Social Outreach

Policy Development

Though most companies have "online policies," they often don't address social media. Makovsky works with companies to create customized policies that fit their culture, liability risks and new business priorities.

Blogger Relations

Given the acceleration of journalist layoffs over the last three years, and growth of Americans who regularly read blogs, there's never been a greater need for companies to reach out to their stakeholders through the blogosphere. Reports and studies are valued by bloggers, though the tools traditionally used to disseminate them – press releases and pitch phone calls – are not effective in generating coverage. Makovsky's social media R&D team has developed new tools and techniques for working with bloggers that reach highly targeted audiences, resulting in quantifiable buzz, increases in website traffic, and a direct, measurable link to sales.

Group Relations

Similar to its work in the blogosphere, Makovsky regularly conducts outreach to communities that have assembled online. While online groups focus on a diverse variety of topics, their members are uniformly enthusiastic about spreading information. As such, they are key influencers on- and off-line, and critical audiences for companies to reach. Makovsky is steeped in the etiquette and cultural nuances of these groups, and applies that expertise on behalf of companies to aid their sales, reputational and staff recruitment goals.

Message Magnification

Featuring a technique invented by a Makovsky executive and unveiled at the 2006 Bulldog Media Relations Conference, the firm uses "messagewords" to enable press releases, speeches, articles to appear in response to keywords in searches, blog posts, email content and online mainstream media articles. Messagewords are a powerful PR tool that can be used to deliver sales and change stakeholder behaviors, and are particularly effective when the content involved is complex and meant for sophisticated audiences.