22 West 23rd Street
New York, NY 10010
T: 212-366-5033
F: 212-243-5044
mpetrook@djdgolden.com
www.djdgolden.com
Personal Profile
After college, two years in the navy and a stint on London’s Daily Express, Malcolm came to the U.S. in 1970. His first job in New York was as an editor for American Society of Travel Agents Travel News. In that capacity, Malcolm traveled the world during 18 trips to review tourism facilities.
Highlights of his public relations career include introducing Fidelity Daily Income Trust (the first fund against which a check could be written) to the US public, working with Michael Jackson to promote Pepsi in the “Cola Wars,” being retained by Rockwell International to create support in Congress for the B1 Bomber and raising the profile of Wilhelmina as an agency concerned about the health and safety of its models.
Over the years, Malcolm has been Director of National Press Relations at Burson-Marsteller and a partner at Fleishman-Hillard, the world’s largest PR firm, for whom he opened the New York office in 1980.
Since joining DJD Golden 10 years ago, Malcolm’s expertise has been focused on business-to-business publicity for professional services of any kind, including law firms, CPA firms, banks, money managers, architects and engineers. He points out that PR techniques are identical for all clients.
A quick study of business problems, and how PR can help solve them, Malcolm eschews schmooze and prefers to cut to the chase. By his own admission he is sometimes seen as a “prickly” personality, which he attributes to always telling what you need to know rather than what you’d like to hear.
Corporate Profile
DJD/Golden is seven hard-charging, experienced marketing professionals who are at the top of their game and who love “moving the needle forward” for their clients in their markets. Their practice areas include public relations, advertising, telemarketing and direct mail outreach. Clients may opt to retain all the firm’s services, or select the most appropriate practice for their purpose or a single practice as a standalone resource.
Every client prospect receives a carefully researched and designed program that focuses on the right tool or combination of tools for their marketing arsenals and also meshes seamlessly with whatever their marketing department may already have in place. DJD/Golden’s flat agency structure and bottom line orientation means that each of the firm’s professionals is totally responsible to the client. There are no interns, no junior creatives, no middle management. DJD/Golden is all muscle, no fat.
DJD/Golden counsels clients across a broad range of disciplines including law firms, CPA firms, banking, money management, technology, real estate and higher education. Over the years, their partners have introduced Fidelity Daily Income Trust to the investing public, publicized the opening of the first Moscow office of a U.S. law firm, helped a publicly-owned financial services firm find a white knight to acquire them and positioned a financial planner as a leader in its field.
Their business is publish or perish. They are very successful at securing third-party endorsement for their clients in the publications read by their prospects…to get their phone to ring.
- Arrange interviews with key media
- Print, broadcast and online publicity
- Secure speaking engagements at conferences/seminars
- Direct marketing program development/execution
- Telemarketing to arrange meetings with prospects
- Orchestrate special events for client occasions
Referral Guide
30 Second Elevator Speech
Our goal is to make our clients rich and famous. You don’t have to be the biggest or the best to win valuable coverage in the media that are important to your profession or business. And you don’t need a big budget to make it happen. You’d be surprised how interested the press would be in your firm…if only they knew about it.
What Makes you Different/Special/Unique?
- All work done by partners, there’s no delegating
- We’re available 24/7
- No staff turnover, ensuring client service continuity
- We work only on retainer; there are no time charges
- Every client, regardless of size, gets the same attention
Who is most likely to be your customer?
- Any firm that:
- Is a service firm
- Wants to grow a specific practice
- Wants to introduce a new service
- Wants to attract the best professional staff
- Is looking for a merger or a buyout
When I am talking to someone, what should I listen for that would tell me that they may need your products or services?
- Complaints that lesser competitors are in the news
- Wants to be better-known but can’t afford advertising
- Concern about how to launch a new service
- Eager to participate in professional/industry events