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

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

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

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

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

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

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

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

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

    About Matter Communications

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

    Contact

    Matter Communications

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • Elevating Societal Impact: Matter’s Precision Group Expands Client Base in Sustainability and Nonprofit Categories

    Elevating Societal Impact: Matter’s Precision Group Expands Client Base in Sustainability and Nonprofit Categories

    Agency’s Dedicated Team For Highly Focused PR + Content Programs Is Refining Messages and Amplifying Stories of Organizations Focused on the Greater Good  

    BOSTON, Mar. 26, 2024 – Matter Communications – a Brand Elevation Agency integrating PR, marketing and creative services – today announced the growth of its Precision group, a PR and content division of Matter that provides highly focused programs to support brands’ biggest business drivers, in sustainability/Greentech and nonprofit categories. The concerted efforts of the team represent the agency’s commitment to serving the missions of brands that actively seek to improve communities, causes and the environment of the world around us.

    “As a startup meeting the critical industry need for a circular supply chain for rare earth metals, we sought a partner who could engrain themselves in our business and drive immediate impact,” said Ahmad Ghahreman, CEO and co-founder of Cyclic Materials. “We see the Precision team at Matter as an extension of our internal team, helping to elevate our company in key trade, business and regional media. As we continue our growth, Matter’s work will be vital to crafting a media narrative about our important role in meeting the demands of the global clean energy transition.”

    Matter’s Precision group combines Matter’s larger agency expertise with focused, highly customized PR programs that elevate brand stories through thought leadership, newsjacking/rapid response pitching, strategic content, speaking and award programs, crisis communications counsel, and more.

    “Effective communication is key to achieving our mission of accelerating economic and social impact in communities nationwide through inclusive entrepreneurship,” said Julie Smith, CMO of Entrepreneurship for All (E for All). “With Matter by our side as a strategic advisor over the last three years – leveraging their strong media relationships and tenacious team of PR pros – we have been able to educate the public, create awareness and foster a deep understanding of the challenges entrepreneurs today are facing.”

    In 2024, the group has continued support for many tenured clients, including Quantis – a leading environmental sustainability consultancy – and Entrepreneurship for All (E for All)  – a nonprofit that partners with communities nationwide to help under-represented individuals successfully start and grow their businesses. Precision has also recently added extraordinary sustainability, Greentech and nonprofit organizations to its roster, like:

    • Cyclic Materials, an advanced metals recycling company building a circular supply chain for rare earth elements and other critical metals
    • Power Factors, a SaaS provider fighting climate change with code by developing groundbreaking software to accelerate the global energy transition
    • RefugePoint, a nonprofit organization that partners with refugees to access life-changing solutions like self-reliance and resettlement
    • Warriors & Quiet Waters, a veterans service organization and nonprofit organization serving post-9/11 combat veterans and their loved ones

    “Matter has a long history of supporting companies and organizations with powerful missions, and to lean even further into that idea is a real thrill,” said Vanessa Taylor, general manager for Precision. “We’ve entered an era when positive societal impact is expected, not just hoped for, and to be able to provide quality PR and content programs to these brands – which are frequently working with limited resources and need to maximize every dollar – is a tremendous motivator for our team. This is why Precision was built!”

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

    About Matter Communications

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

    Contact

    Matter

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • Tech Media Has Changed. Tech PR Needs to Change With It.

    Tech Media Has Changed. Tech PR Needs to Change With It.

    The technology landscape has significantly shifted over the past few years and the media’s approach to covering this sector has shifted alongside it. Though “stagnant” is not a word that ever applied to media, the pandemic, an unpredictable global economy, and the impact of AI and rapid digitalization have accelerated the industry’s evolution, leading to sweeping changes that were once beyond our imagination. For PR and communications professionals, understanding and adapting to these changes is not just helpful—it’s crucial to hit your clients’ media coverage goals.

    Let’s dissect some of the changes that are reshaping the narrative:

    Mastheads are shrinking.

    The media is struggling – in some cases, mightily – to keep up with digitalization and diminishing revenue streams. Readers are fatigued and those who follow the news increasingly turn to social media, leading to a decline in online readership of established news sources. As a result, media outlets are restructuring their businesses. Since the start of the year, TechCrunch announced the end of TC+, Red Ventures indicated an interest in selling CNET, and many talented and experienced tech reporters were laid off.

    Amid shrinking newsrooms, reporters are stretching their interests far and wide to engage with audiences in new formats, and the freelance economy is exploding. We anticipate this continuing over the next year—and beyond. If the trend continues, free-agent reporters could very well be the future of the industry.

    The medium is changing.

    The internet provides an ease of publication which traditional print media lacked. As many media outlets struggle to find their footing in the current digital landscape, alternative news mediums are flourishing. Online platforms and digital media outlets, fueled by an insatiable appetite for tech-related information, have helped alternative formats—like email newsletters, social media news platforms, video-first content, and podcasts—find widespread popularity.

    For example, former Protocol journalist Tom Krazit founded Runtime –a new publication covering enterprise tech products – and over one million individuals receive TL;DR, an email newsletter summarizing the latest stories in tech, startups, and programming. Additionally, Substack newsletters are growing in popularity, allowing journalists to expand their reach through its network of over three million paid subscribers. The rise of technology podcasts across media outlets, like Bloomberg or The Verge, also showcase the hunger for diverse tech-related content beyond the confines of traditional newspapers and magazines.

    Further, we’re seeing reporters kickstart their own newsletters, LinkedIn blogs and publications to shake the confines of legacy publications. Social media has furthered this pursuit, as today’s journalists are more than writers; they’re influencers, hosts, and bloggers as well.

    As tech evolves, so does its media.

    Despite ever-shrinking mastheads, advancements in technology have spawned new beats, covering AI, tech policy, digital transformation, and more. This poses a challenge to the remaining staff reporters, as they must expand their existing focus areas and cover a wider array of topics. While arguably fatigued by this change of pace and broadening coverage, their dedication and determination to share the stories that matter are admirable.

    The rules of engagement with tech media have transformed, and the strategies that once guaranteed a spot in the limelight are now as outdated as last year’s best selling or most popular tech product. To succeed in tech media’s new landscape, PR pros need to continuously adjust their strategies.

    • Do your research: To stand out, you’ll need to do your homework. Developing a strong understanding of a reporter’s beat and areas of interest will make a big difference and help you get a story across.Beyond identifying the right target, creativity and brevity are critical. With fewer reporters writing technology stories, and so many tech vendors vying for coverage, it’s about having a crafty headline to grab attention, a hyper-personalized pitch, keeping things short and sweet, and thinking like the journalist you are approaching. The right note takes both time and creative muscle. 
    • Be innovative: PR professionals in B2B tech need to get inventive when pitching angles around client’s services. Toeing the line of vendor neutrality in our media efforts is critical to landing earned placements and nurturing lasting media relationships. Reporters don’t want a sales pitch; they’re looking for a narrative that their readers will care about.
    • Have a back-up plan: Furthermore, with reporters stretched thin and covering multiple beats, product news rarely gets the attention it once did. To compete with other timelier news, it’s valuable to have a backup plan. Counseling clients around expanded campaigns including integrated options like sponsored contributed content and owned/social media can help bolster product announcements beyond earned efforts.
    • Diversify platform outreach: With new podcasts, video news shows, newsletters and other digital mediums joining the tech media fray, expanding outreach beyond traditional media is paramount to success. This wide variety of forums is transitioning PR to an era of visibility over strictly earned media relations; it’s about generating impactful brand awareness across myriad channels.

    No one is more aware of the shifts in tech media than reporters themselves and being sensitive to the fact that they are more than gatekeepers to our client’s next feature is essential. A friendly note can be a breath of fresh air, especially when their inboxes are overflowing with requests and pitches.

    Navigating the tech media landscape demands a strategic recalibration for PR professionals. Adapting to these shifts is a prerequisite for success when working within tech media in 2024 and beyond. Staying relevant means doing the homework, embracing diversity in outreach and understanding that the only constant is change.

    Sarah Barsch

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  • Healthcare PR: A Galaxy-sized Challenge in 2024

    Healthcare PR: A Galaxy-sized Challenge in 2024

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

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

    Generative AI – Friend or Foe?

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

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

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

    Nimbleness in Uncertain Times

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

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

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

    Healthcare Media’s Evolution

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

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

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

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

    Dan Ventresca

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  • 15 Tech PR Predictions for 2024

    15 Tech PR Predictions for 2024

    It’s that time of year: predictions season! From generative AI’s impact on newsrooms, marketers and media to major moves from cybersecurity leaders, Matter’s tech team offers its thoughts on the top headlines and trends to expect in 2024.

    1. Marketers mitigate AI risks
      As PR and marketing firms continue to explore how AI can augment their expertise, many will take practical and legal steps to limit the risk associated with generative platforms. This will include establishing in-house “AI councils;” having open, critical conversations with their clients and partners on the use of generative AI (GAI); and working with clients to outline policies that protect proprietary data. – Loren Guertin, Vice President
    2. Media puts a premium on true expertise
      In 2024, authentic insights from credible experts will be more important to reporters than ever before. Journalists will take precautions to ensure the insights they receive are untouched by ChatGPT and other generative AI platforms. Of note, the format and style of interviews will likely change as more reporters choose to interview experts over the phone or through video conferencing platforms to curb AI-written responses.– Sara Beth Fahey, Vice President
    3. Deepfakes get deeply concerning
      Deepfakes will become more common and convincing, and their effects could become more sinister. Smart PR pros will need to hone critical thinking skills and develop a keen eye for the tell-tale signs of AI’s touch when reading the news so we can prevent the spread of misinformation. – Hannah Burns, Content Group Manager
    4. Doing more with less
      In 2023, organizations’ budgets were limited, and seemingly everyone was asked to do more with less. In 2024, we’ll see businesses further prioritize efficiency and cost reduction. Many companies that purchased vendors’ entire tech stacks will be looking to streamline their toolsets, keeping only the programs and solutions most aligned with their needs and those with the best ROI. That means data-first, intuitive, and AI-based tools are likely to have an edge. Furthermore, I’d expect we’ll see organizations expanding their executive benches by adding new roles — like Chief AI Officer or something similar — alongside their CTOs. – Erin Knapp, Account Director
    5. Tech upskilling takes center stage
      With AI now able to take on routine and basic administrative tasks, tech recruiters will continue to favor highly skilled and specialized hires. Furthermore, the demand for ongoing training in fields like cybersecurity and AI will increase significantly as the pace of progress in these spaces picks up. Traditional, higher-level educational institutions will have a hard time keeping pace with these changes, resulting in employees turning to individual courses, certifications, and accreditations to keep their employers on the leading edge. – Erin Knapp, Account Director
    6. AI support for front- and back-office ops
      HR tech providers will sit in a unique position as the AI revolution continues. These organizations must navigate the implementation of AI for increased efficiency in their respective workforces while also training customers on the unique benefits that their AI tools offer. On top of the evolving nature of HR policy and recruiting for the new job roles being created to optimize AI, these businesses will have a lot on their plates in 2024. – Colleen Bennis, Account Director
    7. The media landscape further tightens
      In 2023, we saw continued consolidation amongst publications and reporters. With leaner teams and fewer resources, building solid relationships with key reporters by crafting unique and valuable stories must be PR pros’ top priority in 2024. In the absence of these relationships and stories, it will be critical for organizations to leverage owned content channels to reach audiences in new and creative ways.  – Grace Torrance, Vice President
    8. The human touch, alive and well
      In the era of generative AI, the PR landscape will separate into two categories in 2024: those who rely too heavily on automated processes and those who infuse grit and creativity into their work. As AI becomes ubiquitous in 2024, strategy will be the key differentiator, and the human voice will remain king. Success hinges on the ability to craft narratives that stand out, pivot quickly, and understand what resonates with actual people in an oversaturated digital space. Teams that learn to walk the line between AI efficiency and human ingenuity will be the ones who see results.  – Kate Aviv, Account Director
    9. PR pros help reporters scrutinize content
      Saying the media landscape is shifting is redundant, but it’s entirely true—and it will continue into 2024 as we grapple with GAI’s effects on media consumption. We’ve already seen a few missteps, and we’ll likely see more in the coming year. We’ll also see greater scrutiny of the quality of information reporters produce. PR pros will need to go above and beyond to deliver quality insights from experts, conduct thorough research on reporters, and prioritize transparency about how and when we’re using AI. – Rachel Peck, Account Manager
    10. Cybersecurity’s quantum quandary
      In 2024, quantum cyberattacks will stay in the headlines as the cybersecurity community intensifies its pursuit of post-quantum readiness. Expected to hit the market by 2029, quantum supercomputers will be able to compromise the public key infrastructure (PKI) cryptographic algorithms that most current systems operate on today. Leveraging quantum computing in conjunction with GAI will enable cybercriminals to bypass PKI-based security controls for ransomware and critical infrastructure attacks more easily than ever before. Recognizing the heightened risk, security leaders will accelerate strategic shifts toward post-quantum cryptography (PQC) in 2024 and build on the NSA/CISA/NIST joint statement from August to future-proof systems against quantum threats. – Chris Mueller, Content Group Manager
    11. Cisco’s buying spree continues
      Cisco will appear to choke on its $28-billion Splunk acquisition, but that won’t stop the tech behemoth from continuing its pursuit of acquisitions in 2024. Look for them to gobble up an XDR provider, with the best guess being Cybereason. And speaking of cyber-M&A, it’s a pretty good bet that SentinelOne will be acquired, but not by Cisco (my money is on a PE firm, likely Thoma Bravo). – Tim Hurley, Executive Vice President
    12. More trouble for security leaders
      The SolarWinds breach’s effects continue to rear their ugly head so that CISO burnout will intensify in 2024. With personal liability cases for breaches becoming more commonplace, the number of resignations from this role will continue to increase.  – Tim Hurley, Executive Vice President
    13. Futuristic finance
      Organizations are under tremendous pressure to achieve financial transformation by introducing complex strategies that modernize finance departments’ processes, internal controls, and reporting. Throughout 2023, CFOs have been rushing to implement new tech — like hyper-automation and AI — and the pace of change will only accelerate in the new year. – Agata Porter, Account Director
    14. Protecting a growing cloud
      Cloud-based software will remain an integral part of internal operations in 2024, as companies continue to embrace cloud-first strategies that support scalability, flexibility, and innovation. As they do, organizations will also need to implement stringent security measures to bolster their transformation efforts, increasing their spending on cybersecurity strategies. – Agata Porter, Account Director
    15. Publications strike back on AI pitches
      Generative AI can be a valuable tool for providing prompts, thought starters, and even edits — but those who use it as a one-stop-shop for content creation will begin to see negative repercussions in 2024. Media organizations and reporters will become increasingly savvy about identifying AI-generated content, and they won’t respond kindly to PR teams or companies who develop a reputation for relying too heavily on the technology. Thought leaders — and the PR agencies that represent them — will need to be careful about deploying generative AI, or they’ll face difficulties differentiating their message and generating media interest. – Shane Carley, Senior Content Writer

    We know we’re we are only scratching the surface here. So, what are your predictions for tech in 2024? What headlines do you expect to see? Reach out below to let us know or to talk about your 2024 tech PR and marketing goals!

    Matter

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  • ChatGPT Turns One: What a Writer Has Learned About Her Biggest Competition

    ChatGPT Turns One: What a Writer Has Learned About Her Biggest Competition

    When ChatGPT debuted last November 30, my initial reaction was one of concern. And anxiety. Some stress. Certainly disbelief. And maybe a little bit of excitement. But mostly, I felt threatened. Generative AI could do it all, the headlines said—or, at least, enough to render my role obsolete in just a few years.

    So, I set out to learn all I could about the powerful new tool poised to replace me. I played with GPT 3, Google Bard, and every other platform I could get my hands on. I glued myself to the news, squirreling away evidence that the AI hype was overblown. After all, I needed ammo on hand so I could respond with confidence when clients, my parents, and my dentist (yes, my dentist!) hit me with what’s becoming an all-too-familiar question: “Can’t ChatGPT just do that?”

    The answer to that query, it turns out, is… complicated.

    What it’s good at

    OK. We’ll start with the good—and, I must admit, there is plenty of good if you play to the technology’s strengths.

    GenAI can cut the time it takes to format interview transcripts, summarize notes, organize lists, and more from minutes to seconds. You still have to check its work, but it almost always gets you closer to the desired result. The right software can also be an effective editor when a second set of human eyes isn’t available (our coworkers sleep, after all, and GenAI doesn’t). So long as you ask for suggestions rather than corrections, these platforms can help you tighten your prose and get to the point when you’re struggling to find the path.

    That brings us to, perhaps, the most valuable use of AI I’ve found in my work: brainstorming. Coming up with new ideas can be difficult, especially for PR and content marketing pros in fast-paced agencies. I mean, how many times can you write from the same talking points before you hit a wall? My team and I have found that AI is incredibly good at getting writers over this hump, even if it doesn’t provide exactly what they were looking for.

    Believe it or not, it’s usually more helpful when it gets things wrong. I don’t know that I’ve found a more potent salve for writer’s block than asking AI to write an article’s conclusion just so that I could gut it. Even better, it’s confirmed a long-held suspicion of mine: that seeing what you don’t want is the fastest way to figure out what you do.

    What it’s not so good at

    Now, I could go on at length about what GenAI can’t do yet, but instead, I’ll keep it simple. The problem with today’s AI is that large language models (LLMs) are not people. They don’t reason, nor do they think. While I know this might make me sound old-school, that really is their fatal flaw.

    Today’s GenAI platforms create work based on probabilities, not ideas—like iMessage suggestions but with incredible computing power and trillions of reference points. ChatGPT, Bard, and other tools cannot make decisions; they can only predict what’s likely to be right. It’s the reason we’ve gotten so many laughs from ChatGPT’s attempts to unravel logic puzzles, understand riddles, or even solve seemingly simple mathematic equations.

    It’s also the reason writers still must guide the process. In writing, predicting isn’t always enough. ChatGPT’s penchant for citing made-up legal precedents, invented statistics or studies, or non-existent headlines is a compelling example of this issue. Because the algorithm sees it’s statistically likely for a legal brief to cite case law, it might pull last names and dates from thin air. Its prediction is right, but the execution is wrong. The phenomenon is called “hallucination” by some in AI tech fields, but all I hear as a writer is libel. Maybe slander. Possibly fraud, depending on the context.

    Perhaps the most glaring issue with this approach is the question of originality (or lack thereof) in AI-generated materials. The simple fact is that all GenAI content is derivative. Sure, we can debate about whether writing itself is derivative all day, and many people far smarter than myself have done so. But the level of iteration we’re talking about here feels different. The technology’s design makes defining a voice incredibly difficult and saying something new or innovative nearly impossible.

    A blog about cybersecurity written by Bard is an amalgamation of any material—from competitors’ websites to outdated articles, conspiracy theories, or works of fiction—used to feed the model, and its format is dictated by what’s been done before. Essentially, what we get in exchange for some extra time is work that, while technically sound, has nothing new to say. That polished blog is just another version of someone else’s arguments, syntax, grammar, and flow. It may be new, but it is not original.

    The bottom line

    Despite my seemingly harsh assessment, my outlook on GenAI in content development now sits somewhere between optimistic and accepting. Over the past year, I have come to appreciate the support it offers to my team and me. When things get busy, writer’s block rears its ugly head, and inspiration is in short supply, GenAI can free up space in the day or give you something to respond to.

    Still, I feel confident that AI won’t be coming for my job anytime soon, nor will it be taking yours. The undeniable fact is that it cannot do the work for you as many headlines and developers initially claimed, and that’s true across disciplines. One year later, the biggest lesson I’ve learned is that AI is only as capable as the person using it. That may change with time, but that’s where we are one year later.

    So, I suppose the answer to my dentist’s question is that, yes, ChatGPT can do that—to a point. And only if an experienced writer is helping it along.

    If your content is feeling robotic lately, our team is always eager to show why the human touch isn’t going away any time soon. Drop us a note below!

    Hannah Burns

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  • Matter Health Conference Recaps

    Matter Health Conference Recaps

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

    Women’s Health Steps into the Spotlight

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

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

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

    Healthcare Communications at the Forefront of Evolving Industry

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

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

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

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

    Hannah Fier

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  • Are You AfrAId of the Dark? Our Scariest AI-generated Halloween Costumes for PR/Marketing Pros

    Are You AfrAId of the Dark? Our Scariest AI-generated Halloween Costumes for PR/Marketing Pros

    You May Live to See AI-generated Costumes Beyond Your Comprehension

    Spooky season is upon us. And every year, folks like you, dear reader, come to us asking for help figuring out an appropriate costume to wear to work. To avoid scaring your coworkers (or getting a call from HR), we came up with some of the most terrifying marketing/comms-themed costumes your office Halloween party has ever seen. And we’re doing it with the help of our newfound friend: AI.

    Social Media Manager

    The social media manager: internet extraordinaire, queen of the meme, master of the metaverse. From managing communities and posting schedules to helping develop posts, graphics, reels and more, these social media magnates really can do it all.

    “To be a successful social media manager, you’re constantly watching what’s changing and what’s trending across multiple platforms,” says Jessica Boff, social media director at Matter. “To really help your clients reach and resonate with their audiences, you need to wear a lot of hats.”

    “A lot of hats.” Now, that sounds like a good place to start for our social media manager costume! Let’s see how AI handles that:

    Well, looks like your local haberdasher is going to be very happy with you.

    Video Producer

    Our super-talented video team has some amazing producers. But nailing down exactly what they do proved a little challenging — there was so much ground to cover!

    “Our video producers primarily oversee preproduction and production of our clients’ video projects,” says Colter Beote, Director of Operations + Client Relations. “They’re doing everything from crafting the production outline and schedule; hiring freelancers like hair stylists; coordinating huge teams via emails; and much, much more. Some are maintaining equipment rental budgets; others are setting up lights and capturing b-roll.”

    The AI was having trouble with the idea of “video producer” so we tried “camera person” and the results certainly gave us the vertigo effect.

    So, without further ado: Lights, camera, AI!

    Account Executive

    Matter’s PR account executives handle more work than you can shake a witch’s broom at — everything from crafting press releases and running social campaigns to pitching journalists and ensuring our clients’ names are making waves.

    “They’re scanning the news and social channels, they’re interacting with journalists and acting as the primary media driver on each account,” says Zoe Cushman, Account Manager at Matter. “If it needs to get done, they’re the ones stepping up to do it. They’re really the worker bees of our teams.”

    We liked the idea of a “worker bee” — maybe a nice, cute bee costume in a Matter hoodie. Let’s see what the AI came up with!

    Well, like our AEs, this costume is certainly bzzzy.

    Designer

    Stunning creations: from our creative designers’ minds onto the websites, brochures, advertisements and social posts you see every day. We thought this one would be a lot of fun for the AI – maybe a paint-splattered smock, a beret and a laptop repurposed as a palette. But the AI refused to render any costume, stating if designers think they’re so creative, they can design a concept themselves.

    Account Manager

    At Matter, we have account managers on both our PR and integrated marketing client teams. These folks act as the lead liaison between their clients and the broader team, helping to make sure a variety of day-to-day campaigns and initiatives are driving results — from organizing a product debut event with a livestream component to launching a company rebrand with an interactive landing page to delivering key reporting metrics and media analytics that keep brands on top of the competition.

    “They really need to understand their clients, their teams and the tactics that will help them all achieve their goals,” said Julianna Sheridan, Account Director on our Precision team. “They’re the captains of the strategy ship.”

    A ship captain costume — now who doesn’t love a good Blackbeard of Captain Morgan getup? Let’s plug in “captain of strategy ship” into the AI and see what comes out.

    Avast ye mateys! Let’s see what other costumes we can conjure up from Davey Jones Locker — err the AI.

    Writers

    In our unbiased opinion, writers are the most important people at Matter — better yet, at any agency. Maybe even throughout modern society. (Editor’s note: this is highly biased.) We refused to write an AI costume prompt for “writers,” because we’re not about to let some robot take our job making jokes creating content for your consumption. So, we told the AI to go start singing Daisy Bell. It spat back an image of a person dressed as a coffee mug holding a pile of half-started novels. Touché.

    New Employee

    Truly the scariest thing we could think of being was a new employee. From meeting new people to learning new tools to trying out that new coffee spot everyone raves about, there are frights around every corner and within every meeting alert! But how did the AI think we should dress up as these fresh-faced cherubs?

    In retrospect, using “cherub” as a prompt may have been a mistake.

    Matter is always testing how emerging technologies advance our capabilities to better support our partners — you don’t get to work with the awesome clients we do by being luddites. Currently, we’re using the AI capabilities offered by Microsoft Office 365, Google Drive and Adobe Creative Cloud to support day-to-day drafting, design, reporting and more. Our teams also make use of numerous tools available online, leveraging generative AI, machine learning, natural language processing and other AI tools to refine prose and streamline research, edit copy, summarize video and audio recordings and draft press releases.

    However, we recognize the irreplaceable value of our people’s ingenuity, intuition and creativity. Just because we have an AI tool that could create a Halloween costume for account managers doesn’t mean we should. From the 64,000-year-old pictographs in Maltravieso cave to the video team’s June Jorts newsletter illustrations, humanity’s artistry and creativity are our defining traits. Art immediately conjures a sense of universal humanity whenever and wherever we see it. Whereas AI art struggles to replicate that human touch and instead throttles us uncomfortably into the Uncanny Valley.

    And for that reason, we will continue to rely on our people’s innate creativity to elevate our clients’ brands. As our relationship with AI evolves, we will share updates with our partners. But rest assured, HAL won’t be whipping up any design assets for you any time soon.

    If you need creative support or simply want to talk about the nightmares you’re having after seeing our AI Halloween costumes, reach out below! 

    Rory Nolan

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  • The Secret Sauce Behind Top-Tier Media Hits

    The Secret Sauce Behind Top-Tier Media Hits

    Securing media coverage for your brand is a critical component of a successful marketing strategy. Media coverage boosts brand visibility and enhances credibility while fostering trust among your target audiences. But in a world where countless brands are playing the same game, standing out and capturing the attention of prominent reporters is a challenge. Journalists are always on the lookout for stories that are interesting, relevant and provide value to their readers, but breaking through takes time and requires thoughtful, strategic outreach.

    Remember that your pitch is your first impression, and you want to make it count — from the subject line to the call to action. Let’s go on a journey through some of our recent client wins and break down what broke through the clutter.

    Reuters, Bloomberg & Fast Company – Oh My!

    The art of newsjacking – otherwise known as rapid response pitching – is one of the best ways to score top-tier coverage and success largely comes down to timing. Those who slide into a reporter’s inbox first will always have an advantage, and competition will be fierce. Often, given the time-crunch, journalists will seek out those they have a strong relationship with, knowing they can rely on them for timely but intriguing and helpful commentary.

    But when you’re just getting started and working to build those relationships, numbers talk. Businesses who can share relevant stats – harvested either from owned data or survey efforts – will stand out and get coverage. Take for instance this Reuters piece featuring Everbridge – the client armed us with timely data on critical weather risks, and our team kept a close eye on weather across the country so we were ready to share at a moment’s notice.  

    The same can be said for this Veris Insights placement in Bloomberg. The team inserted the client into the noisy media landscape following the overturn of Roe v. Wade, with insights around employee perspectives and what this means for HR teams and recruiters. 

    Make Your Company News Compelling

    Everybody wants that hit – the New York Times feature piece focused on an exciting bit of company news. But the hard truth is, your exciting news is only exciting to you. Reporters (and their readers) are far more interested in thought leadership around broader industry trends than your new COO. But, making hay of your momentum as a business is still important and those wins, though few and far between, are content you can get a lot of marketing mileage out of.  

    To have success, you need to think beyond the news at hand and paint a larger picture. Take funding for example. Can you: 

    • Share (detailed) numbers.
    • Pull back the curtain on the process, like the Transcend team did for this unique Business Insider feature.
    • Offer up investors and customers for interviews.
    • Be clear about what the funds will power, and the impact that will have on your industry (not just your business).

    New location, product or service? Don’t overlook the human element. Spectrum Health Systems recently opened a peer recovery center for addiction in a new area, so securing local press was imperative. The team leveraged its soft launch to invite the area’s most prominent newspaper, The Daily Item. We offered interviews with clients and made sure to highlight an activity ripe for multimedia – members writing what recovery means to them on a community chalkboard. The team deployed a similar strategy two months later for Overdose Awareness Day, to continue increasing their presence in the market.

    Never Miss a Listicle Again

    Consumer brands know that listicles are king – opening a round-up and seeing that your product isn’t represented amongst its competition always stings. When pitching these, keep your email short. Lead with a one-liner on what the product is and why their audience needs it.  

    Follow that with everything the journalist needs to pull coverage together quickly — a link to the product (bonus points for Amazon affiliate links; we’re seeing preference being placed here), a photo of your product, pricing and availability. And if you can offer readers a deal, do it. It will make a big difference.

    We would know. In the last few months, we got WS Game’s new product in Forbes, Wall Street Journal and Buzzfeed; and showcased Aetrex’s footwear in InStyle and Mind Body Green.

    Build a Platform Around Your Expertise

    Last but certainly not least is good old fashioned thought leadership – our bread and butter. This is the nuts and bolts of just about any good PR program and it involves storymining with your experts to uncover the pain points of prospective clients and building stories around them. Good thought leadership is always non-promotional, but covertly ties back to what you do.  

    End-of-year predictions are big – what is in store for your industry in 2024? Start thinking this through now, and begin pitching in October to get well-ahead of holiday season PTO. A great example of success with this strategy is this Inc. piece featuring FarEye for its First 90 Days column.  

    But the fun doesn’t stop in January – pitching thought leadership is a year-round effort that will pay off big-time. Hone in on the intersection of timely, newsworthy hooks, and what your customers or clients are worrying about – like with this Agritecture piece for Quantis about a critical point in regenerative agriculture and what farmers need to be doing; and this Risk Strategies’ Bloomberg piece on what high-net-worth individuals in severe weather-prone areas are doing to get proper insurance coverage amid rising premiums.

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    No matter what type of pitch you’re sending, a well-structured and personalized email increases the likelihood of capturing a journalist’s interest and moving your story forward. Keep it concise, compelling and relevant. Clearly articulate the value your story offers to their audience – are you teaching them something they didn’t know? Include key facts, figures and a unique angle that makes your pitch stand out.  

    All in all, securing media coverage for your brand is a multifaceted endeavor that requires careful planning and genuine connections with journalists. By crafting a unique story and providing value, you can ensure your brand’s voice will be heard in a crowded media landscape.  

    Need help with your media coverage programs? Our Precision pros are communications sauciers, ready to whip up that coverage secret sauce your brand needs for its next big push. Reach out today! 

    Jackie Brown

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