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 earned media and press relations – be them in print, digital or broadcast.
Power Collective is a PR and integrated communications agency in Miami, founded by Marcia Martinez Laas, an authority in PR. Using her collective skill set from her 20-year career in publishing, advertising, journalism and public relations, she brings the passion and ability of a PR super power to travel, hotel, architecture, design, real estate, cultural and luxury brands to shape customized, dynamic campaigns rooted in her clients core objectives. When more forces are needed, she calls from a collection of experts from New York to Miami, Latin America and beyond in social media, event management, graphic design, digital solutions and marketing.
An active leader in the community, Marcia's passion for cultural, charitable and community organizations also links to creative and valuable partnership development for her clients.
Focus
Portfolio
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 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 is well connected in the media landscape and has a knack for elevating brand awareness through strategic coverage plans. Led by an engaged and communicative founder, the team demonstrates a strong understanding of client objectives and appropriate audiences to target.