Why does PR sometimes feel so hard? Perhaps it’s because your team is looking at it from the wrong lens. A closer look at the MACIAS PR strategy that consistently leads to media coverage.
By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
When I was an Executive Producer with NBC, a publicist told me, “PR is hard.”
At the time, I couldn’t understand how her work could be more stressful than my job approving story ideas and scripts from some of the strongest media personalities.
Now I get what she was saying. Yes, PR and earned media is difficult. If you’re floating in the wind without a strategy, I’m sure it feels like a waste of time. But it’s not hard when you know what you’re doing.
The Misconception That Breaks Most PR Strategies
Over the years of running this PR agency for tech and healthcare startups, I’ve observed how most brands approach PR like marketing. They think:
- If the message is strong → it should get coverage
- If the company is interesting → reporters will care
- If they push harder → results will come
But the media doesn’t work like that. Journalists aren’t waiting for your story, and no matter how many times you reach out to them, it’s unlikely they will think of you when another timely story hits their calendars.
Media Strategy Is About Alignment — Not Effort
A real PR strategy isn’t about sending more emails or spamming voicemails; It’s about alignment between – the news cycle, the reporter’s beat, the editorial window and your story.
PR and media relations is not just “getting coverage.” It’s about understanding what the media needs — and finding a way to position your brand into that window.
From the outside, the media might look chaotic but from the inside, it’s very structured. Newsrooms operate on efficient calendars and editorial timelines that keep the news train running on time. You can’t miss your story by even a minute with TV, or you will disrupt the entire news program.
The best publicists and PR agencies understand your story doesn’t compete with other PR pitches. It’s main competition is global events, breaking news and internal editorial programming calendars.
The MACIAS PR Advantage
This is where most brands struggle. They see the output and media coverage — but not the system behind it. At MACIAS PR, we don’t just craft stories. We align them with this media landscape:
- The newsroom structure
- The editorial moment
- The timing window
Final Thought
If your PR strategy feels like a grind, it’s not because PR is broken. Perhaps, it’s because your publicist or PR agency is trying to operate outside the system.
Once you understand that system — everything starts to click. Reach out to me if you’d like to discuss a media strategy for your brand.
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.