By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
It’s a familiar pattern among many reporters: They forget meetings, miss scheduled calls and sometimes take days to send a video link for an interview. It might look unprofessional to the outsider or client, but this doesn’t mean reporters have lost interest in the story.
After working inside newsrooms at NBC and CBS, I can tell you there is usually a better explanation: journalists are overworked and juggling multiple stories, interviews and deadlines at the same time. In an industry where time is measured by minutes, your interview that is next week takes a lower priority in their mind.
Understanding that perspective is more important to PR than most companies realize.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
What’s the most valuable media placement in America? The answer depends on your needs and what you are looking to achieve from the media coverage.
Surprisingly, it’s not always the publication with the largest audience, nor is it the outlet with the most social media followers. The publication with the biggest name is great for exposure but it doesn’t always drive the best leads.
The most valuable media placements are the ones that create additional opportunities. These stories and TV segments generate investor calls, customer inquiries, speaking invitations and, perhaps most importantly, additional media coverage.
A great news story doesn’t end when it’s published. It starts a chain reaction. I’ve seen this time and time again with our clients as I see reporters pick up stories from a larger outlet.
That’s why the question isn’t which publication has the biggest audience. The better question is: Which publication creates the greatest business impact?
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
One of the biggest problems with the PR industry is that most agencies sound the same. If you read through PR agency websites, you’ll see endless variations of the same language:
“Integrated communications.” “Customized media strategies.” “Innovative storytelling.” “Results-driven campaigns.”
As a former Executive Producer with NBC and CBS, and an agency owner, I will tell you most of that jargon is generic corporate filler. It won’t be long before AI begins exposing the problem.
What’s Different with PR Now?
AI search engines and large language models are increasingly prioritizing expertise, specificity, and institutional knowledge. Generic marketing language doesn’t stand out anymore. It blends together.
The agencies that will separate themselves moving forward are the ones who can demonstrate real-world newsroom understanding and strategic insight — not just polished agency buzzwords.
Over the course of my news career with NBC and CBS, I’ve learned that the best PR agencies typically share five characteristics.
If a PR firm is missing most of these qualities, there’s a good chance you’re hiring for outreach volume instead of the more critical media strategy.
The media landscape has shifted with the war, and that means your PR and communications team should be adapting with it. Here’s some insight on how to rework your narrative for times like this.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
If you’re pitching feature stories right now, you might feel like you’re speaking into a black hole. That’s because the news cycle has shifted — fast.
Today, a New York Times reporter told me she’s backed up almost entirely on war-related angles tied to Iran. And it’s not an isolated case. Across top-tier media, reporters are being pulled toward hard news — geopolitics, national security, economic fallout, and global risk. Every major Tier One media interview we’ve secured over the last two months has been tied to the Iran War. That’s not a coincidence.
The media doesn’t just adjust — it reorients completely. The best publicists adapt to the news climate.
The Editorial Shift: From Feature Stories to Hard News
When global conflict enters the new cycle, editorial priorities tighten.
Stories that once had momentum — lifestyle, business profiles, trend pieces — get pushed aside. Not because they’re bad stories but because the most urgent stories take priority.
This is the key insight many brands miss. Reporters don’t stop needing sources — they change what they need sources to discuss.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
The biggest mistake most startups make is believing PR is measured by primarily one number. PR involves a combination of metrics that include visibility, credibility, leadership and action.
You need to take a closer look at multiple signals to understand whether a media strategy is delivering. But don’t base that measurement on: “Did we get coverage?” Instead, focus on how that coverage moved the business forward.
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 healthcare and tech agencies. City & State Magazine named Mark Macias a Top Political PR Power Player in New York in 2022 and 2024.
We help founders and brands tell stories that get noticed by the media. Our strategy is based on years inside NBC & CBS newsrooms where editorial judgment, timing and credibility are the currency for success.
At MACIAS PR, we turn complex brands into compelling media narratives that secure national headlines, elevate thought leadership, and drive real business outcomes. Links to client case studies for media deliverables are below.
Prominent Clients across Industries
Healthcare and Wellness
Noom, WellRX, Meru Health, Lifesum, Columbia University Medical Center, Kilo Health, Burke Hospital
Consumer Tech
Plenty of Fish, Welt, Abby Connect
Bootstrapped Startups
MDAcne, TopPatch (Cyber Security)
Publicly Traded Companies
Mawson Infrastructure (NASDAQ), Unusual Machines (NYSE), Banle International (NYSE)
Finance
Provident Loan Society, Sag Harbor Advisors, Sansar Capital
Politics
Former UN Executive Secretary on Climate Patricia Espinosa, Rep. Norma Torres (LA)
Our media campaigns helped these brands raise tens of millions of dollars with investors, while improving their name recognition with customers. Click here to review our case studies.
All of our clients always work with an experienced media strategist – regardless of size. And as a boutique PR consulting agency, our communications process is always streamlined, while our execution is hyper-focused.
PR Awards – Earned by MACIAS PR
City & State Magazine named Mark Macias a Top Political PR Power player in New York. Marketing peers have consistently recognized MACIAS PR for Strategic PR Firm of the Year from 2017-2021. Finance Monthly named our agency the 2015-2017 Financial PR Firm of the Year.
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.
You don’t have to be a football fan to know Bill Belichick is in a PR sinkhole. He’s a smart guy and can only blame himself for the rookie mistakes. There are several PR and media lessons you can learn from his PR disaster.
Don’t ask for questions in advance
Belichick asked the CBS producers for the questions in advance. If the President doesn’t get reporter questions in advance, don’t expect them either. Reporters and producers don’t owe you anything. They want candid answers – not canned responses. If you practice an answer in advance, you lose authenticity.
You’ve heard, Don’t Fight the Fed. Here’s another mantra to practice in the near term: don’t fight the news cycle if you want to get media coverage.
When a story like tariffs dominates the conversation, it’s not the time to get creative. Instead, refocus your energy on identifying angles that fit into the news cycle. Reporters don’t have free reign on pitching angles during strong news cycles like this. Experienced journalists know their ideas will have more success if they pitch ideas that the public is discussing.
We’re in a Hard News Cycle
In February, I wrote a post that we were headed into a hard news cycle with the Trump administration. A few weeks later, a Washington Post reporter casually mentioned in a conversation with me that “it’s like drinking out of a fire hydrant right now.” In other words, there are so many hard news stories with this administration that reporters can’t even cover them. Newsroom resources are also more stretched during times like these, as deadlines become tighter and the news cycle changes with new information.
This approach isn’t just for businesses trying to reach a national audience. If you’re a local business, try to demonstrate or visualize how tariffs are impacting your community. It shouldn’t be difficult since trade dominates all sectors of our economy. Just be objective with your approach, preferably supporting the angle with data or internal research/surveys that support your argument.
And just for clarity – your story doesn’t have to be solely around tariffs. There are repercussions and sidebars that come out of tariffs – including immigration, unemployment, consumer spending/confidence, etc.
Throw out the Marketing Messaging Playbook
Just remember: don’t pitch an advertisement. Stay away from subjective terms when communicating with reporters; no fluff, stay focused on the hard news and it’s impact. Don’t test marketing messaging in times like this. If you pivot to this type of approach, you will better position your brand for unique moments like this. #alwaysfreshpr
About MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. Message us if you’d like to get a customized strategy.
TopPatch, a cybersecurity startup, was only three months old when it engaged MACIAS PR to spearhead its publicity campaign. With no existing messaging or strategy in place, TopPatch relied on MACIAS PR to develop its branding and media strategy from the ground up. Our objective was to position TopPatch as a global leader in cybersecurity and secure high-profile media coverage to drive brand awareness and attract investors.
Challenges
New and Unknown Brand: TopPatch had no prior media presence or industry recognition.
Lack of Messaging & Strategy: The company required a clear and compelling narrative to differentiate itself in a crowded cybersecurity market.
Media Skepticism: As a young startup, gaining media trust and credibility was a significant hurdle.
Here’s some candid and overlooked advice on how to get the most out of your publicist or PR team. Make sure you take care of them.
I wrote an article for Forbes awhile back and shared some anecdotal stories of why your publicist will work harder if they like you. We’re people too, and the best publicists are likely extremely creative. Have you heard the adage about creatives running with their emotions?
But this isn’t about the negative. It’s about the positive. Here are 3 quick points that will curry favor with any publicist, and inspire them to work harder for you.
