• 3 Lessons in: Media Relations

    Welcome to Lessons in PR, an ongoing series of public relations tips and advice from the professionals at Matter Communications. Have your own tip to submit? Respond in the comments or email [email protected].

    As media platforms evolve, public relations is tasked with a continuously growing list of promotional activity. What hasn’t changed, however, is our core responsibility: media relations. Regardless of our individual specialties, it is essential that we understand how to coordinate with media to produce targeted, meaningful coverage for our clients. So – how do we stand out amid the awful din of a journalist’s busy day?

    1. Focus on the Big Picture. “Ask what the reporter needs to file his story, and be a really good listener. A good PR pro will facilitate the entire article – not just the client mention.” – Jennifer Karin, Vice President

    2. Return the Call. “Always respond to a reporter, even if you have absolutely nothing to say, and especially during a crisis. Unreturned calls hurt relations – and ultimately the client. Explain to a cautious client that an off-the-record courtesy call to simply tell the reporter that we are unable to comment or help at this time helps preserve relations. It also serves as an opportunity to learn of where a reporter is going with the story, providing useful information that may lead to the client wanting to comment or at least prepare their staff for the story that will soon emerge.” – Claire Papanastasiou, Director

    3. Get Personal. “It’s not enough to just shoot off an email pitch, hoping the reporter on the other end bites. You need to make the effort to make a personal connection with members of the media – meeting them for coffee to discuss what stories they’re working on, getting to know their hobbies, likes and dislikes, introducing them to sources that would be helpful for their beat – even if it’s not your client specifically. All this will pay off in the long run.” – Emily Quirk, Account Manager

    Vanessa Boynton

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  • 3 PR Lessons from a Taylor Swift Concert and the CrossFit Games

    To observe an elite star at the height of his or her powers can be vexing or inspiring. I suppose that’s why there are Instagram posts and coffee mugs to remind us all that Beyoncé also operates in a day with 24 hours – whether we’re meant to feel bad about ourselves or determined to do more is a matter of perspective. This weekend, I watched two different types of stars at the pinnacle of their games: Taylor Swift and the athletes of the CrossFit Games. And, yes, I swear this post is not total clickbait.

    On Saturday night, along with 60,000 other #Swifties at Gillette Stadium, my ticket was scanned, my LED bracelet adorned my wrist and my eyes were fixed on the 1989 Tour. What struck me more than the manic jubilation of the mainly tween crowd was the incredible precision and care given to every set piece, light, costume and word spoken on stage. As a longtime fan who admittedly cringed at some early live performances, it was impossible to ignore what a pro Swift has become since her teen years – from her voice to her command of the stage and crowd.

    https://instagram.com/p/5le9Lko0V_/

    The rest of the weekend, aside from summiting a “mountain” and grabbing brunch with friends, found me on the couch, keeping up with the 2015 Reebok CrossFit Games. Like 270,000 other CrossFitters, I competed in the CrossFit Opens this year and, needless to say, was a few Kettlebell swings and muscle-ups short of qualifying for Carson. During the Individual Men’s Snatch Speed Ladder, Elijah Muhammad failed on his first attempt at the final Olympic lift, and 200+ pounds crashed down on his head and back – a scary sight so I’ll spare you the link. Rather than quit, Muhammad composed himself, returned to the bar and hit the lift.

    So, does any of this pertain to PR, or is this just a thinly veiled ploy to tell the world I’m a CrossFitter who likes Taylor Swift and wants more Instagram followers? The answer to both questions is yes.

    Here are three things I’m taking to work from my weekend of stargazing:

    1. Details Matter: Whether timing pyrotechnics, crafting the right pitch for the right target, tracking coverage or pulling statistics, any campaign or PR program is only as good as the sum of its well-choreographed parts. Take time to be precise and accurate before you hit send.
    1. Progress Matters: While it’s critical to be mindful of the small stuff and not to rest too long on your laurels, pull back when you can and make note of how far a program has come, as well as your own personal development as a PR pro, colleague, friend, athlete, pop star. You may be surprised.
    1. Perseverance Matters: It hopefully won’t feel like a heavy barbell to the head, but PR is full of failures and rejection. How you react to those disappointments will determine your success. When a pitch doesn’t click or a campaign concept gets dismissed, refocus and get back at it.

     

     

     

    Matter

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  • PR Networking In Portland: An Opportunity To Connect

    This past week the Matter Portland office took a trip to an evening networking event hosted by Women In Information Technology (WITI), a group hosts get-together’s for women working in the technology industry. As we headed out the door we were all excited to get our feet wet in the local community, building relationships with other professional women in the technology world – and it didn’t hurt that the event was taking place at a Jaguar R&D center.

    If you haven’t been to a networking event for some time, the idea of chatting with new people can be overwhelming and intimidating. However, networking events are a great opportunity to forge new connections since everyone in the room is there because they are interested in expanding their network and learning about new companies, people, and opportunities in the area.

    So, if you are feeling a little bit rusty here are some great ways to prepare:

    • Practice your elevator pitch: At a networking event everyone wants to know who each other is, who they work for, and what they do there. You want to be able to share this information quickly, concisely, but still with personality.
    • Put on your happy face: How likely are you to walk up to someone who is scowling? Not very. You want to put off an open vibe that will invite people to come speak with you. What’s one easy way to do this? Smile and meet the eyes of those around you.
    • Dress the part: Depending on the venue and event you may want to dress up, or down. Do a little bit of research beforehand. Is the event taking place at a nice location, or somewhere more low key?
    • Get excited: You only have as much fun at these events as you allow yourself to. Take advantage of the opportunity and get excited about all of the people you will meet. There’s no shame in playing a little pump up music.

    You never know who you may meet that will be a great connection in the future. Think about it this way, the Portland team works with mostly technology clients, so connecting with women in technology startups or established companies may open doors for new business down the road. Similarly, if there is a technology journalist at the event taking a moment to chat may help you gain insight into her interests, which gives you great pitching insight to take to work.

    Matter

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  • Week One: Another Kind of Internship at a Boulder PR Agency

    I have to admit that on the first day of my internship at Matter Communications I had some major jitters. I had no idea what to expect, and all I knew about PR, or account management in general, were the shady antics that Pete Campbell conducted on “Mad Men.”

    Having been a journalist with two internships under my belt, I knew I could handle the craziness that is a newsroom and crank articles out with an editor breathing down my neck. What I didn’t know was if I could handle the type of assignments that would be thrown my way at a PR agency. When asked to picture what an account associate did all day before this internship, all I could conjure up in my head were images of endless phone calls and an out of control office that was filled with people looking like they needed a nice long vacation.

    Fast forward to the end of my first week. Yes, phone calls were made, but to my surprise the office was, and is, a level-headed environment. Mind you this was just my first day, and I couldn’t help thinking that the calm was a fluke. As the week went by, I started to get more comfortable and settle in. I helped my team with research, which was something I did a lot as a reporter, and began to learn about key PR tools, like press releases, media lists, awards and editorial calendars.  Prior to this internship, the only contact that I had with the PR world was a constant flood of press releases in my inbox. What I‘m beginning to see is the amount of work that goes into writing a press release before it is ever sent.

    I have to give the PR world props; the energy in the office is great, and I learn so much just by listening to the conversations that happen around me. My coworkers, although passionate at times, are super helpful, nice and down to earth, and it’s great to see that they love the work they do. I’ve also found that data is prolific, and that’s something I want to learn more about. And, of course, I can’t wait to start learning how to manage accounts and even – gasp – pitch reporters.

    With about two weeks under my belt, I know that I still have a lot to learn, but I’m excited to continue this journey. My honest review? It’s different, but in the best way possible. Plus, no one has tried to poach a client from one another – the “Mad Men” fantasies have been put to rest.

     

    Matter

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  • Best Practices: In-Person Press Meetings

    Best Practices: In-Person Press Meetings

    It’s amazing what the benefit of face-to-face contact can have when building a relationship. Getting the opportunity to have face-time with the press is an invaluable opportunity when you work in PR. So, when I had the chance to attend the New Products Holiday Gift Guide Event last week for my client, Vermont Nut Free Chocolates, I knew that it would benefit my career and my client as well.

    Pitching is one of the most enjoyable parts of your job as a PR professional. Ask anyone in PR about their best-practices for pitching and you’re guaranteed to get a number of tips and tricks for getting your client’s story in their target publication. Let’s face it, it’s why we got into PR in the first place and it’s the thing we grade our performance on regularly. While most of our time pitching is spent crafting email pitches and conducting follow up calls, it’s always a welcomed change when you can put technology aside and just have good ole fashioned verbal conversation.

    Below is a list of my best-practices when holding an in-person press meeting.

    • Keep the pitch short and sweet: You may be under pressure, but it’s important to still start the meeting with an elevator pitch about your client. That being said, keep it short and sweet. Starting your conversation with a long pitch will feel unnatural and leave the journalist feeling overwhelmed. Instead, stick to a quick background of 2-3 sentences and then turn the conversation to the journalist. This can be done by asking what they are most interested in or what they are looking for.
    • Keep the journalists’ agenda in mind: We all know how busy journalists are. They didn’t take time away from their desk to see a product or service without the goal of finding a story angle. By asking key questions like what their deadline is or how they like to be pitched you can help move the conversation along and show the person that you’re meeting with that you’re there to make their job easier.
    • Learn when to stop: Are you feeling a disconnect from the person your meeting with? You’re probably not alone. Don’t be pushy if the journalist seems uninterested. Offer one more opportunity to open the conversation and move on. There’s always a chance to follow up post-event, but if you’re too pushy you run the risk of losing your contact’s interest entirely leaving you back at step one.
    • Remember they’re human: Don’t be afraid to have a conversation beyond your client’s product. If you share something in common, talk about it! This will leave the journalist remembering you and chances are will greatly improve your luck when pitching that person later.

    When I held my first press meetings, I remember how nervous I was. But like most things, the more you do it the easier it gets. What are your best practices for holding in-person press meetings?

    Matter

  • Industry News Scanning Helps You and Your Client

    Typing the same search terms into Google day after day may seem like a chore, but the benefits of it far outweigh the negatives. I’m talking about industry news scanning, which is a service many PR agencies provide for their clients. But it’s not only helpful to your clients – it is key in helping you grow as a PR professional.

    I scan newspapers and online outlets daily for coverage related to my client’s industry, trade, and competitors. Google Alerts are handy for some things, but they’re not as efficient as we would all like them to be. To successfully complete an industry news scan, it works better to have a list of core terms that are associated with your client’s product or key interests that you run through Google every day.

    Industry news scans help the client because it constantly alerts them to best practices, what their competitors are doing, and the popular topics in the industry space they exist in. But it can also benefit you as a PR pro in the following ways:

    • Everything has a niche market you can tap into: From microSD cards to specialty chocolates, every product out there is supported by a community of consumers, bloggers and reporters who are dedicated to discussing and reviewing it. Knowing that niche markets exist is key for PR – next time you need to pitch that unique rare video game, you can be confident the relevant consumer base is out there.
    • Find the most pertinent reporters: This tip has been a pot of gold for me in my own pitching efforts. Industry news scanning allows you to find the reporters who are writing about hot topics that are important to your client. You already know what these reporters are passionate about, and how it aligns with your client’s message – it’s a match made in heaven.
    • Become fluent: It is important to be highly articulate in the industry your clients exist in. Specifically for clients in the technology sphere, industry news scanning can help you learn key terminology that is helpful in pitching efforts.
    • Learn key trends that can be applicable elsewhere: Often, when I’m scanning the industry news I find topics that are relevant to multiple clients – which makes my job easier!

    It is commonly stated that PR professionals need to keep up to date with what is happening in the world around us – and industry news scanning is a great way to do just that.

    Matter

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  • PR at Matter Communications: What’s Not to Love?

    “The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.” – Steve Jobs

    This quote popped up on my computer screen when I was scrolling through Facebook one day and it got me thinking. Growing up, I had always wondered if people actually enjoyed going to work every day or if they were just doing it to be able to support their families and make a living. When I started my first real job in the restaurant business a few years ago, I thought I had found my answer. Aside from a select few that seemed to thoroughly enjoy serving other people’s needs for five-six hours at a time, the answer was clear: people go to work to receive a paycheck. As a teenager, this made sense to me.  I couldn’t imagine actually wanting to wake up and go to work every day! Over the years I had asked my parents if they really enjoyed their jobs and their answers were always “yes, of course!” But still, I wasn’t convinced. They’re my parents; they needed to be positive about work and set a good example.

    About two months ago, I truly understood Mr. Jobs’ quote.  I started my Internship at Matter Communications in mid-May and from my first day here, my thought process changed entirely about working. The people in the office were lively and super friendly.  There was not a person I would walk by that didn’t ask how I was doing or if I was enjoying my time here. It’s really easy to enjoy going to work when you love your job and the environment you work in.   I believe that Matter Communications is a perfect example of that. If you’re settling, strictly to do your time and make that paycheck, then you’re never going to be happy waking up every morning to go to work. The people that surround me in this office didn’t settle; it is very clear to me that they all enjoy what they’re doing. By enjoying their jobs, they also have the unique ability to do really good work.  If you’re not fully engaged because you’re settling, the work you try to accomplish will never be what it could be if you actually enjoyed doing it.

    These last two months have taught me that there are jobs out in the world that people are genuinely happy about doing.  Maybe my parents really do love their jobs?  I learned never to settle just because it might be the easy way to make some money. It’s more important to find a job that makes you happy and put your all into it.  That is the key to success!

    Matter

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  • 4 Lessons in PR from the Founding Fathers

    4 Lessons in PR from the Founding Fathers

    In honor of the upcoming holiday weekend, I wanted to take a look back at our nation’s founding fathers. These men were not only strong leaders with political savvy – they were also pros at using PR tactics to achieve their goals. In fact, President Thomas Jefferson first used the term “public relations” in 1807 in his “Seventh Address to the Congress.” By employing public relations strategies in their fight for independence, our nation’s founders united the early Americans and led them to victory. The following four lessons from the founding fathers can be applied to today’s public relations work.

    1) Have a core message – Ever heard of “No taxation without representation”? The founding fathers had quite a few slogans and key phrases that they promoted for their cause. In PR, it is important to always remember your core message when pitching reporters, writing press releases, facilitating interviews, and in almost any other task. Keeping on message ensures that the client’s point of view is transmitted in a consistent way by all team members.

    2) Host Events – Organizing events, such as the Boston Tea Party, was one way that the American revolutionaries gathered their supporters to broadcast their message. Organizing events for clients is one way PR pros can attract media attention to promote client’s interests. Events can be a great way for clients to interact with many members of the media at once, as well as provide an opportunity to showcase the client’s personality. Events also provide a forum to discuss industry news and trends, which can spark ideas for future media opportunities.

    3) Get “organized” – This point is two lessons in one. First, being organized is a necessary trait to have to achieve productivity in PR. The key is to create a system and stick to it.  Personally, I work best by separating my email into folders, with just a few subfolders within each main folder for specific daily and weekly tasks. My to-do lists live in one clean notebook, and I always check off a task when it is completed. The rest of my notes go into separate notebooks. I like to organize my to-do’s by priority, and frequently set reminders through my email calendar help to keep me on track. The American revolutionaries didn’t have the technology we have today in PR to stay organized, but they did their best with what they had to work with. Messengers traveling by horseback and handwritten letters did the trick for them, but I’m pretty thankful for all the tools we have on hand today.

    The second lesson to this point is the importance of “organizations,” or groups of people. Early Americans joined organizations such as the Sons of Liberty in order to communicate and work with their fellow revolutionaries. In PR, collaborating with your team is an essential part of your success. Staying in regular communication with teammates is key to getting work done in a timely, efficient manner. They can provide guidance and perspectives you may not have thought of, spot errors you’ve overlooked and share wisdom based on previous experiences. No one person could have won the Revolutionary War, just as no one person is responsible for the success of a client’s campaign.

    4) Persevere – Despite losing 25,000 men in battles over the course of the Revolutionary War, the American troops would not back down against their British foes. Perseverance is just as important in PR. Just because a pitch doesn’t land a positive response on the first try doesn’t mean you should give up. Following up with reporters and thinking of new ways to position previously unsuccessful opportunities is some of the most difficult work we do. Creativity is a major part of this process, and having an open mind to forging new paths can make working in PR much easier.

    Have a wonderful Fourth of July!

    Matter

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