• 3 Reasons Trade Media Strengthens Your Healthcare PR Strategy

    3 Reasons Trade Media Strengthens Your Healthcare PR Strategy

    In today’s crowded media landscape, a smart healthcare PR strategy involves more than chasing tier-1 headlines, which are more competitive than ever. Matter Account Manager, Rachel Peck, recently broke this down in a blog post, if you missed it, you can check it out here!

    But while top-tier placements might be harder to land, that doesn’t mean your earned media strategy should take a back seat. In fact, trade publications are often the unsung heroes of media relations, especially in industries like healthcare. Not only are they more accessible, but they often offer deeper impact and better audience alignment than general-interest outlets.

    A front-page feature in The New York Times might impress the masses, but a mention in FierceHealthcare gets you in front of hospital decision-makers who actually drive purchasing decisions.

    Here are three reasons trade media can actually outperform tier-1:

    Trade Media Builds Credibility and SEO Value

    According to the Cision 2025 Comms Report, one of the biggest challenges journalists are facing is maintaining credibility as a trusted news source and combating accusations of “fake news”. As the tier-1 news cycle gets even faster and reporters have more work on their plates, they must be as efficient as possible. If a pitch piques their interest, reporters will vet the company, product or SME, to ensure the story is legitimate and see how others are reporting on the topic. If nothing turns up or coverage lacks credibility, it’s a red flag.

    For legitimate companies that don’t yet have broad enough recognition to secure tier-1 press without a major, breaking story, consistent mentions in trusted trades will act over time as digital breadcrumbs that validate your company’s legitimacy. Not to mention, tier-1 reporters know the trades and reporters in their beat. If a tier-1 reporter sees a company being covered in a credible trade publication by a reporter who they know writes quality stories, they’ll be more inclined to follow up.

    An added bonus of drumbeat trade coverage is that backlinks from well-respected trade sites improve your website’s SEO, making your brand easier to find for both reporters and key stakeholders.

    Trade Reporters Offer Specialized Expertise

    Tier-1 publications typically cover a variety of topics, with each reporter focusing on specific areas or beats. For example, Sarah Kliff is one of the many reporters who covers health for The New York Times and Lena Sun covers it for The Washington Post. Some tier-1 reporters might focus on specific aspects of health, like Lena whose beat focuses on public health and Sarah who primarily covers health policy. These reporters cover any health-related topic that falls under those broad categories.

    Trade publications and reporters get much more granular in what they cover. At niche trades, the focus of the outlet is the reporter’s bread and butter, so they have extensive knowledge of their subject matter in order to properly report on the topic. There are niche health trade outlets that cover hyper-specific aspects of the healthcare industry, like specific diseases (Diabetes Digest), body systems (Respiratory Therapy Magazine) or healthcare professions (Scrubs Magazine).

    Additionally, trade journalists often have years of experience in their beat and deep relationships with industry sources. This allows for richer, more technical, and ultimately, more accurate storytelling.

    Trade Reporters Can Be Easier to Reach

    The 24-hour news cycle is flooded with political, economic and breaking news. Reporters at tier-1 outlets have to write their stories quickly to keep up with the ever-changing landscape and report on multiple major events per day, as their readers expect to stay informed on a constant basis. As a result, there aren’t as many deep dives. Additionally, in recent years, newsrooms across the country have been hit hard with layoffs, leaving remaining staff overwhelmed and covering several beats at a time. On average, according to the 2024 Muck Rack State of Journalism Report, at least 25% of reporters cover more than 11 stories a week.

    While trade reporters also receive a lot of pitches, because the topics they cover are more niche and there are fewer companies that are relevant to their coverage areas, their inbox might be slightly less chaotic. Your pitch is more likely going to reach a trade reporter, and they might have more time to spend on the story, resulting in more in-depth coverage. Trade reporters often cover multiple angles about the same company over time – a product launch, funding news, CEO profile, etc.

    Here are just a few examples of the power of trade coverage:

    When executed strategically, trade media should be the cornerstone of any effective healthcare PR strategy—ensuring your message reaches the audiences that matter most. Tier-1 coverage might look flashy, but trade media drives results. In earned media, it’s not just about being seen, it’s about being seen by the right people. By prioritizing strategic trade pitching, you’re not lowering your standards; you’re elevating your outcomes. To learn more about how we work with our clients to optimize their media strategies and secure the most meaningful coverage, reach out to us!

    Ellie Quinn

  • IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    The IAB NewFronts 2025 conference, held from May 5th to May 8th in New York City, serves as an annual check-in for the digital advertising industry, and this year was no different. Organized by the Interactive Advertising Bureau (IAB), NewFronts is a crucial event where major publishers, platforms, and content creators showcase their upcoming content and ad opportunities to media buyers and media planners. This year’s conference spanned from creator benefits to platform updates and new formats, but almost all presentations were underscored by Artificial Intelligence no longer being seen as an enhancement, but the foundational layer upon which the future of video content, distribution, and monetization is being built.

    The Pervasive Hand of AI: Intelligence Infused at Every Layer

    If there was a single theme that dominated NewFronts 2025, it was the omnipresence and accelerating sophistication of Artificial Intelligence within the work of digital marketing agencies. AI is no longer a futuristic concept; it is irrevocably transforming every single layer of the digital video advertising stack daily.

    As it relates to ad placement and targeting, AI’s intelligence was highlighted as the key to moving beyond traditional, broad demographics. Platforms such as Wurl and Tubi detailed their advancements in AI-driven contextual analysis, which enables advertisers to place their messages within content that aligns not just thematically, but also emotionally. For example, an ad for a luxury car might appear during a triumphant sports moment, while a family-focused product could be seamlessly integrated into a heartwarming drama.

    AI is also revolutionizing the media buying process itself. Programmatic platforms showcased their next-gen AI optimizers, capable of making precise, real-time bidding decisions on behalf of advertisers. In essence, this translates to campaigns that are not only more efficient in reaching target audiences, but also more effective in driving desired outcomes. The ability to instantly analyze billions of data points – from viewing habits to conversion pathways – allows for a more dynamic allocation of budgets, helping every dollar spent be optimized for maximum impact. The future of media buying, as presented at NewFronts, is increasingly automated, intelligent, and driven by predictive analytics.

    CTV’s Ascent to Full-Funnel Dominance Goes Beyond Awareness

    Connected TV (CTV) saw some gains in popularity among agencies this year, establishing itself as far more than just a top-of-funnel branding vehicle. One major player in the CTV space, Amazon, debuted advancements in their interactive video ads, which now allow viewers to purchase products directly from their TV screen with their remote.

    Similarly, Teads and LG Ad Solutions presented their latest work in interactive overlays, pause ads, and gamified advertising experiences. Their format, “Pause Ads”, are now appearing when a viewer temporarily stops content, and they are sold as a non-intrusive, yet impactful, opportunity for brand messaging. Alternatively, “Gamified Ads” on these platforms leverage interactivity via rewards or exclusive content to build deeper engagement, transforming a passive viewing experience into an active interaction with the brand.

    The final CTV highlight came from the expanding landscape of Free Ad-Supported Streaming TV (FAST) channels. Major content providers and streaming platforms announced substantial investments in expanding their FAST offerings, often including exclusive, premium content that previously lived behind paywalls. This rapid expansion of FAST channels presents an enormous opportunity for advertisers to reach highly engaged audiences in a TV-like environment but with the enhanced targeting and measurability of digital. The blend of linear-like comfort with digital precision is proving to be a winning combination for both viewers and advertisers. Overall, the story was that CTV is no longer just about mass reach; it’s about targeted reach with measurable, performance-driven outcomes.

    Creators: The Epicenters of Culture, Commerce and Community

    Across many panels and demonstrations, the impact of content creators and content creation agencies was the center of discussion. Specifically, social media creators were shown to have immense power in driving product discovery, building communities, and ultimately, influencing purchasing decisions. In order to support these Creator VIPs, new tools and initiatives were announced that promised to serve as bridges between brands and creators.

    Included in these enhancements were improvements to discovery platforms that simplify the process for brands to find creators whose demographics and values align well with their campaigns. TikTok, for instance, used its NewFronts appearance to showcase its commitment to creators and highlighted how its platform continues to lead to impactful social media marketing moments.

    There was also a focus on streamlined matchmaking services and improved measurement methodologies to accurately attribute the impact of creator content on overall campaign performance. This signals a move towards a more sophisticated creator economy, where ROI is clearer and partnerships are more strategic.

    Social Platforms Evolving into Intent-Driven Commerce Hubs

    The evolution of social media platforms from mere entertainment conduits to powerful, intent-driven search and commerce hubs was another major theme of NewFronts 2025. The lines between social discovery, content consumption, and direct purchase have continued to blur, and likely will continue to do so.

    TikTok, for instance, showed off its investment in features that allow users to discover products organically within their feed and then seamlessly transition to a purchase. This included shoppable videos, live commerce events, and in-app virtual storefronts. The platform is not just about entertainment; it’s becoming a significant starting point for product research and direct transactions, challenging traditional search engines and e-commerce sites.

    Adding to this strategy, TikTok announced new support tools for small and medium-sized businesses (SMBs), providing more resources for these advertiser groups to leverage the platform’s commerce capabilities. And despite ongoing legislative challenges in the U.S., TikTok conveyed a strong message of confidence in its future to advertisers, emphasizing its commitment to its users and partners.

    Similarly, YouTube emphasized its growing role in the discovery stages of the buyer’s journey, with viewers increasingly turning to the platform for reviews, tutorials, and product demonstrations before making purchasing decisions. New features integrating product feeds and direct links within video content were touted by the video giant, the goal being to capture more attention real estate along the way. Meta platforms, including Instagram and Facebook, displayed their continued ecommerce advancements in the form of enhanced shopping experiences, personalized product recommendations, and augmented reality (AR) “try-on” features.

    And now, even professional networking platforms are expanding their video advertising capabilities. LinkedIn, for example, unveiled its newest video ad options, allowing B2B marketers to leverage the power of video storytelling to connect with professionals and drive conversions within their unique context. This highlights the expanding definition of “video for social” and its application across diverse consumer and professional groups.

    In short, these updates mean some brands may need to rethink their social media KPIs. It’s no longer just about building brand awareness or driving traffic off-platform. It’s about optimizing content for in-app search, creating compelling, shoppable experiences, and leveraging each platform’s native commerce tools to shorten the path to purchase. As always, the goal of any good social ad is to capture consumer intent precisely when it emerges within their browse.

    Identity, Inclusion and Attention: The Human Element in a Tech-Driven World

    Amidst the dizzying array of technological advancements, a powerful emphasis on the human element also emerged throughout some of this year’s discussions. Diverse voices and cultural relevance were championed as strategic imperatives, not just corporate social responsibility initiatives.

    Companies like MyCode, Revry and LatiNation delivered compelling presentations on the importance of authentic content creation and ad placement within programming that genuinely reflects and celebrates diverse communities. The message was that this isn’t just about reaching niche audiences; it’s about building trust and resonance with a multicultural consumer base, because we’ve seen time and time again that the audience resonates with seeing itself accurately represented in media. Ignoring the nuances of identity, ethnicity, and lived experiences risks, if not assures, that advertisers, studios and publishers alienate significant segments of the market.

    Again, there was a palpable shift in the conversation around measurement at NewFronts this year. While traditional impressions and reach remain important, a deeper focus emerged on “attention” and “dwell time” as more meaningful proxies for engagement. Marketers are increasingly understanding that simply being seen isn’t enough; the ad must be truly attended to. This led to discussions about developing better metrics for active viewing, measuring emotional response, and understanding how long an ad truly captures a viewer’s focus.

    In essence, NewFronts 2025 reaffirmed that while technology provides the tools, it’s the human connection that drives true impact. The brands that will thrive will be those that can align their values with the cultural nuances of their target audiences, and then capture their genuine attention through relevant content.

    Looking Ahead: The Intelligent, Immersive Future

    All in all, IAB NewFronts painted a vivid, compelling picture that showed digital video advertising has grown broader, yet more precise than ever before. Overall, the marching orders were:

    • Brands Must Embrace AI as a Strategic Partner: AI is not a trend; it’s the operational backbone of future campaigns, and it can offer improved efficiency, targeting, and optimization if used adeptly.
    • Revisit Investments In CTV: CTV is a mature, full-funnel platform capable of driving measurable performance across the entire sales journey. No longer is it just one of many levers at the top of your funnel.
    • Collaborate And Support Your Creators: Content creators are still in charge, and to reach the communities they represent, brands must support and represent them well in return.
    • Optimize for Social Commerce: Social media platforms are powerful intent engines and have grown into their roles for direct ecommerce. New tools are also available for SMBs for some platforms.
    • Prioritize Identity, Inclusion and Attention: Cultural fluency and genuine engagement are paramount for building lasting brand relationships.

    Josh Ford

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  • Matter Named AOR for HighByte to Amplify the Company’s Leadership in Industrial Software Innovation

    Matter Named AOR for HighByte to Amplify the Company’s Leadership in Industrial Software Innovation

    Agency’s B2B Tech PR Team Drives Executive Visibility for HighByte Across the Evolving Industrial DataOps Industry.

    BOSTON, June 24, 2025 – Matter Communications — a Brand Elevation Agency that integrates PR, marketing and creative services — today announced it has been named the agency of record (AOR) for HighByte to elevate the brand’s executive visibility and strengthen its position as a leader in Industrial DataOps. HighByte is an industrial software company addressing the data architecture and integration challenges faced by global manufacturers as they digitally transform.

    Along with elevating executive visibility, Matter is driving a robust, customized PR program focused on deepening HighByte’s overall brand awareness in a competitive market. The program includes a comprehensive media relations strategy, thought leadership, executive social media support, and more. Early wins include strong coverage in key industry outlets like Machine Design, Database Trends & Applications, Supply & Demand Chain Executive, Automation.com, and local visibility in publications such as MaineBiz, highlighting company growth and culture.

    “It was important that we choose an agency that truly understands our business, complex industry, and the evolving media landscape. We needed an agency that could strategically promote HighByte’s mission with creativity and intention,” said Torey Penrod-Cambra, Co-Founder and Chief Communications Officer at HighByte. “Matter has quickly proven to be a dynamic partner and a seamless extension of our team, acting as a valuable sounding board while driving impactful media results. We’re excited to keep building momentum together.”

    Founded in 2018, HighByte works with cutting-edge industrial companies to help manufacturers contextualize their data for Industry 4.0 use cases. Its no-code platform enables operations teams to easily model, transform, and prepare data for cloud analysis—bridging the gap between OT and IT. With a unique ability to tackle challenges like fragmented systems, missing data context, and misalignment between departments, HighByte is modernizing industrial data infrastructure across sectors including consumer goods, electronics, pharmaceuticals, life sciences, food and beverage, and energy.

    “HighByte is leading the charge in helping manufacturers embrace Industry 4.0, by transforming how industrial data is contextualized for today’s most complex business challenges,” said Mandy Mladenoff, President at Matter. “Having partnered with the HighByte executive team at prior companies, we’re excited to continue our long-standing collaboration and support the company’s growing footprint in the industrial software space. We look forward to amplifying HighByte’s voice as they redefine what’s possible with industrial data.”

    To learn more about Matter’s B2B technology work and expertise, visit our B2B Tech PR page.

    About Matter Communications

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

    Contacts

    Matter

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • A view of Health-tech with Help from Bob Dylan

    A view of Health-tech with Help from Bob Dylan

    When Bob Dylan wrote “The times they are a-changin’,” he likely didn’t anticipate the scale of “a-changin’” occurring in our country today. Disruptions to the economy, federal agencies, grant programs and elsewhere have created a cooling effect across business sectors, and that includes healthcare technology – a major area of focus for us on the Matter Health team.

    Just as we saw during the pandemic, though, the healthcare innovation economy has shown its resiliency again. Those of us who obsess over the news 24/7 see the headlines about layoffs and consternation about international trade. But we also connect with optimistic industry leaders and see the news items that suggest we’re approaching yet another technology boom, this time powered by AI.

    These are the recent storylines we’re following and the insights we’re hearing across healthcare industry events that strike a hopeful note about health-tech’s future.

    The health-tech IPO: Back from being a complete unknown

    When the digital physical therapy company Hinge Health (NYSE: HNGE) issued its IPO last month, it marked a significant breakthrough for an industry that had fallen quiet on Wall Street. The pandemic-induced gold rush, which produced a record number of health-tech IPOs and SPAC mergers in 2021, ended in a series of overevaluations and busts that combined with economic headwinds in recent years to dampen investor enthusiasm in the space.

    Hinge Health showed the pathway from digital health startup to public company and did it in style when its stock jumped up 17% on its first day of trading. They’re also not alone. Omada Health, a digital chronic care company, filed for its own IPO in May and Hinge’s largest competitor, Sword Health, signaled it may also pursue an IPO this year.

    The health-tech investment spike of 2021 largely rested on the backs of companies built for a mid-pandemic world (e.g. telehealth solutions, remote patient engagement, etc.). Hinge Health and the up-and-comers behind it could mark a wave of sustainable success that brings more investment to the sector.

    The slow one now will later be fast…with AI

    The AI-driven technological evolution is clearly upon us, but some of the relationship dynamics between humans and AI are coming into clearer focus.  

    The “Godfather of AI” himself, Dr. Geoffrey Hinton, once predicted AI would easily outperform and replace humans in the field of radiology, for instance. But at leading institutions, including the Mayo Clinic, radiologists have leveraged AI in a role that complements human radiologists – a “second set of eyes” – not a replacement.   

    At this year’s New England Bio Community Conference, Dr. David Rosenthal presented his view of AI both in the clinic and in the marketplace. As a primary care physician at Yale New Haven Health, professor at Yale School of Medicine and an investor in health-tech, Dr. Rosenthal’s purview covers many angles.

    Like the Mayo Clinic radiologists, he sees the best path forward for AI – both as a clinician and an investor – in the tasks that complement humans. He leverages an AI scribe to help him take notes during patient visits, as an example. He also highlighted the tasks for AI-powered tools that draw the most investor interest, and they include administrative functions, coding, decision support, and synthesizing and summarizing data.

    The burgeoning copilot role for AI may signal less volatility in the job market than some have predicted, and in turn, a stable marketplace for health-tech innovation.

    The players who cannot adapt fast enough to the AI revolution may “sink like a stone,” but overall, we continue to see signs of a strong health-tech innovation economy backed by a wave of exciting technologies. That technological wave paired with renewed support from Wall Street bodes well for what’s to come in health-tech.

    Dan Ventresca

  • Matter Launches Customizable Consumer PR Solutions for Holiday Gift Guides, Influencer Marketing + Press Events

    Matter Launches Customizable Consumer PR Solutions for Holiday Gift Guides, Influencer Marketing + Press Events

    Agency formalizes project-based PR offerings for consumer brands looking to grow awareness and generate media buzz

    BOSTON, June 17, 2025 – Matter Communications – a Brand Elevation Agency integrating PR, marketing and creative services – today announced new project-based consumer PR solutions for B2C companies looking to increase brand awareness and visibility through high-impact public relations programs.

    “Through our longstanding partnerships with leading consumer brands, we’ve developed a deep understanding of their needs and how we, as an agency partner, can best support in-house communications teams,” said Anne Lines, General Manager of Public Relations at Matter. “Our new project-based solutions will deliver impactful results for clients looking to build awareness and generate buzz for their products in a condensed timeframe.”

    Matter’s PR team will offer the following customizable solutions designed for consumer brands. The programs have an estimated three-to-five-month completion time.

    • Holiday gift guide outreach to top-tier media outlets to secure inclusion in gifting focused stories published during the holiday shopping season.
      • Matter will develop target media lists, craft pitch angles, coordinate product samples, and manage media outreach and coverage opportunities.
    • Custom influencer campaigns to produce high-quality influencer content that authentically highlights brand products or services.
      • Matter has the capacity to manage all aspects of influencer campaigns including vetting and sourcing creators, establishing contracts, creative brief development, overseeing content and campaign deliverables, followed by reporting with insights and optimization recommendations.
    • Experiential press events to generate awareness and buzz around a new product launch or grand opening.
      • Event services include developing and executing a creative event concept, outreach to relevant press and influencers to encourage attendance, and scheduling on-site media briefings.
    • Tradeshow media relations strategy to raise awareness for new product launches and innovations.
      • PR support includes pre-event outreach to preview key product announcements, development of press materials, coordination of media briefings and booth visits, as well as on-site event support.

    Through highly skilled media relations programs, thought leadership campaigns, influencer marketing and press event execution, Matter’s public relations team has a proven history for driving measurable results for consumer brands.

    To learn more about the team and consumer client work, visit Matter’s consumer PR page.

    For sample capabilities and project scopes, please contact Kirsten Minnon at [email protected].  

    About Matter Communications

    Matter is an agency delivering proven PR, marketing and creative solutions that drive results. Founded in 2003, with offices spanning North America, Matter works with the world’s most innovative companies across high-technology, healthcare, consumer technology and consumer markets. For more information, visit https://www.matternow.com.

    Contact

    Matter Communications
    Greg Amaral
    [email protected]
    www.matternow.com

    Matter

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  • Why SEO is Important to Public Relations (SEO for PR)

    Why SEO is Important to Public Relations (SEO for PR)

    SEO has been a well-established practice for many years, yet it remains a mystery even to those thoroughly steeped in the art and science of promotion. This is a problem because the absence of SEO can negatively impact otherwise well-thought-out sales strategies, marketing campaigns, and even brand positioning. With every day that passes, it becomes more and more important for public relations pros to understand the significance SEO carries in crafting a smart strategy.

    First, some basics.

    What is SEO?

    SEO stands for Search Engine Optimization. It is the practice of increasing content’s visibility with search engines (e.g. Google and Bing) through efforts like incorporating relevant keywords into content, writing descriptive metadata, tagging images, and much more.

    Why should marketers and PR pros care?

    Optimizing content for search engines increases visibility, thus increasing the number of people exposed to your messages – i.e. the most important thing we do.

    “Content”, by the way, is anything you’ve designed to be seen by your target audiences. Your website, your whitepapers, your press releases, your social media channels, your thought leadership articles, your webinars – everything that requires a description, be it a handful of tags or a boatload of text, will benefit from being optimized for search.

    If what you’re saying now is “But what does that actually get me in the end?”, consider key learnings like:

    When a question or need arises, our phones are far and away our most trusted resource, with 96% of people using a smartphone to get things done.

    To meet these needs, people are at least twice as likely to use search than other online or offline sources such as store visits or social media. Not only is search the most used resource, it’s the resource 87% of people turn to first. 

    think with Google, September 2016

    And if what you’re saying now is…

    “But I’m not an SEO expert. How am I supposed to help with any of this?”

    Here’s your answer:

    • Bulleted text. Breaking up text into bullets and numbers makes it easier to read. The longer your audience spends on your content (i.e. the better the user experience), the better it will rank in search results.
    • Keywords/keyphrases. At the start of any PR program, you should decide on the keywords, keyphrases and topics that are most relevant to your brand. Their relevancy is determined partly by how you want to describe your brand, partly by how your direct competitors describe themselves, and partly by the specific terms your target audiences are using when they search for the products and services you provide. Make sure your content thoroughly (but not obnoxiously) incorporates the terms you’ve deemed important to your positioning.
    • Links/backlinks. Search engines decide content’s value by the number of outside sites linking to it. If you want your content to perform better in search, make sure your various online properties, social channels and media friendlies link to it as much as possible.
    • Descriptive anchor text. Search engines pay attention to the specific text you use when you hyperlink to outside content. As always, they’re looking for keywords, so be descriptive. “Click here” is wrong. “Read our latest eBook, Why SEO is Important to PR, by Matter Communications” is right.
    • Image titles. Surprise! The file names of the images you use are important to SEO. Just like with anchor text, make sure the file names of the images you use online are descriptive and use hyphens, not underscores. “Why_SEO_is_Important_to_PR.jpg” is wrong, and for that matter, so is “pic for blog thing.jpg”. “Why-SEO-is-Important-to-PR.jpg” is right.
    • Social Media channels. Remember the rule about how everything that requires a description will benefit from SEO? Social profiles are no exception. Make sure they feature keywords and appropriate links, and keep your activity up so the channels steadily grow over time. Engagement, however, is absolutely paramount. The more people you have engaging with your content – liking, sharing, commenting – the farther your content spreads, and the more links you have telling search engines that your content is valuable.

    As you can see, there are a lot of little things we can all do to positively influence the visibility of the content we write, place and promote. You may now go forth, and optimize.

    If your curiosity is decidedly piqued, however, remember that some very knowledgeable, very talkative PR and SEO people are just an email away.

    How do PR and SEO work together?

    PR and SEO work together by creating high-quality, newsworthy content that naturally attracts backlinks from authoritative media outlets and industry publications, which signals credibility to search engines and improves organic rankings. PR efforts amplify content visibility through media placements, social engagement, and brand mentions, while SEO ensures that content is optimized with relevant keywords and technical elements so it can be easily discovered by target audiences searching for related topics.

    How can PR and SEO teams integrate for maximum impact?

    PR and SEO teams can integrate by using keyword research from the SEO team to inform media pitches and thought leadership content. PR teams should target topics that audiences are actively searching for while securing high-authority backlinks from media placements that boost search rankings. Additionally, PR amplifies SEO-optimized content through earned media coverage, social engagement, and brand mentions, creating a unified strategy where PR drives awareness and credibility while SEO capitalizes on that interest through organic search visibility.

    What’s a common misconception about SEO that PR teams often (incorrectly) assume?

    A common misconception PR teams often (incorrectly) assume is that acquiring a high quantity of backlinks from any source will automatically and instantly boost SEO rankings. You have to focus on those tier 1 (Forbes, FastCompany, Fortune) and tier 2 (niche publications- think like https://www.printweek.com/ for printing companies) to boost rankings, visibility, and domain authority. In addition PR links, natural links like directories, partner businesses, and blogs from other websites should be monitored and pursued (when appropriate) by your search team.

    Vanessa Boynton

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  • Matter Secures Six Awards at the 57th Bell Ringer Awards

    Matter Secures Six Awards at the 57th Bell Ringer Awards

    Agency is Honored by the PR Club for its Outstanding Client Campaigns and Professional Achievements

    BOSTON, June 5, 2025 — Matter Communications – a Brand Elevation Agency integrating PR, marketing and creative services – is deeply proud to announce it has won six Bell Ringer Awards for exceptional public relations work across professional services, tech, consumer and individual professional categories. The annual event brings together PR, marketing and communications pros from across New England to celebrate extraordinary campaigns and contributions to the broader industry.

    This year, Matter captured six Bell Ringer Awards, including:

    • Silver Bell: Regional Media Placement/Broadcast – “RefugePoint Chronicles its Work in Regional Broadcast”
    • Bronze Bell: National Media Placement – “From New CTO to Diversity Champion: Elevating an Executive Appointment (Expel)”
    • Bronze Bell: Newsjacking – “Becoming the Go-To Source on a Timely Topic:​ Strategic Newsjacking of Major Event​ (Risk Strategies)”
    • Bronze Bell: Consumer Campaign – “Shifting Perceptions & Shaping the Future of Mobility (Segway)”
    • Merit Award: High Tech Campaign – “Scoring Goals Off the Ice: Presidio Partnership Advances the Game of Hockey”
    • Ringer Award: Julianna Sheridan, VP Precision & Crisis Communications

    “Our teams give everything they have to transforming our clients’ aspirations into reality, so it makes me incredibly proud to see their work recognized by our industry peers,” said Scott Signore, Principal and CEO of Matter. “Our extraordinary people, like Julianna, and our focus on achieving tangible business success is what makes us the world-class agency that we are, and I can’t wait to see where we’re headed next.”

    Matter’s work and individual team members have been recognized at the Bell Ringer Awards ceremony year after year. During the 57th ceremony, Matter’s work was celebrated for going above and beyond campaign objectives to deliver the best in thought leadership insights and commentary, multi-faceted media relations campaigns, and refined brand positioning and awareness.

    Additionally, the night was a stand-out for the recognition of Julianna Sheridan, VP Precision & Crisis Communications, who won the Ringer Award for her excellent contributions to the agency. In addition to having been a steadfast Matter and Precision team member for 10 years, Julianna has worked tirelessly to establish a new and sustainable agency revenue stream through smart, forward-thinking crisis communications and reputation management services. She has even begun to emerge as an industry-wide thought leader.

    About Matter Communications

    Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into campaigns that inspire action and build value. Founded in 2003, with 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 the PR Club

    Founded in 1948, the PR Club (formerly the Publicity Club of New England) has been a cornerstone of the communications industry for decades. Through its events, resources, and Bell Ringer Awards, the organization fosters community and celebrates excellence in public relations, marketing, and communications. To learn more about the PR Club and the 57th Bell Ringer Awards, visit PRClub.org and follow the PR Club on LinkedIn, X, and Instagram.

    About the Bell Ringer Awards

    The Bell Ringer Awards recognize public relations and communications work that demonstrates excellence in creative planning and superior execution to achieve a high degree of success in reaching predetermined objectives. Open to all New England practitioners, the program, now in its 57th year, celebrates the extraordinary work of the region’s communications professionals.

    Contact

    Matter

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  • Matter Precision Soars Past PR Goals for Technology, Banking + Consumer Clients

    Matter Precision Soars Past PR Goals for Technology, Banking + Consumer Clients

    Agency’s Dedicated Team for Highly Focused PR + Content Programs Surpasses Client Goals for Media Exposure, Community Engagement and Social/Influencer Engagement

    Boston, June 3, 2025 – Matter Communications – a Brand Elevation Agency integrating PR, marketing and creative services – today announced outstanding results from its Precision team, a PR and content division of Matter that combines the agency’s larger expertise with smaller scopes of work that support brands’ most critical communication needs.

    In noisy, uncertain markets, public relations and sharp content build the credibility – and the visibility – that brands depend on for growth. Through impactful thought leadership content, newsjacking/rapid response pitching, crisis communications counsel and more, Matter Precision’s highly customized PR programs have delivered extraordinary success for its clients in 2025, including:

    WS Game Company, a premium board game manufacturer and Hasbro licensee, enlisted Matter Precision to support the launch of a high-profile national retail collaboration through a fully integrated PR, social media and influencer campaign.

    • The team delivered a comprehensive strategy, including a mix of embargoed media outreach, custom mailers, influencer engagement and paid social amplification.
    • The campaign exceeded all KPIs, generating standout coverage across top consumer and lifestyle outlets totaling 1.3 billion media impressions, a 50% return on organic influencer mailers, 1.7% click-through rate on paid social (outperforming industry benchmarks), and a 10% increase in organic social following during a one-month period.

    Presidio, a leading technology services and solutions provider, was looking to increase awareness of its innovative technology solutions by amplifying its work with a major professional sports league. This centered on highlighting a new app they created for officials in collaboration with the league and a global technology leader.

    • Matter Precision coordinated with Presidio and the league to produce a multi-faceted PR strategy that featured highly curated content, aggressive advance media outreach, and timely alignment with an annual flagship sporting event.
    • The campaign yielded 93 pieces of coverage (a 900% increase over Presidio’s coverage goal), including front-page coverage from the New York Times Sports section, and 13 new reporter relationships that continue to contribute to Presidio’s overall PR efforts.

    Bangor Savings Bank, Maine’s largest mutually-held community bank serving Northern New England, has achieved a 29% increase in Share of Voice across the Northeast. These results are driven by a targeted media strategy that emphasizes local, regional, national, and trade outlets.

    • Through consistent outreach, tailored storytelling, and strategic award submissions, Matter Precision has helped position the bank as a trusted and visible leader among key audiences and stakeholders.
    • As a collaborative partner, the team has supported several high-impact initiatives this year, including securing meaningful media coverage for the bank’s role in a landmark resident purchase of a manufactured home community, highlighting its commitment to expanding affordable housing in the region.
    • Additionally, the team has amplified Bangor Savings Bank’s philanthropic efforts and public grant programs, successfully positioning the bank for regional recognition, such as being named Business of the Year in the Financial Services category by Business NH Magazine.

    “We have to meet clients where they are in 2025 – to provide nimble, forward-thinking PR programs that help them anticipate and navigate pivotal moments,” said Vanessa Taylor, general manager of Matter Precision. “What’s even more important is getting measurable results from those programs. Results that positively impact the businesses they serve. We’re immensely proud of the success we’ve been having this year, and we intend to build on that success while our clients further improve customer experiences and community relations, create more resilient business practices, and adopt new technology.”

    To learn more about Matter’s Precision group, please visit the Matter Precision Page.

    About Matter Communications

    Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into campaigns that inspire action and build value. Founded in 2003, with 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.

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