• From Patrick to pierogi: Ways we enjoy spring’s celebratory season

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    Good news, everyone: We’ve finally reached the days when we thankfully emerge from winter, toss off the blankets that bundled us through four months, and enter a glut of celebrations that yields everything from Easter baskets, Mardi Gras beads, and college basketball buzzer-beaters.

    It’s a magical time, but when considering this annual period of prominent occasions, our team has been engaging in or thinking about two specific events—St. Patrick’s Day and Dyngus Day. Both globally renown dates offer plenty of ways to celebrate Irish and Polish ancestry, but which bars, restaurants, and parade routes near our New York State offices boast the best way to bask in the celebratory elements of each occasion on either the day of or all year long?

    With the former green-hued affair now in the rearview, we’re obviously in an ideal, recent-experience position to judge some of the holiday’s most festive accompaniments and know where to access each throughout the rest of the year. But with the latter, interest and expectations provide plenty of direction as to where (and how) to celebrate near some of our statewide locations on (and after) April 21.     

    Consider these casual recommendations or expert guidance. Or better yet, call this suggested direction from our team to you, in hopes of leading you to a great drink, dish, or way to celebrate the heritage of our shared communities. 

    For drink: New York City
    To honor: Irish tastes
    The place: The Dead Rabbit

    These two celebrations have plenty in common, but finding the right items to drink while toasting one’s heritage is chief among them. For year-round toasts to Irish history and culture, many revelers traditionally veer toward Guinness, so it’s only right to recommend an NYC locale annually heralded for pristine pints 365 days a year. Yes, there’s no shortage of Irish pubs near all our offices, but when nestled in a wood-hewn corner of this dimly lit Financial District oasis—and with a perfectly poured serving of stout—you’ll know (and taste) you’re in the right location.  

    For food: Rochester
    To honor: Polish tastes
    The place: Polska Chata

    No Dyngus Day starts or finishes without healthy helpings of such Polish delicacies like pierogi, gołąbki (stuffed cabbage), kielbasa, and maybe a sweet pączki somewhere in the mix. At Rochester’s Polska Chata, they boast an entire menu of ethnic favorites year-round, but each dish—including their wide variety of pierogi platters—are especially complementary this time of year. Yes, Buffalo remains the New York hotbed for all things Dyngus. However, for those donning the red and white across the Flower City, this should be your holiday culinary destination.     

    For music: Albany
    To honor: Irish history
    The place: Irish American Heritage Museum

    So many people associate traditional Irish music as a once-a-year artform performed in the corner of public houses to a crowd of swaying patrons. Does this happen inside Irish-named bars, pubs, and taverns across the Capital Region throughout March? Yes. But the authentic amalgamation of flutes, drums, and fiddles happens within Albany’s Irish American Heritage Museum all year long. Inside the Flanagan Theatre—and part of the museum’s Traditional/Folk Performance and Celtic Influences series—visitors can bask in the same entertainment that thumps annual parties and parades, all while gaining a deeper appreciation for a central element of Irish culture.  

    For a parade: Buffalo
    To honor: Polish history
    The place: Memorial Drive to Broadway

    Finally, each of these ethnicities’ marquee celebrations and displays of ethnic pride wouldn’t be the same without their parades. All of The Martin Group’s host cities have at least one vibrant St. Patrick’s Day parade—but only Buffalo has an internationally known Dyngus Day procession. The rowdy affair typically draws tens of thousands to the streets of the city’s Historic Polonia District, all to allow the gathered Polish American masses to celebrate the end of the Lenten sacrifices and amplify the joys of Easter. Do you have to do this while hoisting a Tyskie or dancing the Polka? No—but it certainly helps.

    If you want to learn more about our team and what we’re into at The Martin Group, click here.

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  • Advice, inspiration for women as leaders

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    Every March, Women’s History Month recognizes both the imprint that women have had on our society and the impact on its ongoing trajectory, day after day.

    This year’s theme—established by the National Women’s History Alliance—is “Moving Forward Together! Women Educating & Inspiring Generations.” This theme certainly resonates with The Martin Group, an integrated communications firm with women in leadership positions across all departments and locations, who guide a younger generation of team members to serve our clients and contribute to our host communities.

    Together, we see the impact that women have had on the work of our clients, throughout industries like finance, food and beverage, healthcare, and many more. From evolving sports trends on and off the field to expanding the impact of nonprofit programs on our daily lives, women are leading businesses, organizations, and society in exciting new directions—but how was this need to lead first inspired, and what beliefs continue to guide these leaders forward?

    This month, we asked a cadre of our clients’ leaders to share one piece of advice that’s helped each become the type of leader who can inspire future generations of strong female leadership; and why this advice continues to be so significant in moving both women and our collective society forward.

    Here’s what they said: 

    Allison Conte – Vice President, Corporate Communications
    Rich Products

    “I’ve long admired and championed this sentiment: ‘Strong women: May we know them. May we be them. May we raise them.’ 

    “I truly believe the most powerful thing you can do as a woman leader is to champion other women — especially when they’re not in the room. Lifting each other up is how we build stronger teams, stronger businesses, stronger communities and ultimately, a stronger future.

    “Most importantly, our daughters and sons are watching. I cannot imagine a greater responsibility.”

    Rebecca Farbo – Chief Business Development & Marketing Officer
    Phillips Lytle

    “There are actually two pieces of advice that I would like to share: ‘Never be afraid to ask questions’ and ‘Don’t try to be a perfectionist.’

    “Asking questions is a crucial aspect of your professional growth and is a characteristic of highly successful women.  It demonstrates your critical thinking and your ability to problem solve.  The more information you have, the more equipped you are to provide creative solutions and strategies for your business.  It also is an important tool in gaining various points of view that ultimately lead to informed decisions.

    “As women, many of us tend to be perfectionists.  However, I believe that to be successful, one must have an innate ability to professionally multi-task.  My lifelong mentor, Al Offen, handed me a sheet of paper with two phrases on it: 87% right or 100% wrong.  This lesson has been my guiding principle since that day!  Always focus on doing a great job, but not to the detriment of the big picture.”

    Jen Holzapfel – Senior Director, Marketing & Communications
    Student Transportation of America

    “One piece of advice I’ve always tried to follow both personally and professionally is to, ‘Lead with kindness.’

    “It’s simple, but leading with kindness and empathy creates a positive and supportive environment where people feel trusted, respected, and empowered to share their ideas.  It’s especially important for the next generation of female leaders to be understanding and open-minded because it shows colleagues, clients, and customers that we can be strong and achieve exceptional results without sacrificing the sort of compassion that people value and expect from their leaders.

    “I always strive to inspire my team to embrace their own unique strengths and take risks, while demonstrating that kindness helps achieve a positive and productive team environment.”

    Susan Lintner – Executive Vice President of Equitable Access and Advocacy
    Regional Food Bank

    “Sometimes, the best piece of advice is the one not taken.  For me, it was, ‘You’ll never be the executive leader and mother you want to be.’

    “It took me a while, but I realized it was not only entirely possible, but that the personal and professional skillsets are actually complementary.

    “That means leading at home and at work from your heart, but based on facts at hand. It means setting clear expectations, for yourself and others, and holding everyone accountable. It means being flexible, understanding, and providing an opportunity for your team to experiment, learn, grow, succeed, and yes—sometimes fail. It means working at an organization that shares these values, which is happening each day at the Regional Food Bank.

    “Most importantly, it means reminding your team that there is room for both their personal and professional life, and both require balance to thrive.”

    Thea Pecht, Senior VP, Corporate Communications
    M&T Bank

    “Remove the words “sorry” and “just” from your vocabulary. Women in the workplace—especially those early on in their career journey—tend to negate any legitimate thoughts by using these words right before a valid statement. Stop apologizing! Your opinions are needed in the workplace. Communicate them confidently and succinctly.

    “Don’t take things personally. If someone acts negatively toward you, more often than not, it has nothing to do with you. Protect your energy and your peace, as these are your most valuable resources.

    “Finally, additional advice from my younger sister, who is chief strategy officer at Arrive Logistics—and one of the few female executive leaders in the male-dominated supply chain and transportation industry: Never present a problem to your boss without offering a proactive solution to move things forward. Be brief, and be gone.”

    Grazia Yaeger – Senior Director of Marketing & Communications
    Caring Gene Healthcare Career Pathways, Inc.

    “A mentor once said, ‘You can’t solve everyone’s problem for them.’ This advice made me reflect on my leadership approach and how I encourage others to step into their own leadership potential. As the oldest of three children, a first-generation American born to Italian parents, and the first in my family to attend college, problem-solving is second nature to me. I believed that being a leader meant having all the answers and fixing every challenge that arose.

    “It took time for me to fully process this advice and recognize that leadership isn’t about carrying everything alone, but about fostering collaboration and empowering others to contribute. It was a gradual process of learning to step back, listen more, and create an environment where others could develop their problem-solving skills.

    “Many of us feel an unspoken expectation to be the “fixers,” to prove our worth through relentless problem-solving. However, real leadership is about lifting others up, empowering them to trust in themselves and their abilities, and creating a culture where mistakes are not punitive, but an opportunity to learn and grow. 

    “That’s how we become stronger leaders ourselves while also building a generation of confident, capable women who know their voices and contributions matter.”

    Want to learn more about The Martin Group and its work? Click here.

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  • Maintaining wellness amid change: Healthcare trends we’re watching

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    Relatively few industries touch nearly everyone in America—but healthcare is one of them.

    Whether it’s the rising cost of medical care, the challenge of finding a primary care physician, or deciding whether to get a flu shot, healthcare decisions are a great equalizer. Changes in this industry can significantly impact all of us, so what’s on the horizon for the next 12 months? More than we have time to cover here, so let’s focus on five trends we’ll be watching throughout 2025.

    Ongoing shortage of healthcare professionals

    The federal Health Resources and Services Administration (HRSA) released their most recent projections at the end of 2024 and, unfortunately, one of the top trends that continues from previous years is the continuing shortage of healthcare workers of all types—from nurses to medical assistants, behavioral health providers, and long-term care workers. And the shortages have geographic disparities, being more severe for rural and “non-metropolitan” areas than for urban areas.

    For example, in 2027, non-metro areas are projected to face a 24% shortage of registered nurses, compared to a 7% shortage in metropolitan regions.

    The Martin Group is currently working with a client to raise awareness of a program designed to address these shortages. The Caring Gene® Career Pathways Training (CPT) Program is administering a New York State (NYS) program that will invest $646 million over the next three years to build a robust healthcare workforce pipeline in the Empire state by covering 100% of tuition, books, and licensing fees for NYS residents who want to enter or advance in healthcare careers. By participating in the program, students in a variety of job titles (from licensed mental health counselors to respiratory therapists to associate registered nurses) commit to work after graduation for three years in a NYS healthcare organization with at least a 30% Medicaid or uninsured payor mix, thus increasing access for all New Yorkers, including the most vulnerable.

    Improving outcomes with advanced technologies

    Artificial intelligence (AI) is no longer the new kid on the block, but it is still revolutionizing the way healthcare is delivered and the positive outcomes that can be achieved through its use. With the shortage of healthcare providers, AI-powered medical scribe technology allows clinicians to see more patients and focus their efforts on the face-to-face interaction rather than taking notes during those appointments.

    Disease diagnosis is also being transformed as AI helps clinicians interpret imaging results like colonoscopies more quickly, leading to earlier interventions and better prognoses. Other technologies continue to improve the convenience and quality of patient care as well. Wearable devices and home-based sensors, for example, help patients manage their chronic conditions and provide clinicians with real-time data, all without the need for an in-person office visit.

    Value-based care and the shift to ambulatory settings

    While the value-based care model—which essentially reimburses providers for quality outcomes versus paying a “fee-for-services”—has been around for years, what is new is the significant shift it is causing from inpatient care to the ambulatory setting.

    Clinical studies published by the National Institutes of Health have shown similar or better outcomes for numerous surgeries performed in ambulatory settings with greatly reduced costs, so healthcare executives are taking note. As a result, numerous healthcare systems are partnering with, acquiring, or opening their own Ambulatory Surgery Centers (ASCs) and considering these ventures integral to their financial stability. Patients also seem to be favoring ASCs for the convenience and more personalized attention they provide.

    Increasing costs for all sectors

    All players in the healthcare industry (providers, payors, and patients) are experiencing the effects of rising costs. The Centers for Medicare & Medicaid Services’ most recent report on U.S. National Healthcare Expenditure shows that healthcare expenditures grew 7.9% to $4.9 trillion per year, more than $14,500 per person and 17.6% of Gross Domestic Product. Much of the increase has come from inflationary pressures, including the cost of supplies and labor, along with higher prescription drug prices (including popular weight-loss drugs) and greater spending on much-needed behavioral health services.

    These mounting financial pressures highlight the need for disruption and transformation (provided by AI and other technologies) for greater health outcomes and better health nationwide.

    Regulatory uncertainty

    Finally, with a new administration in the White House and Republican control of both houses of Congress, there remains great uncertainty in the healthcare landscape in Washington, D.C. on issues ranging from the Affordable Care Act to the administration of Medicare, Medicaid, and medical debt reforms.

    What is clear is that new secretaries of cabinet departments, as well as new Congressional leadership on key healthcare committees, will be examining and weighing in with their points of view on a variety of programs that affect the health and well-being of all Americans. The American Hospital Association encourages all citizens to stay involved and make their voices heard about what’s to come in healthcare.

    Want to learn more about The Martin Group’s work within multiple facets of healthcare? Click here.

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  • Public Affairs growth augments award-winning team

    You searched for new era cap – Page 16 of 31 – The Martin Group

    The intersection of business, government, and media — that’s where a successful public affairs strategy lives. And smack dab in the middle of it all is The Martin Group’s award-winning Public Affairs team.  

    Over the years, our team of highly skilled public affairs experts has cultivated relationships with all three of the aforementioned groups across the state and beyond. Being ranked among the major players in Albany and New York has driven consistent growth. And as our wins mount, our team has grown, too.  

    The Public Affairs team is led by Vice President Andrew Mangini, who brings decades of experience working in state government, public affairs, and public relations. He has overseen countless successful campaigns on behalf of Fortune 500 clients, from being on the ground floor when New York’s very first medical marijuana patient was served to leading the charge to save the restaurant industry during the once-in-a-lifetime pandemic. He’s helped to prop up entire industries and lead their advocacy efforts. 

    Public Affairs Supervisor Leanne Politi began her career working in television news with a focus on state and federal policy. She understands how the media operates and is able to expertly guide clients to effectively tell their stories. Spending time in healthcare lobbying, Leanne contributes to The Martin Group’s rapidly growing healthcare vertical. She has overseen challenging campaigns for many healthcare associations, helping them achieve results that were never attainable. 

    Public Affairs Specialist Margaret Niederpruem is the Public Affairs team’s Buffalo resident, reinforcing the statewide presence of our operations. With prior experience in television and radio production, she applies her understanding of media to support clients. 

    Senior Public Affairs Manager Hannah Vattikonda is the newest member of the team and shares a deep understanding of association management and operations—a key client base for the Public Affairs team. She also worked in the state legislature’s communications departments, building relationships with media along the way. 

    A public affairs strategy is a nuanced segment of strategic communication and counsel that moves a larger needle to benefit your business, industry, or interest. It requires a deep understanding of government, the media landscape and a direct pulse on public opinion. It’s oftentimes overlooked but can make or break the success of a company or organization. 

    No one embodies that successful outlook more than The Martin Group’s Public Affairs team. At the core of our work, we are problem solvers. Businesses, special interests, and government groups approach us when they have nowhere else to turn.  

    And with continued prosperity and growth, we look forward to providing solutions to those in need—and showing the real impact of award-winning support. 

    Want to learn more about the work of our Public Affairs team? Click here.

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  • Celebs, coffee bros, and comedy: Get ready for Super Bowl LIX ads

    You searched for new era cap – Page 16 of 31 – The Martin Group

    Appointment television might feel almost nonexistent these days, albeit for one particular realm of programming: sports.

    The biggest games still have people tuning in live and in big-time numbers. And while the NFL season is about to come to an end, we’re gearing up for the most anticipated night in football, advertising, and snack inhalation.

    In 2024, over 200 million viewers tuned in to watch all or part of Super Bowl LVIII in Las Vegas, marking a 10% increase from the year before. Whether or not it had anything to do with the “Taylor Swift Effect,” we might never know. What we do know is that’s lot of eyeballs—and the perfect stage for advertisers to showcase their creativity.

    If last year’s game gave us any indication on number of viewers for this year, brands are once again in the position to make an impression on millions of Americans. At a $7 million price tag for 30 seconds (or the $8 million it takes after sitting on FOX’s waiting list), it’s still a one-of-a-kind opportunity to reach fans of the night’s teams (Kansas City Chiefs and Philadelphia Eagles), fans that are hate-watching while imagining alternate scenarios featuring their own team (see: Buffalo Bills fans), or casual observers who just want to be pitched products and services while elbow-deep in a vat of five-layer taco dip (see: possibly you or your good-time pals).

    All three groups of viewers are in play, and in recent years, brands aren’t waiting until the big game to entertain. Ads are now released in the weeks leading up to the big game, giving viewers an idea of what’s to come—and agencies like The Martin Group a chance to pick apart the early offering.

    In the cluster of ads we’ve already watched, we’ve caught onto some of the trends set to be a big part of this year’s biggest game. Here’s what we’ve seen:

    Celebrity-driven marketing

    As has been a popular trend in past years, brands are using high-profile celebrities in their advertisements to draw in attention and visibility, and to stay culturally relevant. For example, Uber Eats has engaged a slew of different celebrities in some of their ads this year, including this spot with Martha Stewart and Charli XCX—both celebrities that had a huge impact on culture over the last year. In this commercial, Martha and Charli are participating in the social media trend where they say, “we listen and we don’t judge,” before making a controversial comment about each other. Uber Eats also did a great job capitalizing on that trend while using people who are extremely culturally relevant right now.

    (And for good measure, they’ll also air this run through football history with Matthew McConaughey.)

    Other brands using the biggest celebrities in Hollywood include Taco Bell, Bud Light, and Pringles.

    Purposeful suspense

    To meet people where they are, brands are always on the lookout for new ways to keep viewers engaged. This has extended to the biggest game of the year, and not simply having an ad presence, but also constructing pregame social media campaigns to generate interest for the eventual day-of-game ads. Dunkin’ has done this in recent years, and this year, Ben Affleck and Co. are at it again.

    Over the last several days, the coffee king has been releasing short clips on their social media channels, giving viewers a sneak preview into the larger campaign. What will be the ultimate fate of the Affleck brothers and this year’s newest Boston-born edition, Succession’s Jeremy Strong? Brew yourself a Dunkin’ Dark (Dahk) Roast, pull up a recliner, and find out.

    Nostalgia—with heart and humor

    Remember nostalgia? It’s a trend across the advertising industry for all seasons, but always comes up in a big way during the Super Bowl. It’s a well-known fact that pulling at the heart strings or calling back through history does well for brands, so although not a new trend by any means, it’s accessible, dependable, and always makes a lasting impression on viewers. This year, we can expect to see spots from some of the classic brands, including Budweiser, who will once again be using their famous Clydesdales in their commercial, following the journey of a young foal from brewery stable to bar.

    Another brand capitalizing on nostalgia (albeit with a little celebrity assistance and a dollop of comedy) is Hellmann’s mayonnaise.

    So whether you’re in it to watch the game, hope to win your FanDuel bet, or just want to see the commercials like us, Super Bowl LIX is set to once again be the ultimate uniter of sports, pop culture, and the advertising industry. Stay tuned to see what brands make the biggest splash—and keep us talking long after the confetti stops falling.

    Want to learn more about The Martin Group’s diverse array of work in the ad world? Click here.

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  • Me-Time to Shine: Employee hobbies enrich lives away from work

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    Our professional focuses provide a lot of benefits to our lives. But no matter how much we like our jobs or how deeply connected we feel to our work, we all need a break—and something secondary to enliven our lives, even for a just a few hours a week. 

    That’s where our hobbies come in. According to a 2023 study by Nature Medicine—and promoted by Harvard Medical School—our side pursuits aren’t just something to pass the time. According to more than 93,000 older adults across 16 countries (including the U.S.) surveyed, having a hobby can be beneficial to your health, mood, and general well-being. Depending on the endeavor, each can enhance focus, alleviate loneliness, or support development of social skills.

    And in general, hobbies are fun—and having fun is, um, fun.

    We at The Martin Group enjoy having fun in our work, but we also stay plenty busy once we close our laptops. With hobbies as diverse as our personalities and backgrounds, we look forward to extending ourselves past our positional identifications and into realms creative, constructive, and even competitive. Depending on the hour, we’re always busy doing something, so here are just a few things some of our team members do once they’re off the clock.  

    Hobbyist: Katie Steelman, Copy Editor

    Hobby: Crocheting

    In September 2023, Katie saw a cute, crocheted pumpkin on Instagram and thought, “I could (maybe) do that.” From there, she looked up tutorials, learned how to read patterns, and suddenly, what was once approached as a one-off endeavor soon became an every-week enjoyment. So far, she’s crocheted plenty of amigurumi (stuffed toys), and has found a lot of fun in creating different animals and taking on more challenging patterns. But this past fall, she decided to take another pass at her first pumpkin–and in doing so, was excited to see how far her skills had improved in a year.

    Katie says: “I find crocheting relaxing, and I like that it focuses my attention on something other than a screen.”

    Hobbyist: Kristina Robinson, Senior Digital Developer

    Hobby: Gaming

    Kristina’s love for gaming started decades ago, with days and nights spent navigating Windows 95 games like Chips Challenge, 3D Pinball: Space Cadet, and Jezzball, all on an old laptop that her father gave her. As an only child, each game provided company, as well as entertainment to fill solitary time with excitement. Today, she’s still into it—and has kicked things up a notch. She’s built her own computer to support her engagement in such games as Rocket League and Counter Strike 2; and is currently an undefeated Tricky Towers champion within her friend group. 

    Kristina says: “It keeps me entertained. I enjoy diving into a good story or lore, solving puzzles, or coordinating with friends in competitive games.”

    Hobbyist: Dave Riley, Creative Director

    Hobby: Home renovation

    Dave started wading into DIY waters to both pursue a more self-sufficient existence and handle whatever home repair concerns came his way. But when it came to renovation, it was a chance to embrace the same precision and creativity he brings to his day job—all while keeping less capable contractors safely on the bench. According to Dave, he began to harness his considerable renovation skills after the purchase of his first house, all to incorporate his and his wife’s love of modern design. Since then, he’s completed two kitchen remodels, complete bathroom and basement renovations, a beautiful pool deck and custom designed stair banister, and one hardwood floor refinishing. It’s an impressive resume, but he’s always ready for wherever his cherished Ramset HammerShot will take him next.

    Dave says: “The greatest satisfaction and appreciation occurs at the completion of a project and in turn empowers me to pursue the next big thing.”

    Hobbyist: Jennifer Hunold, Director of Growth and Business Development

    Hobby: Foraging for mushrooms

    So how does one come to forage for mushrooms—for fun? In the case of Jen, she was led into the practice after her husband started at Ecovative (a mycelium technology company based in Green Island, NY) around 2011. Together, they would spend time walking in the woods every weekend, learning and identifying various fungi, both edible and not. According to Jen, they were careful to be good stewards of the land, and initially chose to be observers over collectors. His work colleagues would also host mushroom forays on their properties, which allowed the two to deepen their interest while foraging for miles. Since those early days, Jen has celebrated such moments as finding black trumpets that were 5-6″ tall and chantarelles 4″ wide at the top—and feeling the unique satisfaction of knowing varietal names like Cantharellus, Craterellus, and Hydnum repandum.

    Jen says: “I love doing it still because it gets me out in the woods, exploring with my mycologist husband, and constantly learning something new.”

    Hobbyist: John Mackowiak, Vice President of Public Relations

    Hobby: Making pierogi

    Inspired by family tradition and instructed by YouTube tutors, John has been making his beloved pierogi—part of the global dumpling family—since 2023, soon after developing a love of cooking. Now, he loves making pierogi more than any other item in his evolving stable of culinary creations. His Grandma Mack introduced him to the inventive energy that could invigorate each serving of folded dough and tasty filling. Now, he’s carving his own delicious path with online guidance from the likes of Michał Korkosz, Zuza Zak, and Dariusz The Polish Chef, intent on embedding the same joy he feels throughout preparation into every serving he shares. Case in point: December 2024, when John whipped up 250 pierogi for his family Christmas celebrations.

    John says: “Pierogi are such a welcoming food. In my opinion, there are few better ways to show hospitality than sharing a plate of pierogi with a friend.” 

    Hobbyist: Jana Eisenberg,Copy Editor

    Hobby: Zydeco dancing

    Ever since being introduced to music and dance by her mother at a very early age, Jana has loved dancing. She’s went through various phases of participating in different types of social dancing, from Israeli and Eastern European folk dancing in high school and college, to swing and country western two-step throughout her twenties and thirties in New York City. Then, she discovered Cajun music and dance, enabling her short hop to Creole-influenced zydeco—and an ongoing passion that persists today. According to Jana, it’s the music that’s hooked her to the artform—and her skill and authenticity of performance has even led to some well-earned screen time. See her appearance in Louisiana native Miss Mona’s dance demo here. 

    Jana says: “Those who know and love it are usually passionate, some might even say obsessive, about it. It is party music, but also deeply felt dancing that, these days, I do not get to do enough of.”

    Hobbyist: Ryan Boyle, Digital Development Supervisor

    Hobby: Making music

    Ryan first started experimenting with musical instruments and making low-quality recordings in 2008. But after years of fiddling with video games like “Guitar Hero” and “Rock Band”—and amid a COVID-19 pandemic that devoured more than a year—the hobby reemerged and advanced to fill idle time with inventive creation. Developing each recording has provided a tremendous outlet, allowing him to tackle the specifics of writing a song, composing complementary music, and merging the two to produce wholly new tracks. Now, he’s releasing his music on Bandcamp and Spotify, putting his work out there for all to hear—and to enjoy seeing just how far his little hobby has come.

    Ryan says: “The best feeling for me though is to have a finished song that I can listen to and share with friends and family and say, hey I made this. All of it, from start to finish.”

    To learn more about the experience, hobbies, and tastes of The Martin Group, click here.

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  • PR trends: Where we’re headed in 2025

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    It’s almost time to say goodbye to another year—but not before acknowledging a few public relations lessons we learned along the way.  

    This past year, we’ve seen the increased progression of branding as a valuable PR tool for businesses and the C-suite. We’ve watched video content rise as an expected tactic of most campaigns, and we witnessed new rules made, broken, or revealed to be irrelevant during various instances, including another political campaign season.  

    So, what will we see in the next year? After a year of knee-jerk fluctuations and shifting needs across the industry, evolution might be the only thing we can count on. As the communications landscape continues to change quickly, we asked our team to share trends they’re monitoring—and our clients are asking about.  

    Here are some of the trends we’re looking to take hold in 2025: 

    Show me the data! 

    Chris Colton, Public Relations Director 

    Executive Communications & Content Practice Lead 

    “Show, don’t tell” has been a best practice in PR since the advent of the profession. But at least one trend in journalism — investing in data visualization — has forced practitioners to reexamine what it means to “show” in our storytelling. For example, Hearst’s new DevHub is using data to produce charts and maps that do the heavy lifting of thousands of words, allowing the written prose to focus less on what is happening and more on why it matters. 

    Of course, not all brands can have in-house digital developers or data analysts. Nor can it be expected to be part of a PR practitioner’s core skillset. But we can — and should — challenge ourselves to leverage data in a way that makes our storytelling more compelling. Introducing infographics as a supplement to blogs and pitches is an achievable entry point. 

    At the same time, let’s not lose sight of the basics. A well-placed statistic, in plain text, can still elevate a pitch or blog into can’t-ignore territory. Carver Companies isn’t transporting any bridge down the Hudson River; it’s a 5-million-pound bridge floating on the water. (How do they do that?!) Vendée Globe sailors aren’t just collecting environmental measurements while sailing around the world; they’re filling a data gap in the remote, 8.5 million square-mile Southern Ocean. This oceanic “data desert” is a treacherous and costly passage at up to $100,000 per day for a traditional research vessel to operate, but critical to our understanding of climate change. 

    In-person events are back—and bigger than ever 

    Kate Measer, Public Relations Director 

    Media Relations & Community Engagement Practice Lead 

    After years of virtual everything, The Martin Group is embracing the return of face-to-face interactions and experiences because we’ve seen firsthand the impact they have.  

    Take the Community Town Hall series we produced with Buffalo Pro Soccer. These gatherings didn’t just build buzz for the new pro soccer club coming to the Queen City; they started real connections between the club’s leadership and the community, creating true fans for a team still in its early days. 

    Another great example is our ongoing series of in-person live panel discussions and networking events. We’ve hosted several in our Buffalo and Albany offices over the past two years, bringing clients, newsmakers, and area professionals together to explore important topics, such as opportunities for women in sports, food insecurity, AI in healthcare, and the challenges facing today’s journalists. By hosting these conversations, we’ve not only strengthened our thought leadership on these topics, but created opportunities for hundreds to engage, learn, and network together, building trust and lasting relationships, while also delivering memorable moments that resonate with the media.  

    While virtual formats certainly had their moment, it’s clear now that people crave real, personal connections more than ever. That’s why we’re prioritizing live events and brand experiences as part of our PR strategies for clients in the new year. They deliver unmatched value, creating moments that inspire, unite, and, most importantly, drive results for our clients. 

    Podcasting is here to stay 

    Andrew Mangini, Vice President of Public Affairs 

    If you’re still waiting to jump on the podcasting bandwagon, bad news: you’re already behind. 

    Now firmly implanted in the mainstream, podcasting provides a great avenue for thought leadership and storytelling. Compelling individuals with an interesting narrative can start their own podcast; anyone with some decent audio recording equipment can give it a try; and if you have important information to share, there’s likely an existing podcast who’d love to have you on air. 

    But note: Podcasting is a slow burn and you’re not likely to become an overnight sensation. Becoming successful is dependent upon establishing a niche, finding an audience, and keeping that audience with quality storytelling. Catering to all three with patience and consistency could eventually earn big results. Look no further than the 2024 election to see the impact of podcasting. Both campaigns engaged with well-known podcast hosts to record interviews during the waning days of the election season, and the outcome of these appearances had a dramatic effect on the election. 

    However, if you need a pure monetary take on the state of podcasting, know this: According to The Podcast Host, ad revenue across the medium is expected to top $4 billion by the end of 2024—which is a $3 billion increase in just three years.  

    Conclusion: If you’re looking to connect your message with lots of people, deliver it via podcast. 

    LinkedIn articles as your newest asset 

    Jenny LePore, Public Relations Director 

    B2B Communications Practice Lead 

    One major social media trend that should not be overlooked is that more professionals, experts, and organizations are making LinkedIn their primary platform for content sharing, peer discussions, and thought leadership initiatives—following the lead of more than 68 percent of B2B professionals now citing an increased use of the platform in the last 12 months. 

    While short-form video content on platforms like TikTok and Instagram are seemingly growing in demand, long-form content hasn’t turned obsolete. The industry is seeing a shift back to more substantive, long-form content, and many brands are obliging with LinkedIn articles. Companies already ahead of the curve are leveraging their own employee advocates to publish and share content on the popular professional platform in an effort to humanize their brands and better connect with stakeholders.  

    These articles are written as standalone pieces framed around topics like industry insights, proprietary research, company updates, advice for other professionals, and summaries of professional experiences. What matters the most is that the topic appears authentic to the author, appeals to their existing network of followers, and helps to grow their own credibility alongside their brand.  

    If you haven’t considered LinkedIn articles in your content mix, know that LinkedIn articles can easily be shared with an individual user’s newsfeed or a brand’s page— and even have the chance to show up on search engines like Google. Some brands are starting thought leadership efforts on LinkedIn first, then after seeing success, are turning this original content into blogs, white papers, op-eds, and other impactful marketing tactics. 

    And the best part: LinkedIn offers readership analytics, which means real-time feedback about the relevance of a topic—and reassurance that the content is connecting. 

    Become your own publisher 

    John Mackowiak, Vice President of Public Relations 

    News organizations continue to navigate a challenging financial climate. In 2023 alone, about 130 newspapers closed and 7,000 newspaper jobs were lost, according to Medill’s State of Local News report.  

    At the same time, media fragmentation continues to surge. While 86 percent of Americans regularly rely on their smartphone or other digital devices to get news, people are turning to countless sources for information, from social media platforms and podcasts to search engines and news aggregators. Even if you’ve built an audience on social media, you can’t count on every platform forever. Consider the users fleeing X for Bluesky — or efforts to ban TikTok in the U.S. 

    Now is the time to invest in your own publishing platform. Create your own channel to grow your audience, keep people engaged, and build long-term trust among customers and stakeholders.  

    In its simplest form, launch a newsletter.  

    In recent years, we’ve helped several clients launch and grow newsletters — largely by emphasizing strategy and fundamentals. Understand the audience you want to serve, set clear goals and objectives, measure your impact, adapt your content to meet your audience’s needs and interests, get creative to grow your reach, and always stay consistent.  

    Earlier this year, for example, we helped Empire State Development’s Division of Science, Technology and Innovation (NYSTAR) revamp and relaunch their newsletter — focusing specifically on engaging NYSTAR’s network of resources as a way to nurture the ongoing development of the state’s innovation ecosystem. The “State of Innovation” newsletter earned recognition from the Capital Region MARCOM Awards, reinforcing the value of newsletters today for brands of all types. 

    To learn more about The Martin Group’s work in public relations, click here. 

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  • Novel Ideas: Winter picks from The Martin Group Book Club

    You searched for new era cap – Page 16 of 31 – The Martin Group

    Reading is fundamental to every task within an integrated communications firm—but it’s not always what any professional would refer to as “fun.”

    Necessary? Yes. Instructional and always integral to a successful project or campaign? You bet. But enchanting, gleeful, and fantastical? Not always.

    That’s why this October, our team at The Martin Group started our first-ever book club, with one novel selected every month to satiate the literary needs of our Albany, Buffalo, Rochester, and New York City staffers. That’s four offices full of voracious readers, ones who balance their expertise in account management, graphic design, and media buying with a love of multi-dimensional protagonists and lines of colorful dialogue. The creativity and artistic craftsmanship certainly inform our work, but diving into complex scenes or magical worlds also offers a much-needed respite from what can be a demanding day-to-day.

    With the establishment of our agency’s inaugural book club, we now have an impressive stable of fiction aficionados with different tastes, from different backgrounds, and with (in some cases) exhausting lists of already-read books on Goodreads. This means we have all types of different books we call favorites, and even more reasons for our specific selections.

    As we creep toward prime reading season, some of our club members would like to pass on book recommendations perfect for the months ahead. Whether enjoyed aside a fireplace, curled under a blanket, or while shivering in the bleachers of your kid’s hockey practice, each title has the potential to provide a break from your daily grind, warm your soul, and reintroduce you to the joy beautiful writing can bring.

    Happy reading, and here you go:

    The reader: Caitlin Tracy

    The read: The Spectacular by Fiona Davis

    Fiona Davis is a historical fiction writer who always centers her novels on a major landmark or event in New York City history. This selection concentrates on a young woman who enters Radio City Music Hall as a dancer, hoping to join the Rockettes. (Nothing says Christmas more than the Rockettes’ Christmas show, right?) Not only does this story have interesting family dynamics, time jumps, and romance, but you will also learn about the Big Apple Bomber. Important to remember this is a historical fiction story, centering this fictional character’s life story and experiences around real events and iconic NYC landmarks.

    And if this isn’t your cup of tea, be patient. Davis has a new novel due for release on January 7, 2025.

    Find it here.

    The reader: Laura Werling

    The read: The Very Secret Society of Irregular Witches by Sangu Mandanna

    This book feels like a warm fireplace and a hot beverage, and is the perfect getaway from reality. The book’s protagonist, Mika Moon, is one of the few remaining witches in Britain. To combat her loneliness and isolation, she decides to share videos of herself pretending to be a witch—but doesn’t expect anyone to take her seriously. When someone does—and notices the magic on the videos is real—Mika receives an unexpected invitation to travel to the mystical Nowhere House to teach three young witches how to use their magic.

    It’s a heartwarming story about finding kinship, love, and purpose where you least expect it; and I loved this book because it was a welcomed departure from the typical murder mysteries and serious subjects currently lining store shelves.  It’s nice to just enjoy the fantasy of it, and take a little break from the real world.

    (Also, I enjoyed it so much that I read it twice.)

    Find it here.

    The reader: Susan Zeigler

    The read: Out on a Limb by Hannah Bonam-Young

    This book quickly became a surprise favorite for me this year, thanks to the buzz on BookTok. It follows Win and Bo as they navigate the challenges of starting an unexpected family while building new relationships. The story highlights the importance of healthy communication and has a warm, cozy vibe with perfectly imperfect characters facing everyday struggles. Their swoon-worthy romance is filled with sweet banter and playful teasing, and the friendships add depth and charm to the entire story.

    It’s the perfect read for curling up with this winter!

    Find it here.

    The reader: Kristina Robinson

    The read: House in the Cerulean Sea by T.J. Klune

    This work is not my typical read by any means, but now, it is easily one of my favorites. It is a lighthearted read with a wholesome story—a noted departure from the battle sequences and morally gray characters of my typical read—and kept me smiling, sobbing, and laughing out loud with every turn of the page. Klune has a brilliant way of bringing this story to life. He masterfully balances fun and whimsy with themes of acceptance, opening your heart, finding a family, and what it means to be home; and his characters are well-developed, with each having their own distinct voice and personality.

    I found myself rooting for them throughout the book in moments both big and small, especially the protagonist, Linus Baker. The plot’s pacing takes its time in the beginning, but Klune has a wonderful way of storytelling that keeps things exciting. By the end of the book, I had grown very attached to everyone at the Marsyas Island Orphanage. My heartstrings tugged, and now, I have a newfound appreciation for buttons.

    (Get the book; you’ll see. It gets ⭐️⭐️⭐️⭐️⭐️ from me.)

    Find it here.

    The reader: Chase Martin

    The read: Cloud Cuckoo Land by Anthony Doerr

    A finalist for the National Book Award in 2021, this is a captivating follow-up to the author’s Pulitzer Prize-winner, All the Light We Cannot See. The intriguing teaser at the end of that novel piqued my interest, and I’m glad I picked up this one, too. Spanning an intricate narrative across time, it expertly combines a historical foundation with present-day and dystopian future elements. Doerr wonderfully develops multiple main characters, beautifully weaving their stories together to reach a satisfying conclusion.

    I’m eager to explore more of his work, and I now consider myself an Anthony Doerr fan. Read this one, and you’ll become one, too. 

    Find it here.

    The reader: Bria Meredith

    The read: The Women by Kristin Hannah

    This is a historical fiction novel that boasts significant emotional depth in its narrative and within the relationships between its characters. Hannah portrays how women can be heroes, tackling both personal struggles and societal challenges along the way. Following her journey, the enjoyably digestible story provides insight into friendship, sacrifice, and the bonds that unite women, along with lively scenes to keep your attention as you cozy up next to your roaring fireplace.

    Grab some hot cocoa and get ready to feel ALL the feels!

    Find it here.

    The reader: Bayley Ward

    The read: Beach Read by Emily Henry

    This book is a great romance novel, and good news: it takes place in much warmer months, as opposed to the months you’ll be reading. It follows the lives of two writers, who happen to cross paths while trying to escape the hustle and bustle of everyday life to help ease writer’s block. It reminds me of a warm summer night on the beach, but one with plenty of twists and turns throughout the evening. And page by page, I was hooked.

    Whether I am on the beach or stuck inside on a snowy day in WNY, Emily Henry’s books are filled with a little bit of everything and are perfect for a vacation—no matter how warm or cold it is. And whether this selection or others in her canon, they’re all good beach reads. No pun intended.

    (Well, maybe a little pun.)

    Find it here.

    The reader: Margaret Niederpruem

    The read: Love and Other Words by Christina Lauren

    Is this a girly rom com? Yes—but it has good dialogue, loveable characters, and a twist of an ending you will not see coming. This story follows Elliot and Macey, who started out as best friends sharing their love of books, then eventually become sweethearts. What I love most about this book is that the characters are avid readers, so while they’re snuggled up enjoying their books, you feel like you’re right there alongside them.

    It’s a comfortable read that pairs perfectly with the season—and a warm cup of whatever you’re into.

    Find it here.

    To learn more about the experience, hobbies, and tastes of The Martin Group, click here.

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  • She’s Got Next: Bridget Niland

    You searched for new era cap – Page 16 of 31 – The Martin Group

    A Western New York native, Bridget Niland has excelled as an athlete, an advocate and an administrator. Currently serving as Dean of the College of Hospitality, Tourism and Sports Management at Niagara University, Bridget is a graduate of the University at Buffalo Law School. She served in several management roles at the NCAA’s national office, returning to Daemen College in Buffalo where she became a tenured sports management professor and led the school’s transition to NCAA Division II membership as its director of athletics. Over the course of her running career, she captained the University at Buffalo’s track and cross-country teams, won the Buffalo Marathon twice and finished in the top 5 of the Marine Corps Marathon.

    The following conversation is edited for space and clarity.

    When you think back to your elite running experiences, how has that shaped the way you approach your work in sports?

    There’s just so much to my running career that really has been the foundation of everything else. Running became like a trusted friend that I could always rely on.

    And in all honesty, how I got into running was different. I came from a very athletic basketball family, and I’m the youngest of seven. When you’re the youngest, you always feel like everybody above you has something they’re great at, and you’re thinking, “what am I going to be good at?” I tried to be good at all the things that they were good at, and I wasn’t. My father was an amazing coach – and an amazing father – and sometimes he gave it to you straight. I remember one day I had gone out for a run to train for field hockey and basketball, and when I came back, I asked him how far I ran. I had run nine miles, and he looks at me, he goes, “I gotta tell you, kid, you’re just not that good of a basketball player, and so I really think you’re onto something here with running.”

    At the time, those words were a little hurtful. Here is this guy who’s known for basketball, my brothers all play basketball and I tried to. I didn’t immediately switch to running, but I did really like running and it became this trusted friend that no matter what was going on in my family life or my personal life or my work life, I could always rely on running. It gave me this sense of comfort, of constant security, of competence, and also this feeling of whatever I’m dealing with in my life, whether it’s something difficult at work or at home, it can’t be as bad as hill repeats, right? It can’t be as bad as training for the Boston Marathon during a snowstorm. I keep reminding myself of what I have physically pushed myself to the brink of doing and I think that gives you that sense of grounding. That sense of OK, bring it.

    Have you seen an evolution of women’s voices at the table when it comes to decision-making in the sports world?

    I was born the same year as Title IX, so whether it was playing sports or sports leadership, like a lot of Gen Xers, I was sandwiched between these two major generations that have been bringing about large cultural change. Unlike the Baby Boomer women before me, when I came into athletic leadership, I didn’t know what it was like to not be included. The Boomers definitely passed on to me the notion of “you can do it,” which was positive, but also shared, “remember, you’re lucky to be here.”

    So when I got to those leadership tables, I behaved like I belonged there, which could be shocking to the men, but more so to the women, because I think some were like, “Hey kid don’t ruin this for us.”

    I wanted to be very respectful of the women who trail-blazed for me, because I wouldn’t even be at the table without them. But I also felt this pressure to play by their playbook. And then I had this group of women younger than me, the millennials, that were like, “You know, we aren’t just lucky to be here. We belong here, keep pushing.” And I value both of those generations. I have really learned a ton from both of them.

    Title IX gets a lot of play for increasing athletic participation opportunities. What’s really not recognized as much about Title IX is that it not only kicked open the door for female athletic opportunities; it also kicked open the door for female athletic leadership opportunities. I’ve seen that change, and that’s been cool to watch.

    In college, I was an intern for the Buffalo Bills and got to work with Gretchen Geitter, who recently retired from the Bills as their Vice President of Community Relations. Watching Gretchen’s career evolve has been amazing. She was someone we all looked up to. A woman just a bit younger than me is Allison Wagner, who was also at UB Law School. She was Vice President of Legal at the NHL for 13 years and now is Senior Counsel at the NFL. I mean, Gretchen and Allison kicked open that door, because when I interned at the Bills, there weren’t any females in vice president roles.

    In 2024 there has been more coverage and conversation about the growing popularity and investment in women’s sports. How do you feel that that is going to have an impact for women on that business and leadership side of the sports ledger?

    I want to be positive, but I don’t think it’s simple, because there are some societal forces that need to change in the United States. You can do anything sports wise – if you come from a certain income bracket. We really need to highlight the fact that Title IX has not worked for every single female. For example, you’ve got to have money to play travel soccer, which you need to do in order to succeed in and keep playing soccer.Title IX didn’t work for every kid, and although we’ve seen tremendous growth in some areas, we’ve seen a significant contraction in others because sports have gotten too expensive.

    We also need to recognize that while female participation has increased, female leadership hasn’t increased as significantly. I think the reason is that we are not a country that has embraced supporting women in every phase of our lives.

    I shifted out of my role at the NCAA because I wanted to be a mom and because I wanted to make sure that I was at least carrying some of the elder care responsibilities that existed in my family at the time. I don’t know if I ended up doing either of those things well. Most nights I hit the pillow thinking I was shortchanging someone, but I also didn’t feel like I had any right to complain because so many women carry much more than I do.

    We need to be doing more so that every woman, whatever version of themselves that they want to be, we are fully supporting them. We don’t provide support to people who are taking care of their parents, which are predominantly women, and we don’t provide support to people who want to raise families. We put both in a box and say, figure it out. And so women are still confounded with choices that men don’t have to make.

    Buffalo likes to pride itself on being a sports town, but it lacks any professional women’s team sports on a big scale. Why hasn’t the region fully embraced women’s sports?

    The conversation always starts with the question, “Is it a good investment?” And the challenge is getting men to appreciate the level of game that women are playing, because men have more disposable time to watch sports and spend money on them. For example, more women are playing golf but it’s still not nearly as many men who play golf. Why? Because golf takes all day. If women are seen as the central elder caregivers and childcare providers and just general care people, the result can be that we have less disposable time to be sports fans, and thus less influence on the market and investment.

    The younger generations are sharing family duties more, which I think will then spill over to sharing elder care more, which could be that huge shift in time for women allowing them to play an even bigger role in sports markets and investment.

    One of my favorite quotes that I used a lot when I was working with Project Play of WNY for the Ralph C. Wilson Jr. Foundation, is from John F Kennedy when he signed the Sports Broadcasting Act in 1961 warning us about becoming a country full of sport spectators rather than participants.

    Sometimes, I worry that Buffalo is being held back as a participant athletic town because we’ve had to make tradeoffs to support our professional sports teams that other regions haven’t had to do. Other regions have money to support both spectators and participants. Here we had to choose. So, we will not be getting a big, massive indoor athletic complex that is publicly accessible for youth sports. We chose the new Bills stadium which means that our kids are going to continue to have to drive six and seven hours to compete in indoor track or swimming at a top-level facility. I worry that we’ve become a community of sports spectators, and we’re losing the ability to be sports participants, which can have long-term negative consequences for our region. This is a different take on the sports market in our region and one I gained through my work at Project Play WNY.

    What’s your advice for women who want to work in sport industry?

    My advice to them is make sure you’re doing it for the right reasons. You will likely encounter challenges that you will need to work through which may quickly what you love about sports. Stay determined, steady and focused. Develop a thick skin. Use the experiences and the strength that you built physically as an athlete to sustain you mentally as a leader.

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