David Barkoe, Carve Communications: The Miami PR Firm Q&A

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Originally published November 2020. Updated September 2026.

David Barkoe, CEO and co-founder of Miami-based Carve Communications, built the agency on a simple bet: pair deep technology-sector fluency with consumer storytelling instincts most B2B-leaning firms lack — then prove it out by growing through the pandemic instead of retreating from it. Twelve new clients signed in 2020 alone, and a 2024 acquisition that doubled the firm's consumer bench, are the receipts.

The CEO Interview (2020)

Q: How has the COVID-19 pandemic affected your company?

A: While the whole planet has dealt with fear and uncertainty, here in South Florida Carve has thrived. The last 8 months have been the most successful stretch in the history of the agency — we signed 12 clients during the "pandemic." We are not together in our office 5 days a week, but the team has bonded virtually and produced some of the best results we ever have.

Q: How has your team adapted to the new normal?

A: Going all remote has been the biggest change. The ability to just shout out an idea or go grab lunch isn't an option right now, but we've used Zoom to our advantage, increased our reliance on Slack, and gotten it done. The other big adaptation is hours — 9:00am-5:30pm is almost irrelevant now. If you can get your work done on a schedule that works for you, do it. The lack of a commute, especially down here in South Florida, has been a welcome relief.

Q: You landed over ten new long-term clients during the pandemic. Tips for PR pros earning new business?

A: Focus on what you do best, how you achieve results, and communicate. The foundation of our success is based on the work we've done in the past, both on new business and account sides. We've just doubled down on what separates us from other agencies.

Q: Has your agency changed how it's pitching media?

A: Nothing inherently groundbreaking. We're leveraging the relationships we already have with the media or opening up new relevant ones based on news our clients have to offer. We're pitching more "around the clock" at times and on days we might not have before, and using social media to directly engage the media more than before.

Q: How are you motivating your staff?

A: Through communication about how we're growing — new leads, status of leads, bringing the team in on the process. We've also increased our own agency marketing so the staff sees the fruits of their labor, whether we're promoting a great placement or an article in the trades about our new business wins.

What Happened at Carve Communications

Carve Communications acquired Freeman Public Relations in October 2024, taking on the Freeman brand name, its full client roster, and its seven-person team based in Northern New Jersey. The deal strengthened Carve's consumer practice across technology, toys, pet products, and collectibles. David Barkoe remains CEO and founder; Scott Goldberg continues as Managing Director and EVP overseeing staff and accounts.

Scott Goldberg, Managing Director & EVP: On Carve's Client Model

Scott Goldberg joined Carve as Managing Director and EVP of Client Services in early 2021, bringing over 17 years of agency experience; AdAge Magazine had previously named him a "CMO for Hire." His account of how the agency operates day to day complements Barkoe's founder-level view above.

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.

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.

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 don't sit back and wait for our client to come to us with an idea — we come to them with pitch angles based on our own knowledge of the industry.

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