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
Who we are
Matt Mackowiak | President
Matt has served in senior communications roles in the Bush White House, at the U.S. Department of Homeland Security, as a Press Secretary for two U.S. Senators, and served in a leadership role on the Bush-Cheney re-election campaign in Iowa. He is a columnist for The Washington Times, Townhall and The Washington Examiner, and regularly provides political analysis for Fox News, Fox Business, BBC, CBC and other outlets.
Since 2011, he has managed a boutique, high-stakes corporate communications advising firm with client accounts in transportation, health care, energy, telecommunications and tech.
Matt graduated from the University of Texas with a degree in political communication in 2003. Matt and his wife Amy (Sowa) Mackowiak live in Northwest Hills in Austin and have two spoiled rescue dogs, Hope and Harry. They attend Covenant Presbyterian Church. Amy is in private practice as a Speech Therapist who works mostly with kids.
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 101st Airborne.
In 2011, Aaron was selected as the first commander of the newly formed B Company, 2916th Aviation 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
Michael Malone | Vice President - Research
Michael has over 19 years of experience in public affairs, strategy and PR, having worked on more than 130 campaigns for political, non-profit, and Fortune 200 clients in 37 states since 2005. He has directed difference-making research operations for winning candidates at all levels of government, including eight consecutive Congressional victories in Texas. His proven track record includes over two dozen other high-profile mayoral, legislative, gubernatorial and statewide wins throughout the country.
Contact Michael: Michael@potomacstrategygroup.com
Leland Bickers | Vice President - Political
A native of Indianapolis, IN, Leland Bickers moved to Austin, TX in the Summer of 2015 to work in event and convention management. He has assisted in managing several global conferences with various professional organizations around the world. After almost a decade in the hotel and events industry, Leland transitioned his career to work in the finance sector of Facebook for 5 years where he managed contracts, purchases, and agreements globally.
Leland transitioned his career into politics when he took on the role of Policy Advisor with a member of the Austin City Council where he managed the council agenda, conducted research, consulted with stakeholders, and negotiated with other council offices. Since moving on from the councilmember’s office, Leland began his role with PSG in January of 2024.
Leland enjoys reading, playing guitar, and riding his bike along Lady Bird Lake in his free time.
Contact Leland: Leland@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
Alex kUEHLER | Vice President, Communications and Public Relations
A seasoned political professional, Alex began his career in the Texas House of Representatives. In 2016, he was one of the first 25 employees on the Marco Rubio for President campaign, occupying a dual role in the Advance and Political departments. His efforts helped land Rubio on the ballot in multiple states and he oversaw campaign stops of up to 5,000 people in states across the U.S.
His campaign itch extended to Missouri, where he lent his skills to a gubernatorial race, and back to Marco Rubio’s 2016 Senate re-election campaign. After the 2016 cycle, Alex moved to Capitol Hill to work for Congressman Bill Flores.
Branching into public affairs, Alex made impactful contributions to firms in both Washington, D.C. and Texas from 2017-2021. Most recently, he served as the Regional Communications Director for the Western U.S. at the Republican National Committee, overseeing the communications strategy for 16 states and territories.
Alex is the founder of The Steer Agency, a strategic digital and public affairs agency based in Austin, Texas.
A 2014 graduate of Texas A&M University, Alex holds a B.A. in Political Science with a minor in History.
Contact Alex: alex@potomacstrategygroup.com