The Mattress Factory is a research and development lab and installation museum located in Pittsburgh that features site-specific artwork, usually temporary installations. It is concerned with the creative process over outcomes and was one of the first installation museums. Lindsay O'Leary, who works in public relations, gave a presentation about writing for different audiences which may include press releases, blogs, emails, social media, and other materials. She stressed the importance of consistency, traditional communications, and representing your organization appropriately online.

1. Writing for a [visual arts] Non-Profit Organization
Hi. I’m Lindsay. I’m from the Mattress Factory.

2. What is the Mattress Factory?
The Mattress Factory is a
research and development lab for
artists
 Site-specific installations, usually
temporary
 More concerned with creative
process than creative outcomes
 We’re one of the first and only
installation museums in the world
 Located in the Mexican War
Streets on the North Side
Pssssst! CMU students get in free.
And we have an awesome exhibition
opening tomorrow at 7pm.

3. A bit of background
From EKG interpretation and glassblowing…

4. A bit of background
To grant-writing and press releases…
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

5. (Some of)
A bit of background
My responsibilities…
Create, manage & implement all public relations efforts- Establish & maintain contact with
local, national and international media- Cultivate media lists- Write anddistribute
information materials (press releases, fact sheets, etc.) to media - Pitch feature story ideas
to appropriate media contacts - Collect press clippings and oversee the maintenance of the
media archive - Maintain content of the organization’s web presence (to include MF
website,e-commerce sites and social media platforms)- Develop and implement email
marketing strategies - Develop and implement strategic online marketing initiatives -
Create and execute strategic brand management and advertising campaigns - Write copy
for print, radio and Web advertisements - Write and design collateral materials (i.e.
newsletters, brochures, etc.) - Coordinate and track sponsorships and media buying -
Initiate cross-promotional community and media partnerships where applicable- Design and
coordinate museum direct mail marketing pieces - Project manager of P{art}icipate:
An Active Archive
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

6. Keep your audience in mind.
The language you use for different audiences will be distinctive.
And that’s OK.
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

7. Remember Your Audience Consider Your Audience
Press releases are formal.
The press release should be written as
you want it to appear in a news story;
many reporters simply cut and paste.
Do:
Send it as simple text or an HTML email
Don’t:
Send a 10MB PDF.
You’ll make a lot of enemies. Fast.
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

8. Consider Your Audience
Blogs can be formal or informal.
…especially when different people within your
organization create blog posts.
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

9. Q: Is email marketing and social media even worth it?
A: Yes! People who are engaged through media technologies
attend at two or three times the rate of non-media arts
participants. (“Audience 2.0,” NEA)
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

10. Consider Your Audience
Twitter is informal.
I’m not saying to use “kthxbai” or reference Maru the cat
every day, but press releases don’t fit in 140 characters.
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

11. Consider Your Audience
Facebook is informal, too.
Be witty, informative and/or kind.
Just don’t be too boring.
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

12. Consistency is one of the
keys to online communications.
Create a schedule and stick to it!
E-newsletters, Twitter, Facebook, blog, etc.
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

13. Don’t forget about the other 92%
Only 8% of people in the U.S. are on Twitter.
Develop strong traditional print communications.
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

14. How to land that dream
job/internship…
• Misspellings in a cover letter or resume are
inexcusable. Especially names.
• We are going to Google you. Make sure last
Friday night’s South Side bar crawl isn’t the first
thing a potential employer finds.
• Tell your story. You know your life better than
anyone else. And I bet it’s interesting.
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory

15. Thanks!
Lindsay O’Leary
lindsay@mattress.org
www.mattress.org
Writing samples: http://bit.ly/MFwriting @lindsayoleary @MattressFactory