Matthew Reynolds

When crafting a press release, always start by asking what's newsworthy about your story. This key question helps you identify your news angle, making your story more compelling to news editors and reporters. #prtip #publicrelations #pressrelease #AndreaPlazaPR

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I completely agree with this perspective. While there may be some individual preferences and variations, in general, creative individuals within advertising agencies often thrive in environments that provide privacy and solitude. The nature of creative work often requires deep focus and concentration, which can be challenging to achieve in open office setups. Providing creatives with closed spaces allows their minds to open up and enhances their efficiency and productivity.

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5 things I learned transitioning from Agency to Nonprofit back to Agency: // Purpose Drives Everything In nonprofits, the mission isn’t just a tagline – it’s the heart of every decision. Every project has a deeper meaning, and that has reshaped my approach to strategy and creative work. // The Pace is Different – But Still Intense I thought moving from an ad agency to a nonprofit would mean a slower pace. Wrong. Nonprofit work moves fast, especially when the stakes are high. It’s a different kind of urgency – one that comes from trying to make a real-world impact with limited time and resources. // Mission-Driven Storytelling is Deeper I learned that crafting a brand story is entirely different from telling the story of a mission. In nonprofits, it’s not about positioning or market share – it’s about capturing the heart and soul of a cause. Nonprofits need to tell human stories that connect with people on a personal level, which has made me ask deeper questions: How do we evoke empathy? How do we make the audience feel connected to the mission? This kind of storytelling requires more depth, care, and an emotional connection that goes beyond typical brand narratives. // Impact Over ROI While I used to measure success by campaign performance, I now measure it by lives changed. The shift from focusing on ROI to impact has been the most fulfilling part of this journey. // Lead with Empathy Something I’ve really come to believe in as a leader is the importance of empathy. It’s not just about getting the work done – it’s about understanding the people behind the work. For me, that means creating an environment where my team feels heard, supported, and valued. When we lead with empathy, we build a culture that’s stronger and more connected, where people actually want to show up and bring their best. It’s not just about the end result – it’s about how we get there together, as humans. #Leadership #EmpathyInLeadership #TeamCulture #HumanConnection #WorkplaceWellbeing

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Read this part twice, "in order to identify issues and THEN address them." Seek to understand and then to solve. Also...processes can be tested; communications can be tested. Not everything is/or requires a tech solution. #citizenexperience #equity #efficiency #bpr

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I love that it is my job to tell stories. But, in the creative process, there are difficult moments where a phase is *almost* complete, a deliverable is *almost* done, it's just pending a few more hairy details that get stuck in the brain space. With 5 videos, 3 publications, 2 websites, and an event living in my head and on Google Workspace right now, I'm deeply feeling the creative "hairball." Recently, I sat down at our piano and began to plunk out some notes in my son's music book. It felt effortless and fun to bring imperfect, stumbling music into the world. Todd Henry writes about "Unnecessary Creating" in his book, The Accidental Creative, suggesting that when we create for enjoyment and without a timeframe for completion, we access and stretch our parts of our creative capacity that go dormant in daily processes. "Unnecessary Creating," Henry writes, "is a misnomer; it's very necessary, indeed. Start small." What's your Moon River in the morning? #creative #creativeprocess #communications

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Loved reading NoCo's study on the producer landscape in the United States. Biggest takeaway was that producers (like myself) should be seen as project partners in need of celebration and retention rather than just a bolt-on hired cog. I personally see my job as creative. There is creativity - even in a spreadsheet! To quote an ADWEEK article about the study: “Most people’s conception is that of just a project manager—taking notes, scheduling things, harping on timesheets—but really, a producer is a very strategically-oriented role that facilitates, shepherds, manages, directs, and guides people through a body of work, and that can be at the scale of a single, small project to an entire organization,” Producers are the magicians. We make things happen out of thin air without most folks knowing the work it took to make the magic. I TRULY love producing. It's what I am on this earth to do. Reading this study really helped remind me of that fact. Thanks so much to Grace Aldrich (an excellent producer herself) for sharing! https://lnkd.in/gCZkx7bt 

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Here's something I am very proud of: I've donated over $10,000 worth of work in the last two months to environmental nonprofits. This work included project management, creative asset production, and fundraising campaign management. How'd I do this? Through Catchafire via Patagonia. Catchafire is a platform that connects nonprofits with volunteers; after looking for work for 9+ months in this dismal market, all while directing a short film, I *needed* to find other ways to give back to the world, and to stop ranting about AI on LinkedIn. So I signed up on Catchafire, and connected with nonprofits doing equity, conservation, and sustainability work across the world. I highly recommend this path to anyone looking to give back. In the words of Noam Chomsky: “If you assume that there is no hope, you guarantee that there will be no hope. If you assume that there is an instinct for freedom, that there are opportunities to change things, then there is a possibility that you can contribute to making a better world.” There are some volunteers who have given 10x what I have. Our world needs us. Consider giving back. https://lnkd.in/g4HS-RQc

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We've talked about the >10 reasons why News is in trouble: Locally, Nationally, & Globally, and why we at Prohaska Consulting are working on fixing 3 of them thru our industry initiative The Rebranding of News with a larger next phase & announcement coming in the fall. Several reasons focused on Local are highlighted well here by our friend Howard Homonoff from Grant Thornton (US), with thanks for the mention. https://lnkd.in/enN6n-2j

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🗳 ☑ ** As of Today, about 1.2m voters in PA have received their mail in ballot ** The most out of any state to date! This data is available directly in our #AudienceDesigner platform - updated DAILY for all states from #L2. Take advantage of these audiences, having more #control over who you are #targeting AND #suppressing those that may have already cast their vote. Be smart with your #ad #spend and focus in on the right #voters using this HOT daily refreshed data. Interested in learning more? Grab some time with me! https://lnkd.in/ecfsEevy

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Language in the Press Forward "Closing Local Coverage Gaps" program FAQ warms my heart: Using LION: Local Independent Online News Publishers' definition of sustainability as a framework, we will prioritize outlets that are intentional about their editorial impact, operational resilience, and/or financial health. We will support organizations that have a clear plan for how they will use this investment as a foundational step toward developing and maintaining a long-term business model. https://lnkd.in/eGKFYhGz #impact #localnews #sustainability

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Entering any competition is like choosing the mystery box on a game show - you might unveil a grand prize or a gag gift. Yet, the real loss is never picking a box at all. Take me, for instance, hovering on the edge of my seat about the upcoming AAPI Boston comedy festival. When I auditioned, it was with a shrug and a "Why not?"—the kind of reckless abandon you have when you're convinced there's no way you'll make the cut. Fast forward, and here I am, a week out, marinating in a stew of excitement and nerves. But here's the plot twist: Winning? Losing? In the grand scheme, they're just side dishes to the main course of stepping out there. When I sent in my audition tape, it wasn't with dreams of grandeur; it was for the sheer thrill of performing, of sharing a laugh. The realization hit me – if you're holding back from something because the fear of failure looms large, remember the only true failure is in letting that chance pass you by. You miss 100% of the shots you don't take, after all. So, to anyone teetering on the brink of "Should I or shouldn’t I?" because they dread the taste of defeat: Just jump into the contest. Whether it’s stand-up comedy, writing, or underwater basket weaving, you’ll either walk away with a trophy or a fantastic story. Both are priceless. Here's to conquering fears and seizing opportunities, one wild audition tape at a time. #TakeTheLeap #AAPIComedy #NoRiskNoReward #mirandism #unapologetic #unapologeticdude

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📢 Big News for Non-Profit News Organizations! 💲 Press Forward has announced a powerful funding opportunity with up to $20 million available for 20-30 recipients in non-profit journalism! Here’s a quick breakdown: 🔢 4 Focus Areas: Audience: Tools & techniques to grow, diversify, or engage audiences. Operations: Solutions for core business functions like HR, legal, and financial planning. People: Programs to boost workforce diversity and development. Revenue: Innovations to diversify and increase revenue streams. ⏳ Process Timeline: Anticipate 10-20 hours to complete the multi-phase application process. 📅 Phase I: Letters of Interest (LOI) opens today! Need support in building out a grant proposal? Reach out to us at 📧 [email protected] to connect with a Fractional Fund Director w/ AlignSimple. If you want all the details, see the 12-page guide. #NonprofitNews #JournalismGrant #PressForward #Grants #localnews

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Understanding your donors isn’t optional — it’s the key to better engagement and bigger impact.  Donor segmentation allows you to deliver the right message to the right people at the right time.  Here’s how to level up your fundraising outcomes with smart, tailored strategies:

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We've been watching this shift happen in the advertising and creative industries over the last 5 years. This is why The Southern Influence's model is to give you everything you need and nothing you don't. We aim to be an extension of direct-to-brand or agency teams providing the creative solutions and resources needed. Whether it's a full production team + creative, a director, or you simply need a producer and a DP...we've always prided ourselves in being agile, nimble and social-first. While the future of the traditional agency model and brands having AORs continues to morph and evolve, we hope to stand the test of time while still providing top-tier creative with great brand and agency partners who want a crew that feels like their in-house team. What do you think about the evolution of the creative industry and where things are going next?

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In today’s complex media landscape, nonprofit and for-profit newsrooms serve unique roles, each with distinct challenges and advantages. CTMT’s Managing Director Janet Coats, alongside Brittany Shaughnessy, broke down these differences in a recent Poynter article, examining how mission-driven approaches versus profit-focused models affect public trust, resource allocation, and editorial priorities. At the Consortium on Trust in Media and Technology, we see firsthand how these structures impact the ability to deliver consistent, reliable information to the public. Dive into this analysis from Janet and Brittany to understand how different models shape the news you consume every day and what that means for the future of media trust.

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Just a brief confederacy of brands I've freely lanced over recent years. If you'd like a little of this brand-spanking experience added to your team for a project or a pitch, you know what to do*. ✏ press/radio/TV/DM/OOH/social ✏ copy ✏ concepts ✏ TOV ✏ training & workshops ✏ naming *er...message me. #copywriter #creativedirector #copy #concepts #advertising

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