Now celebrating its seventh year, Toronto-based Matte PR agency has plenty to be proud of. Led by Heidi Ruggier, much of the team’s success can be attributed to their human approach — something that can be forgotten in the fast-paced comms world. From the way they approach media and foster an inclusive influencer base, to their give-back programs the diverse voices on their blog, Matte PR is the pinnacle of what ‘doing the work’ looks like. We spoke with Heidi to learn about her PR approach, her advice to brands activating for Pride and what inclusivity and community look like year-round.
Tell us what prompted you to start your company, Matte PR.
Matte PR was originally founded by Nina Budman, and known as Budman and Associates. I worked for her and she taught me everything she knew. When Nina passed away in 2012, I carried on and renamed the company Matte PR. When the shop was passed on, it was very much a traditional media relations agency. Since taking over, we’ve expanded into a 360° PR firm, also offering digital and social media marketing services, retail strategy and more. Matte PR is now 7 years old, and we’re so proud of it!
You mentioned that it was rare to find openly queer women in the industry when you were coming up; what is your message for anyone feeling unrepresented or unwelcome starting out in the comms industry today?
I think it’s still rare to find queer women in PR and fashion, but we are out there. My message to anyone feeling like they don’t see themselves in the PR industry is to keep doing your thing and be yourself. You will attract others who resonate with your vibe and story. It will be amazing to see who approaches you. Also, know that your perspective is valuable, so shout it out. It's tough at first, especially when you’re in super heteronormative spaces, but each time you do it, you will get stronger.
What are key (and non-performative) ways that founders and HR teams can foster an inclusive company culture?
You have to create a culture where people feel comfortable giving feedback and critique to those who are in power. If you create a culture like this, you will be surprised at what insights you’ll be able to garner and the leaders you will be able to foster.
How are you giving opportunities to a diverse range of voices through your blog, MATTE STORIES?
We make it a point to be very thoughtful about who we are liaising with in our communications, across the board. We think audience first, and we try to mix things up so our content, pitches, influencers, collabs and so on reach different niches and communities. On MATTE STORIES, we carefully consider who we speak to. We prioritize giving a platform to media and creatives with a range of experiences and a variety of audiences. For us, it’s not just about how influential a person is online, it’s about who they are in the real world and what they stand for.
In our client work, this looks like choosing a diverse set of media and influencers to pitch stories to. We have been told in a past pitch that we were the only PR agency to include such a diverse range of media and influencers in our deck. I’m really proud of that.
Are there any insider secrets you’ve learned from your journalist conversations in the ‘Speaking to Media’ blog series?
What I’ve learned from Speaking to Media is that many PR 101 best practices ring true. The number one thing journalists consistently report is they appreciate receiving pitches tailored to their personal and professional interests – this is the key to grabbing their attention. In the end, we all want to feel seen and spoken to like human beings.
Tell us about THE DEAL, your 3% give back pledge. What prompted you to start this, and why is it important for your company to act on this pledge?
I started THE DEAL because I wanted to automate giving back and have a measurable impact over time. When you’re busy, it’s so easy to overlook giving back to the community.
We are members of 1% for the Planet, and through this we donate to Swim Drink Fish, a nonprofit organization dedicated to the health of the great lakes through various water restoration projects. Their efforts have led to $1.5 billion in commitments for contaminated site cleanups in southern Ontario, as well as saving over 1.6 million fish. Their app, the Swim Guide, is incredibly helpful for checking water quality and I personally use it.
We also donate 1% to Migrant Offshore Aid Station (MOAS), an international humanitarian aid organization headquartered in Malta, dedicated to helping vulnerable populations find safety. Being Maltese and seeing their work firsthand when I lived there, this cause is extremely close to my heart. The final 1% goes to local social equity causes in Toronto, often charities close to the hearts of our team. We donate to charities like The Barbra Schlifer Commemorative Clinic and WoodGreen Community Services, among others.
On top of our financial commitment, during work hours Matte PR volunteers it's time. We hold seasonal beach clean-ups on the Toronto Islands and have volunteered at Woodgreen Community Services’ food bank.
Is there anything you wish you knew when you were launching your business that could be helpful to others now?
Don’t try to do things too fast. It will all come into place! Invest in the right people and choose your clients wisely. Know when to say no.
What’s your message to agencies and/or brands activating for Pride this year (and any year)?
The queer community is really diverse. Often I see Pride events and campaigns heavily representing some parts of our community while others are not represented well at all – especially queer women. Another issue is I also see a lot of the same faces chosen to headline or host events. Again, our community has so many incredible, creative people in it. Use your platform to elevate a mix of people rather than just booking the same people all the time.
My other message is, thank you for your support! It can be divisive to support queer rights. Look at the recent Bud Light boycott after its partnership with actress Dylan Mulvaney. Terrible. Incorporating social values into corporate work isn’t easy, and there is a lot of data showing that large numbers of people are against corporations weighing in on the culture wars. So, I appreciate the role corporations play in representation, especially when it’s done well.
