Mackasey Intelligence™
Better Communications Decisions Start With Better Intelligence.
Research built around the objective. Intelligence built around the client.
Mackasey Intelligence™ identifies, organizes and prioritizes the communications opportunities most relevant to a client’s goals.
Rather than relying on static media lists, we build a customized opportunity universe around each program—mapping the media, podcasts, creators, reviewers, thought-leadership platforms and industry opportunities that could meaningfully advance the work.
Through deeper research across the client’s communications ecosystem—connecting editorial activity, audience fit, timing, industry signals and client priorities—Mackasey can uncover relevant and non-obvious opportunities that standard database searches may miss.
Mackasey Intelligence™ helps us identify where your story belongs, why an opportunity matters now and what should happen next—before outreach begins.
How It Differs
Conventional Research Finds Contacts. Intelligence Finds Openings.
The difference is not the length of the list. It is the depth behind each opportunity.
| Point of comparison | Typical Media Research | Mackasey Intelligence™ |
|---|---|---|
| Purpose | Helps identify and organize known or searchable media contacts. | Creates a customized opportunity ecosystem, so deeper research can uncover relevant openings that standard searches may miss. |
| Starting point | Starts with a category or a media list. | Starts with the client’s objective and audience. |
| Scope | Focuses primarily on journalists and publications. | Maps the wider communications ecosystem. |
| What a record holds | Records names, roles and contact information. | Adds relevance, evidence, timing, relationship status and next actions. |
| How the work is ordered | Treats most contacts similarly. | Prioritizes opportunities by fit and strategic value. |
| Over time | Becomes outdated, or is rebuilt for each campaign. | Evolves, is verified and preserves institutional memory. |
| What the client sees | Produces an activity report. | Gives selected clients visibility into priorities, progress and future opportunities. |
A media list may be one input. Mackasey Intelligence™ builds a living, customized ecosystem around it—revealing both established and non-obvious opportunities, showing why they matter to the client, when they should be pursued and what should happen next.
The Platform
See the Opportunity Landscape More Clearly.
Every platform is research-led and developed around a specific client, market and communications objective.
Research is organized into a structured intelligence environment that allows us—and the client—to see the broader opportunity landscape, identify where the strongest possibilities sit and determine where attention should be focused.
The Opportunity Universe
More Than Traditional Media.
Mackasey Intelligence™ maps opportunities across the communications ecosystems that matter to the objective.
Earned Media
National, regional, trade, business, consumer and specialist publications.
Thought Leadership
Contributed articles, expert commentary, industry platforms and editorial opportunities.
Podcasts & Broadcast
Podcasts, radio, television and other interview-driven platforms.
Product Reviews & Testing
Editors, reviewers, testing opportunities, buying guides and product comparisons.
Creators & Influencers
Relevant content creators, industry voices and audience-specific partnerships.
Speaking & Industry Visibility
Panels, conferences, associations, awards and other authority-building opportunities.
Strategic Relationships
Industry organizations, professional communities and other relationships relevant to the communications objective.
Which ecosystems are mapped depends on the objective. Not every category applies to every engagement.
Beyond the List
Knowing Who Matters Is Only the Beginning.
A name in a database is not intelligence.
The value comes from understanding why an opportunity matters, why it matters now and what should happen next.
Opportunities are researched and evaluated against factors such as:
- Relevance to the client
- Audience fit
- Current editorial activity
- Evidence of interest in the subject
- Timing
- Applicable campaigns
- Type of opportunity
- Priority
- Recommended next step
- Relationship and outreach status
This gives the team context before outreach begins—and creates a living record of the opportunity as the relationship develops.
Prioritization
Not Every Opportunity Deserves the Same Attention.
Order matters more than volume.
Communications teams can easily become overwhelmed by the number of publications, podcasts, platforms, creators and industry opportunities available. Mackasey Intelligence™ helps bring order to that landscape.
Opportunities are categorized and prioritized by relevance and potential strategic value, so the strongest possibilities rise to the top while others stay available for future campaigns.
Outreach goes where it is most likely to matter, rather than treating every contact or platform equally.
Why It Matters
Better Inputs. Better Outreach.
The value shows up in the work, not in the software.
Stronger research changes what happens before a single pitch goes out. Mackasey Intelligence™ helps the team:
- Identify viable opportunities more quickly
- Prioritize the opportunities most relevant to the client’s goals
- Build outreach on a stronger strategic foundation
- Reduce wasted and poorly targeted pitching
- Preserve research and relationship history over time
- Give clients greater visibility into the thinking behind the program
Built to Evolve
The Landscape Does Not Stand Still. Neither Does the Intelligence.
Media interests change. New podcasts launch. Editors move. Product categories evolve.
Mackasey Intelligence™ develops alongside the communications program. Research is expanded, verified and updated as priorities change, new campaigns begin and opportunities move from research into outreach and relationship development.
The result is not a one-time media list. It is an evolving body of strategic communications intelligence.
A Clearer View of the Work
Intelligence Clients Can Actually Use.
Selected clients receive a dedicated view of their Mackasey Intelligence™ environment.
The client view gives a clearer picture of the opportunity landscape and the strategic thinking behind the program. Our contact information, internal notes and proprietary evaluation methods stay protected. The client view shows:
- What has been researched
- Which areas of the communications ecosystem are being explored
- Where priority opportunities sit
- How the program is developing
- Where future opportunities may exist
Intelligence in Action
Built Into the Communications Strategy.
Mackasey Intelligence™ is built into communications programs across our three core areas.
Public Relations
Identify relevant journalists, publications, broadcast opportunities, product reviewers and emerging media targets.
Thought Leadership
Map contributed-content opportunities, expert-commentary platforms, speaking opportunities and authority-building channels.
Podcast Strategy
Research relevant shows, hosts, audience fit, themes and potential interview opportunities.
Technology helps organize the intelligence. Experienced communications judgment determines what matters and what happens next. The platform does not replace communications judgment or relationships. It gives both a stronger foundation.
Start with the Objective
What Opportunities Are You Not Seeing Yet?
Tell us what you are trying to achieve, who you need to reach and where visibility needs to grow.
We’ll show you how an intelligence-led communications program can uncover, prioritize and pursue the opportunities that matter most.