Public Relations and Strategic Communications

AUSTIN, TX

Public Relations and Strategic Communications

WASHINGTON, DC

Potomac Strategy Group is a one-stop communications shop, excelling at delivering quality news coverage and media to corporate and political clients, based in Austin, TX.

Positive press coverage is not a result of sheer luck, but rather through careful analysis, strategic planning, and efficient execution. In this 24/7 news cycle, winning the message of the day has never been more important.

What we do

Media Relations: Respond to press inquiries, manage media relationships, serve as spokesman, and pitch local, regional, and national media

Writing: Draft op-eds, press releases, speeches, website content, and email appeals for regular distribution

Op-ed Placement: Write and place local, regional, and national op-eds to introduce a narrative or shape policy

Crisis Communications: Advise executives and develop effective press-ready materials, help field media and investigative inquiries, and improve media coverage

Grassroots / Grasstops: Develop grassroots supporters and community leaders for issue advocacy campaigns

Media Monitoring and Rapid Response: Create a client-specific media monitoring or war room capability to help your organization accurately measure coverage and create an in-house team to effectively respond to negative blog and news stories

Communications Audit: Evaluate communications strategy and capabilities and offer a thorough review with recommendations and suggested implementation techniques

Opposition Research: Conduct comprehensive and sensitive corporate and political research in-house; over 20 years of research experience

Digital Media: Develop cutting-edge digital strategy and execution to fully leverage a message, reach new audiences, and respond to negative attacks

Media Training: Prepare executives or politicians for media appearances by offering insight into television, radio, and print interview tactics

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Who we are

Matt Mackowiak | President

Matt has served as a senior communications aide for two U.S. Senators and a Governor, managed the second largest county in Iowa for the Bush-Cheney reelection campaign, and worked at the U.S. Department of Homeland Security and in White House advance. He is a weekly columnist for The Washington Times and he hosts a national politics podcast, “Mack on Politics.” He writes a monthly column for The Hill and The New York Observer. He provides regular political analysis for MSNBC, Sky News, BBC, Fox News, and KTBC Fox 7 in Austin. He has managed client accounts in industries that include: transportation, health care, energy, telecommunications and tech. Matt graduated from the University of Texas with a degree in political communication in 2003.

Read Matt’s full bio here.

Contact Matt:matt@potomacstrategygroup.com

Aaron Pluto | Chief Operating officer

Aaron J. Pluto has served as a strategic advisor to numerous top-level military leaders and diplomats domestically and overseas. He has served as a military commander, a combat MEDEVAC pilot and as an intelligence professional. His global reach, experience and extensive network of relationships continue to make him a sought out and trusted voice on global policy and security issues.In March, 2021 Aaron joined Potomac Strategy Group (PSG), LLC first as a strategic consultant and then as Chief Operating Officer, bringing his unique blend of leadership and expertise to PSG’s growing team. As COO, Aaron provides guidance on policy initiatives, planning and strategy as well as oversight of operations.

Aaron comes to Potomac after a distinguished 20-year military career which began in 1999 working for the National Security Agency as an intelligence professional. He earned his commission as an Aviation Officer in the U.S. Army through Texas State University where he was recognized as a Distinguished Military Graduate. Following flight school, Aaron led troops for a total of 27 months in combat as a UH-60 Medical Evacuation pilot with the 101stAirborne.

In 2011, Aaron was selected as the first commander of the newly formed B Company, 2916thAviation Battalion. After selection to the diplomatic corps in 2014, he served as a military advisor to the U.S. Ambassador to Ukraine during the Russian invasion of Crimea and Eastern Ukraine.From 2017 to 2020, Aaron served as an advisor and staff officer to two concurrent four-star commanders at United States Central Command coordinating military security cooperation efforts with former Soviet countries of the Central Asian region.

Aaron holds a master’s degree in International Public Policy from Johns Hopkins University’s School of Advanced International Studies as well as numerous undergraduate degrees in Business, Finance and Communications. He is a graduate of the U.S. Army’s Command and General Staff College and the Defense Language Institute.

Contact Aaron:Aaron@potomacstrategygroup.com

Ryan Malone | Vice President - Research

Ryan has over 13 years of experience in the public affairs research field, having worked on more than 100 campaigns political, corporate, and non-profit clients in 31 states. He has conducted on-the-ground and rapid-response research for candidates at all levels of government, including municipal, state legislative, Congressional, and gubernatorial. His goal is to deliver timely, actionable, and independently verifiable research based on the specific needs of his clients, to make a measurable difference in their campaigns.

Contact Ryan:Ryan@potomacstrategygroup.com

Joseph Walter | Vice President - Political

Joseph Walter has had broad experience across the political spectrum with professional expertise in public relations, communications, fundraising, management, grassroots, digital, crisis management, and political strategy. Most recently he served as Communications Director in the State Senate.

A former political consultant and campaign manager for over 30 races around Texas and the United States. He is a seasoned grassroots specialist with more than 12 years of political leadership and executive management experience involving campaigns, individuals, some counties and cities, non-profits, and organizations.

A third-generation Texan and American. He is working on a Master’s Degree in Public Policy from Liberty University.

Contact Joseph:Joseph@potomacstrategygroup.com

Lauren Day | Vice President- Fundraising

Since April 2021, Lauren Day has served Potomac Strategy Group clients with fundraising and event leadership. In 2015, Lauren founded marketing firm GoodBuzz Solutions and over the years through the current day serves dozens of clients ranging from small & midsize businesses, elected officials & public figures, political causes, religious charities & non-profit organizations. Lauren shares her expertise as a Board member for several organizations including Texas Crime Stoppers Council, a state agency in the Criminal Justice Division she was appointed to direct by Texas Governor Greg Abbott in 2017 and again re-appointed in 2020 to lead a four-year term. Lauren has more than a decade of experience working directly in-house for brands before she took up consulting. She was director of external affairs for a think tank, worked for a Texas Congressman on Capitol Hill in DC, reported on foreign direct investment news at a China media company, managed marketing campaigns and business development for an engineering firm headquartered in Texas, coordinated press interviews at a university as a media relations specialist, taught a graphics course for three semesters to 120 college sophomores and juniors at Syracuse University as an instructional associate as well as served as the director of communications & recruitment for a seminary now known as Lipscomb University Austin Center, and worked at an advertising agency—GSD&M—on the SBC (now AT&T) media planning account plus at worldwide public relations agency Weber Shandwick Worldwide. Lauren has been a resident of four countries, but her children are 5th-generation Austinites and 7th-generation proud Texans! Additionally, she and her husband recently purchased a three-decades-old small business and have big plans to steward it well. Lauren holds three higher education degrees from various universities.

Contact Lauren:Lauren@potomacstrategygroup.com