01
Your Objective
What Needs to Change
The objective is the starting point.
- Build visibility
- Establish authority
- Reach a new audience
- Support a launch or initiative
- Strengthen reputation
Mackasey Intelligence™
Better Communications Decisions Start With Better Intelligence.
Mackasey Intelligence™ is the proprietary communications-intelligence and decision system behind our work. It helps our experienced team build a living Opportunity Ecosystem Map around each client’s objectives, audiences and priorities.
The Map connects the people, platforms, relationships, moments and less-visible openings that can move visibility forward. We use that intelligence to determine where attention can be earned, why an opportunity matters now and what should happen next—then Mackasey carries the strategy through to execution.
Beyond the Media List
A Media List Organizes Contacts. We Map the Opportunity Ecosystem.
Media lists are useful. They help organize journalists, outlets, beats and contact information for targeted outreach.
But knowing who covers a subject is only part of the picture.
Mackasey Intelligence™ looks at the broader opportunity ecosystem around a client. We connect the objective to the audiences that matter, the channels and people capable of reaching them, the context surrounding an opportunity and the actions that can move it forward.
Media List
- Organizes contacts
- Journalists, outlets, beats and other information useful for outreach.
- Identifies potential targets
- Helps determine who may cover or be interested in a particular subject.
- Supports outreach
- Provides an important starting point for media relations.
Mackasey Intelligence™
- Connects opportunities to the objective
- We begin with what the client needs communications to accomplish.
- Looks across the ecosystem
- Media, podcasts, creators, thought leadership, industry platforms, speaking, recognition and strategic relationships can all create visibility.
- Adds context and judgment
- We consider relevance, evidence, timing, relationships and strategic value.
- Keeps the intelligence active
- The Map develops as opportunities, priorities and relationships change.
From Insight to Action
The intelligence changes what we do.
Mackasey uses it to shape strategy, develop angles and materials, conduct targeted outreach, manage relationships and determine what should happen next.
The Client-Specific Map
Your Opportunity Ecosystem Map.
Every strategic communications program begins with an objective, not a channel. The Opportunity Ecosystem Map shows how the audiences a client needs to reach connect with the people, platforms, relationships and moments capable of influencing them.
No two Maps are identical. The categories, depth and priorities are determined by what the client needs to achieve, who must be reached and where visibility needs to grow.
02
Priority Audiences
Who Needs to Notice
The people who can move the objective forward.
- Journalists and editors
- Podcast hosts and producers
- Industry decision-makers
- Customers and communities
- Creators and reviewers
- Strategic partners
03
Opportunity Ecosystems
Where Opportunity Lives
Client Objective
- Media & Editorial
- Industry Platforms
- Thought Leadership
- Speaking & Events
- Recognition
- Strategic Relationships
- Creators & Reviewers
- Podcasts & Audio
Multiple pathways. Greater possibilities.
04
Opportunity Intelligence
What We Need to Know
Information becomes useful when it helps us make a better decision.
For each relevant opportunity, we consider:
- Client-specific relevance
- Evidence and rationale
- Timing and editorial context
- Strategic priority
- Relationship status
- Recommended next action
An opportunity is not valuable simply because it exists. The question is whether it makes sense for this client, at this moment, and what we can realistically do with it.
05
Mackasey Execution
Turning Intelligence Into Action
The intelligence directs the work. Mackasey executes it.
- Positioning and narrative
- Materials and content
- Targeted outreach
- Relationship management
- Preparation and follow-up
- Learning and refinement
The Map is not the deliverable at the end of our work. It is part of how we make the work better throughout the engagement.
The categories change by client. The intelligence remains connected, and the Map develops throughout the active engagement.
Better Inputs. Better Outreach.
Knowing More Changes What You Do Next.
Good communications work depends on more than finding names.
It requires understanding why an opportunity fits, what may make someone interested, when to approach them and how that opportunity connects to the larger objective.
That context shapes the work itself—from the angle we develop and the materials we create to the people we approach and the way we follow through.
Better intelligence is only useful when it changes the work. Mackasey uses the Map to decide where to focus, what to say, whom to approach and what should happen next.
The Working View
The Intelligence Stays Active.
Mackasey Intelligence™ is maintained throughout an active engagement. As research develops, outreach begins, relationships change and new opportunities emerge, the Map changes with them.
For selected engagements, clients may also receive a dedicated view into relevant opportunities and activity. This creates visibility into the work without turning the system over to the client to manage.
The intelligence remains a working part of the engagement—maintained by Mackasey and used to guide decisions and execution.
From Intelligence to Action
The Intelligence Directs the Work. Mackasey Executes It.
Map
See the broader opportunity landscape.
We build and maintain a client-specific view of the people, platforms, relationships and openings that can contribute to the objective.
Decide
Determine what matters now.
Our experienced team evaluates relevance, timing, context and strategic value so attention goes to the opportunities with a reason behind them.
Act
Turn intelligence into communications work.
Mackasey develops the positioning and materials, conducts targeted outreach, manages relationships, prepares clients for opportunities and determines the next move.
Built to Evolve
The Landscape Does Not Stand Still. Neither Does the Intelligence.
Editorial priorities change. New conversations emerge. Relationships develop. An opportunity that was not relevant last month may suddenly matter—and one that once looked promising may no longer deserve attention.
Mackasey Intelligence™ is designed to evolve with the engagement rather than remain a static research document.
As new information appears, we refine the Map and adapt the work around it. That keeps the strategy connected to what is actually happening, not simply what was known at the beginning.
Human-Led by Design
Intelligence Helps Us See More. Experience Helps Us Decide What Matters.
Tools can organize information. They cannot replace communications judgment.
Our experienced team interprets the intelligence, weighs the context, understands the relationships and makes the decisions that turn information into useful action.
Technology supports the work. Experience, judgment and relationships lead it.
The Difference
More Than a List. More Than a Map.
Mackasey Intelligence™ gives our team a deeper understanding of the opportunity landscape around each client.
But intelligence alone does not create visibility.
The difference is what happens next.
We turn what we learn into positioning, stories, content, outreach, relationships and opportunities—and keep learning from what happens along the way.
We map the opportunity landscape—and then we do the work required to move through it.
Let’s Start With What You Want to Achieve
What Opportunities Are You Not Seeing Yet?
Tell us what you’re trying to achieve. We’ll look at where visibility could grow and how Mackasey can help you get there.