Why do so many PR campaigns fail with the media? It’s very likely the strategy is off and a generic PR approach from a previous campaign was applied.
By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
One of the biggest misconceptions people have about PR is the belief that media campaigns operate like a generic transaction.
Build a large enough media list, send enough emails, follow the right “formula,” and eventually coverage will hit. It doesn’t work like that. And unfortunately, it’s not just founders and CMOs that believe PR is as simple as that.
A few weeks ago, I received an email from an international agency asking for PR support with their client. The agency has a strong roster of international clients and corporations. On the surface, I thought this group understood the complexities of PR and the nuance of messaging.
And then I got an email from the account supervisor. She said the client wanted to hear more specifics on the actual deliverables. “For example: How many articles/features would be included? What type of TV placements? Podcast interviews? Estimated timelines? Any guaranteed deliverables?”
But here’s the kicker: she didn’t share any details about the client, their goals from PR, their timeframe, their targeted audience, etc. She treated the campaign like it was another generic PR campaign.
They were asking for a media outcome before defining the actual media challenge. And honestly, that exchange perfectly explains why so many generic PR approaches fail.
Maybe this account executive was young but she should have told the client there is no such thing as guaranteed media coverage. You can’t buy a story on CNBC or the Wall Street Journal. Yes, you can buy an ad, but that’s not the same thing as earned coverage.
(You can read more about the differences of PR and advertising by clicking here).
PR Strategy Leads to Media Coverage
PR requires something many companies overlook: an actual media strategy.
Before any research begins for media lists, the best publicists will dig deep to understand the fundamentals behind the campaign.
- What is the company selling?
- Who is their target audience?
- What does the business want to accomplish from media coverage?
- Is the goal investor visibility, customer acquisition, executive positioning, crisis management, brand awareness, or industry authority?
Those answers help shape the strategy. And it’s never one generic size fits all.
A healthcare startup targeting physicians requires a completely different media approach than a consumer app chasing a larger national audience. A founder looking to attract investors should not be positioned the same way as a CEO trying to drive direct consumer sales. Even the tone of the outreach changes depending on the business objective and storyline.
Do you need help crafting a customized and personalized media strategy for your brand? It’s not about one-size-fits all, or a generic approach. Click here if you’d like to schedule a call and discuss a curated branding 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.