1. Media Connections
The Markowitz staff has a well-earned reputation among its many national and local media contacts. Reporters know and respect our work, which has proven to be a valuable asset for our clients. We got PetSmart featured in USA Today, Newsweek, Business Week, and “Fox & Friends.” We got “Good Morning America” to shoot a live show at the Pittsburgh Zoo & Aquarium. We got the Children’s Institute featured in Family Circle Magazine, and Wentworth Gallery artist Peter Max to appear on CNN’s “The Situation Room with Wolf Blitzer.” We got a massive amount of national attention for The Pittsburgh Cultural Trust’s “Rubber Duck Project”: CNN, “Good Morning America,” “NBC Nightly News,” among many other local, regional, national and international media outlets.
2. Targeted Media Lists
We have a lot of resources at our disposal when compiling effective media lists for our clients. We combine online databases with our own proprietary research in key markets. Our extensive history working with top media throughout the major DMAs has enabled us to compile a strong proprietary list of media contacts.
3. Media Training
We understand that not everyone is prepared for his or her 15 minutes of fame. We help our clients feel more comfortable by offering tips, rehearsing possible questions and answers, reviewing important points to be covered, providing background on individual reporters and constantly speaking with the media.
4. ROI Analysis and Media Tracking
We are constantly evaluating and customizing our media tracking based on specific client needs, using both national and regional resources. We also work with our clients to establish the right formula for evaluating ROI so that we are able to provide consistent and relevant reporting.
5. Strategic Planning and Brand Development
We sit down with our clients to listen carefully to their needs and help them establish goals and objectives. We then develop materials (micro-sites, press releases, media alerts and pitch letters) and a public relations plan (key markets, key media outlets) that works towards achieving those goals. In addition, we always stress the importance of presenting a clear and consistent message that reflects the client’s brand or identity in the marketplace.
6. Consumer Trend Monitoring
When we set up media monitoring, we don’t just simply watch out for our clients, we intensely search news resources for our clients’ competitors – large and small – as well as other industry keywords. This way, you’re never taken completely by surprise, and always have a plan for every eventuality.
7. News Monitoring
Many public relations opportunities emerge out of the news cycle. Heat waves, snowstorms, disasters, recalls, medical breakthroughs – these types of breaking-news stories allow us (when appropriate) to position our clients as resources or experts for the media to use when covering these events.
8. Art Direction and Design Projects
We never simply hire photographers or designers and leave them to their own devices. We are always on the set during all photo and video shoots, and we keep in constant contact with designers. This type of hands-on management results in high quality products that exceed our clients’ needs and expectations.
9. Editorial Services
We don’t believe in sending out press release after ordinary, predictable press release. Sometimes we write entire press releases in Spanish; sometimes we don’t write them at all, and instead create micro-sites or tip sheets (like the “Smart-E” for PetSmart). Whatever the medium, our message is always well crafted and never ordinary.
10. Crisis Communications
Every organization experiences its share of crises; it’s just a fact of modern life. We’re available to help minimize any damage, and find effective ways of moving forward. Our philosophy has always been to remain as proactive as possible during any crisis that occurs. (Confidentiality and discretion prohibit us from going into greater detail.)
11. Deadlines and Budgets
You need it when? Ok, we can do that. What’s your budget? Ok, we can work with that–and we’ll even suggest ways of streamlining costs when we can. The one thing we never do is surprise our clients with hidden charges.
12. Advertising Campaigns
From the creative product to the media buy, we present clients with a complete campaign designed to get the right message to the right audience.
13. Grand Openings and Press Events
When we say “Grand,” we really mean it. Through the years, we’ve had the opportunity to coordinate some high-visibility events for the Center for Inclusion in Health Care at UPMC, Dollar Bank, Simon Property Group, Macy’s, The Pittsburgh Cultural Trust, PetSmart, Krispy Kreme Doughnuts, Good Taste Pittsburgh, Cirque du Soleil, AT&T and Aramark at PNC Park, to name a few.
14. Brainstorming and Troubleshooting
We’re here to listen, but we’re also not shy about sharing our opinions. Whatever the problem, we’re happy to help you tackle it.