• Leaders Matter: Announcing an Agency President

    Leaders Matter: Announcing an Agency President

    Today, Mandy Mladenoff was promoted to President here at Matter. In her new position, Mandy will guide our agency’s strategy while managing our dynamite people, and she will be even more active in planning for our future growth. She will provide teams with direction, clients with counsel, and lead our offices with the smart, savvy and engaging professional demeanor that has been a constant throughout her career.

    The decision to announce Mandy as the agency’s first president was not taken lightly. I’ve spent countless hours with Mandy in the trenches, and time and again she’s proven she’s made of the stuff of leaders. But she’s also a spectacular advocate for our staff’s success, pushing them when necessary and yet unequivocally supporting and encouraging their professional development. Most true leaders I know are quick to praise others and reluctant to draw attention to their own achievements. She chooses not to bark orders, but rather shows you how it’s done and encourages you to be the best you can be. She’d rather shine the spotlight on a talented junior staffer than take credit for the amazing work she does here every day. That’s just one of the many reasons why she’s so well-liked and well-respected across our agency. She inspires people to be their best, me included.

    If your own career includes a chapter working with or for Mandy, then you already know what caliber of professional walked into our office six years ago. She came to Matter from SHIFT Communications in San Francisco where she spent years leading teams and helping to put that business on the map. She joined us as a General Manager, spread her wings, and has delivered results without interruption ever since. While a new title is noteworthy, it’s a modest recognition for a job incredibly well done since her start.

    We’re planning for our future by moving and shaking, so stay tuned for more news in the coming weeks and months. In the meantime, please join me in tipping a hat to our agency’s new President, the most capable, credible and experienced communications professional who deserves a tremendous round of applause. I couldn’t be any happier – nor proud – to have such a well-rounded professional in this position at such an exciting time in our agency’s history.

    Scott Signore

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  • Why selecting a PR agency with a national presence Matters

    The opening of our new and expanded office in Boston has me thinking about all of our office locations – 5 nationwide – and how we’ve situated our smart and savvy staff in regions that directly benefit our clients. Here are a few credible reasons as to why clients should consider PR and social media agencies with the depth and breadth of multiple geographies.

    First, it really does help to have team members sharing a time-zone with the writers and editors they connect with so frequently. Matter is as flexible of an agency as I know of – and constantly we speak of getting things done wherever the team or client may be – but it really does make the working situation better when you have the opportunity to react and respond to inquiries at a time of day that makes convenient sense.

    Second, it also helps to have the creativity that comes from varying geographies. What’s smart and savvy in the great northwest may be different than a noteworthy communications trend in greater Boston. Like the way we leverage the strategies and successes we experience when working with both consumer and technology clients, we have the opportunity to learn from happenings occurring in other local markets.

    Third, some prospects and clients gain a sense of comfort knowing the team working on their business “gets” what it’s like to do business in their region. When an agency is able to hire stellar professionals from the local market, they reflect some of the region – and what makes that particular region special – within its walls. They understand local habits and nuances, and ultimately those team members can strengthen the relationship with the client.

    Fourth, there’s opportunity for employees who have the freedom and flexibility to consider growing their career elsewhere – and the positive enthusiasm that comes with embracing a new city or town can positively impact performance. Here at Matter we’ve had a number of employees transfer from an East Coast office to our locations in Boulder and Portland, and their energy and enthusiasm is directly contributing to the positive vibe in each location. And, that positive energy is transferring to the work being done.

    And, finally, and this one is very tactical, having a national presence is extraordinarily helpful for social media monitoring and execution. There’s really no way around it, but starting the work day early – and having the opportunity to end it late – is necessary these days, and having someone in the agency and from the team involved will allow for timely social activity.

    Can you think of any other reasons as to why having a national presence Matters?

    Scott Signore

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  • Why Our PR Agency Just Went “All-In” in Boston

    I’m thrilled to spread the news that – with gusto! – Matter just expanded its footprint in the city of Boston! We’ve moved from our modest shared space to a custom-built location designed to encourage smart thinking, creativity, and which is conducive to generating results.  It’s a place where smart and savvy PR professionals want to hang their hats – and we’ll be supporting our growth by welcoming them with open arms!

    In case you aren’t already living the dream in the Hub, here are several reasons why having a substantial footprint in Boston matters:

    First, it’s about being among the movers and shakers – in our business, and in the categories we serve. We’ve experienced a noteworthy business benefit by sharing some space in the Seaport District, and we’re looking forward to leveraging our new-and-improved digs to shake more hands, share more thinking and do more business.

    Second, we’ve always prioritized having the best professionals anywhere, and now, from a recruiting standpoint, we’re able to welcome those who want to join our team – but are urban dwellers who would rather not leave the city during the work week. When you’ve been named a Top Place to Work by the Boston Globe two years straight, you are always considered as a potential employer by the region’s brightest– and now geography won’t interfere with destiny!

    Third, and related to the above, we’re giving those hard-working employees in Newburyport, Providence – anywhere, really! – an in-town location for collaboration with clients and colleagues. It may not be a day-to-day happening, but it’s filled with energy, enthusiasm and a familiar Matter vibe when needed!

    Fourth, we’re now even more easily accessible to clients and partners – important face-to-face meetings can occur, whether scheduled or on a whim. Discussions about creative PR and social programs can happen with limited travel commitment.

    And, finally, it’s directly aligned with a key tenet of our success: that quality of life is truly important. On Portland Street we’re positioned well for commuters by the T or commuter rail, and within walking distance of so many places to eat, drink and be merry. It’s an accessible office that’s within near reach to so much that an employee’s professional path can be complemented by activities far beyond the job.

    Drinks, anyone?

    (more…)

    Scott Signore

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  • What Matters in Your Search for a PR Job

    I just spoke with a dynamite young professional who is moving to the mid-west and leaving Matter after four years – Molly, we will miss you! – and that quick chat reminded how I am able to see more clearly the characteristics of an agency that provides employees with a career rather than just a job. (It’s visibility I have now, after working for a number of agencies over the years!)

    If you are a young PR professional looking for an agency gig, here’s what I suggest you prioritize:

    First, you should be certain the firm you are considering focuses on its people – and is more action than just words. Far beyond the benefits package, you should ask good questions during the interview process, and you should follow closely their social media pages with an eye toward employee vibe and tone. You should seek an environment that has a structure that supports social happenings, but opportunity for all employees to contribute to the culture.

    Second, you should investigate the agency’s track record and only consider joining a firm that makes good business decisions, and is stable and sound. You want to be sure you join while the agency is on an upward trajectory, and while you are heads-down in getting results, you want to be confident in the decision-makers who can set you up for future success.

    Third, if you have the flexibility to travel, you should look for a firm that has multiple offices and a growing presence nationwide. Working at such a shop will allow you to experience new people and cultures, while being supported by colleagues and teammates. Professionally you will have the opportunity to add to your resume and portfolio by working on clients who require broad, national support, and personally you will meet new people in new communities. (And, as we’ve experienced at Matter, home is what you may end-up calling these new places you visit!)

    Fourth, you should look for an environment that’s crackling with creativity and activity. You have options, but you want to be in a place where the work is top-notch and the results are a source of pride for the agency. You want to know that you have an opportunity to contribute to the success of clients large and small, and you’ll have the opportunity to learn from all of that experience. You also want to know that new business is a process always underway, and new ways of doing what we do are always being discussed by colleagues and managers.

    And, finally, you want to join an agency that has an entrepreneurial spirit – and gets that they work for the purpose of seeing their clients succeed. You want to have a partnership-like relationship with your clients, and you want to be able to suggest and deliver highly creative campaigns that drive business results. You also want to know that a channel exists for ideas you may have for strengthening the client’s program and your agency overall.

    Did I mention that we’re looking for good people to join our team in Boston, Providence, Portland (OR), and Boulder, so reach out to [email protected] if any of the above describes an environment you seek.

    Scott Signore

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

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

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

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

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

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

     

    Matter

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  • From NBPT to PDX: The Importance of Face-to-Face Communication

    A bi-coastal, cross-office exchange program – how cool is that? With the importance of office culture always top-of-mind at Matter Communications, a program was created wherein each month two professionals from our East Coast locations are offered the opportunity to visit our new Portland, OR location. The goal: foster work relationships and encourage collaboration.

    Sarah Ellis and myself were recently (and fortunately) selected for the trip, and it was a blast. Exploring the sites and sounds (and eats) of a new city is always reinvigorating for the soul. Pairing that with new and/or improved work relationships was a true reminder of how fun and fulfilling working at Matter can be. Since I’m more of a visual guy, I created a short video essay to describe the trip:
    https://vimeo.com/97553022

    #PDXMatters

     

     

    Tim Bradley

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  • 4 Tips for Getting Work Done – Anywhere

    Here at Matter, our team of 80 plus employees works out of four main offices: the Newburyport headquarters, Boston, Providence and Portland, Oregon. In addition to those four offices, we also have other small offices that team members work out of, and we all share the need to occasionally work from home, especially since most of us are located in New England and road conditions can be dicey during the Winter months (is it Spring yet?). Furthermore, working in the public relations industry often means traveling for client events, tradeshows and media briefings, meaning almost any spot during those trips might be your desk for a short amount of time – your hotel room, a cab, a coffee shop, your lap. I personally work out of both the Matter Newburyport and Boston offices, and lately, I have been thinking about what makes a remote work environment conducive to, well… work.

    Outlined below are several tips I find helpful to keep in mind for successfully working remotely.

    1. Bring your office essentials. First of all, don’t make a “rookie mistake” and forget your laptop charger or your phone charger. Leaving these at your permanent office or at home can mean falling out of communication with colleagues and clients. But this tip is also about identifying what makes you personally effective at doing your best work and making that work-enabling environment a reality. If you usually keep snacks at your permanent desk (guilty) bring them to your remote work location; if you like your desk area really clean (oops, guilty again), bring disinfectant wipes.
    2. Don’t fall into an email vortex. When I’m up in Newburyport, I like to walk around the office to have face-to-face conversations with my colleagues, not only because I genuinely enjoy chatting with coworkers and it’s nice to stop sitting for a while, but also because this often makes for higher quality, clearer discussions than phone and email allow for. This isn’t always possible when you’re working remotely, so if you can, check in with colleagues via phone instead of sending emails all day.
    3. Don’t forget to put some clothes on. What? OK, this may sound like a given, but what I mean is, look the part. Just because you’re alone in your house on a snowy day or in a hotel room during a trip doesn’t mean you shouldn’t put your best face forward. In fact, I’m a firm believer in starting the day the exact same way every weekday. By treating it like any other work day, you’ll feel ready for a hard day’s work and confident about your professional self.
    4. Remember it’s often a privilege (unless it’s your only option) to work remotely. Everyone has trouble mustering motivation at different points in their career or on any given day. But it’s important to keep in mind that being able to work out of a location that’s more convenient for you (and perhaps less convenient for your colleagues or employer) is a nice perk. This means it’s essential to work just as hard, if not harder than you do on a typical day. Doing so boosts trust among colleagues and managers and helps ensure you maintain this privilege going forward. Win-win, right?

    Do you have any advice for working remotely? And what type of environment do you find most conducive to hard work? Tell us in the comments below!

    Matter

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  • Shame on the Spray-And-Pray Sales Rep

    I’m dealing with a salesperson that has crossed the line from persistent to annoying, and doesn’t understand what we do and need. He’s spamming me with crazy regularity and the content of his pitch is meaningless to me and my business. The truth is, there are far too many PR agencies that take this similar tact while pitching. As PR professionals, we’re always trying to sell – our clients, their messages, our ideas and ourselves – and having a smart strategy is the best approach.

    Here are four reasons to think through your pitch – when selling a product, service or even a creative story idea:

    First, know your target audience. No sales effort is worth the energy and effort if the recipient of the pitch isn’t in the ballpark of being appropriate. You won’t close a deal if the target doesn’t need/want whatever it is that you are pushing. It’s sales (and PR) 101, really, but more often than not you make email and phone pitches that are, well, not worth your prospects’ time. (Anonymous salesperson – have you looked us up? We’re not a good target.) For PR professionals, the consequences of this approach can be even more far-reaching and impactful. While a sales prospect might just hang up, a reporter could blacklist you from all future communications – on-target or off.

    Second, after you identify the appropriate prospect, the messages you deliver need to hit the center of the target – otherwise, the pitch falls flat. All business leaders (and editors…) are inundated with sales pitches of all shapes and sizes, and the messages – the words you use – need to resonate with the target. Key care-abouts are of interest, but not overly wordy descriptions that promise to magically fix something you don’t need fixed. Useless marketing jargon and buzzwords are ineffective in both sales and PR, and they’ll lose your target’s attention before you’re finished your first sentence.

    Third, it’s a highly collaborative and interactive world, and you can do your organization a major disservice by taking a mindless, volume-based approach toward selling. How many Twitter handles have been created as a result of poor customer service experiences? Well, the same can be said for businesses that have gone to market with false or embellished claims. You should be smart and savvy in gaining the attention of your target, but never in a way that results in independent criticism or widely publicized critique.

    Fourth, selling costs money and you need to be smart in the way you apply budget to your cause! You shouldn’t invest in email campaigns delivered to the wrong audience, or participate in poorly executed pitches with messaging irrelevant to those in the room. To experience the very best ROI, you need to think through the opportunity and be certain that the strategy and message are on target. It’s been proven time and time again that the spray-and-pray method of communications does not lead to long-term success.

    What are other reasons to think through your selling strategy before moving forward?

    Scott Signore

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  • 5 Ways PR Firms Impress New Clients

    We started working with a few new (and terrific!) clients in the past couple of months, and early reports indicate that all systems are go and we’re off and running positively. These same reports also indicate that our smart and savvy public relations and social media teams execute in a way that is a welcome change from the process, behavior and lack of results generated from the agencies previously supporting these companies. It’s important to show a new client that you are ready to roll, and here are a few ways for a new PR agency (and specifically, a new team!) to get things started on the right foot:

    First, embrace the new client/business/category with gusto – and show the client that you are sincerely interested. You should pay close attention to the client’s business objectives – first and foremost – but also key care-abouts of the new client. They may covet one specific blog over a pack of others, and one key message over the organization’s larger story. In any case, taking tactical steps to let the client know you are paying close attention as you ramp-up and get started is key.

    Second, be responsive. I’m unwavering in my belief that client service continues to be hugely important in our business. It’s essential to a successful working relationship, and equally important at the start of a project or an ongoing program. Be smart and strategic, but respond with enthusiasm so the new client “gets” that they are a priority in your day.

    Third, be certain you are thoroughly prepared for all of your meetings/calls/etc. Give the new client confidence by being on your game. Have a game plan for the start of the program – in a logical order so the new client knows what to expect.

    Fourth, work hard to land the big hit – or specific result – early in the working relationship. Identify what that result specifically is, and do what you can to make it happen. Once a new client sees first hand that you can generate results that make a real impact, you’ve strengthened a new relationship and provided a powerful shot of optimism about the team’s abilities!

    Fifth, start the ball of enthusiasm rolling forward. I’ve seen it happen so many times in my career that partnering with an agency was the catalyst for positive things happening on both sides of the relationship. The communications and product teams were active, engaged and enthusiastic about partnering with the PR and social media team, and all parties worked together for joint success. Be positive in your approach and embrace the new client, category and task at hand, as the positive vibes will go a long way.

    What do you do to see that a relationship with a new client starts well? Let me know.

    Scott Signore

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  • 5 Ways to Lose a PR Pitch

    PR agencies typically have to earn the business they win by jumping through multiple hoops. Often we get an RFI (Request for Information) or an RFP (Request for Proposals) from the company looking to hire a new firm. Anyone who has completed these knows they’re laborious, time-sucking exercises that don’t accomplish much more than a half-hour phone call would.

     But, that’s part of the gig, and a blog post for a different day. Now, if your PR firm is selected to advance to the next round, that typically means  pulling together a comprehensive presentation that shows the prospect how your team thinks, what they’d actually do, and how much it would cost.

     That’s a lot of work, right? And when you consider that PR agencies often go up against three-to-five competing firms, the odds are stacked against you from the get-go.

     Here’s how you can make sure you have no chance to win the PR business, despite hours-upon-hours of work:

     1. Fill the presentation with 20 slides about how wonderful your firm is, and about stellar work you’ve done for other companies. This will effectively alert the prospect to the fact that you’ve just regurgitated the contents of the RFP into slide form, and haven’t spent any time actually thinking about their unique business needs. Kiss the business goodbye.

    2. Include boilerplate slides lifted from prior presentations that discuss PR basics like “thought leadership” and “byline articles” and “building momentum.” If you can simply switch the prospect’s name out for any other prospect, you aren’t fooling anyone except yourself, lazy bones.

    3. Bring five people to the pitch, including the principal of the firm and two vice presidents, none of whom will actually be working on the account for more than a few hours a month. Make sure the other two staffers in the room (both junior) remain silent until it’s their turn to clumsily talk through the one slide you made them practice in the mirror for five hours. The prospect will know who’s really going to be working the account. Pro tip: not your firm.

    4. Make sure the pitch team doesn’t research the key bloggers and reporters that the prospect obviously cares about.  Avoid researching competitors, analyst opinion and current industry trends. Winning teams leap at the chance to discuss these in detail. Losing firms all look at each other uncomfortably during the meeting, eyes darting wildly, when prospects ask pointed questions. But, hey, you’ll have a funny “worst pitch ever” story to scare interns with.

    5. Fudge the truth about services you offer, reporters you know, how many clients you work on, and your personal background – and do it unconvincingly. The key here is to leave as many question marks in the prospect’s head as possible, including: “How did these clowns get in here?”

    Matter

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