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
“How do I get reporters interested in my company?”
It’s a popular question from all startups. Our conversation usually begins around a product launch, funding announcement or new partnership. These milestones are exciting for founders, but journalists rarely care about those topics.
Before founding MACIAS PR, I spent years approving story ideas as Executive Producer with NBC and CBS. Every day, we evaluated hundreds of pitches competing for a limited number of broadcast segments. The overwhelming majority never made it to air—not because the companies lacked innovation, but because they lacked a compelling story.
Understanding how journalists evaluate news is one of the biggest advantages a startup can have. Once founders begin thinking like reporters instead of marketers, media coverage becomes much more attainable.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
Many startup founders ask the same question: When is the right time to hire a technology PR firm?
The answer is often sooner than they think.
One of the biggest misconceptions about public relations is that companies should wait until they have achieved major success before investing in media visibility. In reality, the most effective technology PR campaigns often begin before a product launch, funding announcement or major growth milestone. Public relations can help create momentum that supports those business objectives rather than simply publicizing them after they occur.
A closer look at how newsrooms work with editorial meetings, story approvals, deadlines and what happens before a reporter calls you.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
I received a spam email recently from a publicist trying to sell me PR. The sales pitch itself revealed something much bigger about how disconnected many people are from how the media actually works. His email read:
“One proven strategy I’ve used for the last 20 years is to use Editorial Calendars to find out what topics a media outlet is covering and what type of people they are looking to interview…then reach out to them and let them know you are available. We offer guaranteed placements…”
There are several problems with this email.
First, nobody in PR can guarantee media placements. You can’t guarantee earned media because reporters, editors, and producers ultimately control coverage decisions — not publicists. Anyone promising guaranteed placements is usually selling sponsored content, low-level placements, or they simply don’t understand how real newsrooms operate.
But the bigger issue was the simplistic understanding of editorial calendars.
That advice might have worked twenty years ago for long-lead magazines planning holiday gift guides six months in advance. But modern newsrooms — especially national TV, business media, and digital outlets — no longer use editorial calendars.
How does advertising compare to PR when it comes to marketing spend? Let’s take a closer look with a Wall Street Journal example.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
I got an interesting message on Linkedin today from a CEO saying “the world has changed… media is no longer interesting.”
I responded: “you’re right because no one watches CNBC or reads the WSJ anymore.”
Yes, I was being sarcastic but it is a valid observation. Is traditional media outdated and are there better approaches to scaling your message? Let’s take a closer look by comparing a story in the Wall Street Journal versus an advertisement in that same business publication.
What’s an Ad in The Wall Street Journal Really Worth?
It’s hard to get the most recent rate cards for the Wall Street Journal because publishers are now keeping those ad rates closer to the chest. But recent rate cards for the WSJ show a full-page ad in The Wall Street Journal can range from roughly $100,000 for regional placements to several hundred thousand dollars. In some premium cases, the rates go even higher — depending on placement, timing, and circulation. (source)
And what do you get for that big spend?
Guaranteed placement
Total control of messaging
Immediate exposure
On the flip side, readers know it’s paid. There is no editorial validation from an advertisement and it disappears as soon as the budget is over.
In simple terms: you rented exposure.
Now Compare to a Story in The Wall Street Journal
Let’s say your company is featured in a WSJ article, like my client was last month. He didn’t pay for this WSJ story, and a month later, the feature is still up for investors and leaders to read. In addition, his story brought credibility, trust and validated positioning for his firm.
“This company matters enough to be covered.”
Why You Can’t Measure Earned Media Like Advertising
A frequent question I hear from potential clients is “how can we value a media placement compared to an ad?”
It’s a flawed approach to simply measure the advertising rate to the depth of the story. You can’t assign a dollar value to media coverage based on what the ad would cost because earned media doesn’t just replace an ad.
Earned Media Changes the Conversation
When your company is featured in a top-tier outlet, like CNBC or the WSJ, investors take notice. Your team can remarket this media coverage with new clients. Competitors also begin to see you in a new light. A prominent story positions your brand as a reference point that becomes a part of a broader narrative.
Advertising vs PR = Rented vs Owned Exposure
Advertising has a short lifespan. It runs; it’s viewed; and then it’s gone. Earned media compounds over time. Articles are indexed and used for reference. Articles I wrote for CNBC and Forbes years ago are still up, driving traffic to our website years later.
These stories are not building exposure; They’re creating long-term assets.
The Strategic Advantage Most Brands Miss
Many companies treat PR as a secondary channel. Their leaders view it as a way to support marketing. But the strongest brands flip that model and use earned media to establish credibility, shape perception and create momentum.
In ideal situations, they create an ad spend around the earned media.
If you’d like to see a more visual comparison, you can see that explanation on this Linkedin post we created. It shows you visually how PR compares to advertising. You can reach out to me if you’d like to schedule a call and discuss your brand strategy.
ABOUT MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 PR Power Players in New York while Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year.
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 helped position a Wall Street executive with Multiple Sclerosis into a leading voice for disability inclusion, resilience and corporate leadership. Campaign secured coverage with Forbes, Human Capital Magazine, ERE.net, BenefitsPro, News 12, PIX 11 TV and others.
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
Client Background
Our client was a Wall Street executive and disability advocate living with Multiple Sclerosis (MS). She was not a celebrity or media pundit. She did have a powerful story — one that challenged corporate America’s perception of disability and redefined strength, leadership and resilience.
When we began working together, the objective was clear: Help me elevate the silent voice that most people with disabilities feel at work.
The Challenge
Despite growing conversations around diversity and inclusion, disability remains one of the least understood dimensions of workplace equity. Many companies talk about inclusion — few spotlight real leaders thriving with chronic illness.
Our client wanted to inspire others with disabilities to know they aren’t alone. She also wanted to inspire everyone to never give up.
The challenge was positioning her story beyond “human interest” — and into business, HR, benefits, sports and national media.
Strategy
MACIAS PR built a campaign around three intersecting narratives:
1️⃣ Business Authority
We positioned her as a Wall Street executive who viewed her MS diagnosis not as a setback — but as a competitive advantage.
This led to powerful coverage like:
Forbes – “With One Foot In Front Of The Other: Warrior Princess With Multiple Sclerosis Trains For The NYC Marathon”
Human Capital Magazine – “Wall Street VP: My Disability Is My Superpower”
ERE.net – “I Have MS. Would Your Company Hire or Recognize Me?”
BenefitsPro – “Be Seen, Heard and Validated: Creating a Workplace That Welcomes Those with Disabilities”
These placements positioned her not as a patient — but as a leader influencing corporate inclusion policies.
It’s never easy getting a reporter’s attention. Here’s a way to hook them quickly – lessons from my time as Executive Producer with NBC
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
If you’ve ever tried getting a reporter’s attention, you know it’s not easy standing out.
But there are a few strategies that will help you hook a reporter faster. These 4 tactics stem from my time with NBC and CBS – where I approved story ideas from reporters, producers and publicists.
If you’re able to come to the table with these elements, you’ll definitely be better positioned than the competition.
Need help standing out? Feel free to send me a message and we can hop on a strategy call.
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.
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.
Media training lessons I learned as a former NBC and CBS Executive Producer
By Mark Macias Founder of MACIAS PR | Former NBC Executive Producer
Most executives think media interviews are about one thing: getting coverage. But after spending years inside newsrooms, including time as Executive Producer in New York — I can tell you something most people learn too late:
A reporter call is not a casual conversation. It’s a recorded moment in the public record.
Even great companies can find themselves misrepresented, taken out of context, or blindsided by a question they weren’t prepared to answer.
So if you want to protect yourself — and actually come across as credible, confident, and in control — here are four rules I give every client before they ever speak to the press.
1. Never Take a Reporter Call Alone
One of the simplest ways to protect yourself is also the most overlooked: Always have someone else on the call. When helping AI/Healthcare startups with their media interviews, I always listen in to the call and engage with the reporter. This holds the reporter or journalist accountable with their words before a word is even written.
When there’s another professional listening, everyone stays sharper — including the reporter. And if something feels off afterward, you’re not relying on memory. You have a witness.
Ideally, that should be your experienced publicist who can recognize loaded questions. It also prevents the classic “he said / she said” scenario.
In today’s media environment, that matters more than ever.
