• CES 2026: Insights & Strategies to Stand Out

    CES 2026: Insights & Strategies to Stand Out

    CES 2025 brought together more than 140,000 attendees and 4,500 exhibitors. It’s known as the most powerful tech event in the world, and the perfect opportunity to shape the future of tech while capturing the attention of a massive global audience.

    The show has proven successful for many of our B2C and B2B clients over the years. And at last year’s show, we saw the floors packed with everything from self-driving (and flying) cars, to sustainable power solutions, smart home tech, micromobility vehicles, mobility aids, AI avatars, fitness devices, beauty and fashion tech, and just about every form of robot you could think of – robotic emotional support dogs, a robotic vending machine that can dispense cotton candy, a robotic vacuum that can also pick up your socks, robots that shake your hand and hand out coffee, and robotic lawnmowers that take the stress out of home care.

    In such a competitive space, how can you make sure your brand stands out? Here are our key insights from last year’s show to help you boost your presence and ensure your brand leaves a lasting impression this year at CES 2026!

    Elevate Your On-Site Experience

    CES 2025 brought more than 6,000 media, content creators and industry analysts. To impress this year’s crowd, don’t just think about showcasing products, try to create an immersive experience to remember. Product displays, brochures and branded swag are essential, but taking things a step further to entice engagement and organic social sharing can help create an unforgettable and energetic atmosphere.

    Some of last year’s hottest booth displays that caught our eyes featured live product demos and test rides (seeing is believing!), themed throwback and futuristic experiences, live music including DJs, eye-catching video displays, life-size installations, giveaways/prizes, robots greeting guests, movie-theatre style setups, virtual reality activations, digital gaming activities and much more.

    Looking for other ways to capture attention while on-site? Consider hosting an after party during CES week. When done right, these parties can serve as a wildly successful hub for networking and relationship building with key media, influencers, prospects and partners. Plus, they bring the opportunity to help shift desired brand perceptions and elevate the overall story you’re looking to tell.

    Many brands may think the investment is far too large, or that the turnout won’t be as strong unless a big-name celebrity is in the room, but that’s far from the case. Sure, it would be amazing to have a star like Snoop Dogg or Meghan Trainor at the after party, but these activations can be just as successful otherwise with the right strategy in place. And we’ve witnessed that first-hand at Matter! The key? Start the planning process and guest outreach as early as possible, provide value and excitement to those you’re inviting, and do your homework to avoid overlapping your party with another from a brand that many may have pre-existing plans to attend.

    Maximize Your Time Beyond the CES Show Floor

    We often get asked from clients and prospects: what’s the most important thing to keep in mind for CES? And our answer is simple: having ample time to strategize, plan and execute to maximize exposure, attendance and impact. After all, the CES experience starts well before the exhibitor hall doors open in January!

    To maximize your time beyond the booth, and to set yourself up for a successful drumbeat of media coverage, here are a few recommendations to consider:

    • Set up as many pre-CES briefings as possible with top media in November and December prior to CES 2026. Tip: consider group sessions to meet with dozens of media at once, and have your press kits ready so that reporters can easily get their stories filed and ready to go in advance.
    • Consider putting your leaders at the forefront of the conversation by amplifying thought leadership exposure through speaking engagement opportunities. Last year yielded an impressive speaker line-up, with keynotes from the founder of NVIDIA and CEOs of Delta and X Corp.
    • Actively seek out award opportunities, including those that are given to brands at booths on-site. Not only do these awards help garner positive brand recognition and credibility, but they also help fuel great content that can be amplified across various PR, social and marketing channels.
    • Look for ways to network with others beyond your confirmed booth appointments. Take advantage of those spontaneous interactions on-site, whether it’s a quick intro to anyone walking by, chatting in the halls or meeting at a local coffee spot.
    • Coordinate personalized follow-ups post-CES that reference specific conversations had on-site, offering additional follow up materials or product samples to increase the chances of coverage. We typically see post-CES media coverage continue to run for our clients into the spring, so it’s important to keep that dialogue open in the weeks and months to follow.

    Embrace the Power of Influencers

    Partnering with influencers at CES in both an organic and paid capacity can help bolster overall awareness, social chatter and purchase intent amongst key consumer audiences, including those who are keeping up with the latest CES trends from the comfort of their home. The show typically drives a diverse mix of tech and lifestyle creators each year, from long-time tech-fluencers with macro followings, to micro and mid-size influencers who are just starting to build out their brand, to larger public figures who were seen browsing the show room halls last year like Martha Stewart, Will-I-Am and Sophia Bush.

    Influencers can create a sense of relatability, making your brand stand out in a sea of cutting-edge technologies. By collaborating with the right partners that are an authentic fit for your product or offering, you can effectively capture the attention of key audiences and leave a lasting impact.

    CES 2025 was a showcase of the world’s most exciting technological innovations. But with so many groundbreaking products and bold new ideas, it takes more than just a killer product to stand out. By creating memorable experiences, you can ensure your brand doesn’t just get noticed—but remembered after CES 2026.

    Interested in learning more about how we can help differentiate and elevate your brand at key events like these through PR, social, influencers, digital marketing or creative services? We’d love to connect!

    Rachel Almas

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

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

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

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

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

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

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

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

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

    About Matter Communications

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

    Contacts

    Matter

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • Why Crisis Response Training is Critical for Your Organization

    Why Crisis Response Training is Critical for Your Organization

    We recently laid out why your organization needs a crisis communication plan, but once you have the plan in place, it’s not a “set it and forget it” document. Organizations that invest in training for their crisis communications response team are better prepared to work collaboratively when issues strike. By having a larger portion of an organization trained on the plan, everyone is prepared to respond instinctively, not just the communications team.

    Why Crisis Response Training Matters

    A crisis can escalate rapidly, leaving organizations with little time to react. A study by Freshfields Bruckhaus Deringer LLP found that 28% of crises spread internationally within an hour, and 69% within a day. Without a trained team that can act swiftly and decisively, companies risk losing control of the narrative before they even have a chance to respond.

    Yet, despite these high stakes, 40% of companies lack a formal crisis management plan. Even those that have a plan often find that when a crisis hits, execution is the real challenge. On average, it takes 21 hours before companies can issue meaningful communication – a delay that can result in reputational damage, financial loss, and stakeholder distrust.

    And the impact is long-lasting. 53% of companies’ share prices fail to recover to pre-crisis levels even a year later. This underscores the need for a proactive approach – not just in planning but in preparing your team to respond effectively.

    Tabletop Exercises: Bringing Crisis Scenarios to Life

    Tabletop exercises are one of the most effective ways to test and refine your team’s response skills, both with communications and operational recovery. These structured simulations walk teams through realistic crisis scenarios in a controlled environment, allowing them to:

    • Evaluate Decision-Making Processes: Identify bottlenecks and areas for improvement in escalation protocols.
    • Test Communication Strategies: Ensure messaging templates and response frameworks are effective across different stakeholder groups.
    • Assess Team Readiness: Confirm that all stakeholders understand their roles and responsibilities in a crisis.
    • Identify Gaps: Proactively address vulnerabilities in crisis plans before they become critical failures.

    What Does This Look Like in Practice?

    • Pre-planned Time: Tabletop exercises are scheduled in advance, with all participants aware of the session. Teams should be prepared for a half- or full-day commitment. While the Incident Communications Team (ICT) Lead may have a general understanding of the scenario, they typically won’t know all the details to ensure a more authentic response.
    • Facilitator-Led Scenario: An external facilitator, such as an agency or communications partner, leads the exercise. They kick-off the session with a high-level overview of the crisis, including key players, initial impact, and early response actions. The facilitator should be well-versed in the organization’s crisis communications plan to guide the session effectively.
    • Guided Prompts & Escalations: Throughout the exercise, the facilitator introduces prompts to help the team follow crisis response protocols, conduct fact-finding, and make critical decisions. The scenario may escalate in complexity, including unexpected “curve balls” designed to test adaptability and address gaps in real-time.
    • Debrief: Once the scenario reaches its resolution, the facilitator leads a structured debrief. The team reviews their response, identifies challenges, and pinpoints areas for improvement—ensuring the insights gained translate into stronger crisis readiness.

    Best Practices for Effective Crisis Response Training

    The most effective crisis response teams continually train and evaluate themselves. Here are a few considerations for keeping your team ready:

    • Train Regularly: Schedule crisis response training sessions at least twice a year to keep skills sharp and ensure new team members are up to speed (quarterly is even better!).
    • Vary the Scenarios: Rotate different crisis situations, such as data breaches, executive misconduct, or product recalls, to test response flexibility. Where possible, ensure the exercise brings in leaders from multiple functional areas to stress test the organization.
    • Engage Leadership: Senior executives and department heads should actively participate to reinforce the importance of crisis preparedness.
    • Document Lessons Learned: After each training session, conduct a debrief to capture insights and refine the crisis communications plan accordingly.
    • Leverage External Expertise: Consider bringing in crisis communications specialists to facilitate exercises and provide objective feedback through a best practices lens.

    Don’t Wait Until a Crisis Happens

    Crisis response training isn’t just a nice to have; it’s a critical safeguard for your organization’s reputation and stability. When a crisis strikes, your team should be ready to respond with confidence, clarity and speed.

    Need help conducting training for your team? We specialize in crisis communications preparedness and can design a tailored training program to fit your organization’s readiness. Let’s talk.

    Julianna Sheridan

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  • Crisis Ready in 2025: Why Your Organization Needs a Custom Crisis Communications Plan

    Crisis Ready in 2025: Why Your Organization Needs a Custom Crisis Communications Plan

    At the beginning of this year, we outlined the key threats we predict organizations will encounter and the crisis communication strategies leaders can use to stay prepared. Over the next several weeks, we’ll examine each of these tactics in more detail – starting with crisis communication protocols and scenario planning.

    Why Have a Crisis Communications Plan?

    Many organizations lack a formal crisis communications plan, leaving them vulnerable to issues when they arise. An effective crisis communications protocol is essential for protecting reputation, maintaining stakeholder trust – including employees- and minimizing harm, no matter the scale of an incident.

    A crisis communications protocol is a guiding framework that enables an organization’s leadership team respond quickly, consistently, and meaningfully during high-pressure situations. Without a clear, pre-defined strategy, teams scramble, responses are delayed, and mistakes magnify. The organizations that navigate crises successfully know that crisis readiness means having a plan in place before you need it – not figuring it out as you go.

    What an Effective Protocol Includes:

    • Defined Roles & Responsibilities: Establishes a centralized Incident Communications Team (ICT) and clear processes to manage communication efforts.
    • Decision Making & Information Flow Structure: Ensures rapid response and alignment with broader operational crisis management efforts.
    • Prepared Messaging: Provides templates for high-priority incidents to enable swift, effective communications.
    • Guidance for Tailored Responses: Promotes agility while keeping messages proactive, thoughtful, and consistent across channels and audiences.

    A Crisis Communications Plan is NOT:

    • A Business Continuity Plan or operational recovery guide. While related, a crisis communications protocol focuses specifically on communication strategies, not logistics or operational recovery.
    • A step-by-step manual for every possible scenario. It includes adaptable templates, and when trained on the process properly, it empowers the team to make informed decisions based on the context of each incident.

    Key Considerations Before You Plan:

    • Cross-Department Collaboration: While primarily supporting communications and marketing, crisis communications protocols must align with all business operations and include input from across the organization. Looking at issues that require specialized and nuanced approaches, HR teams may need to manage internal messaging during a workforce reduction, while legal and compliance teams should be involved in regulatory or litigation-related crises.
    • Inherent Risks: Identify high-priority risks unique to your business or industry.For example, a university may focus on student and campus safety, while a technology company prepares for security breaches. An AEC (architecture, engineering & construction) firm may outline specific strategies for natural disasters, whereas a financial services organization prioritizes fraud response.
    • Level of Impact: Every organization must align internally on what qualifies as a crisis and how incidents should be categorized. Looking at one incident across sectors, an employee fraud issue may escalate into a full-blown crisis for a bank or nonprofit, where ethics and governance are under the spotlight. However, a large enterprise may consider this a low-level HR issue rather than a crisis.
    • Escalation Framework: Many organizations uncover internal process gaps while developing their crisis protocol. Use this time to streamline workflows and ensure smooth coordination between operations and communications. For instance, if there is a product recall or widespread service outage, customer service must be equipped to quickly flag potential issues, enabling a coordinated response that includes product teams, compliance, public messaging, and direct outreach to impacted customers.

    Don’t get caught flat-footed when a crisis emerges. By arming your organization with a strong crisis communications plan, you can lead the narrative rather than react to it.

    Need help getting started? We’ve developed crisis protocols for organizations of all sizes across industries. Let’s talk.

    Julianna Sheridan

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  • Mastering Media Interviews: The Art of Bridging

    Mastering Media Interviews: The Art of Bridging

    Media interviews can take unexpected turns, but that doesn’t mean you have to lose control of your message. Whether you’re facing a tough question or simply steering the conversation where it needs to go, bridging is a valuable tool. Done well, it keeps you composed and ensures your audience walks away with the right takeaway.

    Use Bridging Techniques to Stay on Track

    Bridging keeps your key messages at the center of the conversation during media interviews. A simple way to think about it is using the ABCs:

    • Acknowledge the question – Show that you’ve heard and understood what’s being asked.
    • Bridge to your message – Use a neutral phrase to transition smoothly without sounding dismissive.
    • Communicate your key message – Reinforce the main point you want the audience to remember.

    However, bridging phrases aren’t just canned responses and they work best when used strategically. Here are four ways to apply them in real-world scenarios:

    Avoiding Comparisons

    A reporter might ask, “Isn’t your platform just another tool in an already crowded market?” This is an opportunity to differentiate your offering rather than get caught in a comparison:

    • “That’s one way to look at it, but what sets us apart is how our AI is built specifically for enterprise workflows, reducing manual effort and improving accuracy at scale.”
    • “The real value here is in how our platform integrates seamlessly with existing tech stacks, solving a key adoption challenge for IT leaders.”

    This keeps the discussion centered on what makes your solution unique.

    Addressing Questions Outside Your Expertise

    If a reporter asks about quarterly revenue projections and you’re the CTO, not the CFO, you need to stay in your lane while still offering value:

    • “I can’t speak to specific financials, but I can tell you that demand has been strong, and we’re seeing rapid adoption in key industries like retail and supply chain.”
    • “Our finance team handles that, but from a technology standpoint, we’re investing heavily in R&D to ensure our platform stays ahead of evolving security threats.”

    This approach prevents speculation while reinforcing relevant points about your company’s progress.

    Reframing a Question to Provide Clarity

    Sometimes, a question frames an issue in a way that doesn’t reflect the full picture. If asked, “Won’t increased automation lead to job losses?” you can reframe and redirect:

    • “What we’re actually seeing is that automation is freeing up teams to focus on higher-value work, reducing burnout and improving job satisfaction.”
    • “The conversation isn’t about replacing jobs—it’s about enabling teams to work more efficiently while improving outcomes for customers.”

    This allows you to correct misconceptions and shift the discussion to a more constructive angle.

    Wrapping Up and Closing Strong

    Reporters will almost always end an interview by asking, “Is there anything I did not ask you?” Never pass on this question. A strong close reinforces your message and ensures your key points stick. If an interview is wrapping up, you might say:

    • “At the end of the day, our goal is to help enterprises harness AI in a way that’s practical, secure, and delivers real business value.”
    • “This is about making complex technology easier to implement and manage so businesses can focus on growth, not IT headaches.”

    Final Thoughts

    Effective bridging isn’t about dodging questions but steering the conversation with confidence. It helps you stay in control of interviews, making sure your key messages land, no matter what you’re asked. With preparation and practice, you can turn even the toughest questions into opportunities to reinforce what matters most.

    Want to make the most of your media interviews? Matter’s Media Training Services can help your executives refine their messaging and handle tough questions with confidence.

    Andrew Petro

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  • Matter Precision Expands Professional Services Portfolio, Driving Momentum for Brands Across Industries

    Matter Precision Expands Professional Services Portfolio, Driving Momentum for Brands Across Industries

    Agency’s specialist team adds and expands critical public relations and content work with several leading professional services organizations

    BOSTON, Jan. 29, 2025 – Matter Communications – a Brand Elevation Agency integrating PR, marketing and creative services – today announced the expansion and momentum of Matter Precision’s professional services portfolio. From startups to mature organizations across insurance, legal, finance, real estate and consultancy services, the group has been amplifying brand messages, building executive visibility and earning top-tier media coverage for professional services brands for over a decade.

    “Matter has consistently had professional services companies on our client roster since our inception,” said Vanessa Taylor, general manager of Matter Precision. “Our relationships with these brands, some of which have been with us for many years, have given us a deep understanding of the interests and issues that impact them every day. Our work has served the needs of multiple verticals and business units at once, elevated their leaders’ unique perspectives, and given them tools to meet unexpected challenges – and we can’t wait to broaden this work in the coming year.”

    Matter Precision provides nimble, focused PR and content programs that are built to support business goals and maximize return on investment. In 2025 and beyond, the group will help professional services brands properly communicate about issues they and their clients are facing like an evolving regulatory environment, sustainability and DEI landscapes, continued workforce challenges, and responsible AI application.

    In January, the team has kicked off, expanded or continued impactful PR programs with notable brands in specialty insurance services, executive training, asset management and consultancies, including:

    “Matter has served as an extension of our team for more than 10 years, amplifying our media relations efforts,” said Peter Hirst, senior associate dean at MIT Sloan Executive Education. “They have secured significant media opportunities and coverage for our faculty, which has helped drive brand awareness of our executive leadership programs.” 

    Through highly effective media relations, thought leadership development, content development and complementary services like search engine marketing, Matter Precision continues to strengthen its strategic work in the professional services market, telling unique partner and customer stories, while driving measurable results.  

    To learn more about Matter Precision’s focused communications offerings, click here.

    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

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • How to Choose A PR Agency: 13 Must-ask Questions

    How to Choose A PR Agency: 13 Must-ask Questions

    Picking a PR agency is a big decision, particularly for those that may have had sub-optimal experiences in the past or who have never run an agency search. Even experienced agency shoppers can find the process challenging. Let’s face it, you are making a major investment, which will immediately and directly impact your overall marketing budget – not to mention the future of your business. Having participated in many RFIs, RFPs and pitches over the years, I’ve learned that there are some simple questions that brands should ask themselves before considering how to choose a PR agency. Since these questions seem to be overlooked quite often, I recommend starting with a little self-analysis, and using the following checklist:

    1. What are our overarching business goals and how can a PR agency help us to achieve them?

    Whether you are looking for more sales, increased brand recognition or executive thought leadership, this should be the question that you start with and always return to when vetting a new PR agency.

    2. What kind of PR agency do we want to work with?

    There are many different kinds of PR agencies out there – big, boutique, local, global, specialized, traditional, integrated – the list goes on and on. Know what you want before you start the process, and if the answer isn’t immediately clear, consider inviting agencies from different categories to participate in your search.

    3. What are our strengths and weaknesses, and how can an agency help us to showcase the former, while improving on the latter?

    The role of a PR agency really should be two-fold. It should help to demonstrate your strengths and value propositions to key audiences, while also improving the position and perception of your weaknesses. A prospective agency may have its own ideas of where your strengths and weaknesses lie, but you should go into the process with your own ideas.

    4. What is our budget?

    This seems very practical, but is often unclear or not discussed. Determining a budget early in the process will allow you to set a realistic expectation for your organization and the agencies you speak with. It will also ensure that you get an honest and tailored pitch that is based in reality. The last thing you want is to see a million dollar pitch that you could never afford, and an agency can never deliver within your budget.

    Once you have done a little self-reflection and you feel confident that you know the answers to the above questions, you are ready to start talking with agencies. This should be the fun part! A good agency won’t make you feel like they are trying to sell you a used car, they will make you feel like you are being courted for a meaningful relationship. Enjoy the courting process, but ask the following questions to ensure you remain strategic and don’t end up with the wrong partner:

    5. What are your agency’s capabilities?

    This is a good place to start and will let you know right away whether you will end up needing one agency or multiple, to handle things like media relations, social media, graphic design, SEO / SEM, web design, and so on. As more falls under the umbrella of PR and marketing, there is certainly something to be said for a one-stop shop that understands your core values and messaging and can integrate them seamlessly throughout your program and materials. Hopefully you never feel the need, but having one throat to choke can also make your life much easier at the end of the day.

    6. Where does your agency see the PR industry going?

    This will give you an immediate sense of just how in-tune a prospective agency is with its own rapidly evolving industry. The media landscape is changing daily and is almost unrecognizable from a decade ago, and social media and creative digital content are no longer options that are just nice to have. Any agency that is not plugged into industry shifts will quickly become stagnant and ineffective, and your brand and reputation will likely suffer as a result. Experience is important, but flexibility and a willingness to continue learning and evolving is essential when it comes to your PR agency.

    7. Who will be on our team and how often will I have access to senior leadership?

    Be weary of the agency that trots out a team of executives for your pitch, and can’t provide a clear answer as to who exactly will be on your team. Ideally, you want to meet your actual team, so that you can get a sense for the mid-level and junior team members that will be handling most of the daily legwork. Not many agency executives are going to be picking up the phone to speak with reporters, so make sure you are comfortable with the people that will actually be speaking on behalf of your organization. Ask each team member to describe their role, strengths and why they want to represent your brand.

    8. What is your financial model?

    Believe it or not, there is no standard financial model that all PR agencies subscribe to. Be cognizant of firms that bill hourly. This may work for you, but it is worth noting that PR inherently ebbs and flows quite a bit from month to month. The last thing you want is a team that is forced to pull back during a busy month, because they have gone over their hours. These are the times that you are stretched the thinnest and the last thing you want is to lose support, or have to dip back into your budget to keep your PR team working. This model can also distract your PR team from their core competency. When your team picks up the phone to talk to the Wall Street Journal, you want them thinking about the goal, not how long it takes to achieve it.

    9. Why did you choose to work at your agency?

    There are no shortages of PR agencies out there, and you want to know that your team is happy with their agency. An agency’s people are its product, and happy PR people are productive PR people. You also want to be cognizant of turnover on your team, as it’s important for them to all become experts on your business, your messages, and even your working style – which becomes difficult with new team members constantly cycling in.

    10. Do you know our brand and understand our products, services, technologies and/or value propositions?

    You certainly want to know that an agency has done its homework. This will also give a sense of the agency and team’s experience in your space. Additionally, you want a team that is passionate about your brand and mission – not just looking for a paycheck. At the end of the day, passion for your industry and brand will go much farther than retainer dollars, and will perpetuate itself in the quantity and quality of your results.

    11. Where would our organization fall within your client spectrum?

    It is helpful to get a sense of the average size of accounts on your prospective agency’s roster. Some agencies have a threshold for the size of account they are willing to take on, and/or are able to support. Find out where you fall. Will you be an average sized account, or will you be one of the largest the agency supports? This distinction  could potentially affect the prioritization of your account.

    12. Can you give me an example of a campaign that you’ve executed in our industry?

    There is real value to a chameleon PR pro, who has experiences and success across industries. Breadth of experience comes with a breadth of strategies that can be employed on behalf of your brand. That said, you want some expertise that comes from experience working with brands like yours. This will also give the agency team a chance to show you how they think and who they know in your media and influencer space.

    13. What do you need from us?

    Your agency should lighten your load and improve your results. That said, it is naïve to think that you will hire an agency and outsource all your work. The most successful agency partnerships result from strategic teamwork. Whether it is a customer roster, access to executive experts or simple face-time, your prospective agency should know and be honest with you when it comes to what they need from you to succeed.

    It is a big decision picking a new PR agency, and you should approach it as strategically and informed as possible. When done right, it is a partnership that moves the needle for your organization in a truly impactful way. When done wrong, it can be quite painful for everyone involved. These questions are by no means exhaustive, but should be considered for your “must-ask list.” There is always a perfect agency partnership to be had, and it is up to you to give yourself the best chance of finding the right fit for you and your organization.

    Are there any other questions that should be added to this list or that you have asked or been asked during an agency selection process?  Let us know by filling out the form below.

    Andrew Petro

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  • Matter Strengthens Leadership Team with Key Promotions and New VP

    Matter Strengthens Leadership Team with Key Promotions and New VP

    Strategic Appointments Across B2B Tech, Consumer and Healthcare Teams Aligned with Client Growth

    Boston, Jan. 14, 2025 – Matter Communications – a Brand Elevation Agency integrating PR, marketing, and creative services – is excited to announce strategic promotions and a new addition to its leadership team. These changes reflect Matter’s ongoing commitment to fostering top talent and delivering exceptional results for its clients across industries.

    Grace Torrance Promoted to Senior Vice President (SVP)

    Grace Torrance has been promoted to Senior Vice President in recognition of her outstanding contributions to Matter’s growth and client success. Since joining the agency, Grace has been instrumental in driving innovative communications strategies and building strong client relationships for leading tech brands. Her leadership has not only elevated the agency’s offerings across earned, owned, and paid media channels, but also helped foster a culture of excellence. In her expanded role, Grace will oversee strategic initiatives and mentor senior leaders to drive continued brand awareness and ROI for Matter and its clients.

    Deanna Meservey Promoted to Vice President (VP), Matter Health

    Deanna Meservey has been elevated to Vice President of Matter Health in acknowledgment of her exceptional team leadership, client service and healthcare industry expertise. A key player in growing the agency’s healthcare practice, Deanna consistently delivers impactful campaigns and results for her clients. Her leadership and commitment to innovation have made her an invaluable asset to the team. As VP, Deanna will continue to lead Matter’s expanding healthcare portfolio, driving client growth and mentoring rising talent across the agency.

    Molly (Linehan) Sullivan Joins Matter as Vice President

    Matter is thrilled to welcome Molly (Linehan) Sullivan back to the agency as a Vice President on the PR team. With over 10 years of agency experience working with consumer and B2B brands across various industries, Molly brings a wealth of knowledge and a track record of success. Prior to rejoining Matter, marking a homecoming after six successful years at the agency earlier in her career, she led the PR and social media practice at an integrated communications agency based in Indianapolis. Based in Matter’s Boston headquarters, Molly will focus on enhancing the agency’s consumer PR strategies and expanding its footprint in the market.

    “Entering 2025, we’re positioned for a year of building and growth across our client portfolio and our team,” said Mandy Mladenoff, President of Matter. “These talented leaders will play a pivotal role in guiding us forward, driving innovation, and fostering collaboration as we continue to deliver exceptional results for our clients while investing in the success of our people.”

    Matter continues to be a trusted partner to a diverse portfolio of clients, offering integrated PR and marketing services that help brands tell their stories, build their reputations, and achieve measurable results. With these leadership updates, Matter is well-positioned for continued growth and innovation in 2025 and beyond.

    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.

    For media inquiries, please contact:
    Greg Amaral
    Marketing Manager
    Matter
    [email protected]

    Matter

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  • Matter Launches Comprehensive Media Training Offering

    Matter Launches Comprehensive Media Training Offering

    New offering expands Matter’s expertise in empowering executives to navigate the changing media landscape

    BOSTON, Aug. 20, 2024 – Matter Communications – a Brand Elevation Agency integrating PR, marketing and creative services – today announced the launch of its media training offering. Building on years of experience successfully equipping executive spokespeople with the skills and confidence needed to effectively communicate their messages, this comprehensive program addresses the complexities of today’s media environment and is applicable to any industry and media format.

    “The media landscape has undergone significant transformation in recent years,” said Anne Lines, General Manager of PR at Matter. “Our new media training offering is specifically designed for business leaders, spokespeople and industry experts, providing hands-on training with experienced media professionals. It offers practical, real-world experience to help participants not only prepare but excel in any media interaction, whether it’s a live interview, podcast, or crisis situation. In an era where media engagements can greatly impact a company’s reputation, we equip clients with the skills and confidence needed to succeed.”

    From virtual to multi-day in-person sessions, Matter can build a bespoke media training program to fit the needs of each client in any industry including B2B tech, healthcare and consumer. The media training offering provides:

    • Customized Training Sessions: Tailored to meet the unique needs and goals of each participant, whether they are seasoned professionals or new to media interactions.
    • Real-world Practice: Simulated interviews with former journalists to provide an authentic, hands-on experience.
    • Crisis Communication: Specialized training to handle tough questions and high-pressure situations with poise and confidence.
    • Message Development: Guidance on crafting clear, concise, and compelling messages that resonate with target audiences.
    • On-Camera Training: Techniques for appearing polished and professional on camera, including body language, voice modulation, and visual presentation.
    • Feedback and Improvement: Detailed feedback and constructive critique to continuously refine and improve media interaction skills.

    “Axis thought leaders have gained invaluable knowledge, experience, and counsel from the media training tools and resources provided by Matter,” said Chris Shanelaris, Public Relations Manager, Americas, at Axis Communications. “The customized, in-person media trainings and on-camera mock interviews that Matter has facilitated throughout our relationship have given Axis spokespeople the confidence and skills needed to proficiently engage with the media and articulate their expertise in a strategic, compelling manner on behalf of the company.”

    Led by a team of seasoned media professionals with decades of experience in journalism, public relations and corporate communications, the team’s diverse expertise ensures a well-rounded training experience that addresses all facets of media engagement.

    To learn more about Matter’s media training offering, please visit the Media Training page on Matter’s website.

    Companies looking to 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

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • Matter Grows B2B Tech Portfolio, Elevating Brand Awareness + Driving Bottom-line Results for New Clients

    Matter Grows B2B Tech Portfolio, Elevating Brand Awareness + Driving Bottom-line Results for New Clients

    Agency’s B2B tech team celebrates growth from new client partners, supporting successful brand awareness, thought leadership content and creative marketing programs

    BOSTON, July 9, 2024 – Matter Communications, a brand elevation agency integrating PR, marketing and creative services – today announced the growth of its B2B tech portfolio, highlighted by the addition of new clients spanning diverse sectors. Matter continues to elevate B2B brand stories by creating and executing PR programs focused on high-impact earned media coverage and compelling thought leadership content, and through fully integrated marketing programs that deploy social media, SEO, creative design and other digital marketing campaigns to increase awareness and sales.

    “B2B technology companies are seeking smart communications and marketing solutions to differentiate themselves and stand out amidst intensified competition by continuing to reinvent themselves and better communicate their stories,” said Tim Hurley, executive vice president, B2B tech, at Matter. “Matter has a rich and deeply respected history of successfully elevating brand awareness for some of the world’s most innovative technology leaders, driving bottom-line results that marketers and their leadership teams demand.”

    The following is a subset of B2B tech companies who have recently partnered with Matter to advance the effectiveness of their communications and/or marketing programs across sectors including cybersecurity, AI and machine learning, IT services, retail, behavioral data, and more:

    • Fullstory, a leading behavioral data company that helps technology leaders make better, more informed decisions. By injecting digital behavioral data into their analytics stack, its patented technology unlocks the power of quality behavioral data at scale–transforming every digital visit into actionable insights.
    • IntelePeer, an AI-powered communications automation platform provider.
    • Lobyco, a global leader in grocery loyalty programs that builds engaging loyalty, promotions and checkout propositions for retailers around the world.
    • LogicGate, a global, market-leading SaaS company empowering customers to effectively manage and scale their cyber risk and control, third-party risk management, compliance controls, enterprise risk, and operational resilience programs.
    • LTO Program, comprised of technology provider companies – Hewlett-Packard Enterprise, IBM Corp. and Quantum Corp. – this organization supports the development of the linear tape-open (LTO) Ultrium technology for long term data retention, disaster recovery and protection from cyberattacks.
    • Presidio, a leading technology services and solutions provider with deep expertise in automation, security, networking, digital transformation, and cloud computing.
    • Synadia, providers of a secure, scalable, and high-performance data and communications platform designed for modern distributed systems, empowering developers and enterprises to accelerate the delivery of multi-cloud, edge and AI applications. Synadia leverages NATS.io, a connective technology used by thousands of companies across the globe to power their digital initiatives.

    “Matter acts as a true extension of our marketing team,” said Jonathan Skinner, chief marketing officer of LogicGate. “They’ve been an invaluable partner for marketing and PR, helping to drive the LogicGate brand forward and raise awareness among our key stakeholders. We continue to generate impactful media opportunities for our executive thought leaders in a distinct way that cuts through the noise, boosting our competitive share of voice and expert industry presence.”

    To learn more about Matter’s B2B Tech team and client work, please visit the B2B Technology page on Matter’s website.

    Tech brands looking to explore a potential partnership with Matter or share Request for Proposals (RFPs) are encouraged to contact Matter to receive a customized program evaluation.

    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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