I’m a military junkie. I digest books about special ops, movies about D-Day, I’ll even argue over the historical accuracy of a Chuck Norris movie. When I was a kid I planned to continue a long family tradition of military service, I was going to fly jet fighters. Well, that plan changed a little when I realized that pilots have to be taller than me and in better shape, and be able to do complex trigonometry while hurtling into battle at speeds exceeding the sound barrier. While I may have found a way to get into shape under the forced tutelage of a drill instructor, they can’t stretch bones or turn me into Einstein. So, I’m a spectator into a guarded community of heroes much like the rest of our country. (more…)
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Like the Go-Go's sing…Vacation…All I Ever Wanted
First Matt writes about Matter Fun and now I am writing about vacation. I promise – we do work hard at Matter Communications. But nonetheless, today – Friday, I’d like to share some thoughts about time off. (more…)
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Fun matters…
Here at Matter, we definitely recognize the importance of fun – whether that means injecting personality and creativity into our pitches and campaigns, or even just grabbing a drink together after a long day. A sense of “fun” is critical to success over the long term…because if you’re not enthusiastic about something, why should anyone else be? (more…)
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Man on the Street: Real PR Stories
It became a running joke in the newsroom, but it worked every time. When things got slow around The MetroWest Daily News, where I used to be a full-time town beat reporter and part-time editor, we would turn to the tried-and-true “man on the street” interviews. Pick a topic, any current event topic, head to your local coffee shop or other applicable location, and ask “real” people what they thought. Most people actually were glad to share their opinions, and before long, you had researched a story based on public opinion. (more…)
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How do you stay informed?
At any given moment, there is an overflow of information streaming into our lives. From magazines and the Internet, to TV stations and billboards, it seems as though we can’t make a turn without the news hitting us smack dab in the face.
In the PR world, staying informed is key to reaching success. Not only is it important to be knowledgeable about our clients, but it is imperative that we are aware of what’s happening throughout their industries. We must know about the conferences and tradeshows that are happening, relevant awards and of course, what the competition is up to. (more…)
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Getting Around The Writer's Block
This is my very first blog post. Anywhere. I ghost write blogs for clients. I pitch bloggers. But a blog of my own, with my name on it?…not my style. My own personal thoughts – well, I still like to capture those the old fashioned way …on paper, with a pen, in a journal that nobody else will ever see.
So you can imagine my dismay this morning, when I stumbled downstairs in the steamy summer pre-dawn hours, tied my running shoes, and clicked on my Treo. There it was, staring up at me from between a team meeting and a client call on my calendar: WRITE BLOG/Matter Chatter. OK, I thought – no big deal, I don’t blog, but I write all the time – love it, in fact – so, I’ll write a blog post. Just have to think of a topic. (more…)
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Back to Basics
As newsrooms at print newspapers continue to shrink, we’re seeing an increased use of syndicated content in place of locally-written coverage. In addition, there are some topics that simply no longer have a reporter devoted to them, or have one reporter as opposed to two or three. For example, the Providence Journal no longer has a reporter assigned to reviewing consumer electronics. If, as a PR practitioner, you’re focused on getting that big hit in the New York Times or Wall Street Journal, this isn’t as big a problem, but for those clients whose needs include substantial regional coverage, it presents a challenge.
Or is it an opportunity?
Too often, when we’re conducting outreach around “cool” products, particularly gadgets such as the latest smart phone, we’re lulled into a repetitive pattern: pitch to technology reporter. Send reporter device for review. Receive coverage. Lather. Rinse. Repeat. But when met with the reply, “I’m sorry. We no longer have a reporter who reviews devices,” we need to rearrange our thinking and tap into our creativity. This is where what you learned in that communications/journalism/marketing class comes into play, the classic Who? What? When? Where? Why? Who is going to be affected by this device hitting the market? When and where will they find it most useful to their daily lives? Why should this be of interest to them?
This means moving beyond straight-forward coverage of the technology and into coverage of the end-user’s experience with that technology. Using mobile phones as an example: Pitching a virtually indestructible cell phone? Why not reach out to that Mommy blogger (particularly those affiliated with major regional publications)), letting her know there’s a cell phone that can survive her 3 year-old’s curiosity? Recently read a regional columnist’s musing about his generation’s wanting to stick to a “vanilla” phone but acknowledging the convenience of texting? What about offering him a “step up” from his basic phone, while not entering full-on phone-that-can-make-you-breakfast territory?
The products and services our clients provide almost always have an impact on someone beyond their core audience. Think about the end-user, or the customers of the end-user. Then find a reporter who writes for that audience. State your case clearly and concisely, referencing relevant past work by the reporter to better peak their interest and to let them know you’re not employing the ‘spray and pray’ approach Melissa referred to in her August 12 post. Employ some of that creativity Colleen referred to on July 23. Secure coverage. Lather. Rinse. Repeat.
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10 Candles on this PR Birthday Cake
Tomorrow is my birthday. I tell you because, well, I love my birthday! I love celebrating and, quite frankly, I like being the center of attention every once in a while. I also like to use this annually joyous occasion to look back on the year and to think about what’s to come. (more…)
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An Embargo on Embargoes
The Wall Street Journal modified its editorial policy last week and will no longer participate in embargoed news herds, only holding news when dealing with an exclusive. This policy change might sound familiar – in December 2008 TechCrunch also declared that it would no longer honor embargoes.
Online media outlets continue to push the boundaries of traditional journalism, rapidly releasing news with no respect to embargoes and leaving well-respected news sources like The Wall Street Journal to take matters into their own hands to compete. (more…)
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"He worked really hard, Grandpa."
“So do washing machines.”
Aside from giving me an opportunity to quote one of the all-time classics, this exchange also provides a cautionary tale for PR agency pros…or anybody in a client service business, really.
With overflowing to-do lists, greater client pressures (both on and by clients), instant news cycles and myriad options for staying updated / getting distracted, some days it seems like just getting stuff done is a win. It’s easy to fall into the “we’ve been really busy for client X, so they must be happy” mindset. (more…)