Scott Goldberg joined Carve Communications in early 2021 as Managing Director and Executive Vice-President of Client Services. Goldberg brings over 17 years of agency experience and was previously recognized by AdAge Magazine as a "CMO for Hire." Carve Communications is a Miami-based independent public relations firm operating at the intersection of technology and lifestyle.
The Interview
Q: Carve has been on quite a roll. What can you attribute the success to?
A: The growth trajectory has been more like the last year or so. There's no singular change. First, it's the internal team at Carve and how we are true partners with our clients — we become an integral part of their team. Second, we take the time to identify everyone's strengths and maximize them in such a way that it benefits them as they further their careers here AND benefits our clients too. And if there was a third, the results speak for themselves.
Q: A lot of agencies call themselves "generalist firms" but you play at the intersection of technology and lifestyle. What does that mean?
A: We'd rather be great at 2 or 3 things than mediocre at 5 or 10. We use that model across the agency. The best example is what we did with advocate and influencer marketing in 2019 — we went from minimal involvement to building out a robust team, strategy, and methodology led by an industry pioneer. In 2021, we're now looking to satisfy the demand around content. We are actively building out our approach focusing on content development and distribution strategies and how they align with our PR efforts.
Q: One or two things that differentiate you from similar agencies?
A: PR agencies have been around for a while, but our roles and responsibilities have evolved. However, the way we measure success hasn't kept up — until now. All placements are not created equal. We've developed a way to quantify what success looks like that's about much more than the number of placements or impressions. We talk with our clients to understand what's most important to them and consider their input as we define success.
Q: If we asked your clients to summarize the agency in one word, what would it be?
A: The word we want them to say is "partner." When we start with a new client we dig deep and dedicate ourselves to becoming as knowledgeable about their business and industry as they are. The word they would probably actually say is "proactive." We are aggressive idea generators. We don't sit back and wait for our client to come to us with an idea or campaign — we come to them with pitch angles based on our own knowledge of the industry, headlines in the news, and what topics we know there's media appetite for.
Q: One piece of advice for other Managing Directors?
A: Work smarter, not harder. Our clients trust us to understand it's not about how many billable hours we invoice them like a lawyer or accountant — it's about the actual results we deliver.
Scott Goldberg joined Carve Communications in early 2021 as Managing Director and Executive Vice-President of Client Services. Goldberg brings over 17 years of agency experience and was previously recognized by AdAge Magazine as a "CMO for Hire." Carve Communications is a Miami-based independent public relations firm operating at the intersection of technology and lifestyle. The Interview Q: Carve has been on quite a roll. What can you attribute the success to?
A: The growth trajectory has been more like the last year or so. There's no singular change. First, it's the internal team at Carve and how we are true partners with our clients — we become an integral part of their team. Second, we take the time to identify everyone's strengths and maximize them in such a way that it benefits them as they further their careers here AND benefits our clients too. And if there was a third, the results speak for themselves.
Q: A lot of agencies call themselves "generalist firms" but you play at the intersection of technology and lifestyle. What does that mean?
A: We'd rather be great at 2 or 3 things than mediocre at 5 or 10. We use that model across the agency. The best example is what we did with advocate and influencer marketing in 2019 — we went from minimal involvement to building out a robust team, strategy, and methodology led by an industry pioneer. In 2021, we're now looking to satisfy the demand around content. We are actively building out our approach focusing on content development and distribution strategies and how they align with our PR efforts.
Q: One or two things that differentiate you from similar agencies?
A: PR agencies have been around for a while, but our roles and responsibilities have evolved. However, the way we measure success hasn't kept up — until now. All placements are not created equal. We've developed a way to quantify what success looks like that's about much more than the number of placements or impressions. We talk with our clients to understand what's most important to them and consider their input as we define success.
Q: If we asked your clients to summarize the agency in one word, what would it be?
A: The word we want them to say is "partner." When we start with a new client we dig deep and dedicate ourselves to becoming as knowledgeable about their business and industry as they are. The word they would probably actually say is "proactive." We are aggressive idea generators. We don't sit back and wait for our client to come to us with an idea or campaign — we come to them with pitch angles based on our own knowledge of the industry, headlines in the news, and what topics we know there's media appetite for.
Q: One piece of advice for other Managing Directors?
A: Work smarter, not harder. Our clients trust us to understand it's not about how many billable hours we invoice them like a lawyer or accountant — it's about the actual results we deliver.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
