MACIAS PR – Why We Deliver Better Results

MACIAS PR was founded by a former Executive Producer with NBC and Senior Producer with CBS in New York. Journalists and industry peers consistently rank MACIAS PR as one of the best PR Firms based on our media deliverables and expertise.

PR and Industry Awards

In 2017 and 2018, digital marketing peers named MACIAS PR the Strategic PR Firm of the Year. As part of the selection process, marketing and PR professionals reviewed the media campaigns promoted by our firm. A detailed summary of our approach and media deliverables was required for the nomination. More than 80,000 digital marketing, PR firms and publicists were nominated from across the country but MACIAS PR was the only firm selected in the USA.

Finance Monthly also named us the 2015, 2016 and 2017 PR Firm of the Year – USA. Journalists with the finance publication reviewed our media deliverables, expertise and innovation in PR as a prerequisite for the award. We were the only PR firm selected in the USA under that category. You can read more on those honors and awards by clicking here.

MACIAS PR has run B2B and B2C media and branding campaigns for clients in healthcare, health tech, tech startups, financial services, asset management, nonprofits and service sector industries. Message Mark at the bottom of this screen (green button on the right) if you would like to hear a customized media strategy. We can also give you a PR estimate by clicking here.

The Cat and Mouse Strategy – It applies to PR

This is an excerpt from “The Tao of 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 always 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 Manhattan, and every New Yorker will tell you – “if you have mice, get a cat and the problem will go away.” There’s a reason why everyone says that and I believe the strategy also applies to public relations and business.

The Cat and Mouse PR Approach

A cat traditionally studies its prey before it attacks. It tries to understand the mouse’s movements and agility in advance. It is also more patient. The cat takes his time approaching the mouse, waiting for the right moment to pounce while the mouse is preoccupied with the ground.

In the world of public relations, you should study and understand the journalists you want to pitch because you only get one chance.

If you fire off that story idea before it is completely developed, you risk losing an opportunity for coverage. Many clients want to see results quickly, and as a business owner, I understand. I want to see a high rate of return as well on my investments. But if the execution of the strategy is rushed and sloppy, you risk losing out on solid media placements.

As for the mouse, I will never understand why he continually gets caught. He is faster and more agile and should be able to run circles around the puffy paw.

I’ve watched mice move on the streets of Manhattan. Trust me, I couldn’t catch one in my house but I guarantee you I can catch a cat anywhere. The mice gets caught because he is afraid.

No Fear in PR

A creative media strategy requires confidence in an idea and strength with the execution. You can’t be afraid of creative ideas when pitching reporters. Sure, I’ve come up with some crazy publicity stunts and not all of them worked. But a good majority did. If I were afraid of failure, I would have missed out on the home runs. The same applies to your business. You can’t be afraid like that little mouse.

Finally, the mouse fails because he doesn’t think. If you have observed any mouse in a kitchen after turning on the light, you’ll see they don’t react to change well. Their bodies scramble without direction. It’s like they are immobilized by the sudden change in environment.

If you’re trying to succeed with media placements, you really do need to think like a cat but move like a mouse. If an idea doesn’t seem to be catching on, listen to the feedback of reporters. Are you missing an element with your idea? Does the reporter need more evidence to support the story? Be nimble and respond to their questions. Be like the mouse – fast, agile and quick to respond. Be like the cat – strategic on your approach, measuring the situation before attacking

In the cartoon, Tom & Jerry, the mouse always won because he out- thought the big, slow cat. Of course, that is the land of fiction, but since the Tom & Jerry narrative was created by a real person, I can now understand why little Jerry won every time the two battled wits.

Finance Monthly and ACQ5 5 – an international industry award – named Macias PR the 2017 and 2018 Strategic PR Firm of the Year, and PR Firm of the Year – USA. 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 CNBC, providing media analysis, insight and crisis advice on timely business topics.

Best PR Firms are Storytellers First

By Mark Macias

In business, you need to continually find new ways to tell your story to customers, enterprise and the media.

MACIAS PR is built on story tellers. Every day, we find new creative ways to get our clients on the news. We leverage our insider media experience to position your brand into the news cycle.

It’s one of the reasons how we continually get our clients’ stories told with the most influential news organizations – People Magazine, CNBC, Wall Street Journal, Forbes, CNN, Men’s Health Magazine, Washington Post, Time and others.

So how do we do it?

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PR around your Clients – Telling your Story through Customers

By Mark Macias

PR is more than just telling your story through the media. An alternative and equally influential media campaign will use customers to tell your story.

This form of PR, positioning your customers as characters, is very effective when it comes to hyping the quality of your services. Of course, it must be true. Reporters can read through hype when it’s not backed by substance. So how can you do this with your brand?

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What Media Deliverables can you Expect?

By Mark Macias

I conversed recently with a health tech startup out of Eastern Europe, looking for PR. Following our conversation, the company asked a straight-forward question via email: What kind of media deliverables can we expect?

Many PR firms promise the world during the sell, but fail to deliver once the contract is signed. I know this because I continually hear from potential clients on how they got burned by their last PR firm.

So how can you protect your business and brand to ensure you get the most exposure and best coverage?

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Get your Brand into the Conversation – Example

By Mark Macias

How do you get clients talking about your brand, product or service? Water cooler material is one approach that MACIAS PR continually leverages with our media campaigns.

Today is one of the hottest days of  summer – so what are people likely talking about? My guess is the weather. Here’s how we positioned our digital health client on CBS 2 and a popular health news site by creating water cooler material.

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Best PR People are Story Tellers – First

 

By Mark Macias

What’s the best trait you should look for when hiring a PR firm? Do you think it’s contacts? Maybe location? What about the number of people devoted to your account?

Based on my career with NBC, CBS and owning a PR firm, I’d say it is none of those qualities. The most critical factor that leads to media placements – inside and outside the media – is story ideas.

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5 PR Mistakes Airbnb Continues to Make with the Media

By Mark Macias

Disruption doesn’t just come from technology. It also comes from lawmakers who introduce new laws that restrict or hinder your business. Airbnb is facing this disruption from municipalities across the country and it’s a lesson all entrepreneurs should heed.

I recently wrote an article for Luxury Daily on the 5 PR mistakes Airbnb is making. (You can read article here)

Airbnb may be a disruptor but when it comes to this branding and PR campaign against the hotel trade industry, it is failing like a poorly managed tech startup. Here are 5 of the mistakes I outlined in the Luxury Daily article.

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Best PR Firms Sell Stories – not Services

By Mark Macias

The best publicists are always selling stories to reporters and producers, while the biggest PR firms are selling new work. Sales is a required function of both sides of the PR business.

I always tell potential clients, I didn’t grow up selling PR accounts. I grew up in the media, selling stories to journalists – and to the public. Yes, we have to sell business and submit proposals just like all other PR firms, but I don’t want this firm to ever sell accounts, for the sake of selling. I want to help businesses develop and grow their brand.

There are many businesses that aren’t a good fit for PR, and I tell those clients when I don’t think MACIAS PR can help them. I also try to explain why they may have a better alternative for their budget. In a karmic world, it will come back to us.

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PR is like a River when it comes to Consistent Media Placements

By Mark Macias

A consistent and successful media campaign is like a river. It must continually move and replenish itself with new ideas. A fast-moving river lures you in with its sound, smell and eyes – and essentially appeals to your senses.

The best PR campaigns must also appeal to those same sensories.

Duration builds relationships with clients, but when it comes to media campaigns, time can frequently make campaigns more challenging.

How do you continually find that next big idea for the media interested? This is when brainstorming and curiosity become a major factor.

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