July 22, 2020

Washington, D.C., Makovsky

5 Questions – Makovsky

IPREX has more than 60 high-quality communications partners around the world that work together in a variety of ways. Get to know Makovsky in this month’s 5 Questions column.

1. Who are you? 

Loretta W. Prencipe, Director of Washington, DC Office

Focus: Energy, Manufacturing and Sustainability/Public Affairs/Crisis Communications

Makovsky Communications

2. If you had to delete all but 3 apps from your smartphone, which ones would you keep?

WhatsApp, Gmail, and Mushroom Identifier

3. What’s the best advice you ever gave?

Simply this: Whoever understands the numbers wins.

This is something that I impressed upon my daughters as they grew up. This theory of understanding how the numbers were defined, put together, and presented can be profound. You can poke holes in numbers – just like anything else. The concept is important in our industry, particularly in how we define and demonstrate ROI. For example, many of the commercial monitoring and evaluation programs are wrought with “inflation.” The data is ill-defined. The numbers are super skewed because of content aggregators. It really ends up being meaningless.

At Makovsky, we created an online, customized dashboard for each client that allows us to define, track. and then slice and dice the data that gets to the heart of every client program.  It’s super easy to use and change as the program changes. Even better – the data visualization is like eye candy. It’s literally changed how we work on client programs — and demonstrates what’s working and what’s not. Clients get it – instantly.

4. What do you see as the biggest challenge in the communications industry today?

The biggest challenge I see is also our greatest opportunity: making DE&I – diversity, equality and inclusion – a long-lasting and effective part of our industry’s culture. On this, I truly believe that many in leadership underestimate the power and tenacity of our colleagues who are in the early stages of their careers. These are our colleagues who wonder what the hell we’ve been doing for years on this front. They’re also the ones that will lead, even if they’re not in corporate-defined leadership positions. If you’re in a senior position, I encourage you to open doors for these colleagues and help them change the industry.

5. How is your agency working to solve this challenge?

Firms cannot ignore this or wait for other firms to demonstrate leadership in DE&I. At Makovsky, the shift in how we engage around DE&I has truly been advanced by team members. It’s not easy. Dialogue and actions are happening at all levels of the firm and opening up new relationships that didn’t exist previously. This also opens the floor to team members to drive change on an important and, often personal, issue.

Examples of what we’re doing as a firm include: proactively recruiting from historically black universities and supporting team members who are working on social and racial injustice issues in their personal lives. It’s the right thing to do and it’s good business.