Case Study – Branding Campaign for RX Brand in Provider Space

Rising prescription costs are at the forefront of the healthcare debate. Despite this timely news issue, one digital health company had trouble standing out even though it provided a unique value proposition that lowered prescription costs.

This case study looks at how MACIAS PR helped elevate the WellRx brand by placing targeted consumer stories across TV, print and influential online news publications. You can also read a Linkedin testimonial from the company executive who worked with our agency throughout our 3+ year relationship.

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How to Identify the Best PR Agency for your Business

What is the best PR agency for your organization?

There are objective measures to help you identify the best firm for your business – and it has nothing to do with a firm’s size, revenue, industry or makeup. Here are three questions to help your selection process.

Do you want national media coverage?

With today’s technology, you don’t need to be in any specific city because you can reach reporters from anywhere. However, there are advantages to being on East Coast time.

A publicist on the East Coast has more time to develop angles from overnight developments. It’s not as easy on the West Coast since most publicists are asleep when reporter assignments are handed out (5 am PST). Factor in deadlines, and you can see why people on the West Coast have less than three hours to pitch national news organizations.

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Important News Elements for Media Coverage

How far will you go for love? Would you peel an orange for your spouse or girlfriend if she asked you for an orange? The Wall Street Journal explores that question today and it provides several PR lessons for brands trying to get media coverage.

I’m rarely a fan of tying news stories to monthly awareness campaigns because those marketing calendars rarely align with editorial calendars. But Valentine’s Day is one of those holiday exceptions. If your service or product has a connection to love, it can be rocket fuel when tied to Valentine’s Day.

I’ll go on a limb now and predict this WSJ story will go viral by the end of the week. Here’s why:

*The story is unique.
*It provides fun conversation.
*You likely haven’t heard this story before.
*It’s tied to love, and Valentine’s Day is Wednesday.

Emerging Trend with Influential News Organizations

This article supports an emerging trend I am seeing with the influential news organizations, including the NY Times, Washington Post and WSJ. Their reporters are integrating TikTok and Instagram elements to support their stories. In many cases, the social media content isn’t even timely but the content gives the reporter the timely element needed to sell it to his/her editors. Adding social media content to your pitch can help with the reporter’s sell to his editors.

One more important observation.

Editors and Reporters are Measured by their Story Reach

When I was a new Executive Producer with NBC in New York, I knew I had one year to prove my value or I would be pushed out the door. Today, a reporter’s reach is evaluated just as much as his editors.

Here’s proof. A few years ago I worked with Rep. Norma Torres and we got her editorial placed in the Washington Post. The opinion editor emailed me a few days later and asked if I could encourage her to share her editorial on Twitter. He was candid, “I’m not seeing traction with her story.”

And that brings up the final point. If your idea doesn’t have broad appeal or potential for virality, your campaign is at another disadvantage. Find ways to implement or sell that virality in your story.

If you apply these approaches to your next publicity, you will have a better chance for coverage. If you need help finding timely elements or angles, reach out to us here and we can schedule a strategy call. #alwaysfreshpr

ABOUT MACIAS PR

Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with Entrepreneur, CNBC and Forbes. City & State Magazine named him to their 2024 Political PR Power List in New York.

City & State Magazine Names Mark Macias to PR Power List

USA, January 22, 2024 — The award-winning PR agency, MACIAS PR, has announced that City & State Magazine has named its founder Mark Macias to their 2024 Political PR Power List.

City & State Magazine is a premier multimedia news organization that covers New York local and state politics and policy. Every year, the publication recognizes and ranks the top PR agencies and publicists based on the firm’s size, reputation, clients and impact on the New York state political sphere.

In the words from their article, “What unites them is that they all are consummate PR pros.”

Macias is a former Executive Producer with NBC and Senior Producer with CBS in New York. He founded the agency in 2009 after a successful journalism career at the local and national levels. 

“There are many larger PR agencies on this list, but that’s not who we aim to be,” said Macias. “We have no desire to become the biggest agency with the largest client roster. We just want to be the best PR agency, develop long-term relationships with our clients and deliver consistent results with the media.”

MACIAS PR has led media and branding campaigns for clients across tech, politics, health and nonprofit industries. But places a larger emphasis on health care. Noom, Meru Health, Lifesum, WellRx, Columbia University Medical Center, Burke Hospital and Kilo Health are just a few of their more prominent health tech clients.

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Thought Leadership in Forbes – What Houdini Teaches us about Selling

One of the most exciting parts of my work is learning from experienced entrepreneurs and CEOs from all walks of life. The proximity to these entrepreneurs has given me a unique opportunity to observe thought leadership up close.

I recently wrote an article in Forbes – What the Great Houdini can Teach Us about Selling. The entire story was inspired by a CEO who was a magician before his career in finance took off. He always shared stories with me on how magic is related to business. We need to captivate the buyer and never reveal our industry secrets, he would say.

I turned that thought leadership into thought leadership for Forbes. Here’s an abridged version of that article.

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Study: PR Influences our Emotions that Drive Action

How do you know if a PR campaign is effective? I hear this question a lot from potential clients. Contrary to what many people might believe, there are several ways to evaluate the performance of your PR agency. (You can read more on that with this blog How to Measure the ROI of PR).

If you’re short on time, here’s a quick summary to measure the effectiveness of a media campaign.

  • Number of Targeted Media Placements
  • Demographics and Readers for those Media Outlets
  • Increased Credibility
  • Actual Sales, which can be measured through analytics.
  • Improved SEO – since search engines use news stories and blogger stories to measure the value of a website.

There is another way to measure the ROI of PR that is frequently overlooked. It’s more difficult to quantify than Google Analytics but according to researchers out of Motista – a consumer intelligence analytics firm – it’s actually more persuasive and leads to higher revenue for brands. This is where the art of PR contrasts with the science of data.

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PR Blueprint – Launch Successful Publicity Campaigns

Every business owner wants to get their story on their business. Unfortunately, there is no magic formula that reveals how to get news coverage, but there is a blueprint that can increase your chances for media placements.

As Executive Producer with NBC in New York, I approved story ideas from reporters, publicists and producers. Sometimes, stories were approved but later killed for various reasons.

Other times, I killed a story because it lacked visuals or had outdated information. The approval process in news is subjective, just like any other profession involving creativity, opinions and experiences. So if you get a bite from the media, move fast and don’t delay.

So how do you get journalists to cover your business?

You can increase your chances for coverage by identifying what is different, new or unique about your business. It sounds simple but a lot of people forget that news is based on the root “new.” They pitch stories but forget about timeliness. If you don’t have that “new” component, your story is at a disadvantage.

You can figure out what is new about your business by asking some simple questions: Is your business contributing to the local community in a unique way we might not expect? Are you about to accomplish a feat where others have failed? What is different between you and competitors?

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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. City & State Magazine named Mark Macias to their 2024 Political PR Power List in New York.

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 brands, securing publicity with the most influential news publications.

Prominent clients include: Noom, WellRX, Meru Health, Lifesum, Columbia University Medical Center, Plenty of Fish, Kilo Health, Burke Hospital, Former UN Executive Secretary on Climate Patricia Espinosa, and members of Congress. Our media campaigns helped these brands raise tens of millions of dollars with investors, while improving their name recognition with customers. We have client case studies, detailing these campaigns.

At MACIAS PR, our clients always work with an experienced media strategist. And as a boutique PR consulting 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. City & State Magazine named our founder, Mark Macias, a Top 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 ).

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.

Art of Small Talk – How PR Helps with People Skills

PR helps build your business, but on a personal level, it can also make you a better communicator and sales person.

A few years ago, I worked with the founder of a hedge fund who wasn’t the best communicator with the media. He made a lot of mistakes when speaking with reporters.

But after a few months, I noticed his delivery got better. He also confided in me that his sales pitches got better. Our media training helped him learn how to better communicate with investors.

You can read more about media training here, but here are 5 Ways PR can help you communicate better in person. I originally wrote this article for Entrepreneur Magazine. You can read a shortened version of that article on the next page.

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Cat and Mouse Strategy – How it applies to PR

Why does the cat always catch the mouse? When you think of how agile and quick a mouse can be, it should easily outmaneuver the cat. Yet, most 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’m allergic to cats 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.”

I got to thinking about that concept when watching of all things – Tom and Jerry – with my son. It got me thinking of the relationship between cat and mice, and the reporter and publicist. Here’s a closer look at what the classic cat and mouse game can teach us about media strategy.

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