• FIELD NOTES – "Do Good Work For Good People"

    (Image courtesy of DDC)

    My fellow graphic designer, Gretchen Walker and I were excited to attend a lecture at the Boston University College of Fine Arts by Visiting Designer Aaron James Draplin, a pioneer in the graphic design community. He is known for for his clean, bold stroked logos, an obsession with orange and reinventing antique inspiration into modern works of art.

    ‘Do good work for good people’, he quoted throughout his lecture, professing his infatuation with rummage sales and the beautiful pieces found there. We both can easily relate to Draplin’s professed “hustle” work ethic, but the amount of work he has created at such a high standard makes us curious to how he started in a small Oregon town and has built such a legendary design studio.. During his lecture, Draplin shared his life story, beginning with how he accompanied his father to rummage sales and began sketching, collecting, and taking the pictures that ultimately feeds his timeless aesthetic.

    Draplin appears to actually marvel over the past twenty years – from the very beginning when he saved $9,000 to purchase his very first top of the line computer and design equipment and later moving on to work at Snowboard Magazine. He spent some time in the agency world and found that the best designs are done for those who appreciate the process and who believe wholeheartedly in their brand. His breath of work ranges from being paid $26,000 for a single logo to creating an entire brand identity in exchange for a burrito. However, for Draplin, the underlying reason for each design is to be a part of the story on both ends of that spectrum. ‘Nothing is too small,’ he states at one point with his large, infectious, bearded smile.

    His clientele ranges from Nike to Barack Obama, and a plethora of outdoor sport brands to owning Draplin Design Company (DDC) and Field Notes, his own brand of notebooks that has grown to cult popularity. His impact on today’s world of graphic design has become immeasurable.

    Being two graphic designers working at an agency we know how competitive the field is, growing everyday with divergent styles and techniques, so when Draplin speaks about his aesthetic, he stresses to quite simply make sure you are not trying to be something you are not. Draplin’s love for the Flaming Lips, snowboarding, the classic font Futura Bold, his father and their bond over rummage sales are all reflected in every aspect of his personality and his designs. So whenever starting a project, before jumping to the computer, he stresses to make sure to be true to who you are and to ‘slow down and put it on paper.’ – Aaron Draplin

    Matter

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  • Studio-C by Matter Communications Wins Best Video Award from Bulldog Reporter

    “Best Use of Digital in a B2B Technology Campaign”

    (Newburyport, MA) – March 24, 2016 – Matter Communications, an award-winning PR and social media firm with in-house creative services and search marketing groups, announced today that Bulldog Reporter has honored Studio-C by Matter with a silver Best Video Award for “Best Use of Digital in a B2B Technology Campaign” in the 2015 Digital/Social PR awards competition.

    Matter’s video submission was scored based on creativity and originality, strategic and tactical brilliance, breakthrough communications approaches and the results of all efforts. From those scores, submissions with a score high enough moved on to the elite round where they were reviewed by another round of judges and scored accordingly.

    According to Bulldog Reporter, the Digital/Social PR program is judged by working and award-winning journalists including a Pulitzer Prize winner. This year’s judges come from a number of different media outlets including The Washington Post, USA Today and The Oregonian.

    “Matter’s Studio-C team brings clients’ stories to life with creative collateral and videos that can enhance our public relations programs or shine on their own,” said Matter Founder and CEO, Scott Signore. “Companies large and small understand that today it’s not enough to ‘tell’ a story – you’ve got to ‘show’ it in a way that inspires action and drives revenue.”

    https://www.youtube.com/watch?v=LfPt2hk0YXM&feature=youtu.be

    About Matter Communications

    Headquartered north of Boston in Newburyport, Massachusetts, with offices in Providence, Rhode Island, Portland, Oregon, Boulder, CO and Boston, Matter Communications executes creative, results-driven public relations and social media 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, Akamai, FootJoy, 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. The company offers an in-house creative services group, as well as a search marketing team. For more information, please go to https://www.matternow.com or visit the PR Whiteboard blog.

    Media Contact

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

    Matter

  • Does your PR Agency “Do” Video?

    The statistics are everywhere: people are hungry for online video. Overall, research estimates that the number of video views among Internet users grows north of 25 percent per year. If you think that number is going to recede any time soon, you’re likely also banking on the fax machine as the future of lead generation.

    So what has this to do with public relations? Here are three ways engaging video can help with any public relations efforts:

    1. On social channels, posting videos increases engagement by 100 percent or more, depending on which survey you read. So, if 50 people click on your text-based post, on average, then you can expect 100 clicks if you include video. More clicks means more chances to attract buyers of your products and services. More eyeballs is good PR.
    1. News outlets are always hungry for great video content that their readership will click and share. If you understand the media landscape for your company, and actively identify the sites and blogs that accept video, you can essentially develop a syndication network for your content. That’s powerful, but the key is that the video has to be entertaining or otherwise add true value. Sales pieces aren’t going to fly.
    1. Quality video can effectively humanize a brand by bringing the viewer “into the fold.” When fans, prospects and others are able to see your culture, hear your thought leaders talking and experience a slice of life from your company, they feel more invested in your success and are more likely to buy from you – or want to work for you.

    The key to all of this is the quality of the video. More is better, but quality always trumps quantity when it comes to using the power of visual imagery for public relations.

    What other ways do you use video for PR?

    Scott Signore

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  • Celebrations like St. Patrick’s Day Matter

    Few dates on the calendar mean more to the PR and social media experts at Matter Communications than St. Patrick’s Day. That Irish holiday represents an opportunity for deliberate merriment – as opposed to ad hoc happiness that occurs with tremendous regularity! – with colleagues and co-workers. Our agency heritage runs through a community with tremendous Irish roots, and many of our staffers have Irish in our blood (or in our hearts). We celebrated last night and we’re celebrating again today – and, we hope all of you are, too! Happy St. Patrick’s Day!

    Scott Signore

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  • PR Real Talk: Trade Show Execution – What's Working, What's Not?

    Today, we’re talking about industry trade shows. From the months of preparation to the perfect storm that is: HIMSS, CES, RSA, etc., a lot of time, effort and money goes into creating a successful trade show experience for both your team and your clients. As communication professionals, it’s our job to help our clients develop meaningful relationships with media and analysts, at and around these events. Despite the many advances in digital communications, trade shows remain very important opportunities for that oh so valuable face time that journalists love so very much.

    Trade shows have become one of the cornerstones of any successful PR program. Chances are pretty good that any PR vet you talk to will have some heroic battle story about the time they did 78 briefings at CES, or HIMSS, or wherever. Because trade shows have been integral to PR for so long, they suffer from a very real threat of the – “because that’s how we’ve always done it syndrome.”  Good public relations requires evolution and the ongoing questioning of everything. Are we releasing the most interesting announcement we can at this show? Does our presence at the show have value in the eyes of the media and industry at large?

    A few Matter Communications folks had the opportunity to attend and view a live Twitter chat (#HITMC) last week week led by John Lynn, a well-known and highly respected healthcare journalist and entrepreneur. Co-hosted alongside a communications agency based in Georgia, John discussed what works when meeting with media, tips for engaging editors, and thoughts around press releases at HIMSS. While the chat was healthcare-focused, many of the points brought up can be applied to a wide variety (if not all) of our clients, particularly those that attend the largest trade shows and face the goring challenge of breaking through the noise and finding value.

    A DYING TRADE? OR AN EVOLUTION?

    One topic that raised a few key takeaways is around the continuous battle of the press release. A continuous stable (or base) of each client announcement that has rendered suspicion over the years. Is it really dead? A majority of the PR pros at Matter and across the industry will agree that no, the press release hasn’t died. While the press release is still alive and well, it is not the same tool that it once was, thus our approach may need to be reevaluated. A few of the participants of the #HITMC chat noted that sending out press releases are best done at least one or two weeks prior to HIMSS (or other major conferences), versus right before. This allows the reporter to read and fully digest the material, and provides them an extended time to be able to ask questions prior to meeting your client at the show. Other participants raved about the type of content we are feeding them within our press releases; making it relevant, interesting and NEW. Here are a few examples:

    DATA, DATA, DATA

    Another topic that arose during the chat, and one we’re well aware of, is the media’s insatiable appetite for data. We always ask for it from clients, as reporters really do value hard and fast numbers that support or bolster the stories we are telling on behalf of our clients. Third party validation and data are undoubtedly one of the key ingredients to make our clients stand out amongst their competitors.

    During the next conversation with your client, and if it aligns with your current campaign and overall messaging, ask your client if he/she has any updated case studies or data they have gathered internally. If not, maybe that brings up another conversation about conducting a survey to gather that data. Aside from becoming great pitching fodder for your team, data can lend itself to other assets we love as PR pros such as infographics, info-stamps and even gifographics. Data can provide that extra level of expertise your client is always looking to portray to its customers, industry influencers and the media.

    IN SUMMARY

    When it comes to large conferences, there are always lessons to be learned as you come out of the show. As trusted partners to your clients, it is important to understand and recognize when you need to revisit a certain tactic or approach when planning for conferences large or small. Always be on the lookout for industry intel on what the media wants and how well your proposed strategies and tactics are working. When it comes to PR planning and development the need for evolution is the only constant. To set yourself apart and to really be seen by your clients as a trusted advisor, keep an eye out for the next Twitter chat or take an opportunity to simply ask a journalist what they want. This desire to understand your audience and the state of your industry will help you to set yourself apart from the PR flacks at the trade show, who continue to simply do the same things they’ve always done.

    What other tips do you have when developing a trade show plan? Share yours below!

    Matter

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  • How I turned my PR Internship into a Full-Time Job

    Most people hear the word “intern” and immediately think of someone whose job is to fetch coffee and make photo copies. If that’s something you’re looking to do, Matter isn’t the right place for you.

    If you’re looking to gain invaluable insights and a meaningful working experience, Matter is the right place for you. If you’re looking to be a part of something where your hard work and dedication matters, Matter is the right place for you. And, if you’re looking to kick start your career in PR at one of the best places to work, Matter is the right place for you.

    I started my career here as a PR intern last November – and through months of challenges and new learning experiences, I was able to turn my career goals into a reality. Here’s how you can do the same:

    Do your homework. Though you may have just graduated with a degree and think you’re past the point in your life of having to do homework – think again! As an intern, you want to make sure you fully understand the clients that are handed to you in order to gain a general sense of what you’re working with. Having this knowledge in the back of your head will inspire you and stir up some new ideas that you can share with your teams. And, showing that you’ve done your homework will impress your team members and give you a better sense of what projects they might be working on that you can help with.

    Be ready for anything. One thing I learned on my first day at Matter that will stick with me forever is: PR can be crazy. Walking through that door with your morning coffee, you never know what the day will bring or what new deadlines will have to be met. This can be both challenging and exciting – the best thing you can do is take one day at a time and remember that at the end of the day, there’s always more coffee.. Kidding. But just know that every day isn’t going to be the same – and expect the unexpected. Be ready to take on whatever comes your way.

    Take it seriously. You may be thinking, “I’m just an intern. It’s not like what I do matters.” WRONG! As an intern, you’re part of the company and are expected to work just as hard as everyone else. Be punctual and professional and always know that you are valued by your team members and aren’t going unnoticed by any means.

    Prioritize. As an intern, you might get thrown a million different tasks at once. You’re going to feel very overwhelmed at times and the best way to deal with this is to prioritize your tasks. Make yourself a to-do list at the start of each day and complete each task as quickly and efficiently as possible. But remember – you’re only human. If you feel that it’s physically impossible for you to send out those 10 packages, make a trip to the store, update coverage trackers, and have that media list ready in time – don’t worry. The last thing your team members want to do is overload you – they want you to have the best learning experience possible. So, if you ever feel like you have too much on your plate at once, they will completely understand.

    Prove yourself. Whether you’re in this position just for the experience, or you’re hoping to gain more out of it along the road – you should always put 110% into everything you do in an effort to prove why you belong there. Ask questions as much as possible and always be willing to help your team members. When presented with a task, go above and beyond. Often times while interning, I found myself leaving work only to go home and spend some extra time working on projects or doing some additional research. Staying on top of your game at all times can say a lot about yourself and really make you stand out of the crowd.

     

    If you’re looking to spark your interest in PR and be able to walk into an office filled with fun and talented PR professionals, this is the right place for you. Starting as an intern has laid a solid foundation for my current career and I couldn’t be any more grateful for the learning experience I was able to gain. I wish the best of luck for all interns to come!

    Rachel Almas

  • Back to School: A Lesson in PR & Social Media

    Last week, I had the chance to visit Endicott College with my colleague Tim Hurley. We presented on the topic of social media and how it is used in brand marketing, to a class of about 25 Communications students. This was a great opportunity to start with – it was a way for Matter to give back to the community and connect with students interested in PR (not to mention, it helped me practice my speaking skills!). But what made it even more awesome is this fact: I only graduated from college myself less than a year ago.

    During the presentation, Tim shared some background about the PR industry and the rapidly changing landscape of social media, along with insight into what it is like to work for a PR agency. We then jumped into social, talking about the work we do with clients each day and how to measure and achieve success in a world of hashtags and tweets. At the end, we encouraged the students to turn to a partner and complete a case study, so they could try their own hand at creating a social media campaign.

    As I presented to the class, I couldn’t help thinking about the fact that I had been in their shoes so recently. A year ago, I had been a student in my senior year at Brandeis University, passionate about PR, but not really knowledgeable about how the industry worked. Even now, I still have so much to learn, but it’s exciting to look back and see how far I’ve come in terms of understanding and being able to develop and implement a PR and social media strategy. And this brings me to something I want to mention about Matter.

    If you’re an employee who wants to learn at Matter, the whole world is open to you. You can ask your colleagues any questions, and everyone encourages outside the box thinking. If you have a creative idea, it doesn’t matter if you’re an Account Manager or an Account Coordinator – your team will listen and support you.  In my nine months at Matter, I’ve have many opportunities to face challenges and grow in my career. I may be an Account Coordinator, but I do so much more than organize media lists and print agendas. Matter does not try to place its employees in a box, or confine them based on hierarchy. And this is why an opportunity like speaking at a college was open to me. If you’re interested in working in PR, I’d recommend finding an agency that pushes you and encourages you to make those crucial steps forward in your career.

    I had a great time speaking at Endicott. I loved hearing insight from the students about various brands they’d noticed as successful on social, or social media campaigns they’re looking to kick off in the future. Thanks for having us!

    Matter

  • The Importance of a Top-Notch Tone

    Having worked at a number of PR agencies before Matter – and proudly sharing that I had a great experience at each stop! – I can credibly comment on the kind of in-office behavior that helps keep an environment professional even when tension with clients and colleagues arises. It’s important for staff at all levels to operate in a way that supports professionalism in the office, and here are a few recommended ways to keep a top-notch tone:

    First, keep the foul language out of the office. You may be comfortable letting a few choice words fly, but your colleagues may view such behavior differently. In addition to setting a poor tone, foul language demonstrates a meager vocabulary, as if you have so little to say that you need to emphasize your content with brash demonstratives. Don’t devalue your smarts or offend your colleagues, and save any foul language for another venue.

    Second, do the right thing and dress respectfully – if not for you, for your colleagues. If you give minimal thought to your appearance, you’re sending the message that you give minimal thought to your work, too. Perhaps you dress more casually once in a while, but keep in mind that those with whom you interact will form an opinion based not just on how you act, but also on how you look.

    Third, don’t punch the clock – you didn’t sign-up for that type of gig. A career in PR and social media requires you to embrace early mornings and late(r) evenings, and you need to be attentive to activities happening off hours. And, please don’t ignore what you see on your phone or in your inbox – that’s far from the “team player” message that you want to send to your colleagues and clients.

    Fourth, be a self-starter and get things done on your own. If this isn’t clear, I suggest you look around and consider the workloads of your colleagues and support staff. They, too, have things to be done, so spare all of them silly requests and ridiculous inquiries, and get it done on your own. Knowing when to ask for help is a key attribute of good agency leaders, and don’t you want to be perceived this way?

    And, finally, good PR and social media agencies have channels for sharing feedback regarding client activities or agency happenings. Take the smart high road and maintain a supportive and encouraging vibe – particularly during challenging situations. You have to be practical, sure, but be level-headed in your reaction and your suggested route to success. My experience strongly suggests that professional growth – and business growth! – is stymied by taking any other approach.

    Any other common sense attributes of a professional environment?

    Scott Signore

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  • Becoming A "Love" Brand

    We are surrounded by brands everyday, from function to indulgence.  Some we hardly think about, others we choose to become part of their tribal following, but what sets a brand apart, and makes it a “love” brand? We all have brands that we use because they have a connection to us and reflect who we are or want to be. While some of these brands are just small attributes of who we are, the connection is distinct.

    Let’s take a look at some of the most successful brands that are universal beacons in their categories: Coca-Cola, Nike, Apple, Starbucks. Yes, they all have consistent brand colors, a strong logo mark and great products, but so do many others that don’t rise to the same level of these examples.  What really separates these brands apart is they have created a lifestyle consumers want to associate themselves with.

    All of these examples go beyond the one dimensional logo and find white space within their brand experiences, whether it is walking through a glass paneled door greeted by a product guru, or waiting in line for 15 minutes to order a custom drink in a language you barely understand. When walking through those doors you become that sophisticated, stylish tech user that is carefree yet professional or a cultured, international beverage enthusiast. So when thinking about the brand, in addition to considering the musts,consistency, logo mark, marketing, etc., also consider the live experience that your consumer wants to be a part of. What do they want and how can you bring a “love” brand to life.

     

    Matter

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  • Why I Get Amped When Visiting Our PR and Social Media Office in Portland!

    Last week I shared some thoughts related to the experience that clients have when engaged with a PR and social media agency that has a national presence – and this week I had the opportunity to spend some time with my dynamite crew of professionals in one of our offices on the West Coast. Here are a few reasons why I get pumped when I visit Portland, and in particular, when I spend time with the smart, savvy and hard-working gang from Matter in that city:

    First, Good Lord – what a town. Portland has a terrific blend of people, culture, hobbies, and happenings. It’s a city that supports an active lifestyle – and please see our gang getting recognized for being so healthy! –while also offering more eating, drinking and merriment options than all other cities of comparable size and scope. It’s a vibrant community that’s fueled by solid and honest people.

    Second, speaking of those people, our office is jammed-packed with a group of outstanding locals – and those who are quickly becoming locals. There’s a great blend of local knowledge, balanced by perspective from the East Coast. Half of our crowd are born and raised in the great Northwest, but a number of staff have moved to this great city from Boston, Atlanta and other hot spots on the eastern seaboard. As a result, it’s so nice to be here in person to meet new people – but also to see some of the familiar ones who made a great life choice to add to their career experience by spending time in Portland.

    Third, it’s special to sit with the team here in Portland in person and be reminded about their capabilities and their PR savvy. I love hearing first-hand how they are working creativity into their client programs – in terms of imaginative pitch ideas for media relations, or highly visual content produced by the creative team. It’s terrific to hear them overcome media challenges, and celebrate successes. While improvements in connectivity have changed all of our lives for the better, nothing really compares to talking shop in the office or catching-up on life during a visit to a pub.

    Fourth, this town has a steady and growing technology buzz. Beyond its thriving start-up scene, in which Matter client Urban Airship is so active, a constant stream of established players, such as Google, Intel and eBay, have moved people and their gigs to the region in the past few years. There’s so much energy that results from having credible, thriving and opportunistic technology players side-by-side, and the buzz can be felt while walking in the Pearl District – or glancing quickly at GeekWire.

    I like spending time here in our Portland office – can you tell?

    Scott Signore

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