• Matter Grows Consumer PR Client Base with New Brands and Extended Programs

    Matter Grows Consumer PR Client Base with New Brands and Extended Programs

    Agency’s Consumer PR Team Continues to Support Successful B2C Product Launches, National Partnerships and Local Market Outreach with Mix of 360-degree Media Relations, Influencer Activations and Creative Events.

    BOSTON, June 11 , 2024 – Matter Communications, a brand elevation agency integrating PR, marketing and creative services – today announced the growth of its consumer client roster, highlighted by the addition of new clients as well as program extensions with existing clients from successful partnerships. Designing and executing programs focused on earned media, influencer relations, events and sampling, Matter continues to elevate consumer brand stories across retail and consumer packaged goods (CPG), food and beverage, health and wellness, sporting goods, consumer tech and beyond.

    “Engaging with today’s diverse, digitally-savvy consumers requires brands to rethink traditional marketing approaches and be nimbler in their communications” said Matt Mendolera-Schamann, Executive Vice President, Consumer PR, and Leader of Diversity and Inclusion at Matter. “For over two decades, we have developed customized and ambitious activations that drive awareness and sales for B2C brands, helping them reshape perceptions with key stakeholders. As we continue to grow our consumer practice, we are not only excited about the new brands enlisting our expertise, but very proud of the longstanding partnerships that result from our top-notch client service.”

    The following companies are a sampling of B2C clients who have recently partnered with Matter to elevate their communications and marketing programs:

    • Exergen, a leading manufacturer of thermometers and maker of the most accurate thermometer on the market that’s become the go-to choice for medical professionals and top hospitals across the country, brought Matter on board to support its new marketing goals throughout the most recent cold and flu season. Following successful media and influencer campaigns as well as an organic social strategy launch, Matter and Exergen recently extended the partnership to help with communications and content programs, as well as new product launches.
    • Performance Golf is a leading online golf instruction company that provides golfers of all levels with the tools and resources they need to take their game to the next level. Matter is working with Performance Golf to drive broader awareness among key athlete and consumer segments and support its growth goals throughout the U.S.
    • Pinemelon, a trailblazing online grocery platform headquartered in Denver, Colorado, on a mission to redefine grocery shopping. Pinemelon tapped Matter recently to help support its expansion into Boulder, and to tell stories about the local farmers, community commitments and other unique differentiators that set their offering apart from competing food services.
    • Segway-Ninebot, the global leader in micromobility and robotics technology, relied on Matter to successfully launch a wide assortment of groundbreaking transportation products, including next-generation scooters and e-bikes, as well as home technology products at CES 2024 and beyond. The Matter team assisted in planning, coordination, and development of the brand’s newest batch of product launches, as well as securing hundreds of press placements and product reviews at and following the show. Matter continues to support Segway with various projects, helping drive consumer and influencer awareness and sales for their innovative new launches.

    “From my positive experience with Matter at my previous company, I knew they were capable of handling a variety of our marketing needs while being seamless collaborators with the other agencies we work with,” said Rich Blumenthal, Director of Sales & Marketing, North America for Exergen Corporation. “Working with them during our busiest season this past year to elevate our brand marketing, I was once again impressed by their creativity and honest feedback about what’s working or where we might want to try something new. Based on the great results, it was an easy decision to extend our relationship, as we see Matter as an extension of our internal team, who we can go to for counsel and creative ideas on just about anything.”

    To learn more about Matter’s consumer PR team and client work, please visit the Consumer page on Matter’s website. Companies looking to include Matter in any open or future Request for Proposals (RFPs) or explore a potential partnership are encouraged to contact Matter to receive a custom program quote.

    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.

    Contact

    Matter Communications

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • Healthcare PR: A Galaxy-sized Challenge in 2024

    Healthcare PR: A Galaxy-sized Challenge in 2024

    Predicting healthcare trends is like forecasting the weather…on Mars.

    But in the aftermath of last month’s J.P. Morgan Healthcare Conference – and the increasingly positive sentiment around the state of the business of healthcare – we pulled out the telescope and identified several trends that healthcare PR teams should keep in mind as we settle into 2024.

    Generative AI – Friend or Foe?

    There are two distinct realities within healthcare PR in the generative AI era:

    First, we need to find unique ways to tell uplifting stories of generative AI’s potential and success. Health systems and hospitals are already demonstrating deep commitment to developing the technology. Generative AI has already proliferated in doctors’ offices nationwide, and legions of PR practitioners have a story or a use case to share, making effective storytelling paramount to earning media coverage.  

    The second reality: As care providers and tech companies embrace generative AI, PR teams must approach the technology with caution within their own operations. Original content is increasingly valuable as tools to detect generative AI-produced content are emerging parallel to the technology. Those who attempt to take shortcuts will be easily identified and the content simply won’t stand up against authentic writing.

    Nimbleness in Uncertain Times

    The economic rollercoaster ride from the post-pandemic boom to the rash of industry layoffs that characterized much of 2023 has thrown communications plans for a loop the past few years. Those of us waiting for the rollercoaster to slow down can’t help but see the 2024 presidential election coming and brace for its ramifications in the marketplace.

    The PR teams that can best adapt to market instability are the ones poised for success. That may mean finding ways to achieve PR initiatives with a reduced staff, a smaller paid content budget or fewer trips to industry conferences.

    A strong PR team should view a slimmer budget as an opportunity for creativity, rather than a handicap. Having fewer people involved often lends itself to more cohesion and spurs proactivity from each member of the team. Even in the face of budget constraints or a reduction in staff, bottom line results do not have to suffer.  

    Healthcare Media’s Evolution

    Media relations will present new challenges as newsrooms – even as prestigious as the Los Angeles Times and Business Insider – continue to shrink or consolidate.

    Building and maintaining healthy relationships with industry reporters is critical in an environment of short-staffed news outlets. In addition to having fewer resources, reporters now have the ever-present concern of AI “deep fakes” that have made it even harder for them to discern fact from fiction. The value of reliably connecting reporters to subject matter experts cannot be overstated in these times.

    Effective healthcare media relations strategies have also emphasized quality over quantity in a consolidated media landscape. The PR teams that foster those media relationships, drive quality in each piece of coverage and carve out space in a competitive environment will deliver ROI for their partners.

    The outlook for healthcare PR is not nearly as frosty as the weather forecast on the Red Planet, but the ebbs and flows of our business are sure to keep it interesting.

    Dan Ventresca

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  • Matter Health Conference Recaps

    Matter Health Conference Recaps

    The Matter Health team was fortunate enough to recently attend two major industry events – SHSMD Connections in Chicago and the Women’s Health Innovation Summit in Boston. Both events gathered healthcare leaders, innovators and strategists to discuss the latest in technology, marketing and other hot topics. For those who weren’t able to attend, here are some of our key takeaways from the conferences.

    Women’s Health Steps into the Spotlight

    The Women’s Health Innovation Summit was a bustling two-day affair highlighting what historically has been an underrepresented and under-explored area of healthcare. A lot of the focus was on technological innovations and medical devices to help solve longstanding problems in women’s health, but the larger theme that permeated all sessions was giving women the ability to take charge of their own care journey. From at-home hormone monitoring tests to breast cancer screenings fueled by tears, it’s clear that companies are recognizing the need for women to advocate for themselves and to be more informed about what’s going on with their bodies on an ongoing basis.

    We met no shortage of fascinating early- and late-stage startups that presented new women’s health products across the spectrum from support to detection to treatment. A few that particularly stood out to us included:

    • Proov: Proov offers a suite of diagnostics to provide fertility insights throughout the entire menstrual cycle. When paired with the free Proov Insight app, Proov’s easy, at-home urine tests provide a science-backed fertility coach right in your hand.
    • Rosy: Rosy was created to be a safe place for women (and people with vulvas) to find connection and interventions for sexual health needs on their own terms, all within one trusted, research-backed platform. It’s a women’s digital health platform that offers personalized and holistic solutions for sexual wellness.
    • Candlelit Care: Candlelit Care is destigmatizing what access to mental health care looks like for Black and BIPOC individuals, who are 3-10x more likely to experience mortality during the perinatal period. It provides accessible, community-focused, on-demand coaching with a focus on supporting thriving mental health through conception, pregnancy and the postpartum experience.

    Healthcare Communications at the Forefront of Evolving Industry

    The SHSMD Annual Conference in Chicago united healthcare marketers and strategists from a wide range of organizations such as MIT Medical, Clarify Health, Gozio Health and Definitive Healthcare. Sessions at the conference explored various areas of communication such as elevating marketing to increase impact in rural hospitals, balancing publicity with HIPAA regulations and overcoming bias through focused and thoughtful communications.

    The speaker sessions at SHSMD highlighted many of the executives and thought leaders that are transforming the way we think of and talk about healthcare. Some of the most interesting presentations included:

    • Building a Thought Leadership Program: Preparing Your Leaders for the Big Stage – Sharon Delaney McCloud, Director of Corporate Communications at UNC Health and Jamie Williams, Director of Executive Communications at UNC Health, spoke about the importance of training organizational leaders to speak with confidence and impact.
    • Data-Driven DEI: Make DEI Part of Your DNA – Dr. Randal Pinkett, Co-founder, Chairman and CEO of BCT Partners, shared insights from his newest publication, “Data-Driven DEI: The Tools and Metrics You Need to Measure, Analyze and Improve Diversity, Equity & Inclusion.”
    • AI/ChatGPT: Latest Trends – Brent Lamm, CIO of UNC Health System, Alan Shoebridge, Associate Vice President of National Communications Providence, and Patrick Higley, Vice President of AVIA’s Center for Operational Transformation, discussed the latest trends in ChatGPT and other AI tools and how they can enhance and streamline administrative functions, communications marketing, analytics, and other strategic work.

    As always, we valued the chance to connect with our healthcare peers in-person and were energized by all the innovations we were able to check out firsthand. If you’re interested in connecting with the Matter Health team at an upcoming conference or in learning more about how we help elevate some of today’s biggest Healthcare innovators, reach out below!

    Hannah Fier

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  • How Staying Vendor Neutral Strengthens Your Content

    How Staying Vendor Neutral Strengthens Your Content

    Have you ever stumbled upon an article that felt more like a sales pitch? Or exited a webpage halfway through a blog because you were being pushed to buy a product? We’ve all been there. And your customers have, too.

    For business leaders and marketing executives who feel pressured to deliver results and drive revenue, it can be hard to turn off the self-promotion. But in thought leadership — in articles, interviews, white papers, blogs — talking too much about your amazing company will likely damage trust and push away the very people you want to attract.

    Instead, promotion-free content filled with unique insights elevates your profile and helps establish your brand. Your intellectual capital is your biggest selling point. When you drop your knowledge, sales and customers will naturally follow.

    What is vendor neutrality and why do I need it?

    Picture this: You’re on the hunt for some insights about the latest innovations in AI. You come across two articles. One is chock-full of praises for a specific AI platform, while the other breaks down various platforms, highlighting their pros and cons, offering useful industry insights. Which one are you more likely to trust and share with your colleagues? The second one, right? That’s vendor neutrality at work.

    Vendor neutrality is about rising above the noise and ensuring that the focus remains firmly on sharing knowledge rather than product endorsement. When thought leaders embrace vendor neutrality, they establish themselves as trusted sources of information rather than salespeople. They build something money can’t buy: trust.

    It’s not just customers — publications reject self-promotional content.

    Not only is it best practice to steer clear of singing your company’s praises in thought leadership content, most publications will turn away pieces that seem to favor one company or sell a specific solution. We’ve experienced this first-hand many times — and we know how to pivot a piece away from self-promotion before it crosses an editor’s desk.

    Editorial guidelines for media outlets of all sizes are very clear on the issue, saying:

    • The article must be free of selling, promoting, vendor recommendations.
    • Be 100% non-promotional and present an all-around view.
    • Editors expect content driven by value, not promotion.
    • To be considered, content must be vendor-neutral and completely non-promotional.
    • The content should feature insightful commentary.

    If you want to increase visibility and raise public awareness of your business, you’re going to need buy-in from the media. To create contributed content that publications not just accept, but are excited by, you need to think outside your elevator pitch.

    What makes good vendor-neutral thought leadership content?

    Use your thought leadership content as a platform to showcase your expertise and offer your unique perspective on a topic or issue. Think about what is trending in your industry and how that trend might impact your target audience. Provide deep insight and actionable advice.

    To add value and get attention, good thought leadership should be:

    • Original
    • Inspiring
    • Forward-thinking
    • Specific to your audience’s needs
    • Insightful
    • Intriguing
    • Educational
    • Knowledgeable
    • Authoritative
    • Timely and trendy
    • Human and relatable
    • Provocative

    Can you have it all? Balancing vendor neutrality and promotion  

    Staying vendor neutral doesn’t mean you can’t sprinkle in a bit of your company’s fairy dust. You can absolutely showcase your expertise without turning an article into an advertisement.

    Imagine you’re an expert in sustainable fashion. Instead of shouting, “Buy my eco-friendly T-shirts!” from the rooftops, you could write an article about the environmental impact of fast fashion and provide tips on making more conscious clothing choices. You’re educating, not selling, and that’s what sets you apart.

    Or, if you’re a cybersecurity expert working for a software company, instead of solely promoting your company’s security solution, you could produce content discussing broader industry trends, the latest cyber threats and risk management strategies. This approach positions you as an authority while subtly showcasing your expertise. This is what sells.

    Numbers don’t lie: Trust breeds success.

    Thought leadership content matters in business. According to the LinkedIn-Edelman B2B Thought Leadership Impact Study, “64% of buyers say that an organization’s thought leadership content is a more trustworthy basis for assessing its capabilities and competency than its marketing materials and product sheets.” In the same study, nearly half of all respondents (46%) cited “overly focused on selling or describing products rather than conveying valuable information” as a shortcoming of low-quality thought leadership.  

    When you remain vendor neutral, you’re saying, “I value your trust more than pushing a product.” You’re not just sharing information. You’re shaping perspectives and leaving a legacy of credibility that will help grow your business.

    If your organization needs help making your thought leadership efforts more successful, reach out today. Not to break our rule about self-promotion, but our team is pretty excellent at it.

    Maggie Schlundt is the Content Group Manager of Precision, a nimble and effective PR/content division of Matter that supports brands with highly focused PR needs. Maggie has over 10 years’ experience helping organizations hone their voice and craft with impactful written content. She’s penned effective thought leadership content for clients, landing contributed articles in Fast Company, Forbes, Entrepreneur, WIRED, Authority Magazine, RIS News, BenefitsPRO, Retail Touchpoints, Supply and Demand Chain Executive, Electronic Design and more.  

    Maggie Schlundt

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  • How to Newsjack Your Way into Top-Tier Media

    How to Newsjack Your Way into Top-Tier Media

    While we might not all be familiar with the Roman poet Horace, we all know his famous phrase, “carpe diem.” It’s a great principle to live by, but in PR seizing the day isn’t enough. You need to seize every moment, every trending story, every bit of news you can harness to elevate your client’s standing. We’re talking, of course, about newsjacking.

    Successful newsjacking demonstrates your brand’s expertise and thought leadership in your industry. By providing insightful commentary, expert opinions or valuable insights to the media related to breaking news, you establish your brand as a credible and authoritative source of information, helping to build visibility, trust and reputation.

    But how’s it done? And how do you get top-tier media to notice?

    Successful newsjacking is a cocktail of three ingredients: speed, relevance and authenticity.

    Speed

    Capitalizing on news trends requires you to act fast. Newsjacking is time-sensitive, and being among the first to contribute your perspective will help you stand out. If you wait too long to contribute to the discussion, you’ll merely be shouting in a room full of other loud, shouting voices. 

    “Newsjacking is powerful, but only when executed in real-time,” said PR strategist David Meerman Scott. “It is about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you.”

    Reporters are working against the clock and need commentary within hours, not days. Before you begin a newsjacking effort with your PR team, ensure you have a relevant expert available on demand to offer their unique perspective.

    Think back to the March 23 U.S. House Committee for Energy and Commerce hearing, where TikTok CEO Shou Zi Chew answered a deluge of questions from lawmakers about data security, children‘s safety and content moderation. Within minutes of the hearing’s conclusion, one PR team moved quickly to obtain commentary directly from its subject matter expert (SME) and pitched relevant top-tier reporters covering the story. 

    Because of their speed, the team was able to have their SME in the Wall Street Journal, Business Insider and USA Today.

    Relevance

    Relevance is key to newsjacking. News stories must be genuinely relevant to your brand or the SME’s industry or expertise. Avoid forcing a connection that doesn’t naturally align with your brand’s mission. For example, an SME who hasn’t worked in retail in 15 years has no place commenting on the latest retail store closings. Reporters will simply ignore the pitch. 

    Also, avoid forcing commentary that doesn’t add value – reporters don’t want more of the same. They seek bullish perspectives, a different spin and forward-looking commentary. 

    After Meta was hit with a $1.3 billion privacy fine by the EU, our team sent this pitch touting a source with recent, relevant expertise – and preloaded the email with quotes reporters could easily pull  for their story. The result? We landed impactful coverage for the client in Bloomberg, The Drum, Information Week and Search CIO.

    One longtime Matter client  – an insurance brokerage and consulting firm – regularly scores quality trade coverage. But we knew newsjacking could provide them with increased exposure to top-tier press. When Farmers Insurance and State Farm reduced or stopped offering property insurance in Florida due to increased weather events, the team quickly rallied to offer commentary around the state of the insurance industry amidst accelerating climate risks. It quickly resulted in coverage with Bloomberg.

    Now, not all news is created equal. Even if it’s relevant, there are times when brands should pause newsjacking to avoid appearing tone-deaf or insensitive to the ramifications of major events. Days following the collapse of the World Trade Center, Quantum Tech issued an announcement: “WTC Collapse Highlights Need for Quantum Tech’s Remote Backup.” The press release touted customer Morgan Stanley’s ability to function the next day despite its offices being destroyed, because it had off-site data storage. It was later retracted and the employee responsible fired.

    Authenticity

    This is not the place for self promotion. You will not get coverage if your commentary is overtly self-fulfilling. Following a devastating hurricane in the Gulf, a window manufacturer should not pitch a reporter on the ways their window film could have helped. Nor should a cybersecurity firm pitch its offerings as the solution to a data breach a tech reporter is covering. Reporters will quickly add you to their blocked list.

    You can’t go into newsjacking with the expectation of backlinks or conversions either. The benefits lie in your increased credibility as a thought leader amongst peers, customers, partners and prospects – not to mention the relationships you build with the press. Your commentary must educate, empower and inspire readers.

    Following the Log4j security vulnerability incident in January 2022, our cybersecurity client offered this authentic analysis in The Verge. This piece does a great job of clearly explaining the implications of the breach, even breaking down the issue for those outside the developer community.

    Authentic media commentary connects with audiences on a human level. When commentary reflects real emotions, first-hand experiences or viewpoints, it becomes relatable to your target audience. It builds trust. People are more likely to believe in the integrity of your message and view your brand as a reliable source.

    Before you get started, think about who within your organization has the time, expertise and insights to devote to a newsjacking program. Typically, it’s a member of the C-suite, but it doesn’t have to be. Get them in the room with members of your PR team or internal communications staff to learn what topics they’re passionate about, what keeps them up at night, and what opportunities and challenges they see within the industry’s biggest trends.

    From there, develop a short list of key talking points, pitches and/or bylines to offer the media, and remember to move fast to deliver relevant and authentic perspectives that will build a solid foundation for meaningful and impactful media coverage. 

    If you’re looking for help with your newsjacking efforts, our Precision team is here to help you proclaim veni, vidi, vici. Reach out today, and we’ll help your leadership land the coverage you need to elevate your brand. 

    Emily Quirk is Vice President and Leader of Media Strategy of Matter’s Precision Division. With 20 years of experience in journalism and public relations, she manages and mentors PR teams for B2B and B2C brands. Her teams regularly secure coverage for clients in Business Insider, Wall Street Journal, TODAY, Bloomberg, Fortune and Forbes.

    Emily Quirk

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  • Media on the Move: August 2023

    Media on the Move: August 2023

    With the final days of summer approaching, the “back to school” mentality has been prevalent across industries. And with no shortage of breaking healthcare headlines, August media moves were in full swing for healthcare reporters and editors — from promotions to departures to new employment opportunities.

    BBC News

    Global health correspondent, Naomi Grimley, leaves BBC News after 23 years. Previously, Grimley held the posts of political producer, Washington producer, political correspondent and global affairs correspondent at the outlet.

    Endpoints

    Lydia Ramsey Pflanzer is now deputy editor at Endpoints, focused on biotech and health-tech news. She was previously senior editor of the healthcare section of Business Insider.

    Fierce Healthcare

    Annie Burky, healthcare and technology writer, will now contribute as a freelancer as she is taking on a reduced role (i.e., less bandwidth) and reporting to Heather Landi. She covers telemedicine, digital health tools and their regulation and how technology is changing the nature of healthcare.

    Noah Tong joins as a staff writer, where he’ll primarily be covering health payers. Tong most recently worked for the Corridor Business Journal covering medical startups, local government meetings and economic development.

    Industry Dive

    Susanna Vogel joins as a reporter covering healthcare with a focus on staffing and labor. She joins the outlet from Morning Brew, where she was an HR reporter for nearly two years.

    The Messenger

    Mansur Shaheen has joins as a health news editor. Previously, he served as a deputy health editor at Daily Mail’s U.S. Health Desk and as a health policy reporter at State of Reform.

    Modern Healthcare

    The publication is seeking a deputy director to work alongside the newsroom team to shape the direction of Modern Healthcare’s day-to-day coverage, including breaking news, features and analysis.

    The Telegraph

    Michael Searles joins as a health correspondent covering healthcare news and telemedicine. Previously, Searles was a sports and business reporter at MailOnline and has freelanced for The Times, Daily Express, Esquire and Grazia.

    Harriet Barber, global health reporter, departs to pursue freelance work. Joining in 2018 as a newsletter writer and editor, Barber covered breaking news, human rights, violence against women and extreme poverty.

    The Washington Post

    Susan Levine becomes Deputy Editor after 22 years. Her previous positions at The Post include metro reporter and special projects reporter at the national desk covering news around health, science, environment, aging and breaking news.

    Matter

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  • You Landed a Big Round of Funding! Now What?

    You Landed a Big Round of Funding! Now What?

    Not all venture capital (VC) funding rounds are created equal. The quality and quantity of media coverage your brand generates depends on a number of factors including:

    You’ll need to understand your position relative to all of these factors, while designing and executing a rock-solid PR plan that leaves room for flexibility.

    If you secure a sizable round of funding, there is inevitable pressure to generate broad exposure. With many eyes on this type of announcement, the stakeholders involved need to be carefully considered, including VCs, board members and partners as well as customers, prospects and, of course, employees.

    Recently, we had the opportunity to help our client Drata share news of their $200M Series C round, elevating them to a $2B valuation. Thanks to proper planning, smart strategy and effective execution in partnership with our communications lead at Drata, we generated widespread media coverage and industry awareness. So, how did we do it? These 10 best practices will help ensure your next funding round is a success.

    1. Build the Plan

    It’s basic advice, but it’s surprising how few companies give themselves enough runway for this type of landmark announcement. Sometimes the communications team is brought in at the last minute, or the number of stakeholders involved creates fear of a leak. Those fears are understandable due to the confidential nature of the news, but internal and agency comms teams should be involved at least three weeks prior to the scheduled announcement date to begin executing.

    From the start, remember to think beyond the dollar signs. A key component of the plan is to take the time to establish what makes the announcement compelling or unique, either from the investors’ or portfolio company’s standpoint. Make sure that messaging is thoroughly baked into your pitch.

    Your plan should also map out all the critical assets that need to be developed prior to releasing the news, including a FAQ, blog post from the CEO, employee and partner email communications, press release and other deliverables.

    2. Set the Media Strategy & Expectations

    What are your goals? The elusive TechCrunch story? A broadcast segment? Cracking Fortune, The Wall Street Journal or another business/financial outlet? Certain factors, such as the size of the funding round – whether a Series A round or huge PE investment – or if it involves a new investor, dictate whether the path forward might involve an exclusive or embargoed news approach. Keep in mind that many of the top-tier publications, like Fortune, Bloomberg, Reuters, etc., are now drawing a hard line on funding news and will only cover announcements as an exclusive, no matter how many zeroes the round contains.

    Once the media strategy and approach has been carefully considered and built into the plan, be sure it is communicated to and agreed upon by senior leadership. Clients and company executives often have high expectations for how the news shows up in the media — as they should. It’s important to communicate that the VC press cannot cover every deal announced. More often than not, tempering expectations and advising a “quality over quantity” approach is the way to go when determining where to focus on securing coverage.

    3. Involve the Investment Partners

    This is a critical, yet often overlooked, step. Their input can be hugely valuable. After all, these are the people who have just cut a substantial check. The VC or PE firm can likely provide the “story behind the story” or “go beyond the numbers”, which can be critical to the storytelling aspect. Furthermore, they (or their PR team) might be willing to share key media relationships, as they often deal with this subset of media on a weekly basis. Investment partners must be in sync with the overall media strategy, timeline and desired outcome.

    4. Give Media a Reasonable Runway 

    Reporters are busy and need time when approached with embargoed news. The sheer number of financial related news – VC and PE rounds, M&As, IPOs, and other deals – creates challenges for media to absorb and analyze news before they determine what they can cover effectively. Every media outlet is different and even different reporters at the same outlet have their respective preferences.

    TechCrunch for one, typically prefers anywhere from two to five business days advanced notice. In the case of Drata, we started working with the reporter two weeks prior to the story going live. We were also transparent about the fact that we would be approaching other media as well before we started doing so.

    5. Don’t Underestimate the Power of a Written Q&A

    Don’t get too hung up on having a full day of live interviews. In fact, time strapped reporters (even those at the top tech outlets) often prefer, and are requesting, written Q&As. This approach tends to work in the client’s favor, as messages can be well thought out, controlled and fully vetted. This is a win-win scenario, making life easier for the reporter who may not otherwise have the time to schedule an interview and write a story.

    6. Know Your Audience

    The New York Times, TechCrunch, VentureBeat, Wall Street Journal, Crunchbase, Business Insider Bloomberg and CNBC represent the top tier. Additionally, newsletters like StrictlyVC, Fortune’s TermSheet and Pitchbook include roundup coverage of new financings. The industry press, however, rarely cover funding rounds, though CRN, SiliconANGLE and The CyberWire are open to reporting on the news. Broadcast outlets are very selective and tough to break through, but don’t ignore them; ride the wave of the initial funding news to pitch a broader story about the emerging market. 

    7. Beware of Leaks

    Funding announcements attract leaks like elections foster controversies. Do whatever you can to prevent them by limiting the circle of insiders and committing them to non-disclosure agreements (NDAs). And remember, social media mentions can absolutely kill your news’ value and put the most carefully orchestrated embargo into a tailspin from which it might not recover.

    8. Communicate Early and Often

    As noted earlier, ensuring all key stakeholders are aligned on the media approach from the beginning is critical. Once the plan is set in motion, it’s equally important to communicate how the pitch is landing, which reporters are expressing interest and where the pitch is falling flat. Be prepared to pivot to new outlets and reporters on the fly and ensure your outreach is tailored accordingly. Decide on a reporting cadence and format so that all feedback, and ultimately coverage, is captured and clearly visible to showcase for leadership.

    9. Trust the PR Team to do their Job & Stay Calm

    It’s also very important not to panic — patience and trust in the process is essential. Just because a tier one reporter doesn’t respond instantly to a pitch doesn’t mean they aren’t interested. If you choose to go the exclusive route, give the intended target time to consider the story before you move on hastily to the next. Reporters can’t jump on everything instantly and your chances of getting the story that you really want is more likely to happen if you are patient and flexible with timing.

    10. Amplify the News

    Social media channels and other “owned” platforms are your friends. Sharing links via Twitter, Facebook and LinkedIn drive awareness of the news. For truly special instances, consider a video message from your CEO for distribution on YouTube or Vimeo. It’s also critical to provide the information directly to employees, partners and customers in a way that underscores your company’s key messages and makes it easy for them to spread the word.

    Finally, writing your own blog post to be posted on your company site, LinkedIn and Medium creates more opportunities to frame the news. Media will sometimes link to well-written blog posts for additional background, context or quotes. Your investors’ PR team(s) may also help. Some investors will complement your news with their own blog post, help promote your funding via social media, aid in media outreach and conduct joint press interviews. 

    If you are an emerging tech or cyber startup looking to learn more about managing communications around your next investment rounds, reach out below and we will be in touch!

    Loren Guertin

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  • Intersectional Feminism in PR + Marketing

    Intersectional Feminism in PR + Marketing

    As we continue celebrating Women’s History Month and the achievements of women around the world, we wanted to spotlight an important concept all professionals – especially those in PR and Marketing – should familiarize themselves with and incorporate into their daily approaches to both internal and client-facing interactions. Read on as our Women Professionals Circle explores intersectional feminism and why it should inform your brand strategy and communications.

    What is Intersectional Feminism?

    Not all inequality is created equally. People’s social identities – including race, gender and sexuality – can overlap. That was the inspiration behind intersectional feminism, a term coined by American law professor, Kimberlé Crenshaw, more than 30 years ago. But what exactly is intersectional feminism and why is it important, particularly in marketing?

    Feminism is defined as “the belief in and advocacy of the political, economic and social equality of the sexes expressed especially through organized activity on behalf of women’s rights and interests.” Intersectional feminism takes that a step further to not only spotlight women, but elevate the BIPOC women, women of the LGBTQ+ community and more. Crenshaw says, “we tend to talk about race inequality as separate from inequality based on gender, class, sexuality or immigrant status.” But with many impacted by some or all of these, and their experiences are often not accurately represented.

    Why PR and Marketing Need Intersectional Feminism

    Intersectional feminism ensures that everyone is accurately represented – and in PR and marketing, representation matters. Growing up as a young (and impressionable) girl, my actions and interests were greatly influenced by the marketing campaigns I saw on television, in magazines and on billboards – if I saw beautiful women all with straight hair, I would straighten my curly hair. The clothes and products I would buy, the music I listened to, the shows and movies I watched all similarly influenced my behavior. It was the same for my sister, cousins, friends and classmates. But isn’t that the point of marketing, to get people to identify with your brand and its products/services, and to inspire action? 

    While yes, this is true, marketing doesn’t always operate with intersectional feminism in mind, often leaving groups unrepresented or misrepresented, which can perpetuate negative stereotypes and biases in society. The best way to prevent tone deaf and potentially offensive campaigns is to involve more diverse people where decisions are being made. Without the opportunity to hear from voices of BIPOC, LGBTQ+ folks, people in the disability community and so many others, marketing campaigns run the risk of inaccurately portraying those communities. Companies should actively seek out diverse and inclusive groups of employees, encourage them to bring their ideas to the table and support them in their roles.

    What’s at Stake

    PR and marketing campaigns have immense influence over their audiences and the ability to set unrealistic and sometimes damaging expectations about what a product or service can and cannot do for them, or even how one’s body should look. The various positive and negative effects confirm the strong need for diverse and inclusive campaigns that represent a wide range of body types, ethnicities, genders, sexual identity and expression, and so much more. This is imperative for not only the mental health of audiences but for businesses, as an increasing amount of today’s consumers – Gen Z in particular – expect to see a more diverse and inclusive world portrayed by brands. It’s no longer enough to be feminist. It’s time for marketing campaigns to become intersectional.  

    Matter

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  • CyberSide Chats, The Series

    CyberSide Chats, The Series

    Welcome to CyberSide Chats, our video interview series where we talk with business technology thought leaders about timely trends, what’s new and what’s next in the cybersecurity industry.

    Episode 1: Taylor Armerding

    In the first episode, Matter Executive Vice President and cybersecurity lead Tim Hurley recently sits down with Taylor Armerding, Security Advocate and software security blogger at Synopsys Software Integrity Group. They discussed several hot topics including ransomware, application development security, National Cybersecurity Awareness Month and the future of the industry.  

    Episode 2: Jon Oltsik

    In Episode 2, Hurley sits down with Jon Oltsik, Senior Principal Analyst and ESG Fellow at Enterprise Strategy Group. They discuss several hot topics including election security, disinformation on social media, the cyber skills shortage, the “security data explosion”, 2021 predictions and more. 

    Episode 3: Søren Laustrup

    In Episode 3, Hurley sits down with Søren Laustrup, Founder and Managing Director Americas for LogPoint, a fast growing security information and event management (SIEM) provider. Tim and Søren discuss LogPoint’s go-to market strategy for North America, the SIEM segment, SAP security, COVID-19’s impact on security spending and CISOs priorities, Søren’s 2021 predictions and more. 

    Episode 4: JC Raby

    In Episode 4, Hurley sits down with JC Raby, co-founder and managing partner of Boston Meridian, a venture M&A and investment banking firm with a major focus on cybersecurity. They discuss recent M&A deals in cybersecurity, compelling investment areas in infrastructure and security, the importance of brand, buzz and positioning to tech buyers, advice for cyber entrepreneurs, 2021 predictions and more. 

    Episode 5: Peter Tran

    In Episode 5, Hurley sits down with Peter Tran, CISO and Head of Cyber & Product Security at Infersight. Tran was previously an executive at RSA, Dell EMC and Raytheon, and is a globally recognized info sec, cyber defense, and risk and regulatory management expert. The pair discuss top concerns and priorities for CISOs, thwarting high profile attacks, ransomware, mitigation as a defense strategy and more.

    Episode 6: Johna Johnson

    In Episode 6, Tim Hurley has a conversation with Johna Johnson, CEO and Founder of Nemertes Research. They discuss several hot topics including emerging cybersecurity technologies, the ongoing SolarWinds data breach saga, third-party and vendor risk management, nation state attacks, 2021 mega trends and more. 

    Interested in joining us for a future episode? Contact us using the form below!

    Tim Hurley

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  • Media Landscape Check-Up: Boston, MA

    Media Landscape Check-Up: Boston, MA

    The COVID-19 pandemic has brought sweeping changes into every facet of life in the Greater Boston area. Businesses are closed, kids are out of school, many are working from home and essential workers at hospitals, grocery stores and emergency services are on the front lines putting themselves in harm’s way to keep our communities afloat.

    While the lives of Boston’s media members have been upended by the coronavirus like everyone else, they are striving to keep citizens informed on how to navigate the pandemic, and what’s to come in the short and long term. COVID-19 has consumed seemingly all headlines – worldwide and here at home – with many reporters from across the region dropping their regular beats to cover the rapidly changing reality. 

    In looking at the Boston media landscape, several coverage themes have emerged across local publications.

    Bay State Businesses

    The most evident impact of the pandemic is felt at local businesses – either forced to close their doors, lay off employees or revamp their entire business model to try and survive. Unfortunately, many companies have been forced to restructure and lay off thousands of employees across the region, dramatically increasing unemployment claims in Massachusetts. As the crisis continues, local businesses continue to be profiled by Boston’s media, spotlighting how they and their workforces are adapting to the new normal.

    Relevant Articles:

    Boston’s Medical Community

    Home to some of the best hospitals in the world, Boston’s healthcare community is facing the unprecedented challenges from the COVID-19 pandemic head on with the rest of the world. From hospitals shifting patient visits to virtual appointments and finding ways around equipment shortages to businesses altering their operations to support the medical community during this time, we’ve seen no shortage of coverage on how the region’s elite medical workforce is managing the crisis.

    Relevant Articles:

    An Ecosystem of Innovation

    In addition to being a hub for the medical community, Boston is a hub for innovation and home to some of the world’s most revered scientists, innovators, engineers and entrepreneurs. These individuals and their associated companies across Greater Boston are working overtime to develop solutions for the challenges we’re facing, from lack of medical equipment and personal protective equipment (PPE) to e-commerce and fulfillment solutions for businesses that have gone digital. 

    Relevant Articles:

    Impact on the Everyday

    Stories of inspiration, strength and heartbreak featuring the pandemic’s impact on everyday life in Greater Boston continue to flood news mediums over the recent weeks. From neighborhoods banding together when forced to stay apart to parents balancing working at home with their newfound homeschooling duties, local media continues to connect Boston’s communities with our most personal stories.

    Relevant Articles:

    The pandemic has forced everyone to reflect on what is most important, as well as which news and services are truly essential. We’re continuing to monitor coverage in the Boston area and beyond in the midst of this crisis, and will report regularly. We’d love to hear from you – what stories are you seeing in the local news? Is there one that needs to be told? Drop us a line and let us know what stories have been impactful for you.

    Kaileigh Higgins

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