Leveraging the Power of PR
PR is the POWER of influence to rouse attention, motivate action, define leaders, ignite a trend, shift mindsets, lead a conversation or control the narrative through carefully guided messaging and leveraging a strong understanding of the ever-changing media landscape.
Power Collective is a PR and integrated communications agency founded by Marcia Martinez Laas. Curating and training a best-in-class team for writing, media relations, thought leadership, social media, events, and multi-faceted communications campaigns, Power Collective brings the passion and ability of PR superpowers to real estate, corporate, design, architecture, travel, hotel, destination, cultural and luxury brands to shape customized, dynamic campaigns rooted in clients' core objectives. Based in Miami, the agency taps a collection of experts from New York to North Carolina, Texas, Latin America and beyond as needed.
Active leaders in the community, Power Collective's team demonstrates a compassion for cultural, charitable and community organizations that links to creative and valuable partnership development for our clients.
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Power Collective focuses on design, travel, real estate and cultural accounts. At ZMPR, Marcia worked on 1 Hotels, Mondrian, MAISON & OBJET, Miami City Ballet, The Related Group, 1000 Museum by Zaha Hadid and brought in Moet & Chandon, Ferrari, Maserati, Wallpaper, and more. She founded Power Collective with clients including Itz’ana Resort & Residences, STEM® Hotels, Ka’ana Belize, Touzet Studio, Perkins+Will, New World Symphony and YoungArts.
Reviews
the project
PR Services for Real Estate Platform
"They are small and tight-knit but still have deep expertise and connections within the relevant industry."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the Vice President of Marketing and Communications for Mana Common, a real estate platform for urban development and revitalization. We are the single largest landowners in Miami with significant holdings in Jersey City, Colombia, and elsewhere.
For what projects/services did your company hire Power Collective, and what were your goals?
We needed a publicist of record to be our go-to representative to the outside world. We wanted to clean up our messy reputation in the media and get our correct messaging out there.
How did you select this vendor?
We created a rigorous formal RFP process with three rounds, each increasingly challenging.
Describe the scope of their work in detail, including any steps and the final deliverables.
They are the ultimate authority through which we route all media inquiries and communications.
How many people from the vendor's team worked with you, and what were their positions?
Their CEO was directly involved in each step of our process, but as we got into a routine the account executive began handling the day to day management of our needs.
Can you share any outcomes from the project that demonstrate progress or success?
They have helped us completely rehabilitate our public image and clarify our goals and vision for our projects. We have been able to achieve the best possible publicity outcomes for our company with their help.
Describe their project management style, including communication tools and timeliness.
We have weekly calls to go over things in detail, but we communicate virtually daily as relevant articles are published or we need to coordinate responses to media outlets.
What did you find most impressive or unique about this company?
They are small and tight-knit but still have deep expertise and connections within the relevant industry. I could not be happier with their performance.
Are there any areas for improvement or something they could have done differently?
I wish we had hired them sooner!
the project
PR Campaign for Architectural Firm
"Power Collective knows how to place our work in publications that appeal to the audience we need."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I lead the Miami practice of Perkins & Will. We are a global design practice specializing in architecture, interior design, landscaping, and planning.
What challenge were you trying to address with Power Collective?
When I joined the office almost six years ago, I recognized that although we were delivering buildings with great designs, we didn’t have a profile and visibility in the community in South Florida. I hired Power Collective to evaluate our firm, understand our business, and help us gain more awareness in our community and across South Florida.
What was the scope of their involvement?
We rely on Power Collective to run PR campaigns to publicize our projects and elevate the standing of our firm. We wanted our name to be recognized more within the design community.
Over five years, they have prepared press releases of new colleagues joining the firm and any recognition of design awards that we’ve won. Power Collective also makes sure that coverage of our projects gets published in local and national design publications and magazines. Further, they organize symposia and lectures sponsored by our firm, and they coordinate our activities with the local American Institute of Architects chapter.
What is the team composition?
We’ve primarily worked with Marcia (Founder & Principal, Power Collective), but she’s had 2–3 colleagues help along the way.
How did you come to work with Power Collective?
Our Chief Marketing Office in New York found Marcia through her channels and recommended that I interview her. I did so and determined that she and Power Collective would be a great fit.
How much have you invested with them?
Our monthly retainer has been $4,000 since we started working together.
What is the status of this engagement?
Our engagement began in 2014 and remains ongoing.
What evidence can you share that demonstrates the impact of the engagement?
During a recent regional meeting with our Atlanta and North Carolina offices, Marcia led a presentation about PR and raising the firm’s standing. The leaders of both visiting firms took away a positive understanding of what Marcia brings and how she’s evolved the profile of our Miami office. She’s gone beyond Miami and spoken to our colleagues across our company. Her message has resonated with our offices about how to approach PR.
How did Power Collective perform from a project management standpoint?
The quality of work is exceptionally high. Marcia checks in every two weeks to discuss what’s happened and what sort of visibility and feedback we've received. We’ll also meet in person every couple of months.
Marcia has proven that she can connect with the appropriate editors at newspapers and magazines to get our name out there. She’s always looking six or nine months ahead to determine how to place the firm and the buildings so that we get exposure.
What did you find most impressive about them?
Marcia is extremely well connected in the design community. As an architectural firm, we need a PR partner that understood our practice, and we’ve found that. Power Collective knows how to place our work in publications that appeal to the audience we need.
Are there any areas they could improve?
No, I can’t think of anything negative.
Do you have any advice for potential customers?
It’s important to be mindful of the kind of exposure you want. We didn’t want coverage in real estate magazines that are popular just with other architects. We had to focus on the delivery of information in appropriate spots to find the clients we were looking for.
Power Collective’s work has met the client's expectations time and time again. The team is efficient, hardworking, and competent. They are small and tight-knit, but they've shown extensive expertise in the relevant industries.