Public New York City

jobdescription
about "Walk into most PR agencies and you'll walk out with some good ideas. The difference between that and a good PR campaign comes down to execution. More than any other agency I've worked with in my career, PUBLIC understands (this) value."
seankevelighan
jobdescription
perception
PUBLIC is a creative agency that excels in strategic communications. Based in New York City and Washington DC, PUBLIC helps clients communicate their brands with broader impact, efficiency, and appeal.
servicesprovided
Media Relations
Creative and Interactive Services
Event Planning
Integrated Marketing Strategies
creativeprocess
one you
Understand how important it is to generate meaningful coverage for your business. Marketing and advertising only go so far in creating a positive brand impression.
two us
We help shape, refine, and deliver the optimal brand image for media consumption. In today's media landscape, relevant content is king. We teach our clients to understand the media and how they can uniquely participate.
three results
PUBLIC has 100 percent success rate in placing clients in target national media and 100 percent endorsed by clients.
Air Partner Travel and Lifestyle

Challenge

Air Partner is a global leader in air charter and carries the Royal Warrant from the Queen. The challenge was to increase brand awareness for Air Partner stateside, in an atmosphere saturated with charter brokers and competitors with sizeable marketing budgets. With established brand reputation in Europe and around the world, previous efforts in the U.S. had failed to garner much media response.

Solution

To scale the original U.K.-centric brand into one that resonates with consumers on both sides of the pond, PUBLIC quickly established Phil Mathews as a point of reference for travel related issues in the private jet industry and is now regularly called up from national media outlets like NY Times, FT and CNBC. PUBLIC launched a robust social media campaign to complement Air Partner’s thought leadership - building an online community of strategic editorial relationships, vendors, and pundits associated with travel.
Petrossian Food and Beverage

Challenge

Petrossian is the world's finest name in caviar. For most North American palettes, caviar is an acquired taste. And unlike France or Russia, our culinary collective doesn't make broad use of the delicacy. For this reason, caviar has remained largely a mystery.

Solution

For PUBLIC, expanding Petrossian's brand awareness was about demystifying the experience and showing more familiarity to American chefs. As an ingredient, caviar is incredibly versatile. By showcasing Petrossian's innovative caviar products to chefs, food and entertaining journalists, and prominent bloggers under the banner, "Welcome back, Caviar", PUBLIC is reinvigorating the brand in North America.
Zurich Financial

Challenge

Zurich is a top ten global insurer and had experienced strong disapproval rates and increasing consumer distrust during the financial crisis. In order to separate itself from the negative stereotypes that plagued the industry, Zurich retained PUBLIC to head its North American public relations efforts.

Solution

PUBLIC's objective was to rebuild customer trust and improve perception by positioning Zurich as a trusted resource for news and information. PUBLIC created an inventive media relations program called Zurich HelpPoint Advocate. The effort supported the HelpPoint ad campaign and fundamentally changed the way Zurich approached the media in North America - becoming a trend setting concept globally for the company.
Seti Academic

Challenge

After the 2008 financial collapse, the SETI Institute was faced with significant funding challenges, and soon recognized the importance of engaging in a more meaningful dialogue with the general public. They needed to corral their far-reaching scientific group to convey the full measure of their work - spanning the gulf between the parochial academic world and regular science enthusiasts.

Solution

Twitter provided an opportunity to make the public aware of the institute's work and national features surrounding their 25th anniversary showcased the mission of the institute. SETI's Twitter feed, initiated by PUBLIC in 2009, currently enjoys over 160,000 followers, and was voted National Public Radio's best science blog. SETIstars, the movement to bring the most crucial radio telescopes back online, reached its $200,000 funding target within weeks of launching.
Indievest Film Financing
logo

Challenge

Film investment, as an alternative asset class, is an unpredictable market. The high-risk and low guarantee can make the film industry an erratic and, sometimes, volatile investment arena. A new start-up with an untested approach to independent film production, IndieVest, needed to establish itself as a credible name in order to attract and build trust among its investors.

Solution

To attract investors, PUBLIC launched a comprehensive media campaign that inaugurated Wade Bradley, founder of IndieVest, as an advocate for the investor. Through close monitoring of the news cycle, PUBLIC positioned IndieVest as an integral part of the financial discussion on alternative asset classes, targeting tight concentrations of high net-worth individuals.
Demand Foresight Technology

Challenge

Supply chain management and forecasting are fairly arcane subjects for national audiences to consume. Demand Foresight, as an accomplished, but relatively unknown small business, faced larger competitors that dominated the space. Increasing awareness to Fortune 500 businesses was key and a large marketing budget was out of the question.

Solution

PUBLIC brought CEO Gene Tanski to the forefront of supply chain discussions at a time when natural disasters, such as the Japanese tsunami, had significantly altered global trade. Interviews illustrated the domino effect of supply chain hiccups around the world and pitted Demand Foresight as a go-to resource. Additionally, PUBLIC educated business outlets on the importance of forecasting which garnered exposure as a thought leader; driving attention to their site.
Pareto Energy Alternative Energy
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Challenge

Microgrids may very likely be the future of energy - managing an aging electrical grid and keeping it safe. Microgids, as a theory, is exciting policy makers and major corporations, but none have yet to be formally built. Generating interest in an unproven idea, yet so important to the energy sector, would require creative maneuvering.

Solution

In order to build credibility amongst major business media, Pareto had to demonstrate their leadership in energy consumption, not just microgrids. PUBLIC drew feature attention towards an upcoming project at Howard University, thereby legitimizing microgrids in a well known establishment.

Features

Washington Post
Fuse Science Business

Challenge

FUSE Science obtained PUBLIC to take its public relations efforts from a local level to the national stage. With products featuring revolutionary technology and top athletic endorsements, there was much potential but little planning beyond routine press release distribution. FUSE Science needed to become relevant to the national news cycle, applying its technology not just to the sports industry but to the medical and humanitarian arenas as well.

Solution

Creating news beyond FUSE Science's isolated athletic endorsements, PUBLIC engaged athletes such as Tiger Woods and Arian Foster to advocate for the product, technology and company mission. Through its connectivity to the larger news cycle, PUBLIC was able to achieve top-tier placements that vaulted FUSE's recognition nation-wide and established widespread consumer interest.
Sycamore Film Financing

Challenge

An independent film distributor with a focus on print and advertising, Sycamore's platform in the industry was largely untried. Much like with IndieVest, PUBLIC's challenge was to establish Sycamore as a viable resource for investors, mitigating risk in a turbulent market.

Solution

To establish Sycamore's credibility in the independent film industry, PUBLIC posed CEO, Edward Sylvan as a bridge between Hollywood and Main Street. With strategic story angles, including segments with famed actor Lou Gosset Jr, PUBLIC was able to put Sycamore and film investment front and center of the financial discussion.
Osmotics Beauty

Challenge

The world of cosmecueticals is a booming business, but dominated by major industry players that saturate the glossies with expensive ads, celebrity endorsements, and substantial marketing budgets. Beyond regular product placements in the usual fashion and beauty magazines about their groundbreaking technologies, Osmotics needed to make an impression on a local level to reach their audience.

Solution

In order to claim regional prominence, OSMOTICS had to step out of the box from promoting just their own brand, to promoting "best-practices" for anti-aging. PUBLIC put forth founder Francine Porter as a nationally recognized cosmeceutical guru, a move which sought wide acclaim and,identified her as an industry innovator. This development provided Francine the legitimacy needed to book dozens of broadcast segments in their target markets.

Features

NBC News
CDII Business

Challenge

CD International Enterprises Inc., a NASDAQ-listed company, consisted of two separate business segments--Chinese metal production, and investor consulting-each of which offered their own set of distinctive challenges. As an American-based company that assisted publicly-listed Chinese companies, CDII had to cope with the growing anti-Chinese sentiment emerging in marketplace. When it came to their metal production business, CDII was one of the largest producers of magnesium, but were unsure how to publicize their credibility.

Solution

By presenting CDII as a credible leader in the magnesium space, PUBLIC positioned them as a strident voice who opposed U.S. anti-dumping policies. Through releases and media outreach, business journals from around the country took note of CDII's prominence. Additionally, PUBLIC also drew attention to CDII's China Value Program by making the company an outspoken advocate for US-listed Chinese companies.
Macrosolve Technology

Challenge

The world of mobile technology has exploded over the past 5 years, and countless mobile app companies have emerged. MacroSolve began in the mid 1990's, paving its way as a leader in business-to-business mobile apps, and securing a location-based patent in the process. But with so many companies clamoring to be part of the new tech bubble success, MacroSolve found itself a credible leader wading in a sea of copycats.

Solution

PUBLIC began media campaigns for MacroSolve in early 2012, focusing on the necessity of mobile technologies in the enterprise. Capitalizing on MacroSolve's partnership with Donald Trump Jr., PUBLIC shaped a defense of MacroSolve's patent litigation strategy through an op-ed and different media segments entitled "Defending Innovation in America." With a constant eye on the news cycle, PUBLIC was able to involve MacroSolve in meaningful discussions about the future of business technology.
Taittinger Spirits
Taittinger

Challenge

While Americans appreciate and enjoy champagne, they are generally uneducated about its pairings, versatility and origins. As a result, the process of choosing a champagne has largely been dictated by labels and marketing spend. Taittinger, one of the finest champagne houses in the world, had a branding problem in the US competing with the likes of Veuve Cliquot and Moet.

Solution

Differentiation is key. For Taittinger, the key to differentiating was education. PUBLIC put forth Taittnger's VP Sales, Jerome Jeandin, to showcase Taittnger on morning shows and in target national media to teach consumers about champagne. Jerome quickly became a recognized expert - teaching viewers/readers about what makes champagnes different from each other, from other sparkling wines, along with interesting food pairings that would not otherwise be considered.
Pablo Fitness Business
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Challenge

Pablo Fitness obtained PUBLIC to brand its classes amongst qualified fitness studios in New York City. A boutique gym offering Spinning, Zumba and yoga, PUBLIC's challenge was to brand and market both Pablo Fitness' founder, Pablo Toribio, as a resource for the New York City and fitness communities as well as the studio's class line-up.

Solution

To attract national attention and expand its New York City clientele, PUBLIC constructed a grassroots campaign that focused on a total brand overhaul for Pablo Fitness. PUBLIC created The Urban Athlete Program™, a concept that embodied Pablo Toribio's (Pablo Fitness founder) philosophy and catered to New York City's "urban athletes." As a result of this initiative, PUBLIC achieved broad national recognition for Pablo Fitness, building a building platform that will take the company national.
Urban Green Energy Alternative Energy

Challenge

A warrant for environmental conservation is nothing new. Alternative technology is a necessary step toward a more sustainable society and wind power has become the fastest-growing sector in renewable energy. UGE needed to separate itself from other ecologically sustainable companies, and prove why wind power, and specifically a vertical-axis style turbine, is essential for the future of alternative energy.

Solution

In 2011, UGE retained PUBLIC to lead a comprehensive media campaign and respond to the challenges posed by a fast-evolving industry. PUBLIC garnered major media attention for UGE by positioning Nick Blitterswyk as a thought leader in renewable energy. By fostering a partnership with General Electric (GE), UGE developed the Sanya Skypump, a wind and solar powered charging station for electric vehicles. Editorial coverage achieved by PUBLIC played a large role in UGE's rising prominence.
Sferra Fashion and Lifestyle

Challenge

SFERRA makes some of the world's finest linens. To industry cognoscenti, they are at the pinnacle of fine Italian craftsmanship. Yet to improve brand recognition amongst a larger, but equally affluent market, SFERRA had to find new ways to connect to media.

Solution

PUBLIC saw fine linens as an "affordable luxury" and effectively incorporated SFERRA's rich historical credentials in reaching out to media. Focusing on the scientific benefits of sleep, SFERRA's close connection to celebs and the White House and a news cycle that was all-consumed with cotton prices, PUBLIC was able to expand SFERRA's footprint in business media.
Bluestar Jets Travel and Lifestyle

Challenge

Charter and private aviation saw a tremendous decline during the economic downturn. To boot, the onslaught of negative news (including the Big 3 arriving to DC in jets) and an overall deleterious impression made it difficult to discuss private aviation positively in the media.

Solution

PUBLIC shifted the focus to a number of case studies that demonstrated the economic benefits of flying private for businesses. By becoming a champion of the industry, Blue Star Jets was able to discuss substantive issues about private travel and differentiate their services from more expensive flight programs.
Public New York City
150 West 25th, Suite 401
New York, NY 10001
212.431.1470

Marco Larsen
Principal
marco@publicnewyorkcity.com
William Brawner
Partner, Washington DC Office
william@publicnewyorkcity.com
Lashley Pulsipher
Partner, Dubai Office
lashley@publicnewyorkcity.com
Kedzie Schotters
Senior Account Executive
kedzie@publicnewyorkcity.com
Chelsea D'angelo
Account Executive
chelsea@publicnewyorkcity.com
Mark DeFrancis
Account Executive
DeFrancis@publicnewyorkcity.com