hundreds of reporters and producers a week. But guess what – our contacts didn’t lead to the media placements. Our strategy did.

Just like the above photo demonstrates, PR is a game that is won by strategy. You don’t win the game of chess by force or seduction. You win the game of chess through out-thinking, out-maneuvering and out-strategizing your opponent. It’s a critical factor behind the success of MACIAS PR.

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What is PR and How can it Help Your Business?

                       

What is PR? It’s a common question that many business owners might secretly wonder but few ask publicly. MACIAS PR learned this at a recent Tech Startup Trade Show that involved hundreds of tech entrepreneurs. Many of these budding entrepreneurs approached our booth, and asked us point-blank: What is PR and how does it work?

First off – a successful PR campaign will get your story on the news. It will tell your story in a way that motivates people to action. And, it will be memorable story. This is infinitely more valuable than any paid advertisement.

Many successful entrepreneurs, from Bill Gates to Richard Branson, have discussed the value of PR. Gates said “if I was down to my last dollar, I’d spend it on public relations.” Branson has repeatedly said “a good PR story is infinitely more effective than a front page ad.”

Why is that? Because consumers remembers stories. We forgot advertisements. Your customers watch the news to become educated on current events and to learn. We walk out of the room when the commercials come on TV.

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Unconventional PR Tactics – VLOG

By Mark Macias

There are many unconventional PR tactics that can get your brand or product directly in front of consumers and they don’t involve the traditional media. One digital strategy approach that is frequently overlooked involves targeting editors who manage newsletter blasts for news organizations. These editors are frequently looking for content that is unique to their website. If your idea appeals to their targeted audience, you will have a better chance of securing publicity through this medium.

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PR Firms – East or West Coast

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By Mark Macias

East or West Coast – is there an advantage to choosing a San Francisco PR firm versus a PR firm in NYC?

In today’s world, publicists are able to pitch reporters from anywhere. Few publicists meet reporters in person so an office in New York, Miami or San Francisco shouldn’t provide an edge when it comes to pitching stories to journalists. However, there is a large advantage to being on East Coast time if you are pitching national news outlets.

Look at it this way: if you’re a publicist in LA, beginning your day at 9am, you’ve pretty much lost half the day with reporters in New York. Many reporters in New York, Boston (or any city on the East Coast) go to lunch around noon, just about the time when publicists in LA or San Francisco are getting to work.

Making it even more challenging for PR firms in San Francisco or LA, most reporters are under deadline after 3:30pm EST, so you don’t want to pitch them a story in the late afternoon.

Do the math and you’ll see a publicist in LA or San Francisco has only 2.5 hours to get a story in front of reporters, while a publicist in New York competes on the same time zone.

I can already feel the heat coming from publicists in California who will say they work later than people in New York. True – but as a former Executive Producer with NBC and Senior Producer with CBS in New York, I will tell you a publicist is wasting his or her time by pitching a story to reporters outside of work. No reporter or TV producer wants to read his work email at 7pm, which is only 4pm in California.

PR Firms on East Coast Time Have an Advantage

In addition, most news cycles only have a shelf-life of 24 hours. If there is a story that develops overnight, our team learns about it while we are getting ready for work. If we can position our clients into the news, our team is pitching that story to journalists before the morning news meetings. This is roughly the same time that publicists in California are hitting their snooze buttons.

I say that in a snarky way, but there is truth to the news cycle running on East Coast time zone. Even the entertainment TV shows, like Extra and Access Hollywood work on East Coast time. I have many former colleagues who work on those entertainment shows in LA and they loathe their morning meetings that take place at 5:30am – local time.

But what about tech startups who want to reach Silicon Valley? Yes – it will help being in the Bay area, but a PR firm in NYC can pitch stories just as easily to tech reporters and time the pitch so it hits their inbox as tech writers are logging onto their computers.

Click here if you would like to learn more about how we can help your business on the West Coast.

Finance Monthly named Macias PR the 2015 and 2016 PR Firm of the Year. Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York – founded the firm after spending time consulting other global PR firms. Macias is a frequent 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.