Publicity for Smaller TV Markets

By Mark Macias

As a journalist, I’ve covered news in Phoenix, Miami and New York – and all three markets couldn’t be more different when it comes to getting stories on the local news. News is covered differently based on the region of the country and even the city.

So how do you get the local news to write or run a story on your event?

Many PR blogs will advise you to pick up the phone and call. As a guy who received those calls from publicists, I would advise you differently.

Instead of picking up the phone and calling a random reporter you have never met, you should first put your thoughts down in writing. This will keep you more focused and concise when you try to explain the story to a reporter.

Most people ramble on when they get reporters on the phone. It’s a normal trait since they are likely excited when they finally get through, but it will work to your disadvantage quickly if you don’t communicate the angle of the story within the first minute.

If the news desk likes your story, they will also ask you for something in writing, so these notes will help you sell the story later.

Finally, if the TV station says they don’t have a photographer to send to your event, don’t give up. Ask if you can send them video. We’ve done this for many clients and the local TV station ran the story. Smaller TV markets are also more likely to run your video.

Most important – make sure your email gives detailed information on your organization for the story because a local TV station can’t write a story if they don’t have the information for the story.

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 or MarketYourFund.com

How to Sell Your Story to the Media

By Mark Macias

The best salesman is always the person who is most passionate about his product. He’s the person who loves his product so much that his eyes come alive as he explains why there is no superior product. It’s no different with the media and selling your business to a reporter.

You need to be absolutely convinced that your story is newsworthy. If you have doubts, hold off on pitching the story until you are absolutely sold with the story angle.

How to Sell Your Story to the Media

In Journalism 101, students are taught the five W’s that help them identify the value of a story.

These bullet points help you identify why your story is newsworthy and what is important to communicate to reporters. Here’s a quick overview to help you identify your narrative.

WHO: Who is this story about? Who is the character in the center of the story?

WHAT: What is this story about? You will have more success with your media outreach if you identify the “what” because your idea will be more focused.

WHERE: This should be one of the easier W’s to identify. Where is this story taking place? Does the location have any value or importance in the community?

WHEN: Does your story have any timely components? Will your story take place on a single night or day? Is your story relevant at a certain time of the month? The timeliness increases your chances for coverage.

WHY: Why should anyone care about your story? The “why” could be the deciding factor that determines whether your story is pursued or killed. You need to communicate why consumers, readers or viewers care about your business.

By learning the answers to these questions, your story narrative will be more focused from the start, increasing your chances for coverage.

Macias PR was named the 2016 “Financial PR Firm of the Year – USA” and the 2015 “PR Consultant Firm of the Year – USA” by Finance Monthly. We have launched and led media campaigns for clients in healthcare, finance, tech and the nonprofit sectors. The founder of Macias PR – 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.

Find Your PR Gimmick for Publicity

By Mark Macias

Everyone needs a gimmick when it comes to PR and it’s no different than living in New York City.

As any New Yorker will tell you, if you want to stand out at a cocktail party, you need material to push you above the crowd. Some call that personality; others call it charisma. I like to call it a gimmick.

It’s no different when branding a product, business, or service with the media. You need to discover what your gimmick is if you want the media to take notice.

Now before the critics start breaking down that statement with comments like, “That is shallow,” or “Execution beats style,” –  I agree with you.

But let’s take off that analytical cap for a sec and discuss this idea not in black and white terms, but in gray terms – which is where publicity lives.

Many entrepreneurs rightly assume that “gimmick” implies a form of forgery or scheme of deception. Think of it as a way to distinguish your business from the crowd.

There are hundreds of public relations firms in the U.S., so my PR firm, Macias PR, needs to stand out from the packed field.

What’s my gimmick?

I am a former journalist who understands intuitively and intimately how the media works. I’ve been inside (and run) those morning news meetings where stories are approved and killed.

I know what it takes to get a story on the news.

That is what separates me from other publicists.

It’s no different for your business. If you can’t identify your gimmick, then you are in trouble, because consumers have no reason to buy your product.

What was President Obama’s “gimmick” when he ran against Sen. John McCain? Barack Obama was the man with hope. I’m sure Mr. Obama believed it, but that was, in essence, a gimmick.

So if you are starting a business (and it doesn’t matter what you are selling), you’d better discover your gimmick before the doors are opened. If you need to brainstorm on a future gimmick, ask yourself what you can do to stand out from the crowd. Sure, it’s a simple question, but most lawyers, accountants, and medical doctors don’t acknowledge that question on day one.

Perhaps that is because they are choosing to use their left brain over their right brain.

Now that I think about it, these are probably the same people who are arguing that a “gimmick” is shallow and will never work.

Mark Macias is a former Executive Producer with WNBC, Senior Producer with WCBS and Special Projects Producer with NBC. 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.