• Matter Communications Named Agency of Record for RoadRunner Recycling

    Integrated PR Agency to Support Growth of Commercial Recycling & Waste Management Startup

    BOSTON – April 7, 2020 – Matter Communications — a Brand Elevation Agency specializing in PR, creative services and digital marketing — has been named the agency of record (AOR) for RoadRunner Recycling, a Pittsburgh-based startup providing custom recycling and waste solutions engineered to improve waste stream management.

    Matter will spearhead a PR program, including media relations, events and awards, to increase awareness of the RoadRunner brand and its innovative services. The recycling solutions company will also work with Matter’s creative team to produce a series of recruitment and customer testimonial videos.

    “We recognized the need for an integrated public relations agency to help us raise the visibility of the RoadRunner brand and its custom solutions,” said Andy Rihn, Director of Marketing at RoadRunner. “As we look to grow across existing markets and expand into 10 new cities over the next 12 months, we’re excited to leverage Matter’s expertise in elevating startups to help us accelerate growth and bring awareness to our sustainable solutions.”

    Founded in 2014, RoadRunner seeks to fill the void between market demands and existing waste industry offerings. Using artificial intelligence technology, RoadRunner connects businesses with recycling and waste disposal needs to other businesses that have underutilized truck fleets, which pick up and deliver the recycling to processing centers.

    “RoadRunner presents us with a unique opportunity to work with an innovative startup that’s making an impact – all while giving our integrated teams the chance to be a part of this important work,” said Scott Signore, CEO of Matter. “Our highly-skilled public relations and video professionals are ready to help further establish RoadRunner as a leader in the recycling and waste management space.”

    With 200 professionals across offices in Boston and Newburyport, MA, Portsmouth, NH, Providence, RI, Pittsburgh, PA, Boulder, CO, and Portland, OR, Matter is one of the fastest-growing PR, creative services and digital marketing firms in the country. Matter has won 12 “Agency of the Year” accolades in the past three years and has been consistently recognized as a top place to work.

     

    About Matter Communications

    Matter is a Brand Elevation Agency unifying PR, creative services and digital marketing into strategic, content-rich communications campaigns that inspire action and build value. Founded in 2003, with seven offices spanning North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology and consumer markets. For more information, visit https://www.matternow.com.

     

    About RoadRunner

    RoadRunner Recycling is on a mission to elevate recycling in a world dominated by waste. The company provides custom recycling and waste solutions engineered to improve waste stream management, serving thousands of commercial businesses from more than 20 industries including healthcare, manufacturing, education, retail and hospitality. RoadRunner leverages proprietary technology to boost cost savings, improve recycling rates and deliver unparalleled customer experiences. For more information, visit https://www.roadrunnerwm.com.

     

    Contact

    Matter

    Sara Pudvelis, 978-518-4535

    [email protected]

    www.matternow.com

    Matter

  • An At-Home Guide to Content Creation Part V: 5 Tips for Launching Your First Podcast

    An At-Home Guide to Content Creation Part V: 5 Tips for Launching Your First Podcast

    Over the coming days, we’ll be sharing new resources that can empower you to continue creating impactful, “at-home” marketing content for your organization during this unusual time. Welcome! Today is Part V, “5 Tips for Launching Your First Podcast.”

    See Part I: Tips for Shooting Smartphone Video, Part II: When to Consider Animated Videos, Part III: Repurposing Your Content Library and Part IV: Looking Great Via Webcam

    As unsteady as this current moment in marketing may be, it presents a unique opportunity to connect with your audience in ways that are new and novel. Podcasts aren’t just for celebrities, comedians and solo entrepreneurs anymore – and haven’t been for some time. No matter your industry or size, podcasts can help position your company as a thought leader and are proven to boost brand awareness, affinity, SEO, favorability and purchase intent. And with every day that passes, the chances your competition has launched one increase.

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    Getting Started

    Launching and running an impactful show on your own or as part of a small team certainly has its challenges, and you may not have majored in sound engineering. While there are some helpful playbooks out there, podcasting is the wild west relative to established mediums like blogs and videos. Whether you’re looking to try it on your own  – or work with a podcasting partner like Matter – these tips can help get you up and running!

    #1: Get The Right Recording Equipment

    Recording a podcast doesn’t have to be expensive, but a small upfront investment pays off in the quality of your show. Since all your other marketing initiatives are professionally polished, why shouldn’t your podcast?

    This post from the sound specialists Artlist.io can help you select the right recording components and editing software. The main piece of equipment you’ll need is a better microphone than the one already in your laptop or phone. Those work in a pinch, but you’ll want a professional mic (like the capable, reasonably priced Blue Yeti Nano, for instance) if you’re serious. The difference in quality is stark, and you’ll save your listeners the frustration of constantly adjusting their volume slider… Or dropping out entirely.

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    #2: Be About Something, Not Everything

    Drill down into what you’re passionate about discussing and what kind of content your target audience’s ears are burning to hear. What’s the big reason you’re starting a podcast? Who comprises the niche audience for your show? And what’s not already being talked about to death? As Tim Ferriss advocates, “create a category and own it rather than trying to dominate an existing category.” Go into podcasting with a gameplan to stand out instead of being one more voice shouting into the wind.

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    #3: Have a Plan and a Personality

    You should have an outline for each episode that’ll help to keep you focused and on topic, as it can be easy to get sidetracked in the middle of recording — that “what were we talking about, anyway?” feeling. However, there’s a balance to be found between following your outline and being open in the moment. Unexpected subtopics and funny anecdotes breathe energy into your show. And audiences can feel it when a show is too scripted. Remember, people like listening to people, not robots – so don’t just read a script verbatim, or worse, recite an existing blog post. Talk like a real human, whether you’re conversing with a guest or flying solo. 

    Also, it’s critical that you treat your podcast like a TV show, with a consistent premiere date and time — e.g., Wednesdays at noon —  because you want to inject some fresh ideas into your listeners’ work weeks. As you experience success and grow your listenership, this consistency is key to cultivate dependability and trust with your audience.

    #4: Ensure Quality Recordings

    Reverb, hisses, hums and hiccups – yikes! While editing can enhance good audio and mitigate some mess ups, the old “garbage in, garbage out” adage applies. Here are some common issues that are better addressed up front: 

    • Always record in a quiet, sound-dampened environment, like a carpeted room full of objects and furniture to keep echo down.
    • Be mindful of interference caused by outside office activity and HVAC.
    • Avoid wearing jingly jewelry that makes noise as you gesture or move around.
    • We know it feels good, but don’t pound on the table to make your point — it interferes with recording big time.
    • Pauses can be fixed, words that run together cannot. If you or your guest mess up, simply take a breath, start again, and fix it in post.
    • Capture 10 seconds of room tone. Room tone is dialogue-free silence that can be edited in to ensure seamless transitions between takes. 
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    #5: Get in It for the Right Reasons

    If you get into podcasting to provide deep value for your audience, the increases in engagement, favorability, affinity and purchase intent can be staggering. But it has to be genuine. If you think you can immediately start driving revenue with a podcast, you’re likely in for a rude awakening. Podcasting is a resonance medium, not a reach medium. It can be helpful to see that there are essentially six possible ways podcasts drive revenue:

    1. Turning listeners into customers and advocates
    2. Turning guests into customers and advocates
    3. Brand sponsorships
    4. Advertising
    5. Putting it behind a paywall, like Luminary
    6. Donations

    These revenue streams take time to bring to fruition. While you have to start somewhere and experimentation is good, you can’t expect to see massive results if you’re not in it for the long haul. As Gary Vaynerchuk notes, “It may be episode 93 that takes off.”

    Even while we’re physically apart, making that human connection with your audience is as important as ever.  Podcasting provides a unique opportunity to reveal your brand’s bright ideas and humanity, which can ultimately help you stand out and achieve your business goals. If you’re looking for some extra creativity and expertise, fill out the form below to schedule a free strategy call with our team or email [email protected] for more information.

    Gabe Gerzon

  • How Litigators Can Leverage Public Relations

    Presented by the Trial Practice Committee

    Learning how to leverage litigation matters in the court of public opinion requires a sound public relations strategy. Join longtime law firm communications professionals, Beth Chambers and Claire Papanastasiou, for pointers on how litigators can reach key internal and external audiences via a smart communications plan.

    Claire Papanastasiou

  • 2020’s Impact on Law Firm Communications

    This post originally appeared in Massachusetts Lawyer’s Weekly written by Matter’s Claire Papanastasiou.

    Communications professionals, including yours truly, often see themselves as indispensable in the business world, though ironically law firms and most other businesses tend to view communications as something that’s nice to have. 

    That disconnect has changed with recent global events.

    As with any crisis, the COVID-19 pandemic underscores the need for a dedicated communications plan and support for law firms and businesses of all sizes, across industries, and at all times. 

    When a crisis hits, the knee-jerk reaction is to retreat, hoping the matter will blow over. And if leadership does decide to deal with a crisis, it tends to focus on external audiences, specifically clients and its reputation in the marketplace.

    Because COVID-19 literally cuts right to life-or-death situations, law firms and companies, rightfully so, turned inward and focused on their most valuable assets: employees.

    The silver lining of crises is that change happens. It has to one way or another (for better opposed to worse preferably, though the latter can happen). Especially in the COVID-19 crisis, there’s too much at stake to preserve the status quo and not step back to assess how we can improve business operations. 

    The key, however, is making sure that once the crisis has passed, the communications lessons learned in the workplace are implemented and adhered to even during carefree times. 

    The primary communications lesson learned from COVID-19 is that every plan starts with leaders thinking first about their own people. 

    How a company handles itself internally — with or without a crisis — and how it treats and communicates internally serves as a guideline for consistent external communications as well as a bellwether for external perceptions. 

    Case in point, Boeing’s handling of its 737 Max design is the poster child of disrespecting its own employees. Specifically, the airplane manufacturer failed to listen to safety concerns from its own pilots and remained tone deaf in the media, and we all know how that’s playing out.

    By now, with COVID-19 still very much in play, hopefully most law firms and companies have crisis and communications plans in place or are seriously working on them or considering them. 

    Given that the starting point of a solid communications plan begins with reaching internal audiences, the below guidelines can be used in the current situation, though also in future scenarios, regardless of the degree of seriousness. Naturally, the pointers can be tailored to each firm, depending on its size, infrastructure and culture.

    Think Ahead

    The most efficient way to create a communications plan or protocol is to create a crisis task force, preferably before a crisis, not during. The core team of the task force will likely remain the same throughout different crises, though involvement from departments will vary depending on the type of crisis and severity. 

    In addition to leadership, task force members should come from the following departments

    • human resources
    • legal 
    • finance
    • administration 
    • information technology
    • communications/marketing

    Depending on the crisis, this core team will contact the appropriate people within the organization to investigate the matter and devise next steps in resolving it, including informing internal and external stakeholders, in that order. 

    For example, if a company is sued for employment discrimination, the legal and HR departments will play key roles along with leadership and the communications team, especially if the matter is leaked to the press. If there’s a cybersecurity issue, the administrative, finance, IT and legal teams will work with leadership and communications. 

    In the above examples and in the COVID-19 situation, communications professionals can help in striking the appropriate tone in communicating with employees. The employee communications will also lay a solid foundation for any external messaging, as consistency is vital. 

    Another factor to consider when communicating with employees is pacing dissemination of information to avoid email fatigue. During a crisis like COVID-19, entities are best served by monitoring only trusted websites, such as the World Health Organization and the Centers for Disease Control, over news outlets as they can be inaccurate, which in turn would prompt follow-up email corrections. 

    What leadership says and how it is relayed in tone and communication channels are highly important. The best a company can do is to let employees know where things stand right now, opposed to projecting. The more streamlined and authentic the messaging, the more employees will feel valued and connected. 

    Depending on a firm’s culture and size, email channels may be effective, or an all-hands “Town Meeting” may be appropriate so employees can ask questions. 

    Regarding tone, consider the immediate and long-term needs of employees, business and clients, and do what is in the spirit of the business’s culture. Ironically, crises also serve as opportunities to underscore a company’s core beliefs during a difficult time. It’s an excellent opportunity to share and reinforce company policies as well as remind people whom they can talk to for more information.

    When a firm is actively dealing with a crisis, leaders can employ the below pointers:

    • Acknowledge the situation, yet project comfort and continuity.
    • Spell out what employees/clients can expect — define and distribute policies and procedures.
    • Direct employees to a frequently updated intranet/webpage that includes all information needed, from safety tips to insurance policies, business communications (such as FAQs with answers for client-facing employees).
    • Provide lawyers with tips on how to network or how to communicate with clients during times of crises.
    • Let employees know that leadership is still out there, driving the business.
    • Consider hosting a virtual “Town Hall” panel discussion so that employees can ask questions.
    • Encourage people to relax and let them know things are OK:
      • instill normalcy during these times;
      • everyone is working remotely with children, pets, other family members, etc., so try to create a sense of community by sharing photos, meeting via video;
      • use video chats for regularly scheduled meetings.

    Each firm’s communications plan and approach reflect its own culture. The most effective communications are authentic, transparent and timely, though only if a firm sees communications as essential to its business strategy.

    Claire Papanastasiou

  • The Latest and Greatest from Video Services: April 2020

    The Latest and Greatest from Video Services: April 2020
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    Thank you to our clients and collaborators for another excellent few months of work! In recent news, we took home gold for Best Video from the 2020 AMA PDX Marketing Excellence Awards in Portland, OR. And we acquired Calypso in Portsmouth, NH and are thrilled to add more talented, creative pros to our team. Check out our latest client work:

    Brigham & Women’s Hospital – “Virtual Visits”

    At Brigham Health, the goal is to give patients convenient ways to access care. Virtual Visits are one-on-one video appointments with a Brigham Health provider. We created this video to showcase the ease-of-use of a Virtual Visit, highlighting that care can come to you, and not the other way around.

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    Cisco Webex – “Northland Pioneer College Success Story”

    Cisco Webex is a leading enterprise solution for video conferencing, online meetings, screen share and even tele-education. That is no more apparent than in this success story video with Northland Pioneer College. The college is situated in a very remote area of over 21,000 square miles in Arizona, yet successfully serves approximately 8,000 students with distance learning powered by Cisco.

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    Bridge Connector – “Destinations”

    Every patient’s journey is complex, but healthcare integration doesn’t have to be complicated. Connections and updates can be made with clicks, not code. This animated explainer video highlights Bridge Connector’s “Destinations” platform that is loaded with turnkey interfaces to most major systems.

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    Looking for help with your video marketing strategy and content creation? Fill out the form below to schedule a free strategy call with our team.

    Tim Bradley

  • Now Pitching: Dan Berthiaume, Chain Store Age

    Now Pitching: Dan Berthiaume, Chain Store Age

    Welcome to the first edition of Matter’s monthly retail tech Q&A, Now Pitching, where we catch up with the industry’s leading journalists to get a pulse on the trends they’re following and topics they’re focused on.

    We’re thrilled announce our first reporter spotlight is Dan Berthiaume, U.S. Senior Editor, Technology at Chain Store Age! 

    A retail industry veteran and Matter favorite, Dan joined Chain Store Age in 2013 and oversees technology coverage for the publication. He has broad experience in covering business, high tech, government, education, and general interest topics. We’ve worked closely with Dan over the years to secure features for clients such as British retail giant eyes smarter supply chain (Blue Yonder, formerly JDA Software); Exclusive Q&A: Aetrex Worldwide takes footwear scanning to new level with True Fit (True Fit); and Home Depot increases sales visibility for decreased shrink (Profitect). 

    Dan gives us an inside look into what he is currently working on and helpful tips for PR pros looking to engage with him.

    Matter: What are you working on currently?

    Dan: Right now, the coronavirus is dominating pretty much all news coverage, even in the retail tech space. One virus-related topic I’m writing a lot about is how brick-and-mortar retailers are leveraging digital and omnichannel technology to maintain operations when customers do not want to enter or perhaps are even legally prohibited from entering their stores. This includes on-demand delivery, curbside pickup, and partnering with third-party digital platforms. Also, an increasing number of retailers are offering tamper-proof packaging and “contactless” delivery and pickup options to set concerned consumers’ minds at ease.

    Matter: What topics or trends in retail do you find the most interesting right now?

    Dan: I think there is an overarching sense among retailers that now is the time for implementing practical IT solutions. The annual NRF “Big Show” in January always gives a good preview of what the year in retail tech will look like, and this year’s exhibit hall focused on emerging technologies that provide real business value, rather than make your eyes pop wide. This included non-humanoid, functional robots for automating mundane tasks such as scanning shelves, detecting spillage and breakage, and moving products through fulfillment. Also, RFID is finally making inroads as an inventory management solution, especially among apparel retailers who may have 50% or more of their inventory already equipped with RFID tags.

    Matter: What sort of story or data would you love to get from a source as an exclusive?

    Dan: There is no one specific category of story or data I’d love as an exclusive. While any reporter thrives on exclusives, the more innovative or paradigm-breaking a story’s subject matter is, the more valuable it becomes. An exclusive on a retailer implementing a new POS system or a study showing younger consumers like to shop via mobile is nice. An exclusive on a retailer radically altering their merchandising strategy with a new form of artificial intelligence or a study proving baby boomers are the generation most likely to have Tik Tok videos drive purchases is REALLY nice.

    Matter: How do you prefer to receive pitches or be contacted by PR pros?

    Dan: Email is the best method for pitching me. I generally don’t have the time to take a phone pitch, texts quickly become overwhelming, and messages on social platforms are easy to overlook. I check my email pretty regularly and if something catches my eye, I’ll respond as soon as I’m able. A concise pitch is better than a wordy one – for this type of writing, try to model yourself after Hemingway more than Faulkner. But true to my Gen X roots, I’d rather read something than watch a video pitch.

    Matter: What is a fun fact about yourself that people may not know?

    Dan: Like most anyone who majored in English in college, I’m a frustrated fiction writer at heart. I have published about 10 short stories over the years in a variety of obscure print and online magazines, and won a couple of minor fiction contests. I also once had a satiric novella about the early 2000s dotcom crash accepted by an indie publisher that went bankrupt well before the book ever reached editing stage – maybe not a coincidence!

    Stay healthy, stay safe, and stay tuned for our next edition of Now Pitching.

    Kate Duchaney

  • The Retail Roundup: COVID-19 Edition

    The Retail Roundup: COVID-19 Edition

    As you and your loved ones settle into what is likely a very new daily routine, so too are our nation’s retailers. Many are temporarily shutting their doors, trying to make sense of their workforce while also meeting heavy demand for essential goods, like groceries, toilet paper, cleaning products and more. 

    With the retail landscape transforming before our eyes, reporters continue to cover the rapidly evolving situation. As mentioned in my last blog, COVID-19 has taken over nearly every aspect of the news cycle, regardless of publication and reporter beat, with no end in sight. 

    While headlines continue to focus on the spread of COVID-19 and its effect on the retail economy, three key themes in the market have emerged regarding the way retailers are responding to these challenges.  

    Temporary Retail Store Closures

    Over the course of about a week, nearly 47,000 retailers closed their doors. Retailers and chain stores everywhere – outside of those that sell essential goods, like groceries – have temporarily shut down stores to help stop the spread of COVID-19.

    While many are closing their doors, some are seeing exponential growth as consumers stockpile essential goods like food, medicine and cleaning supplies. Additionally, some retailers and consumer-facing companies are using their knowledge and supplier base to help fill the void in personal protective equipment, including masks and gowns. 

    This is having a rippling effect across retail workforces and emerging services like online grocery delivery.

    Relevant articles:

    Retail Workforce Changes Due to Coronavirus

    While the COVID-19 crisis has forced many retailers to temporarily close their doors, essential goods retailers like Walmart, CVS and Dominoes are grappling with surging consumer demand. Walmart, one of the nation’s largest employers, is taking on 25,000 new employees as it races to keep shelves stocked and checkout lines staffed. Amazon also announced it plans to hire an additional 100,000 employees, specifically for its fulfillment and distribution center positions.

    On the other hand, with over half of its stores temporarily closed, fashion retailer H&M is considering laying off thousands of workers worldwide. Small businesses, which make up nearly 50% of the nation’s workforce, are also being forced to make tough cuts as well.

    Relevant articles:

    Grocery Store Shortages and Delivery Services

    As concerns around COVID-19 set in, many consumers began to stockpile grocery store items and other essential goods, like toilet paper, face masks and hand sanitizer. This has forced retailers to take drastic action by limiting certain purchases to not only curb shortages, but also price gouging practices.

    Grocery stores have been struggling to meet surging demand. And with many staying at home vs. shopping for their weekly groceries in-store, online grocery delivery services have not been able to keep up. Amazon and Whole Foods began warning customers in early March about limited supplies and delayed deliveries. 

    Additionally, while meal box kits like Hello Fresh and Blue Apron have been slow to catch on with consumers, demand for these services is now soaring. Blue Apron recently announced it is increasing capacity and hiring to keep up with its growing list of orders.

    Relevant articles:

    What headlines stood out to you this month? We’re all living in unprecedented times, with a media environment that is extremely fluid. We will continue to closely monitor the media and market sentiment amidst the COVID-19 crisis. Message me or send me an email ([email protected]) if you’d like to receive our weekly summary and insights.

    Andrew Petro