When Mario González began his communications career at Sony 25 years ago, he noticed a recurring problem with agencies: senior executives would only appear at the initial pitch, never to be seen again. Determined to change this, he founded his own PR agency with a commitment to building long-lasting relationships with both his clients and the media. Today, Mario runs New Rules RP, a PR and Communications agency with offices in Mexico City and Madrid, alongside his associate, Laura Álvarez.
New Rules RP represents big names like Sonos, Bose Professional, and AVIXA in Mexico and Latin America. However, this great responsibility comes with its own set of challenges. Mario realized that to manage media relations in the local market effectively, he needed advanced software to elevate his PR game.
Today, we sit down with Mario González to discuss how PR.co helped New Rules RP showcase their clients’ news and increase their media coverage.
Challenge: How to make media relations more efficient
When New Rules RP started managing public relations for its international clients, they realized that merely providing access to global corporate newsrooms was not enough. They needed more than English or Japanese newsrooms, as language barriers and limited access to publications posed significant challenges when doing media relations in Latin America. Mario understood that this remote approach wouldn’t resonate with the local press. To get his clients' message across, the agency needed a platform that allowed them to complete stories, tailored to local needs. Mario sought out solutions to help him better convey his clients’ stories. That’s when he found PR.co.
Solution: A platform to share client's stories
“Our first impression of PR.co was that it was a very robust platform that was incredibly easy to implement and, above all, visually appealing,” Mario explains. “This platform not only simplifies our tasks, but it significantly helps journalists with theirs.” New Rules RP uses a branded newsroom to showcase their clients’ news and media, organized into clear categories. Users who visit this newsroom can easily access each brand’s media kits, news archives, clippings, and more.
"A few months back, one of our clients hosted a press event in Las Vegas. We meticulously crafted personalized press kits for each attending journalist," Mario recounts. "These media kits offered journalists images, videos, and documents, saving them valuable research time. We even used password-protected media kits to give our clients some peace of mind and avoid information leaks.”
“Media staff have been cut drastically in the last couple of years. Today, you’ll see one journalist doing the job of three. So why not make their jobs easier by offering them everything they could possibly need to write their story? That’s what our newsroom helps us do,” Mario explains.
Results: Increased engagement and media coverage
Since New Rules RP began working with PR.co, they quickly saw a substantial rise in their client’s media coverage. "An impressive 95% of clicks on the press releases we distribute through PR.co result in published stories," Mario explains. "The platform not only boosts our clients' media presence but also makes it easier to keep track of these mentions."
As a small agency with big clients, New Rules RP uses PR.co’s software to streamline their operations. “Some of the agencies we’ve collaborated with still rely on outdated approaches to pitching. They either resort to mass emailing, which often lands emails in spam folders or ends up irritating journalists who prefer a targeted approach. Others opt for individual emails in an effort to personalize their outreach. This method is quite time-consuming. With PR.co, we can still personalize our emails, add extra images, send exclusives, and keep track of our interactions with our press contacts – saving time without sacrificing quality.”
Beyond the press, New Rules RP is also reaching a broader audience through their online newsroom. "We've noticed a growing number of clients, employees, retail partners, and even competitors have signed up to receive our clients' news on a regular basis. We've discovered that our news has been published on our retail partner’s blogs. It’s incredible to see the impact and reach our clients' stories have across various channels.”
