How Public Relations can Help Develop New Business

There’s a popular question we frequently hear from business owners: How can PR grow my business, and how do I measure it?

I’ve written extensively on here and other outlets, like Forbes and Entrepreneur, on how to measure the ROI of PR. You can read those articles here.

A successful PR campaign must be targeted to the right audience for the best results. A PR campaign that is focused around business development should always target publications that your customers read.

This is one of the strategies that MACIAS PR takes with every campaign. We are driven by results that delivery metrics that your business needs.

One of the first questions we ask potential clients is – what is the purpose of this PR campaign? The answer will help us develop an effective strategy that gets your product or service in front of customers.

So how can PR help you close sales?

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Why Empathy Takes your PR Campaign Further with Better Results

Want to get the most out of your PR firm or publicist? Try showing a little empathy with your team and see how it leads to better results.

Most experienced entrepreneurs and sales leaders understand the value of empathy, but unfortunately – when it comes to outside vendors – it’s frequently forgotten. I’ve observed and experienced this inside and outside of the PR business. 

As a former Executive Producer with NBC, I always showed empathy with my producers and reporters because I genuinely felt their pain. I recognized when employees needed a break to recharge their mind and body, or when a family issue needed time outside of work. It might not have been financially aligned with the corporate spreadsheet but it always inspired more productivity and loyalty.

Plus, it was the right thing to do.

In this era of tight employment and waning worker loyalty, empathy needs to be on a higher level. You can’t fake it because workers will see through it in time. 

Unfortunately, when it comes to hiring an outside PR firm or publicist, we don’t get to experience empathy until after the contract is signed. Over the last decade of running this agency, I’ve seen how clients who value our work with a spreadsheet are typically the most difficult. They ignite more stress. In the worst situations, they believe they know more about the media than me and undermine every decision.

Here’s a closer look at some of the warning signs that suggest you might need to do an empathy check. And if you have empathy, trust me, the best pr firms will always want to work with you and usually at a lower price.

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Why Smaller Media is Important to Building Brands

Building a brand from scratch is never easy, but there are tactics and approaches you can take that will help scale your brand faster.

On the surface, most entrepreneurs naturally gravitate to large media outlets. They rightfully assume that getting coverage in a national publication will get their mission, services and products out there faster.

And while that is true, I’ve found there is often another overlooked group that many entrepreneurs purposely avoid.

I recently wrote an article for Entrepreneur, elaborating on why smaller media shouldn’t be overlooked. You can read that article by clicking here, but if you’re short on time, here’s an abridged version of the key points from my thought leadership.

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How PR can Improve your SEO – Digital Marketing Strategies

By Mark Macias

Just when you thought your SEO strategy was solid, Google changes the rules. The new algorithm impacted 90 percent of search traffic.

Of course, we all know Google doesn’t reveal details on its algorithm but one thing Hummingbird does reinforce is the importance of content.

So why the algorithm change? Google has trained consumers to ask questions when searching for results, so it was only natural this latest search evolution would place a higher emphasis on how your search looks for answers. Unlike the earlier years of search, when keywords were used to find topics with search engines, Google now places a higher emphasis on content that delivers valuable information.

What does Hummingbird mean for your SEO marketing strategy?

It means if you are creating content for your company blog, you should pose questions in your copy, followed by the answer. Or even better yet, ask the question with an H2 tag and answer the question in the next sentence (like the last paragraph did).

Here is an example of how this new strategy can help your SEO better promote your content.

If you own a business, you know the importance of ROI and PR. But what is the ROI of public relations? (You can download our white paper on ROI of PR by clicking here). Under the new Hummingbird SEO, your future content should be asking questions, like in that example. In the past, ROI and PR, may have led to a decent search ranking, but under Hummingbird, Google is now taking a closer look at content and determining which content is answering the right questions.

There is another important item that the new Hummingbird reveals.

Content is King on the web and if you’re not creating new content, your business is at a strong disadvantage when it comes to search engines. Yes, your business can pull out ads and market itself on Facebook, but when those ads are done, you lose your exposure. However, if you create solid content in your industry and answer key questions for your customer base, the overall ROI of that content will be much better than a pure ad play.

Follow Always Fresh PR Podcast

If you like what you read, you can hear more PR and digital marketing insight from Mark Macias in our #alwaysfreshPR podcast. Listen to us on your favorite channel by clicking here.

Mark Macias is a former Executive Producer with NBC and Senior Producer with CBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias consults small and large businesses on publicity, crisis communications and digital strategy.

The Cat and Mouse Strategy – It applies to PR

by Mark Macias.

Why does the cat always catch the mouse? When you think of how agile and quick a mouse can be, he should be able outmaneuver the cat. Yet, nearly 100 percent of the time, the cat will catch the mouse.

That’s not just a fun question. It’s actually a way of thinking that applies to PR and business.

First off, I’m not an expert on mice or cats. I have never owned a cat and I hate mice. But as a person who lives in Brooklyn, and every New Yorker will tell you – “if you have mice, get a cat and the problem will go away.”

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Why Credibility Matters with Every PR Campaign

By Mark Macias

Credibility matters in life, but it especially matters for journalists. Whenever you pitch a story to the media, the journalist is subconsciously measuring your integrity and experience. If the producer is going to invest time and energy on your story, he wants to make sure the idea has credence from the start so he’s not chasing false leads.

A lawyer pitching a story on corporate fraud or a teacher pitching a story on education reform will always have more credibility at the onset than a retired citizen who works part-time at the public library. The journalist will rightfully assume the lawyer and teacher have insider knowledge or expertise, which will lend credibility to the topic.

The credibility argument works for every story —not just scandals involving corporate fraud or education reform. If you are pitching a story on a jewelry designer, you need to establish that jeweler’s credibility. The reporter or producer listening to your idea is going to want to know what makes this jeweler qualified to speak about jewelry trends. Don’t assume the reporter will know why or how the person you are pitching is qualified to speak on the topic.

Do I have Enough Credibility for a Media Campaign?

So how do you determine whether you are credible enough to speak to the media? Here are a few questions to ask yourself when trying to establish credibility for your story.

*What makes you qualified to speak on this topic?

*How many years of experience have you spent in the industry?

*What part of your daily routine is spent reinforcing your expertise?

*What do you know as an insider that others would want to know?

You may possess a limited amount of expertise, but that shouldn’t stop you from continually trying to establish more credibility. Websites, op-ed articles, trade magazines can all lend credence to a person in search of credibility. Remember, the media needs experts for nearly every story because it lends credibility to their reporting. Even the salacious stories require insider knowledge.

So before you pitch your next idea, take a minute to make sure you have established credibility on the topic. Your news release should state why you are the person with insights into the topic. If you can communicate this expertise in the right tone, you will have a better chance of convincing a journalist to write about your business.

Follow our Always Fresh PR Podcast

If you like what you read, you can also hear more of these topics from Mark Macias in our #alwaysfreshPR podcast. Listen to us on your favorite channel by clicking here.

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.

MACIAS PR – Why We Deliver Better Results

                               

MACIAS PR was founded in 2009 by a former Executive Producer with NBC and Senior Producer with CBS in New York. Journalists and marketing peers consistently rank MACIAS PR as one of the best PR Agencies based on our results.

Over the years, MACIAS PR has launched publicity, media and branding campaigns for companies from all industries. We’ve worked with boot-strapped startups as well as established international brands, securing publicity with the most influential news publications. We have client case studies in several industries, detailing these campaigns.

Our clients always work with an experienced media strategist. We don’t pawn you off to a junior account executive. And as a boutique PR firm, our communications process is streamlined, while our execution is hyper-focused.

PR Awards – Earned by MACIAS PR

Marketing peers named MACIAS PR the Strategic PR Firm of the Year from 2017-2021. As part of the selection process, marketing and PR professionals reviewed media campaigns promoted by our agency.

Finance Monthly also named MACIAS PR the 2015-2017 Financial PR Firm of the Year. And in 2021, City & State Magazine named our founder, Mark Macias, a Top 50 Political PR Power player in New York.

MACIAS PR has run B2B and B2C media and branding campaigns in healthcare, tech startups, financial services, asset management, nonprofits and service sector industries. We’ve secured big stories in the New York Times, Washington Post, Newsweek, People Magazine, CNN and others. (Here’s a closer look at our Annual Report ). We have case studies for all of these industries, backing up our consistent track record.

Message Mark at the bottom of this screen (green button on the right) if you would like to schedule a call. You can also get a free PR estimate by clicking here.

Helping a Local Story Go National Leveraging Affiliate Feeds

By Mark Macias

There are advantages to working with a media insider. Or in the case with MACIAS PR, it’s like having an Executive Producer in your corner.

During my time with NBC and CBS, I approved ideas from publicists, reporters and producers – where I believe we had a special formula for approving stories. I always pushed our reporters and producers to sell creative, timely, enterprise angles. We didn’t want to just communicate information to viewers but produced stories that would inspire viewers and readers to interact.

Today, MACIAS PR takes the same approach with our campaigns. We don’t push information, but look for strong, enterprise story angles. I’m always pushing our team to identify elements that will get consumers talking about our story at the dinner table or cocktail party. It’s rooted in our DNA.

But there’s another little-known tactic that MACIAS PR takes with our campaigns. It’s an approach that only those inside the TV medium would know. We leverage affiliate feeds.

Can you sell a story in 30 Seconds?

By Mark Macias

Before I launched this PR firm in 2009, I lived inside morning news meetings at both the local and national level. It’s the place where stories are killed or made – in a matter of minutes.

At the Arizona Republic and the local TV station, Channel 3, we had to pitch story ideas in front of editors, producers and other reporters. In New York, I pitched stories for a nationally syndicated TV program, American Journal. I also approved story ideas as the Executive Producer for Special Projects with NBC.

I don’t want to bore you with my journalism background. (You can read more of my background on LinkedIn).

Here’s why that experience inside the newsroom matters: you only have seconds to pitch a story and that background is the center-point of MACIAS PR.

As the above video demonstrates, if you can’t identify the narrative, communicate the story and angle within 30 seconds, your PR firms in tech and healthcare won’t succeed.

Before anyone on our team pitches a reporter, we practice and perfect our pitch. To outsiders, that might seem a bit childish or even less productive. It’s not.

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Biggest Content Marketing Mistakes

By Mark Macias

Content marketing is critical to search engines. If you’re doing it wrong, you don’t exist to consumers since they won’t see you on searches.

Lately, I’ve been receiving a lot of emails from companies and brands, asking if they can publish their content on MACIAS PR. I suspect they see our great SEO and appearance on the first page of Google, so they want to join our party.

That is not effective content marketing for both the brand and your SEO. Don’t let other companies or brands leverage your blog.

Unless you’re a huge company, like Starbucks, your blog should be devoted solely to your brand. Don’t create clutter or confusion to your readers.

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