By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
Over the years, I’ve heard the same line from business owners: “I can do my own PR. I know my story better than anyone.” And you know what? They’re right — up to a point.
If you’re willing to learn how newsrooms work, understand the difference between marketing and media messaging, and put in the hours researching reporters and media outlets – yes, you can do your own PR. But here’s the bigger question: should you?
After decades in news — including my time as an Executive Producer with NBC and CBS — and more than 15 years running my own PR agency, I can tell you that doing your own PR comes with hidden costs most people don’t see coming. Let me break down four biggest ones.
1️⃣ PR Steals Time Away From Running Your Business
If you’re a founder or executive, every hour you spend chasing reporters is an hour you’re not closing deals, developing products, or serving customers. Media outreach is time-intensive. You’re not just writing emails — you’re researching journalists, tailoring pitches, following up, fielding questions, and making yourself available on their schedule, not yours. And that’s before you even get the journalist on the phone.
I’ve watched so many entrepreneurs burn weeks chasing one story that never materializes, all while their competitors gain market share. Your business needs your focus more than your PR does.
2️⃣ There’s a Craft to Framing a Story for Media Coverage
When I was an Executive Producer, my inbox was flooded daily with hundreds of pitches. Most were deleted in seconds because they didn’t frame the story in a way that would resonate with our audience. Framing a story for media is an art form. It’s not just “Here’s my product.” It’s “Here’s why this matters to your audience today.” That hook is what makes a reporter stop scrolling.
This skill comes from years of understanding how newsrooms think, what producers prioritize, and how to connect your story to broader trends. Without that experience, you risk sounding like just another press release and ending up in a dark hole.
3️⃣ There Are Fewer Journalists Now — Making PR Harder Than Ever
Here’s a fact most people don’t realize: the number of working journalists in the U.S. has dropped by more than 50 percent over the past two decades. That means fewer reporters, fewer beats, and much more competition for attention.
When there are fewer seats at the table, you need someone who knows how to get in the room. Contacts and credibility you build over years in the industry matter more than ever in this environment.
4⃣ Media Messaging Is Different Than Marketing Messaging
I see this mistake constantly: companies send marketing copy to the press. But media messaging is completely different from marketing. Marketing is designed to sell. Media is designed to inform.
When your pitch reads like an ad, it goes straight to the trash. The best publicists know how to strip out the sales language and frame the story in a way that’s newsworthy and credible. That’s what opens the door to earned media — coverage you can’t buy.
➡ Final Thought
Sure, you can do your own PR — just like you can represent yourself in court, paint your own house, or do your own taxes. But ask yourself – is this the best use of my time and resources.
A strong PR campaign can elevate your brand, open doors to new opportunities, and create long-term credibility. But to get there, you need more than enthusiasm. You need expertise, relationships, and time — all of which are in short supply when you’re running a business. It also helps to have a solid rolodex.
From where I sit — having been on both sides of the media fence — your best investment isn’t in doing PR yourself. It’s in doing it right.
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.