• I see London, I see France … I see PR potential in see-through yoga pants!

    Lululemon’s popular athletic apparel line made headlines last week when the brand’s overly sheer fabric, known as Luon, bit them in the behind. Upon bending over, some of Lululemon’s loyalists realized they were baring it all. This led to a recall of nearly 17 percent of the brand’s beloved yoga pants, which is expected to cost the company about $60 million in lost revenue this year.

    An expensive mistake? Yes. Does it live up to the “scandal” headlines we’ve been seeing? I think not. Rather, I believe this as the start of a great, $60 million brand awareness campaign.

    I learned of this story on the TODAY show and was immediately distracted by some extremely flattering product imagery and b-roll. It closed with longtime Lululemon aficionado and dream besty Hoda Kotb stating: “I live in Lululemons. Nothing makes you look thinner than a pair of Lululemons.” Maybe I’m just a sucker for anything that’s marketed as slimming, but really, do brand endorsements get any better than that?

    For a retailer that just announced year-over-year ecommerce growth of more than 85 percent, and more than a billion in annual sales (again), I think they’ll swallow that $60 million pill just fine. Heck, this isn’t their first time at the crisis communications rodeo (see the 2007 stories about their supposed seaweed-lacking VitaSea line).

    Lululemon is addressing the issue head-on and leaning on the messaging and corporate mission that are the pillars of the brand’s financial health today. The company’s site has a page dedicated to its “quality stand” that states: “Quality is at the heart of everything we do, from the technical features we (sometimes literally) weave into our products, to the people we work with and relationships we build.” At the core of this initiative, they say, is the customer experience. I’ve only spent minutes with this brand, but I already believe it.

    Despite reports that customers have to don the yoga pants and strike the downward dog pose to prove the fabric faulty, Lululemon will dole out full refunds to all customers. They’ve placed a detailed FAQ about the fabric and expected product shortage on their site, and released statements like: “The ingredients, weight and longevity remain the same, but the coverage does not, resulting in a level of sheerness that falls short of our very high standards.” More importantly, they’re ignoring their supplier’s crazy retorts. Insert the obligatory transparency joke here. I think they’re handling this snafu quite well.

    So I ask myself, am I drinking the how-to-market-$100-yoga-pants Kool-Aid? I quickly surveyed 63 lady friends to ask if and how this see-through brouhaha has changed their perceptions of the Lululemon brand. Of the 46 respondents who were familiar with the story, 74 percent said it didn’t change their perceptions at all. In fact, 24 percent said they’re now more familiar with the brand. My guess is that there are many more consumers like us.

     

    (Click image to enlarge)

    No company wants this to happen to them, but if it does, they can only hope for this level of positive brand exposure. If I was a betting girl (which I’m not, because I’m not even willing to fork over $100 for pants that will mask my midnight Oreo sessions), I’d put money on the fact that – in the long (albeit sheer) run – Lululemon will benefit greatly from this exposure and the excellent way in which they’ve handled the news.

    Namaste, see-through pants. Bow to the PR gods.

     

    Tell us what you think. Did this news get your (yoga) pants in a bunch?

    Matter

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  • Seeing Red on Boston’s Red Line: Social Media PR Combats Proposition 8

     

     

    I rode the Red Line into our Boston office yesterday morning and was greeted as usual with the glow of smart phones in the hands of commuters. The difference this time was the repeated flicker of red squares skimming past on people’s Facebook, Instagram, and Twitter feeds. I pulled out my own phone to check up on the club I hadn’t been invited to.

     As a strong supporter of equal marriage, it turns out I was already in the club – I just hadn’t donned the badge to reflect it on social media.

    Though I already have an idea where most of my friends stand on the issue regardless of their profile picture, seeing the flood of new defaults served as an in-your-face, all-day reminder about this critical “moment in time” concerning Proposition 8. Though the repetition of red may have caused you to get a bit dizzy by day’s end, the display is something that I deem great PR for the cause of equal marriage.

    What commanded more attention on your news feed – the red badges or the standard profile pictures?

    Was your feed dramatically red-heavy in general? Mine was. To me, that seems to shout that the mindset of my social network was largely in favor of equal marriage.

    Who got more media attention today from TIME, ABC, MSNBC, Mashable (etc., etc.)? Surely it was the people who chose to change their pictures over those who did not, illustrating for all that there’s a hellavalot of people supporting same-sex marriage in this country, be it grounded in generational opinion or a changing mindset overall.

    The Human Rights Campaign got some great PR today. Their creative take on the organization’s usual logo had much of the country seeing red, turning the attention of supporters and non-supporters alike to an important issue in this country’s history. It also landed the organization in the headlines of major, respected news harbingers across the nation – not because of the controversy they stirred up, but for the positive response they received by millions.

     

     

     

    Matter

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  • Social Media Titans & The Influence of Benevolence

    Social Media Titans & The Influence of Benevolence

    How do the heaving-hitting influencers do it? How do the Social Media Elite continue to amass loyal followers, fans and fanatics willing to fan the flames of their content marketing efforts?

    Take Chris Brogan, for example. Here’s a guy who has more Twitter followers than most folks have hair follicles, and his name is ubiquitously known among the social set. He’s written best-selling books, consulted to industry captains, and his name on industry panels sparks a sharp uptick in attendance.

    Or take Brian Solis, a prolific writer of several books, an analyst at Altimeter Group, and a frequent consultant and lecturer who has more fans than your local high school has pimples.

    I wouldn’t say I’m “friends” with them, but I’d say I’m friendly with both. And let me assure you that thousands of other people would make that same distinction, which means they’re doing it exactly right. People who think they’re friendly with you are likely to help spread your gospel. It’s just human nature.

    So, what’s different about them? Or, more specifically, what’s similar about these prominent figures of the social media world?

    Benevolence – Despite being “Internet Famous,” I know them both to be incredibly humble, despite their self-promotional nature. More than that, and this is the key, they make the time to make their followers feel important. This can’t be easy to do, when their inboxes and feeds are brimming with folks who want stuff from them.

    Random person: “It would mean the WORLD to me if you’d retweet my new app that lets anyone, anywhere, measure the precise length of a giraffe’s neck from a simple photograph!”

    But they make time to respond graciously to comments that far less recognizable people would dismiss out of hand, based on Klout scores or other metrics that supposedly determine an online person’s currency. They don’t suffer fools, but neither do they make the rank-and-file feel foolish.

    They give what they get. You should, too.

    I won’t speak for them (lest I ruin any future opportunities to work with them) but I’d venture to guess they make the time to make their audience feel important because their hard-won crowd is the lifeblood of their staying power. Their benevolence, their essential kindness to admirers, is born of necessity but also grounded in something much more primal than that, something more intrinsically human.

    Aristotle mused about whether there was such a thing as an unselfish act. I think there’s not, frankly. We help an elderly lady across the street because we want to help, but also because doing so makes us feel, well, good. No matter the scenario, it all comes back to us. All of it.

    I think the truly successful social thinkers of our time honestly believe they add value to their respective streams, and by extension to progress in general, by honoring the spirit of engagement and by behaving in kind. And in doing so, it all comes back to them. It’s a square bargain, really.

    Prolific, quality writing – Both Chris and Brian produce an astonishing amount of content, whether it be books, presentations, tweets or blog posts. Rare is the day you don’t see Brogan’s twitter feed machine-gun firing throughout the day, ending with his signature “Goodnight, Moon” signoff.

    Solis, a content machine in his own right, churns out more copy than a heavily caffeinated Steven King (much of it detailed analysis of the social world), and yet he still finds – makes? – time to engage appreciatively with his supporters.

    Both gents share in common prevalence and benevolence, and a seemingly insatiable desire to inform and educate their audiences with actionable insights.

    There are many others cut from this same cloth, and the takeaway for me goes back to the old saw about the rich guy treating his waiter poorly. It’s better to be the nice guy and enjoy a free drink than to be the jerk with spit in his soup.

    If this reads like an ode to two dudes, I’ve botched the post. The point is that we all need to remember that content marketing begins and ends with the people willing to spread the love. The least we can all do is return the favor.

    Matter

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  • 5 Signs PR Is Not for You

    5 Signs PR Is Not for You

    Our PR agency is celebrating its 10th anniversary next week – more on that topic later – and I’ve been thinking about the ups and downs of running our business since we hung a shingle in 2003. While we’re incredibly fortunate to employ some of the very best public relations and social media experts anywhere, over the years we’ve had a number of staff who simply weren’t cut out for our business. Sure, they were good, hard-working people, but the writing was on the wall early on that they weren’t cut out for PR.

    To that end, here are a few key indicators that PR might not be a good career path for you:

    1. You receive critical feedback, well, critically. I’ve shared this before: critical feedback is a way of PR life and professionals in this business are required to have thick skin. The very best piece of secured coverage can generate comment from a colleague or client about a key message missed, or the most successful social media campaign may result in a request for more likes or a greater number of followers. And, that’s the results end of the operation! The feedback during materials development and/or project management is typically without a filter and more often than not comes from a number of sources including colleagues, managers and clients. Critical feedback is part of the gig, and the best you can do is embrace it, learn from mistakes and improve processes moving forward. Can’t handle it? Consider another career.
    2. You think the PR job (or project) is finished. An old and great client of mine, Jim Gustke, now the VP of Marketing at Ooma, once told me (wisely) that the problem with PR (and social media, marketing, etc.), was the fact that it was never finished. PR people can always do more. And these were the words of a satisfied client – one who understood that the agency support I was providing his organization was the very best I could do under the budget, program and business circumstances. You may come to the “end” of a launch, or a short-term client project may be “over,” but there’s always the next thing, the higher level. You can send one more pitch, or comment on one more blog. You can spend more time prepping your spokesperson for the next interview, or spend more time following-up with a key contact. In general, there’s always more to do and you should always be thinking of “what’s next.” If this isn’t in your makeup, you might start thinking about what comes next – after PR agency life.
    3. Breaking news means nothing to you. If you wake up one morning and realize that you couldn’t care less about what’s happening in the category in which you and your clients work, start thinking about your next career step. PR pros are expected to embrace the energy and enthusiasm that surrounds their clients’ categories. Do you keep up with current events? Are you a voracious reader? If your answer is “no,” you really ought to consider a new line of work.
    4. You have a perpetually low energy level. You need several coffees to kick-start your morning, and even then your pulse barely registers. If this reminds you of yourself (read that slowly), then the career gods are waving a rather large red flag in your direction and letting you know to pick another path. There’s natural and trained enthusiasm – and PR requires both. (Trained enthusiasm is a person’s ability to credibly show enthusiasm for a topic without necessarily feeling the love. We’re not talking about faking it, but rather knowing how to make your client, colleague or media target know that you are “genuinely” pumped about the latest and greatest.) PR is a high-energy gig – and that’s one of the reasons why I love it as I do – and a lack of juice is synonymous with a “slow fade” from the PR biz.
    5. You are educated and you’ve been trained, but you can’t talk or type your way out of a paper bag. This likely seems harsh – and I’m certain I’ll hear about from some of you – but this list is incomplete without mentioning basic and solid communication skills. It should be a glaring sign to hang your professional hat elsewhere if you struggle with finding the right words to say or type. I wouldn’t expect any of our clients to rely on a communicator who is anything less than top-notch. While such standards aren’t as critical at the start of a career, a threshold of expected professionalism needs to be crossed relatively soon, ensuring that colleagues and clients have confidence in your ability to deliver key messages. Can’t write? Can’t effectively talk with clients? Sorry, but you know what I’m going to say next.

    Scott Signore

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  • Don’t Scare Me, Google

     

    The demise of Google Reader caused some angst recently, but not for me.  I wasn’t a user of the service, so it got a shrug and I moved on.  However, the rumor that Google Alerts has been acting up – and that this might be a harbinger that the service is next on the chopping block – is a whole different kettle of fish.

    In the PR business, not much trumps being well-informed.  PR people thrive on knowing the latest developments, as quickly as possible.  Our clients count on it.  Our bosses insist on it.  The internet, smartphones and laptops have all become indispensable tools of our trade.  The 24-hour news cycle feeds us endlessly.  One could argue that the constant stream of information has contributed to the appearance of PR practitioners on the list of “Most Stressful Professions” but that’s a different story for another time.

    Since we can’t ignore the existence of technology, I and most of my colleagues try to embrace it.  Google Alerts are one of the many ways we keep track of news, trends, clients, competitors, journalists and just about anything else we can type into Google’s query box.  For some the volume of alerts outstrips other emails in their inbox.  Even a strategic user has a fair number of them when they sit down at their computers.  They don’t catch everything we need to know and require much more research, knowledge and context to be truly valuable, and that’s really what clients need from PR.  So they serve as a starting point for public relations work, not a finished product.

    The Financial Brand, a provider of marketing advice to the bank and credit union industry, recently posted an open letter to Google on this subject in which they state, “Google has become distracted with “Shiny New Syndrome,” wasting tremendous amounts of time and energy (yours and ours) on ideas that fall way outside the search model. And yes, that does mean Google+.”  I certainly hope that Google takes some advice that we often give to clients and “sticks to the knitting,” doing what it does best, internet search.  Its competitors are watching closely to see if an opportunity is presenting itself.

    There are many other ways to track and stay abreast of news and announcements, but Google Alerts has become a bona fide tool in PR.  If Google is listening (and I know they are), leave the alerts alone – lots of us are big fans.

    Would you miss Google Alerts if they went away?

    Matter

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  • PR Agency Matter Communications Launches Boston Office

    LunchSpotting Event To Debut New Innovation District Location

    Newburyport, Mass. – March 25, 2013 – Matter Communications, a full-service public relations and social media agency specializing in technology and consumer markets, announced today an additional office location in Boston’s Innovation District, a hotbed of activity for promising tech startups.

    In conjunction with the launch of its new office at Space with a Soul, 281 Summer Street in Boston, Matter will host another of its well-attended noontime LunchSpotting events at the same location on Thursday, March 28.

    “Expanding our PR agency into Boston’s Innovation District is a logical step in our evolution as a firm that employs an embrace-and-extend strategy,” said Scott Signore, principal and CEO, Matter. “By extending into Boston proper we’re simultaneously making it easier for staff, clients and intriguing prospects to engage in a vibrant location.”

    In January, Matter announced 20 percent YOY growth and a 20 percent addition to staff in 2012, bolstering its reputation as one of the fastest-growing traditional/social media PR firms in Greater Boston and the United States.

    This was the fifth consecutive year of growth of nearly 20 percent, a notable accomplishment against the backdrop of a multi-year economic recession that saw many PR firms lay off workers, slash benefits and, in some cases, draw the curtains on their businesses.

    In addition to the Boston space, the award-winning PR agency operates with nearly 12 thousand sq. ft. of space across headquarters in Newburyport, MA, and its burgeoning office in Providence, RI.

    About LunchSpotting

    LunchSpotting was created to connect Boston’s Innovation Economy including entrepreneurs, executives, VCs, media, and prospective employees in a casual, fun, “no expectations” environment.  LunchSpotting was created by Matter Communications in conjunction with MITX.

    About Matter Communications, Inc.

    Headquartered north of Boston in Newburyport, Massachusetts, with offices in Providence, Rhode Island and Boston, Matter Communications executes creative, results-driven public relations programs on behalf of clients across the U.S. and Europe. Matter maintains a broad portfolio of clients in high-technology, consumer-technology and consumer markets – including, among many others, Harris Corporation, Lexar Media and Verizon Wireless. Founded in 2003, Matter’s PR services include company and product launches, product reviews, analyst and media relations, social media, crisis communications and thought leadership programs. For more information, please go to https://www.matternow.com or visit the PR Whiteboard blog.

    Media Contact

    Parry Headrick
    VP of Marketing & Communications
    [email protected]
    978-518-4547

    Matter

  • “So you have a PR degree…”

     

    Like many PR industry folks, I was a communications major in college (go Boston U!).  Like many college grads, when the Dean handed me that diploma, I felt powerful, knowledgeable; I was a master of the PR world!  My brain was bursting with PR jargon and corporate case studies.  The AP Stylebook practically streamed through my typing fingers; I knew it all!  And then I got a job.

    Now don’t get me wrong.  In actuality, I was incredibly prepared for the working world upon graduation.  My course work, internships and mentor programs provided an incredible foundation to launch a career.  What I didn’t expect, however, was how much more I would learn on the job.

    Sure, we learned how to write a press release.  We learned about a sub header, the ever-important inverted pyramid form, a boiler plate and the end-of-content marker.  But a text book can’t teach you tone, or terminology catered to a targeted audience.  You don’t learn about the research that goes in to churning out a release that is content-heavy and styled in what may seem like a foreign industry.

    Yes, we learned how to pitch.  My PR 101 notes read “get to the ask in the first line of the email,” “ask the journalist if it’s a good time when you call,” “end your email saying you will follow up with said call.”  But personalizing a pitch can’t be taught.  Rather, it’s only learned through the hunger for securing coverage, the pressure from a client for that critical hit.  You don’t learn how important it is to take the time to liken an orange-colored underwater ROV to Aquaman to get the attention of a top tier editor who has a fascination with superheroes, a characteristic you only learned after an exhaustive twitter/facebook/blog search.  I don’t have notes on how to quickly pitch a different client when you can sense a reporter’s interest in your initial pitch is tepid. 

    Nowhere scribbled in my notebook do I see “have a personality.”  The first words from a PR professor should be “quiet, easily-intimidated people need not apply.”  I will defend my fellow PR people when I say we are not all pushy, rude and selfish, as often portrayed.  But we do have personality.  We can talk easily with media in all different industries, we can respectfully level client expectations and we can make friends at networking events.  Relationship-building is never really mastered; it’s a continuously learned skill that is paramount in PR.

    I guess what I’m trying to say is that the real learning just begins the moment you leave school.  Particularly at an agency, a new client can pop up at any moment with a focus in an unfamiliar realm.  So you learn the ins and outs of it, and you immerse yourself in it until you are an expert.  New vocabulary, new social media platforms, new strategies, new relationships…this industry is constantly developing and reinventing itself.  For PR pros, there is always more to learn.

    Matter

  • All the Self-Promotion That's Fit to Print

    Ever been tempted to pay for a PR placement? You pitch the perfect story and the editor just won’t bite.  You go back a second time with no luck, so you think to yourself: “Man, I wish I could pay to slip this story in. The readers will find it valuable.” Unfortunately, you can’t do that (at ethical pubs) so you go back to the drawing board, dreaming up fresh angles and more inventive ways of reaching the targeted reporter.

    If, as a PR pro or an in-house communications person, you’ve secretly wished you could do a pay-for-play deal with your dream publication, then the emerging trend of brands (read: companies) publishing their own magazines with fresh and journalistically legitimate content should perk your ears up. And, you might be surprised to know the trend is gaining a heck of a lot of steam. The sagging publishing industry is now competing with brands for the same eyeballs.

    Tessa Wegert of ClickZ blogged recently about the success a number of high-profile brands are having with periodicals of their own – including P&G, SAP and Urban Outfitters, to name only a few.  A commonality among these branded magazines is not just the quality of their content, but the fact that the publications are developed by experienced and credible writers and editors. Writers and editors who have made their career writing for significant media outlets now write for some of the world’s most established brands, and they’re supplementing their respective incomes handsomely.

    I’m conflicted about it, frankly. To me this approach is potentially inappropriate and simultaneously brilliant.

    Marketers can leverage this channel as a way to deliver key messages to interested consumers. (I like that.) And the depth of interest goes beyond the brand itself and includes the category in which the brand is established. Interested, self-identifying consumers read content-rich stories pumped out by journalists hired by brands looking to sell stuff – kind of perfect, really.

    And yet it’s disturbing in the sense that the delineation between “story” and advertisement becomes increasingly blurred, potentially duping consumers who may not understand the nuance. Basically, brands are “selling stuff that people want to look at,” which is straight out of a basic advertising playbook.

    But the evolution is undeniable in the sticky muck of an ever-intersecting digital world. Resistance is futile. Adapt or die.

    Rather than being “off to the side” marketing tools, branded publications have become key components of overall marketing initiatives. They have become widely-accepted communications tools, with solid editorial teams who craft, create and publish news and feature stories that consumers want to read. It’s a smart approach, and one that I may recommend to clients here at Matter.

    What’s your take on brands publishing periodicals – are you on board?

    Scott Signore

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  • Do The Irish Celebrate St. Joseph’s Day?

    Do The Irish Celebrate St. Joseph’s Day?

    Today, St. Joseph’s Day, the principal feast day of St. Joseph in the Roman Catholic Church, will be celebrated with revelry worldwide. Cities will close their streets for parades, celebrations will dominate the news headlines, and red and white (the colors of the day) will be worn by friends and family in every direction. Today ends a short season of cultural priority for retailers worldwide who have dedicated sections of their respective stores for Italian-themed goods that will accompany these celebrations, including hats, glasses and those really odd headbands with a tchotchke on top. Like this past weekend’s celebration to honor St. Patrick, the world will celebrate Italian-style today.

    That’s not so accurate, is it?

    I just ended a long and wonderful run of days commemorating St. Patrick, the patron Saint of Ireland. I celebrated with colleagues (as we do annually) on several evenings before the weekend, and with friends and family on the day itself. In addition to being a blast, it was natural, appropriate and, well, it’s just what you do on St. Patrick’s Day.

    Amid last week’s holiday chaos, I wondered how St. Patrick’s Day became such a big holiday worldwide. It was likely fueled by the celebratory spirit of the Irish people who gladly share their enthusiasm for the day with others who are willing to embrace it. It was likely the positive influence of Irish traditions – gathering as a group, being with family, enjoying a Guinness early in the day – that appealed to the masses. It’s also likely, however, that marketing and positive PR played a big part, too.

    In the days leading up to Sunday (St. Patrick’s Day), the local bookstore left a collection of Irish-themed books on a table at its entrance, and a librarian read a favorite Irish folk tale during story time. Corned beef and cabbage was served at a number of local fundraisers, and you couldn’t eat, drink or be merry at a local restaurant or pub without the influence of the season. In addition, retailers large and small (local and larger) dedicated prime shelf space to Irish-themed goods to further the holiday spirit. At some point on the weekend my young kids watched the classic Irish movie “Darby O’Gill,” Notre Dame’s men’s basketball team took to the floor in green uniforms, and the city of Chicago turned its river green. (This list is endless, but I’m certain you get the point.)

    It’s highly possible that St. Patrick’s Day comes at a time when we – Irish and non-Irish alike – need something to celebrate. We’re two months from the turn or the year and, at least here in New England, we’re counting down ‘til spring. It’s far more meaningful than this, but the Irish gave us a well-timed reason to get together.

    Influential Italians will likely scoff at my recommendation to execute a comprehensive and content-rich public relations campaign to whip up excitement for St. Joseph’s Day. They will likely frown upon my perspective that the important holiday needs trained spokespeople, and PR professionals pitching the Today Show and The New York Times, while simultaneously working like wild to keep this particular holiday off The Onion. They likely wouldn’t agree that a concerted channel marketing effort might result in Italian flags, cook books and bags of pasta having the pole position at key retailers worldwide.

    I think, however, it would help raise the visibility of this special day. A well-executed social media campaign, run by one of the top PR agencies, that nicely complements in-store happenings could be a huge coup for a major retailer. (Get ahead of your competition by embracing something new!) A solid push behind this event could focus – and encourage even more celebrating this time of the year.

    In any case, I’m looking forward to another celebration and hope you are too. Imagine if cities and towns nationwide saw their Italian restaurants brimming with all ethnic backgrounds, the revelers tipping glasses of red wine and dancing late into the evening?

    Author note #1: I’m a fairly authentic Italian guy who married a dynamite Irish lady. We’re fortunate to have tremendous families who, among other characteristics, embrace these holidays like we do. We mutually look forward to enjoying each special day.  That being said, we don’t compare or have these holidays compete – but rather we embrace each with gusto.  (I read once that New Yorkers don’t view the rivalry with Boston as a rivalry, but rather that’s the myopic perspective of Boston sports fan. Similarly, we don’t believe you can or should compare these two days, so we don’t bother.)

    Author note #2: I was fascinated with the recent Vatican happenings – see my previous post about the PR value of black smoke – and I recognize that I’m now sharing thoughts about two Saintly individuals. Important to know is that I’m at the end of my Church-related musings. That is, until I host a blow-out celebration for St. Pius in late April. J

    Scott Signore

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  • FACT: PR People Earn More Than Reporters

    Every reporter and PR person knows that there exists a love/hate relationship between the two factions.

    Reporters get annoyed by impersonal, spammy, spray-and-pray pitches. They don’t like being pestered by pushy PR people paid to peddle people and products. Cutesy alliteration grates on their nerves.

    PR folks, on the other hand, sometimes find reporters rude, unresponsive and occasionally sneaky, such as when they agree to a client briefing based on topic X, and immediately pivot to topic Y once the PR lead makes the intros. Classic sandbagging. Then there’s the whole problem of embargoes – as in, they’re rarely honored anymore, as most PR agencies have learned (and been burned) the hard way.

    But there may be something more to the bad blood, perhaps unconsciously, on the part of reporters. This new wrinkle in the rift hadn’t occurred to me until my recent tweet got a reaction from a business/tech reporter that gave me pause.

    Here’s the exchange I had with a reporter named Celeste:

    Now, I don’t know who Celeste writes for (as I don’t know her personally) but she was pretty clear that newspaper reporters in particular aren’t necessarily raking in the dough. This isn’t surprising, given the major upheaval in the print newspaper business in the last 15 years or so. In fact, “those in the newspaper and publishing industry make $39,130 on average,” according to Eric Strauss of DemandMedia , who wrote about the Bureau of Labor and statistics data from 2011.

    Mr. Strauss goes on to write that “The average annual salary for a reporter is $43,640 a year or $20.98 an hour … [meanwhile] … The top 10 percent of reporters earn $75,420 or more a year, while the bottom 10 percent earn as little as $20,000 a year or less.”

    Yowch. The bottom 10 percent of reporters brings in an income that hovers on the poverty line for a family of three, were that the only source of income.

    Juxtapose that against the earning power of PR people. According to the Public Relations Society of America (PRSA), there’s really not much of a contest. PR people far outpace reporters on the salary front:

    What this data shows is that even fairly junior PR pros often earn as much or more as seasoned journalism veterans. And those who rise through the ranks of PR agencies can easily earn double the salary of tenured reporters in the highest paying jobs.

    I was a hardscrabble general assignment reporter back in the day, working for a couple of mid-sized dailies and occasionally writing columns for outfits like the Boston Globe. I made the move to “the dark side” in 2000, when it became clear to me that the pathway to a higher income was hardly assured. In fact, it would be the exception.

    Fast forward to today. If I hadn’t switched sides and was a reporter with 15+ years under my belt, I think I’d feel a twinge of annoyance when a fresh-from-college PR-type earning more than me peppers my inbox with SPAM and then follows-up with five phone calls and three more emails asking me if I got the original email. [Note, Matter Communications does not practice nor tolerate this low form of PR. Were we to discover this type of nonsense within our ranks we would move swiftly and forcefully to eradicate the problem.]

    I’m curious to know what reporters/PR folks think about the uneven earning potential of their profession and their counterparts.

    Does the disparity contribute to the tension between the two groups who undoubtedly need each other to thrive?

    Does the data surprise you, as it did us?

    Matter

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