Sponsored by
When Media really Matters
Keeping up isn't an option any more – you have to keep ahead.
Keeping up isn't an option any more – you have to keep ahead. And that's just what PR and marketing agency Media Matters is striving to do as it celebrates its 15th anniversary.
"The whole PR process has become much more sophisticated in recent years," said managing director Peter Corder. "Now, it's about utilising a big – and growing – mix of media."
That's where Media Matters is making a difference to its clients, which includes a national developer of retirement communities; local authorities; a regional housebuilder; the local health trust; estate agents; a leading independent recruitment agency; and a local supplier to the beauty industry.
"We're now able to offer a mix of outlets for news and views we could only dream of when the business started 15 years ago," said Peter. "The phenomenal growth of the internet has seen the opportunities for gaining profile-raising coverage for our clients go off the scale.
"Now, one snippet of news or a comment on a pertinent story can become a press release sent out to newspapers and trade publications; the subject of a blog; a one-line comment on twitter; an audio statement streamed on a website and available for downloading as a podcast; and a video posted on YouTube. Within minutes that comment can be round the world. That's the power of the internet and it's what makes our job at the moment so exciting."
Formerly a newspaper editor, Peter set up Media Matters after years of frustration dealing with PR companies who didn't understand their audience.
"During my days editing newspapers I received endless ill-conceived, misdirected press releases which went straight in the bin," said Peter. "I decided to provide a bespoke service to clients which targeted the right stories to the right audience."
Since then, Media Matters has grown 'organically', gaining clients through recommendation and expanding its staff as the need has arisen. In 2008, the company moved out of its offices in a converted barn near Stamford into modern office space in Lynch Wood, Peterborough. But the ethos remains the same.
"We work as a team," said Peter. "Every member has different experience and knowledge to bring to the table. We liken it to a recipe with everyone being an ingredient. Without a particular ingredient the recipe won't work."
Following that metaphor, Media Matters' staff regularly run what are known as "cooking sessions" – brainstorms with a mix of people involved, coming up with fresh ideas and thoughts to present to clients.
"Our aim is to go to a client meeting with fresh and imaginative ideas," said Peter. "Whether it's a new sponsorship opportunity our events organiser Kay Evans has found or a new concept for a marketing campaign."
To that end, remaining at the cutting edge is vital and to ensure that happens, Media Matters staff undertake extensive, regular training to constantly update their skills and knowledge.
"Our public relations team – accounts director Dawn Strange and executives Cetti Long and Suzanne Ostler – are journalists with strong print backgrounds who understand what journalists want," said Peter. "Their interviewing and writing skills come from years of experience and they've embraced the challenge of presenting news to the new online audience."
Eighteen months ago marketing consultant Karen McNulty joined the firm.
"Karen's extensive online marketing knowledge has enabled us to widen the mix of our offering," said Peter. "She works closely with Rob Rodriguez who's involved in search engine optimisation and Google Analytics for clients."
Rob also manages the Website Health Check offered by Media Matters – advising clients how to improve their website to ensure it delivers results.
"It's incredible how many people think just having a website is enough," said Rob. "It's not. How many people look beyond the first page of results on a Google search? The Website Health Check is aimed at ensuring the client's website has the best chance of being found and is delivering the right message to customers.
"With the team we have in place we can see that process right through to writing new website copy and – in an on-going service – tracking results on Google analytics."
Advertising is another area in which Media Matters has reacted to the changing market.
Media buyers and planners – Nilesh Patel and Angie Bull – manage six-figure advertising budgets for clients, a percentage of which is now funnelled into online advertising through such mediums as pay per click.
Peter is convinced that now, more than ever, companies need to be looking at their PR and marketing strategies.
"Businesses being forced to rein in their spending often drop PR and marketing from the top of their agenda," said Peter. "However, without implementing any plans to keep themselves in the public eye, potential customers simply won't find them.
"Now is the time for companies to be considering how they're going to find new business to sustain them through what will undoubtedly be a very tough year.
"The challenge for us, as a company which offers those services, is to ensure we deliver measurable results, using the right marketing and PR mix, for the minimum client spend."
Find out more about Media Matters and their services at - www.mediamatters-pr.co.uk.
Email to a friend
Print this page
Looking for...
Featured advertisers
Jobs
Search for a job
Motors
Search for a car
Property
Search for a house
Weather for Peterborough
Wednesday 23 May 2012
Today
Cloudy
Temperature: 11 C to 22 C
Wind Speed: 10 mph
Wind direction: North
Tomorrow
Cloudy
Temperature: 11 C to 21 C
Wind Speed: 14 mph
Wind direction: North east
Your view
Please sign in to be able to comment on this story.