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

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

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

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

    A DYING TRADE? OR AN EVOLUTION?

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

    DATA, DATA, DATA

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

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

    IN SUMMARY

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

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

    Matter

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  • 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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  • An Internship in PR: Breaking the Coffee Delivery Stereotype

    Walking up the steps and into the office building clad in the Matter signature red, I had no idea what to expect for my summer internship. I had never worked in the PR industry and didn’t know much more about it than the average person would. With each step a new idea of the stereotypical intern flashed through my head, fetching coffee all day, making endless photocopies, organizing mountains of documents. I wondered if I would be able to make an impact through my work or if I would simply be labeled as “the intern” and be pushed aside.

    As I toured through the office I was greeted by a sea of smiles and there seemed to be a buzz of energy throughout. There were people actually excited about their work. I saw focused groups of people in conference rooms, heard hopeful chatter about upcoming projects, and felt completely welcome. I knew then that this internship would be much different from what I had expected. By the end of the day I had attended two meetings, been assigned one project, and made 0 cups of coffee.

    Fast forward one month, and I have learned that one of my biggest challenges is not the result of being pinned with mindless busy work, but rather finding out how to stay busy. The entry-level hand holding stops when I complete an assigned project and begins when I realize I am on the clock and I don’t have someone constantly telling me what to do. I learned that if there is a lull in my workload, the best thing for me to do is reach out to both the members of accounts I am working on, or basically anyone in the office for that matter, and ask where and how I can provide help. I discovered that when most people have too much work, their first reaction is not to pass it onto the intern, which is why I have learned how important it is to remind co-workers that I am here to help wherever I am able. As a result of this, I have had many willing people reach out to me for help on a project, and while sometimes they spend more time walking me through it than they would have spent working on it alone, I have always been received with a positive attitude. It is this focusing and engaging environment that has fostered my growth as an aspiring professional and helped me to learn much more than I could have imagined in a month.

    While I have certainly drank quite a bit of coffee, I have not become any type of coffee mule around the office. I have worked on real projects for real clients. I have taken on the mindset of someone who wants to learn, which has done me a significant amount of good in an environment with so many people who are willing to teach. My experience at Matter has broken just about every internship stereotype while the fun, encouraging environment has sparked my early interest in PR, which keeps me coming back motivated each morning.

    Matter

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  • How Doing Good in Online Video Can Help Your Brand Do Well

     

    I find all too often that companies are using online video as a means to hammer home their services, products, values, and messaging- and just that. We all know the stats about how video is an engaging way to showcase what your business can do, but unless you’re the creator of an exciting new consumer tech product or are offering a deal that’s almost too good to be true, who is going to share your visual message with their friends? In a digital world where social media is king, you need to be continuously thinking about the connection your video is making to basic human emotions. I believe that these philanthropic initiative videos have incredible shareability.

    There seems to be a trend we’ve been noticing here in the office where videos that showcase a brand’s effort to do good in its community are able to trigger that warm and fuzzy feeling to its audience. I think brands need to stop thinking of Facebook feeds as a place where it can just upload glorified TV commercials, with hopes that people will flock to its website and buy more stuff. Taking a stance on a social issue and contributing to a good cause is equally or maybe more powerful. Notice how in the Tim Horton’s video they never mention how inexpensive the coffee is, or how good the muffins taste? Sammy the Explorer never talks about how Hurley’s surfboards are going to help you ride out that wave that is 10 feet overhead. They just want you to see that they’re making an effort to brighten an unsuspecting person’s day, or make the world a better place.

    I think a company should first think about who are its consumers, and what they care about. Do they care about the environment? Poverty? Then, create a video that showcases how your initiative affects people; how it makes them feel. It is crucial to focus on the emotions of the people in the video, without littering it with your company’s logo and branding. Even at the end, directing the audience to a microsite where they can learn more about your cause seems to be the way to go. Just don’t try and sell them anything just yet.

    My main takeaway from these volunteering/philanthropic brand videos is that it’s equally as effective to win people through their hearts, and not necessarily the lowest price point or clever slogan. Make viewers feel good on the inside, and they’ll be forever yours.

    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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  • Pitch Please!

    Pitch Please!

    The art of the pitch – it can be delicate and precise like threading a needle, to something much more direct and forceful, like demolishing a wall with a sledge hammer. Regardless of your style, if you are going to get into PR, you should enjoy breaking down the walls and building relationships with the media. As PR Snoop Dogg (Snoop Lion does not exist to me) would put it, pitch please!

    I am by no means a vet, but as the months and years roll on it seems as though I am seeing increasing hesitancy from younger PR pros to hit send, or even, dare I say it, pick up the phone. I don’t want to be too sweeping here or condemning, there are definitely those younger folks who are hungry for media interaction, and also ready for it – kudos to you!

    Disclaimer aside, for those considering joining the PR ranks or those just getting started, the pitch is where it’s at. In my experience, there is not much in the course of an average day that is more rewarding or exciting then breaking through to a top tier publication or journalist, and getting them to see things your / your client’s way. It is like a dance of give and take, and whether or not it seems like it at the time, as the PR pro you are always leading.

    I like to think that I have a pretty good track record with the media, and while I don’t believe in a set equation for landing a story, there are definitely some pitch tactics that I have come to love and those I have grown to hate. Homework is perhaps the most important. Get to know the journalist, reference a recent article, and maybe even check them out on social media. Who knows what you may have in common that could serve as an ice breaker. It sounds corny and maybe even creepy, but see where they are geographically – what’s been big in the news there recently, maybe sports or weather – all it takes is one reply or one answered phone and your door is open.

    Once you have done your homework, you can and must be confident when you pitch – confidence is paramount. Insecurity rings out over the phone, it bleeds from your words in an email and it diminishes your credibility, making you harder to listen to. A journalist or editor from, oh say Bloomberg for example, will sniff out an ill-informed, insecure PR pro in an instant, and shut them down just as quickly. This can be very unpleasant – but it is important not to be shaken, to learn from it and move on to the next target.

    It is also very important to always remember that journalists are people – TALK TO THEM LIKE PEOPLE. Though they hold the keys to something you want, you are both just people who go home at the end of the day and do the same things that all people do. It is important to both give respect, but also earn and demand it back. All this said, conversation can’t and shouldn’t always be about shop, niceties like – “have a good weekend!” or “I hope you have been well since we last spoke!” – go surprisingly far.

    As Bill Gates so eloquently put it back in 1996, “content is king.” While many debate this stance in a world filled with more and more screens, and constantly increasing stimuli, I still think the sentiment rings true for a PR pitch. With that said, leave the marketing speak at the door! How do you expect to cut through an inbox with hundreds of other pitches when you sound like a pre-programmed Teddy Ruxpin spewing marketing rhetoric? Don’t copy and paste from that white paper or case study because it is easy and you need to send out 25 pitches today, just don’t do it – they’ll know – and your pitch will join many others just like it in the trash. Focus on your subject line; it is your first line of attack and often your only chance of getting through. Up-level your story and make it instantly interesting and attention grabbing; do this in seven words or less and you will cut through the noise, more often than not.

    Finally, “no” or “not now” are not always as cut and dry as they may seem. If you feel that you have a story that is just too good of a fit to simply let die at the hands of an editor who might not have even read or listened to your whole pitch, then don’t be afraid to push back. Do so very carefully and at your own risk, but often it is safe to say, “I appreciate your feedback, what about this angle,” or, “are you sure that you considered this piece of the story, it just really seems like a good fit.” It is scary and a bit risky, but believe me sometimes a well-informed argument works, and you come out the other side with a great story and a new level of respect from the journalist. At the very least you will not likely be forgotten anytime soon.

    These are just some little tips and tricks that I have learned over the course of thousands of pitches, hundreds of pieces of secured coverage and quite a few denials – you can take them or leave them. Perhaps what is most important it to develop your own set of guidelines, keep track of what works and what doesn’t, and build your repertoire of best pitching practices. Tips and tactics aside, you have to be in it to win it, so pitch please!

    Ryan Lilly

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  • A Farmer's Instinct to Crisis

    Me with one of our pigs; 1973

    Here at the Matter Chatter blog, we talk about all things public relations, marketing, and communications, so I’m going to talk about baby ducks and apple pie.

    I grew up on a farm in Vermont. As any farmer will tell you, it’s a place of great wonder and great tragedy — and of course, the realities of what you do as a farmer. (Let’s just say as a child, I learned quickly not to give the cows names.)

    Wonder arrives with baby farm animals. There’s nothing quite like watching eleven piglets swarm the pasture (yes, they got out), or the determined look on a young calf’s face as he wills his legs to work for the first time.

    And then there were the baby ducks. My family and I painted a wooden dog house and filled it with hay to give the ducks a warm home near the pond where they swam. We spent hours with them, laughing as they’d fall in line behind us, following us wherever we went. It was the living version of Make Way For Ducklings.

    Life was not all hay and pitchforks, however. Our family loved going to the movies, and on one such August night, while we were enjoying the latest Bond film circa 1973, the temperature dropped to an unusually low temperature. When we returned home, my mother put an apple pie in the oven, and my brother and I ran down to the pond to check on the baby ducks.

    To our horror, the ducks had washed up on shore; from all appearances, they were dead. Their feathers had not yet developed the protective oil that allows adult ducks to swim in cold water, and they succumbed while we were away. Tears and calls for help led my father to the scene. Without a pause, he scooped up the ducklings in his arms. Rushing to the kitchen, he yelled for my mother to pull the apple pie out of the oven. Out came the pie and in went the ducks, wrapped in a kitchen towel.

    Within minutes, the chirp, chirp, chirp of baby ducks filled the kitchen. They were fine. They lived a long and happy life. The apple pie was tossed in the pig trough, half-baked and soggy.

    I don’t know what made my dad think about the warmth of the oven, I just know he did. And as PR practitioners, we’re often filled with that gut instinct to do something outside the normal methodology, to the benefit of our clients.

    There are tried and true methods when it comes to crises communications, and volumes of pages dedicated to plans, procedures, and protocols. And then there are the things that come from instinct, a farmer’s instinct. Perhaps from something you’ve experienced before or even something you can’t quite recall, like the fact ducks can lower their body temperatures to a near hibernation-like state, and revive fully when warmed. Don’t ignore that instinct. You may have to throw out the apple pie, but it will be worth it. 

    Matter

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  • PR People: We Know Enough to be Dangerous

    PR People: We Know Enough to be Dangerous

    Public Relations was not my first career choice, or so I thought. I thought that I wanted to be a lawyer, in fact I took the LSAT not once but twice, but the universe it seems had different plans. Now I find myself in a career where I represent my client’s best interest in the court of public opinion – sound familiar?  I often find that when I tell people what I do, they scoff and dismiss me as yet another liberal communications person, who was too lazy to develop the skill set of say an engineer or physicist or… a lawyer. It might not help that I live right next to Harvard and MIT, some of the most renowned academic institutions on the planet.

    I think there is a major disconnect between what people think that PR practitioners do and what we actually do. People seem to either think that PR people are slackers or not academically inclined, or my favorite – “Your work sounds like that show Mad Men.” Well let me tell you that we work very hard, and the only thing that I have in common with Don Draper and the misogynists at Sterling Cooper is an affinity for good scotch and a catchy tag line.

    Like any profession slackers make their way into PR, but they never last long and are usually weeded out early in their would-be-careers. Real PR pros – the great ones – are experts in dozens of disciplines, or at least they can convince other experts of their superior knowledge. Today I may be trying to convince a producer at NBC of why a consumer product that shines shoes is superior to all other shoe cleaning options, and tomorrow I may be talking best practices for ensuring healthcare IT security compliance with an editor at the Wall Street Journal.

    In PR you learn quickly that editors, producers and journalists have no problem telling you that you clearly have no idea what you are talking about, so you have to get a clue and get it quickly. Learn enough to be dangerous in a number of arenas and present that knowledge intelligently and confidently in a way that convinces the real expert that you just might know something more than he does – that is what it takes to be successful in PR.

    The business savvy that PR practitioners must possess, even at a young age, is something else that I think that many outside of the profession do not recognize. The opportunity to work with C-suite executives on major accounts provides a level of access that most twenty something’s can’t even dream of. You have to believe that if you are writing the CEO’s byline for Forbes you are getting a high level of attention. You also can be sure that you have instilled a high level of trust in your skill set.

    Also, as PR agency people become more seasoned, we get to witness acquisitions, mergers, hirings, firings, product launches… you get the idea – another level of access that not many people are privy to. Throughout the course of all these business moves we also get to see what works and what doesn’t. Not that PR people are or should be business advisors, but I have met some senior people who are certainly capable.

    PR requires a constant personal evolution, whether it is to keep up with new or social media or simply to learn about a new client’s industry. Good PR people aren’t just master communicators they are master formulators, planners, organizers, managers, writers, technologists, sociologists, psychologists and whatever else they might need on that day to get the job done.

    Ryan Lilly

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  • Act Like a Pulitzer Prize-Winning Journalist

    Earlier this week I had the opportunity to listen to Bob Woodward, of Woodward and Bernstein Watergate scandal fame, speak on his career and his thoughts on politics.

    Woodward shared stories about his journey to become such a recognized investigative journalist, highlighting his methods and techniques for getting information from sources and getting a solid story. But what could a public relations professional possibly learn from this Pulitzer Prize-winning journalist, you ask? Great question.

    Sometimes, PR and journalism feel like they are two ends of the media spectrum, but there are a lot of qualities both PR professionals and journalists share. Through his stories, Woodward illustrated the qualities that both professionals need to have in order to get the story they want. Here’s what I learned during this presentation:

    • Be ambitious – When Woodward first applied for an internship with the Washington Post, they didn’t hire him after a two-week trial. But he wasn’t deterred – he worked for a weekly paper for a year, after which he was hired by the Post.

    Get internships and put yourself in a position where you can learn and grow as a professional. Be ambitious to move yourself ahead. (more…)

    Matter

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  • NYC dinner parties, joggling and PR

    An article by New York Times writer Nick Bilton hit home, (well, PR home) recently.  Bilton’s Oct. 14 piece, “Disruptions: Seeking Privacy in a Networked Age” referenced a dinner party he hosted at which many of his guests (including Om Malik) were posting to social media sites, all while noshing on pulled pork tacos and clinking glasses filled with red wine.

    And what ended up happening?  Seven photos on Path, six Twitter messages and six Instagram photos later someone (maybe a PR person?) emailed Bilton complimenting him on the lamps dangling above his table. (more…)

    Matter

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