Public Relations & Media Relations
Good PR is not about being everywhere. It is about being in the right places, with a story that matters to the people you need to reach.
Mackasey develops and executes targeted public relations programs built around each client’s objectives, audiences and expertise. We find the angles worth telling, identify the opportunities worth pursuing and do the work required to turn them into meaningful visibility.
Publicity With a Purpose
Media coverage can build awareness, establish credibility, introduce expertise to new audiences and put a company or leader into conversations that matter. But a placement has more value when there is a reason behind it.
We begin by understanding what the client needs communications to accomplish. From there, Mackasey develops the positioning, stories and outreach strategy needed to pursue relevant earned-media opportunities across national, regional, trade, business and specialist media.
Depending on the objective, that landscape may also include podcasts, newsletters, creators, industry platforms and other credible channels capable of reaching the people who matter.
From Positioning to Placement
Mackasey manages the PR process from strategy through outreach, opportunity development and follow-through.
We identify the strongest communications story around the company, initiative or expertise and develop clear positioning that gives outreach a reason to exist.
A company can have more than one story. We develop timely, relevant angles that connect client expertise and objectives to the conversations journalists and audiences are already having.
We identify journalists, editors, producers, publications and other relevant media opportunities based on the client, the story and the audience—not simply the size of an outlet.
We develop the materials needed to support outreach, which may include pitches, media briefs, press releases, contributed-article concepts, background information and interview preparation.
Mackasey conducts direct, individualized outreach and follow-up around the opportunities we believe are worth pursuing. We do not rely on mass pitching as a substitute for relevance.
When interest develops, we manage the communication, coordinate next steps and help clients prepare so the opportunity has the best chance of becoming useful visibility.
The Program Can Also Include
Press releases and targeted media outreach around company news, products, initiatives, funding and other developments with a credible communications story.
Programs designed to establish credible executives, founders and specialists as useful sources and contributors within the conversations relevant to their expertise.
Targeted pursuit of television, radio, podcast and other interview opportunities when they fit the client, story and audience.
Strategic earned-media work that can help strengthen the body of credible third-party information people encounter when researching a company or individual.
Ongoing management of outreach, opportunities, activity and results so clients understand what is happening and where the work is moving.
Better PR Starts With Better Intelligence
PR opportunities do not exist in isolation. A journalist may connect to a larger editorial conversation. A podcast may reach a particularly valuable audience. An industry platform may create a route to a relationship, byline, speaking opportunity or future media interest.
Through Mackasey Intelligence™, our experienced team builds and maintains a client-specific Opportunity Ecosystem Map that helps us see those connections and evaluate where attention is worth pursuing.
The intelligence helps us determine what fits, why it matters, when to act and what should happen next. Mackasey then develops the materials, conducts the outreach and manages the opportunity.
Technology can support research and organization. It cannot replace the judgment, relationships and persistence required to earn meaningful media attention.
Mackasey’s experienced team leads the strategy, makes the decisions and does the outreach.
Customized intelligence. Experienced judgment. Targeted outreach.
Explore Mackasey Intelligence™PR Objective
Relevance Before Reach
A national media placement can be enormously valuable. So can the right trade publication, regional outlet, specialist journalist or long-form interview. The question is not simply how large the audience is. It is whether the opportunity reaches people who matter to the client’s objective.
We consider audience fit, editorial relevance, timing, credibility, context and the role an opportunity can play in the broader communications strategy. That allows us to pursue ambitious opportunities without overlooking smaller, highly relevant ones.
The goal is not coverage for coverage’s sake. It is visibility with a reason behind it.
The Work Continues After the Pitch
Sending a pitch is one step in the process. Media relations also requires judgment about when to follow up, when to change the angle, when to provide more information and when to leave an opportunity alone.
When a journalist, editor, producer or host expresses interest, Mackasey manages the next steps. We coordinate interviews, provide supporting information, prepare clients and stay involved as the opportunity develops.
The intelligence we gather along the way also feeds back into the work—helping us refine future outreach rather than starting from zero with every pitch.
The Work in the World
Our clients have been featured in national and international media, leading business publications, specialist and trade outlets, podcasts and other influential platforms.
Selected coverage
A sustained media-relations and thought-leadership program helped a client move from limited visibility to becoming a recognized source on driver education, road safety and the changing needs of today’s drivers.
National and top-tier media coverage
Business, broadcast, industry and podcast visibility
Long-term executive positioning
A product-focused media campaign helped educate consumers about different types of cooling units and how to choose the right option for their needs, contributing to stronger positive ratings and sales.
Consumer and technology media coverage
Clear product education
Increased visibility and buyer confidence
A targeted earned-media campaign strengthened positive search visibility by placing authoritative coverage in relevant outlets and pushing negative results down and out of view.
More than 150 earned-media placements
Positive coverage reaching page one
Negative coverage moved beyond page five
Where We Work
Mackasey works with clients across the United States, Canada and international markets. Our experience spans technology, healthcare, travel, sustainability, professional services, consumer products and other sectors where expertise, credibility and visibility matter.
We do not apply a sector template to the work. Each program begins with the client’s objectives, audiences, market and communications landscape.
Built Around the Client
Mackasey works with companies, organizations, founders, executives and experts who have something credible to say and a reason to be more visible.
The right program depends on the objective. That may mean supporting a launch, establishing expertise, building awareness in a new market, strengthening an executive profile, contributing to an industry conversation or creating sustained visibility around a company and its work.
We build the strategy around what needs to happen—not around a predetermined number of channels.
Our PR engagements can include positioning and narrative development, story and angle development, media research, pitch and media-material development, targeted outreach, follow-up, interview coordination and client preparation. The exact program is shaped around the client’s objectives and opportunities.
It depends on the client and the objective. We may pursue national, regional, business, trade and specialist publications, broadcast opportunities, podcasts, newsletters and other credible platforms capable of reaching the right audience.
No. Earned media is ultimately an editorial decision, and credible PR firms cannot guarantee that a journalist or outlet will publish a story. We can control the quality of the strategy, research, materials, outreach, follow-up and preparation we bring to the work.
No. Large outlets can be valuable, but audience relevance matters. A specialist trade publication, regional outlet or highly relevant podcast can sometimes contribute more to a client’s objective than a larger platform with the wrong audience.
Mackasey Intelligence™ helps our team build and maintain a broader view of the opportunity landscape around each client. We use that intelligence to evaluate relevance, timing, context and next actions. Our team then carries out the PR strategy and outreach.
Media databases and lists are useful research tools, but they are only inputs. Our outreach is built around the client, the story and the individual opportunity. We focus on relevance rather than treating a large distribution list as the strategy.
Ready to Get Known?
Tell us what you’re trying to achieve. We’ll look at where PR can create meaningful visibility and how Mackasey can help you get there.