The devil is in the details.  That’s a phrase you hear thrown around quite a bit, particularly in PR.  There are so many details that you have to “get right” when you’re doing a PR campaign, launch, pitch, executive briefing book – that even the smallest mistake can have major repercussions.

Today, Netflix announced what some are calling an “abrupt” change in strategy.  And while it may seem abrupt to consumers, every communications professional knows that there were endless hours spent on the topic and corresponding items:  crafting CEO Reed Hasting’s letter to customers, writing and planning the blog post, messaging around the re-naming of the DVD-mailing service to Qwikster, planning for media inquiries, reserving the Qwikster.com domain, preparing to scan for the tone of coverage in the media and on social media platforms like Twitter, wait…Twitter? Was Twitter on the to-do check list? Did the team think about how they would use Twitter and the Qwikster name? Or did the communications team forget to address it?

Whatever conversations did (or didn’t) happen around Twitter don’t really matter at this point, because Qwikster is now getting almost as much attention for the person who owns the Twitter handle. And while the owner doesn’t have any bio information on his profile, it became very clear very qwikly that the person behind the @Qwikster handle is not from Netflix’s communications team – that is, unless Netflix is suddenly a big fan of Sesame Street and marijuana – which I’m guessing isn’t the case.   Ultimately, this oversight won’t hurt Netflix’s business and it will likely be quickly forgotten – but it doesn’t help the perception that Netflix made these strategic decisions hastily.   And, we all know, perception IS reality when it comes to PR.

When something like this happens, I always feel a pit in my stomach thinking about the PR person who is most likely responsible for *not* catching it.   Because that person is having a bad day.  That person is cursing the devil and his details.  And probably Elmo too.

I’m a PR newbie.

Well, let me qualify that: I’ve been in the industry just over 4 months now, and it’s amazing how much one can learn about PR in such a short amount of time.

That being said, I walked through the doors of Matter as a clean slate, willing and eager to learn the ropes armed with the skills and experience I had packed along for the ride.

PR lingo? That I had to learn as I went along, as no phrasebook had been tucked into my new hire packet. Vets, you’ll probably get a kick out of the terms I found to be foreign. Future newbies of Matter Communications, allow me to spell out a few things:

OPP: [op] Noun

1. Short for “opportunity” — not just any opportunity, but a coverage opportunity, or strategic outlet that’s been deemed a prime target to convey your client’s key messages.

EOD: [ee-oh-dee] Noun

1. Acronym for “end of day” — a common deadline.

• “I need this by EOD.”

*Note* I believe it was Nick Porter who got to field my awkwardly formal email in response to a deadline he sent me:

Hi Nick,

What does EOD mean?

Thank you,

Talia

PUB: [puhb] Noun

1. Short for “publication” — this could refer to a magazine, newspaper, broadcast media outlet, or blog.

2. A fine malt beverage establishment…at (you guessed it!) EOD, of course.

*Note* Have you seen the new kitchen kegerator?

Hashtag: [hash-tag] Noun

1. The “#” prefix symbol on Twitter — the community-driven tool used for adding additional context and metadata to your tweets. It helps those with shared interests find information on Twitter.

• #PRisforlovers (No? Ok, I’m still learning.)

2. Also known as “the pound sign” on your touchtone key pad

UV: [yoo-vee] Noun

1. Acronym for “unique visitors,” or the number of individual web users to visit a site.

• Put on those shades…as of today, Examiner.com has a UV number of 7 million. That’s hot.

FU: [ef-yoo] Verb

1) An acronym for “follow up” — a means of being thorough, checking in, or being the squeaky wheel to get results.

• “FU with the executive and make sure we have the right contact information.”

*Note* Best if used in combination with other words, as was not done on my first encounter with the term:

One-line email from a Matter colleague: “FU.”

Me: “GASP!#$….Why are they so hostile?!?

PR: [pee-ahr] Noun

1. Acronym for “public relations” — doing anything and everything communications-based to help your clients with whatever they need, whenever they need it.

• May include: anything (that will get them positive results that matter…by EOD)

My colleague Rachel Schlacter & I share the above definition. What is your personal definition of PR?

*Note* My friends and family have a very hard time understanding what I do. Explaining it? #Forgetaboutit.  I guess my colleague Matt Mendo (#2) has had similar experiences.

A recent national survey commissioned by TeleNav examined Americans’ attachment to mobile phones and the results showed that we are willing to give up many joys in life over our beloved mobile devices. So just how attached to mobile phones have we become?

According to the study, guilty pleasures were among the higher rated items that people would be willing to give up for a week over their mobile phone such as alcohol (70%), chocolate (63%), caffeine (55%) and even sex (33%).

As a PR professional, I consider my mobile phone to be a luxury item that allows me the freedom to step away from my computer while still remaining connected to my clients, family and friends, and the world-at-large. In the ever moving fast paced world of PR, I hold my cell phone in high regard and consider it a necessary tool to perform my daily tasks. But would I give up some of life’s greatest pleasures to in order to keep it? Chances are, probably not.

Others, however, seem to place their iPhone, Blackberry or Android higher on the priority list. In fact, they are even willing to go as far as to give up exercise (54%), shoes (21%) and their toothbrush (22%) all before parting ways with their mobile phone. Health and hygiene is now second to mobile phones? Maybe it’s time to draw the line.

But it doesn’t stop just there. The impact of mobile phone on our lives is becoming personal. From deciding who would make a good match for us (83% of iPhone users thought other iPhone users would make the best romantic partners) to the way we communicate an end to a relationship (18% of smartphone users have ended a relationship via voicemail, text message, email, Facebook update or Twitter post), it’s seemingly apparent mobile phones have become as important to us as our loved ones. Or perhaps even more so as 22% of smartphone users even said they would rather go a week without seeing their significant other than surrender their phone. And they say chivalry is dead.

Advancements in technology have allowed us many things, including our cell phones. And there’s no denying that they have become a part of our daily lives. But before you read another email at the dinner table, or reach for your mobile phone before stepping foot out of bed in the morning, consider this: just what would you be willing to give up. You make the call.

As a seasoned PR practitioner with more that 15+ years of experience, I’ve seen the good, the bad and the ugly of mismanaged media opportunities. Most recently I volunteered at a fundraising event that was attended by Dr. Jill Biden, the Vice President’s wife, and other prominent political figures. I knew these personalities would attract both local and national media and potentially further expose the goodness of the cause.

Upon arrival I saw reporters, camera crews and photographers standing around waiting for Mrs. Biden to speak while, 4,500 people were eating, drinking and enjoying the day. I thought of the endless possibilities of where this story would run because the “White House” has arrived. CNN, NECN, ABC’s World News, NBC’s Nightly News – the list went on and on in my head. As the event drew near completion I realized that the media was ignoring the real essence of the event – the community who came together to support and raise money for military families in need during these difficult times. It was for this reason that the Vice President’s wife was there, after all.

As I curled up on my couch that evening and flipped through the various channels looking for coverage, I couldn’t find what I was looking for. Sure the media provided sound bites of Biden and the others, but neglected to include the purpose of the event, who it supported and where it took place.

After seeing the holes in the coverage I was watching, I was reminded of how important it is to properly manage media opportunities, especially live broadcast:

*Set the agenda – ensure the media knows the angle of the story, the facts and who is involved

*Control the environment – communicate, confirm and re-confirm

*Never assume anything – make sure your messaging is communicated before, during and after an interview/event.  Just because a “notable” personality shows up doesn’t mean your key messaging will be pulled through or automatically included.

Since the beginning of time, I have feared change. I love knowing exactly what to expect and when to expect it. For example, today at lunch, I knew there would be a ham and cheese sandwich waiting for me in the fridge, the same sandwich that has satisfied my hunger pains since pre-school.  I also know that when I get home, my television shows will be airing the same time they do every week on the same channel.

But what happens when the deli is out of my favorite brand of ham, or a public service announcement pops up at the exact time I tune into my show? It used to mean absolute chaos in my life. However, in the past two years since I started working at Matter, these small changes no longer ruin my day.

PR can be an extremely fast paced environment. We are constantly drafting press releases, finalizing plans, running in between client calls, brainstorming new ideas and so much more. We strive to be ahead of the game and make it a priority to inform our clients of the latest and greatest tools and technologies out there. Even if it means moving from what we know to researching something totally new.

For example, last year I helped launch a Twitter account for one of my clients. At that time, Twitter was relatively new to me and I started relying on certain programs for my day to day activity. However, I quickly realized that I should be embracing the changes and not rejecting them.  In the social media world, new programs come out every day. While there will be tools I never use, I’ve found that there are some that have been extremely beneficial to my client, and have even made my job easier.

So is change really that bad? I would have to argue no, but this doesn’t mean I’ll be enjoying a turkey sandwich anytime soon.

I’d rather be called crazy than boring.

Sure, that could be applied to my personal life, but it’s something I’ve always said about client relations.  To me, there is nothing worse than having a client part ways because they felt like they were sold on creativity, only to be managed by a team that was okay with things being “status quo.”

In today’s world, status quo just doesn’t cut it.  Status quo isn’t going to get the attention of the reporters who are stretched too thin and are tasked with finding the stories that are impactful AND will drive click-throughs.  Status quo isn’t going to create evangelists for your brand.  Status quo isn’t going to drive enough sales to justify a significant PR spend.

When I saw this infographic on PR Newser (based on soon-to-be released research from the Horn Group and Kelton Research called The CMO Challenge) – the number that jumped out at me was that only 3% of CMOs felt like their agencies were leading the charge for innovation.  Three percent is a sad, sad number.

I have sat in a lot of brainstorming meetings in my career.  It’s probably my favorite part of this job.  And, in almost every one of them,  one or two crazy ideas surface.  Crazy ideas that are actually tied to a client/prospect’s business goals and/or objectives.  Crazy ideas that could help a company break away from the status quo pack and get some well-deserved attention. I have been part of pitch teams where I KNOW that the ideas are what sealed the deal.  I have pitched crazy ideas to many clients – and they are usually met with a twinge of excitement and a general appreciation that their PR partner is thinking about things differently.

To me, the biggest affront to my professional pride is to hear that we didn’t win a piece of business because our ideas “weren’t creative enough.” I know I can’t win them all, but I’d rather not participate if my team can’t — because they don’t have the time or the ability — deliver thinking that inspires the imagination and gets people excited. I hate to disagree with the popular axiom, but showing up IS NOT half the battle. A chimpanzee can show up.

Sure, it’s true that sometimes creative ideas don’t stand up to rigorous vetting against the goals of a business. Not all of them are going to be winners and, let’s face it, some of them turn out to be kind of nutty in retrospect.

But long-term clients of mine have told me time and again to “keep the crazy ideas coming.” They never ask for ideas that will maintain the status quo. Clients never urgently call me for ho-hum ideas.

So I’m okay with crazy.  I’ll never be okay with boring, and you shouldn’t be either.

If you need more reasons to want to work here – other than the great atmosphere and food at Matter –check out this video:

We’re all pretty jazzed about being part of the Matter team and the video gives an idea of what makes this a great place to hone your PR skills. There are plenty of places to look for a PR job; but we like to think Matter stands apart. It’s all about the people and the results at Matter.

Words make a big difference. How you describe your brand in the first few words of a conversation, interview or presentation can often set the tone on how you are ultimately perceived. We’re strong believers in making a great first impression, so we counsel our clients to really think about the words they use to describe themselves – both in formal and informal settings. Equally as important: we also put a lot of thought into the words we use to describe our own agency, and the work we do, so that potential new clients or job candidates get a sense of what we’re all about, right off the bat.

We recently asked some of our team members to describe Matter Communications using just three words. Check out this video to see what they said, and then tell us in the comments: what three words would you use to describe your agency partners?

A few weeks ago, I stood in the hallway outside room 4A during career day at my children’s school. Standing there, breathing in that elementary school air that makes you feel like you’re ten years old again, I watched Carl’s dad passing around bubbling test tubes of something – wearing a white lab coat and goggles, and explaining a scientific theory that had enchanted the children.

Standing there waiting, my phone was dinging with emails (review asap!), ringing with meeting invitations (all day tomorrow!), and my mind was slightly distracted by the ever-present to-do list for clients and for Matter ticking through the back of my mind – things I’d need to do later tonight, because I left early for career day.

Suddenly, instead of being jazzed up about what a great career PR is (Telling a great story! Facebook/Twitter/Social Media! Working with smart people all day!), I was thinking about how much less cool it seemed than the demonstration of liquid alchemy currently underway in 4A. Fast-paced, stressful, demanding, with deadlines and crises that are oblivious to normal working hours, travel, all the demands of a client-service business, PR doesn’t always compare well to the easy-to-sell world of science (curing disease!), or medicine (saving lives!), or teaching (molding minds!).

Every time I have an informational interview, or am invited to talk with a group about a career in PR, I start by saying (because this matters to all of us who care about job security) it’s a career that remains in high demand. More importantly, though, I always say that there has not been one day in my career that I haven’t learned something new. The older I get, the more I realize how crucial that is to long-term job – and life – satisfaction. Not only do I love the daily challenge of learning, but I am happy to say that I’m a more interesting person because of my career – the people I’ve met, the products I’ve learned about, the programs I’ve led, the challenges and trials, the good and the bad – and I wouldn’t trade that for a lifetime of bubbling test tubes.

Uncovering and telling the story of a company in a way that captivates an audience, influences behaviors, and ultimately drives business value for the company’s stakeholders is a high that is both inexplicable and elementary. Who among us can’t relate to that great feeling of telling a new story to someone who gets something out of it?

So, with renewed enthusiasm I stepped over the boxes and beakers while Carl’s dad cleaned up his messy little experiment, and I started my talk to the eager faces of 25 ten year olds, by asking them: “How many of you like to learn something before most people know about it, and find fun ways to tell your friends about it?” All 25 hands went up. “Well, then,” said I, “You could have a future in public relations.”

Technology continues to enhance our creativity and change the way we communicate and market to our clients’ target audiences. Regardless of what communication channels we use and what those individual messages are, there is one common trend that PR pros cannot ignore: The demand for and potential use of video in all that we do.

In November, we seized this opportunity and added professional video capabilities to our extensive lineup of services. What that means is that all video work is now done in-house, giving us, and our clients, full creative control over the content, concept, design and production of our client’s stories. And just as social media challenged us to think more succinctly (for example, in just 140 characters), integrating video into our programs challenges us to think visually about our clients’ messages.

We’re pretty sharp people, so I use the word “challenge” carefully here, but who couldn’t use a little inspiration? We’re constantly looking to other videos as sources for new ideas and new ways to present interviews, text treatments, animations and talking heads. What’s been done? What hasn’t been done? How can we engage our audiences and present this information in a new, innovative way?

In January, TED founder Chris Anderson announced a new initiative called Ads Worth Spreading. After receiving thousands of video entries, TED’s panel of experts recently announced the winners of the competition. This fantastic round-up of noteworthy videos has definitely served as a source of artistic and visual story-telling inspiration for us here at Matter.

So we ask, what videos have inspired you and your creative team?