The PR industry has changed rapidly in the past 10 years. On one hand, technology has made our lives easier by providing us with instant access to information and new forms of communication. On the other hand, it makes your head spin.

On any given day, I’m monitoring several print pubs, and dozens of websites and blogs. I’m answering two phones and a Skype line, texting, writing blog posts, checking two email accounts, responding to instant messages, following LinkedIn group strings, and Tweeting and Facebooking from several accounts. This doesn’t even account for all the client calls and team meetings, and all the work that has to get done.

So, how do you avoid the drinking-from-a-fire-hose mentality and leave at the end of the day feeling as though you have been productive, efficient and effective?

For me, there have been two key behavioral/thought process changes that have helped curtail the madness (which I secretly adore, by the way).

The first is all about focus. Shut it down, turn it off, ignore it, and focus on the task at hand. My colleague, Julie Sellew, said it best in a recent post about monotasking. I highly recommend that you refer back to her piece, but in short, it’s about not trying to be everything to everyone, all of the time.

I’ve always taken great pride in my ability to multitask. I’m certain that the word “multitasking” was in the resume that helped me get this job … and every gig before it. Staying cool under pressure is one thing, but finishing the projects you start can be extremely challenging when information is coming at you from every direction. Focus on one project and complete it before you let something else grab your attention. It sounds easy enough, right?

I’ve also changed the way that I think about every task at hand. One of the biggest challenges PR pros have now is that with all these new communication channels comes the need to communicate through them on a regular basis. We’re writing press releases, pitches, blog posts, newsletters, Web and brochure copy, speaker abstracts, articles, and anything else that a client might need.

The key is to avoid reinventing the wheel every time you need to come with that new content. Think of blog posts as pitch topics, and use excerpts of bylined articles as newsletter articles. It’s about cross-utilizing some or all of the content that we create and ensuring that we make the most of the insights that our clients share with us. So, rather than thinking of every task or assignment as a siloed project, I try to think, “What else can I do with this?”

All of this is about working smarter. It can be tough to slow down and think about what you are doing and how you are doing it when the pace quickens, but in the end, it can save you a lot of time – and make life a little easier.

Now, about that email …

It’s nice when things come together.

Clients call on us to help them do something. Maybe they want media coverage to raise awareness, or to help position them a certain way to a certain audience. Maybe they want awards or speaking opportunities to help differentiate and elevate them in a crowded market. Maybe they want assistance navigating the waters of social media to help them manage their reputation and connect more meaningfully with customers, press and other key constituents. Some of our clients invest in PR because they need help establishing who they are to investors or to make them appealing enough to get acquired. Whatever the reason our clients enlist our services, they’re doing so because they want a partner that will work with them, counsel them and help them do something that will translate into leads, sales or other tangible business results.

In PR, it’s all too rare that the PR team gets to see or hear about those tangible results. It happens, just not as often as we all would like. So when a client is profiled in PR Week for having a creative, successful PR campaign, is quoted saying things like “the campaign was successful beyond our wildest dreams,” and then goes on to detail the web traffic and impact on sales our collective efforts have yielded, it’s incredibly gratifying. Reading the story, we have two things to celebrate: the praise for a campaign we’re proud to be a part of, and the actual results being reported in the first place. Because this is why we do what we do – to help our clients uncover leads, drive sales, grow, establish themselves, leap ahead of their competition. Our objective is not just to execute PR for PR’s sake, but to actually deliver PR support that matters to their business.

It’s nice when things come together.

Full disclosure: I am a flag-waving Matter Communications fan. I’ve put in time at a few agencies, ranging from a small PR division of a primarily ad shop to  playing the “cog in the machine” role at a global agency, and nowhere have I felt more confident in company leadership than at Matter.  And this week, I’m thrilled to see public recognition of our CEO, Scott Signore, by our public relations peers: Scott has been named to PRWeek’s famed “40 Under 40” list.

Scott’s an avid sailor – next time you visit our Newburyport offices, be sure to check out the gorgeous photo of the Skylge, a classic schooner, by famed photographer (and part of Matter client Lexar’s team) Onne van de Wal– and the steady hand and cool head that has served him so well in that sport has been invaluable to guiding Matter through economic turbulence and smooth waters alike.  He sets the standard for the agency, uniting disparate individuals in a company culture that encourages a winning combination of fresh ideas, diligent research and dogged determination to achieve business-driving results for our clients.  Public relations is by nature a stressful field, but by providing a secure home base, Scott and his executive team at Matter have created a team-oriented environment that provides employees and clients alike with a sense of reassurance, of knowing that each of us has the resources we need to produce extraordinary work.

In addition to leading the Matter team from a business perspective, Scott has led by example in his work with community causes. He’s provided employees with the opportunity to put our PR skills to work for non- and not-for-profit causes including Camp Sunshine (Casco, ME) and the Jeanne Geiger Crisis Center (Newburyport, MA).

Hats off to Scott for the well-deserved kudos!

We love major life celebrations in Matter Providence. In the past few years our office has seen four beautiful new babies, three engagements and one wedding. Next weekend our beloved colleague, Christina Beavers, will take that next big step called marriage to her one-and-only David. To send off Christina we surprised her with a “Cupcake and Champagne” shower! Fun was had by all and if you ever find yourself on Federal Hill with a craving for some of the world’s best cupcakes, we highly recommend visiting Nancy’s Fancies Cupcake Cafe.

Yum! Nancy’s Fancies

To Christina and David, we wish you all the happiness in the world. Your Annapolis wedding will be beautiful and we can’t to see pictures!

In the meantime, we have the memories of one more way-too-much-fun trip to iparty. A trip that isn’t complete without at least one ridiculous photo….

One of the things I love about working at a PR agency is no client is ever the same. There are always new challenges, new pitches and new strategies to be deployed. Though our clients often have products to be launched and reviews to be secured, recently I’ve had the pleasure of working on an account in which our team must rely on the expertise of the company’s executives for pitch fodder. We’ve had some fun and learned some lessons along the way, especially when it comes to responding to breaking news. Recognizing the valuable opportunity breaking news presents for us to mobilize the company’s very-willing executives to comment on relevant topics, our team identified strategies that work well for both our client and reporters.

Of course, with breaking news, there’s really no time to waste and fast action from PR pros (and clients!) is essential. Here are a few additional strategies that have worked really well for our team:

Anticipate the news: Sometimes I think it would be nice to be able to read minds and forsee news. While I don’t have superhero powers, by persistently scouring news outlets and trade publications, it’s not too difficult to identify soon-to-be hot topics and upcoming announcements that are just the right fit for a clients. When you have an idea of what’s coming down the pipe, it’s so much easier to anticipate what reporters will be writing about and to pitch them valuable insights from your client or to provide them with an unexpected angle.

Develop colorful quotes from a company executive: Once you have an idea of what tomorrow’s news will be today, touch base with your client to ask him/her for some insight on the topic and to explain how consumers (or other audiences) may be affected. With your client’s help, you can develop dynamic, attention-grabbing quotes to share with your media contacts. Make sure the quotes are short, interesting and could translate effortlessly into a news story. This will help you secure an interview for your client. Alternatively, a reporter on a short deadline (we’re talking about breaking news after all!) may be able to quickly insert one or more of the pre-written quotes into an article.

Respond to reporters who already published articles on the topic: Let’s face it, we can’t always anticipate the news or connect with a reporter before he/she has published an article. It never hurts to follow up with reporters who have already covered the breaking news. Perhaps they’re working on a follow-up story or can direct you to a colleague who is developing a different angle and needs expert input.

Tune into Twitter (and other social media): When it comes to breaking news, it’s not uncommon for an outlet or reporter to post a quick news update on Twitter with a note that the full story is to come. It’s a great day indeed for PR pros when this happens, as it makes it even easier to target pitches and focus outreach efforts.

Surely there are many approaches to PR efforts surrounding breaking news (here are similar but more detailed tips); the above are just a few short and sweet ones that have worked well for us. We’d love to hear your tips, too! What’s worked well and what hasn’t? Please feel free to share.

One of the great things about life at Matter is that we all respect the work-life balance. We live by our motto that the “results matter,” but within that focus we are understanding if a co-worker has to tend to a child’s doctor’s visit or deal with a personal appointment.

This quest for balance is nothing new. When I was a kid, I saw Ann Romano taking things “one day at a time,” but during the past several months, since the arrival of my second child, I’ve been thinking more and more how to achieve that blessed balance.

Clearly, I’m not alone. About a month ago, the federal government held the White House Forum on Workplace Flexibility with President Obama calling the work-life juggle a series of high-wire acts. The Christian Science Monitor summed up the event reporting, “Although many corporations have embraced a degree of workplace flexibility, some human-resource experts say that workers still face a mismatch between family demands and workplace policies – and that better resolving the conflicts could benefit employers as well as employees.”

Regardless of whatever flexible programs your employer may offer, PR by its nature, like today’s news cycles, rarely allows for true time “off the clock.” With that in mind, I offer some of my PR-inspired tips that help keep own juggle in check:

• Deadlines: Reporters live and breathe by them and so should we. Etch press deadlines in stone on your calendar. But, also try to set some deadlines for home projects, too. (E.g., “I will fold that load of laundry while watching Tori & Dean.”)
• Inverted pyramid: The sheer volume of all of your professional and personal obligations can be paralyzing. Take 60 seconds to decide what absolutely must get done and what can wait a bit. You’ll feel some instant zen.
• Network: PR is all about relationships, right? Well, reach out! There are tons of online resources, for parents especially, to share advice and laughs. Some of my favorites stops are to:
  • Examine thought-provoking topics at The Wall Street Journal’s The Juggle blog
  • Trade ideas with other parents at Nickelodeon’s community “We’re not perfect. We’re parents.”
  • Read other working parent stories at Working Mother Magazine
  • Check out coping strategies at iVillage and eHow
  • Laugh along with Country Fried Mama, a blog written by a former co-worker and good friend of mine
• News announcements: Share great news with your top target – yourself! Remind yourself why you work. Think of a project that turned out well in the office, or of a recent milestone accomplishment by your child (sitting up, riding a bike, graduating) all of which can help keep a smile on your face while you try to make more time in your day.

What works best for you to help balance your life at home and at work? Share your best suggestions!

Today’s edition of The Boston Globe features the article “Jobless rate falls, a first since ’07,” It takes a look how the Commonwealth’s jobless rate falling for the first time since 2007. The article highlights Matter as a company that is seeing growth and expansion.

Here is the full text of the article:

The state unemployment rate fell last month for the first time in nearly three years as Massachusetts employers added thousands of jobs, the clearest sign yet that the economic recovery is gaining strength, the state reported yesterday. 

The job gains were broad based, spreading across sectors from retail to technology to financial services, and apparently strong enough to bring down the unemployment rate even as thousands more residents entered the labor market in search of work.

“It is hard to see anything bad in this,’’ Alan Clayton-Matthews, an economics professor at Northeastern University, said of the report.

Massachusetts employers expanded payrolls by 7,600 jobs in March, the largest monthly gain since May 2007, the state Executive Office of Labor and Workforce Development reported. The jobless rate slipped to 9.3 percent from 9.5 percent in February, the first decline since April 2007.

In addition, revised data showed that employers added 4,000 jobs in February, 2,500 more than first estimated.

The hiring rebound is the latest evidence the state economy is turning the corner, following the worst national recession in nearly 70 years.

On Wednesday, a Federal Reserve survey found that economic conditions were improving in New England as businesses reported rising demand, increasing sales, and even some hiring. Last month, Moody’s Economy.com, a respected forecasting firm in West Chester, Pa., estimated that Massachusetts began a recovery in January, based on its analysis of employment, industrial production, and other data.

“We are very encouraged and hope that this trend will move forward,’’ said Joanne Goldstein, the secretary of labor and workforce development.

Matter Communications Inc., a Newburyport public relations firm, is among the businesses that began to rebound at the end of last year. Its clients, which range from technology firms to consumer products companies, began to spend again, said Scott Signore, Matter’s chief executive, and over the past few months, revenues have grown at double-digit rates compared with the previous year. Now, he said, the firm is looking to expand its workforce of 36 by four positions.

“We’re back on our growth trajectory,’’ said Signore. “We’re going to have the need for additional bodies between now and the end of the year.’’

The rebound in Massachusetts labor markets follows solid job gains nationally, and the US unemployment rate appears to have peaked, holding at 9.7 percent for the past three months, after rising to 10.1 percent in October.

In Massachusetts, key sectors posted gains. Financial services added 1,800 jobs, the first monthly increase since October 2008, when stock and credit markets plunged following the collapse of Wall Street investment firm Lehman Brothers Holdings Inc. Professional and business services, which include a variety of technology, scientific, and research firms, added 1,600 jobs. Retailers, in a sign of rebounding consumer spending, added more than 2,000 jobs in March.

Tammy Sullivan, 28, of Roxbury, was out of work for nearly a year after getting laid off from a Dedham restaurant. She applied for retail and customer service jobs at more places than she could count, including a new supermarket at which more than 3,000 people applied for some 200 jobs. But two weeks ago, she was hired to work in the copy center of a Staples store in Dedham.

 “I was so happy,’’ Sullivan said. “I was applying constantly. It was pretty hard.’’

The recovery has a long way to go to repair the damage of the recession. The state still has 155,000 fewer jobs than when the recession began here in March 2008, and more than 300,000 residents remain unemployed. Nationally, the Labor Department reported that first-time claims for jobless benefits rose unexpectedly last week to 484,000 from 460,000 the previous week.

Still, analysts said, the recovery appears to be gaining momentum.

“We’re not looking at spectacular growth, but we’re seeing new jobs being created,’’ said Andre Mayer, senior vice president for research at Associated Industries of Massachusetts. “This is what we needed to see.’’

Meanwhile, competition for skilled workers in fields such as technology appears to be increasing.

VistaPrint NV, the Internet printing services firm that employs more than 500 in Lexington, has hired about 125 workers over the past nine months, said Kevin Murray, director of recruiting. But recently, VistaPrint candidates have begun to get offers from other firms. VistaPrint has responded by hiring recruiters to compete more aggressively for the skilled workers it needs.

“We are not in a war for talent,’’ said Murray. “But it is tightening up.’’

Rachel Yaroschuk, 23, of Needham, who graduated from the University of Maryland last May, spent more than six months looking for a job. “I kept pressing, send, send, send,’’ she said, referring to the countless number of resumes she sent online.

Then, earlier this year, she was hired as a corporate communications associate at Merrimack Pharmaceuticals Inc. in Cambridge.

“I was so excited, I actually jumped up and down,’’ she said. “I felt really fortunate that it was a job that I really wanted.’’

Our hometown newspaper, the Newburyport Daily News, was kind enough to include information about our continued growth and success in yesterday’s edition, pointing to our recent announcement that we’ve doubled our office space in Newburyport and Providence and are looking to add more incredible PR professionals to our team.

Of course, as Matter continues to grow, our client roster has diversified quite a bit, allowing us to work with a truly remarkable and varied list of businesses and organizations. This week, we’re happy to confirm, as reported in the Gloucester Daily Times, the Cape Ann Chamber of Commerce has enlisted us to help raise Gloucester’s profile as a premier tourist and business destination. The Innkeepers of Cape Ann have a nice write-up about our new relationship and, as they note, we’re just as excited as they are to get the word out about this amazing New England community.

Here’s the full text of the Daily Times piece:

Chamber hires PR firm to raise Gloucester’s profile
The Cape Ann Chamber of Commerce has hired Matter Communications, a Newburyport-based award-winning North Shore public relations firm, to boost Gloucester’s profile as a premier tourist and business destination.

Gloucester residents John Mcelhenny and Ariane Doud will lead Matter’s PR campaign for Gloucester. “Gloucester is the most authentic seaport in America,” said Mcelhenny, “and those of us who live here know there is no shortage of fascinating, positive Gloucester stories to tell. There’s an untapped, nationwide market for Gloucester’s entrepreneurial businesses, scenic beauty, cultural richness and maritime identity. PR will give Gloucester a megaphone to tell its stories, attract new visitors and power the local economy.”

 ”Attracting more leisure and business travelers will strengthen all of our businesses,” said Bob Hastings, executive director of Cape Ann Chamber of Commerce, “from tourist-based along the Back Shore and harbor to the city shops and restaurants.”

The PR effort was launched by Gloucester hotel owners Tracey Muller of Bass Rocks Ocean Inn, Mona Faherty of the Sea Lion Motel and Jan Bordinaro of the Atlantis Oceanfront Inn, and may expand to include other Cape Ann communities.

Whether teaming up with local, New England-based organizations or national businesses based elsewhere, we consider ourselves an extension of our clients’ internal PR and marketing teams. Their success is our success, and as we add new names to our client list and bring new team members on board, this mantra will continue to play a big part in how we all conduct business on a day-to-day basis. It’s an exhilerating time, and we’re thankful to all who have helped us get to where we are, and who will help us get to where we’re going.

And with that…cheers! Lots to celebrate. And by the way…have you visited Gloucester yet?

Let me put it out there right away. I GET why industry awards are important for those of us in the PR business.

They’re a stamp of approval from people who know a lot about PR. An honor that separates us from other agencies. Proof that somebody appreciates all those long hours and skipped lunches. A signal to prospective clients that those people at Matter know what they’re doing when it comes to PR.

I get all of that. But I’ll be honest: award submissions for Matter’s own work aren’t my favorite part of the job.

Here’s what I’d rather be doing. I’d rather be brainstorming story ideas that’ll yield coverage for a client. I’d rather be providing advice about the direction a client’s PR program should take. I’d rather be talking to a prospect about how Matter’s approach to PR could boost their business and sell more of their stuff.

My favorite “awards” aren’t given out at black-tie dinners. 

I prefer the office high-five when a great New York Times article hits for a client. The excited shout from across the hall when a colleague lands an NPR interview. The celebratory beer when an interesting company decides to trust us with their business.

I like the banter on a client update call – the talk about the Red Sox or the lighthearted back-and-forth – that comes only with a comfort level achieved when the client is really satisfied with our work for them.

No framed certificate can bring the satisfaction of being part of a PR agency that’s growing quickly because of the good work we do for clients.

Awards?

I think of the clients who served as enthusiastic references last week when I asked them to speak with a prospect.

“I’ll gladly be a reference any time. You guys are doing a great job,” said one.

“We LOVE Matter,” wrote another.

THOSE are the “awards” that make my job fun.