Tour Guide

A 22-year veteran of the communications industry, Matt Spaulding is currently president of Spaulding Communications, a strategic communications firm he founded in 2002.  He is also a consulting fellow to Battlefield Leadership LLC (BLL), a preeminent experiential leadership training and development consulting firm. 

For Battlefield Leadership, Spaulding serves as a facilitator for battlefield-based and classroom experiential leadership programs.  In this role he facilitates business leadership discussions, discoveries and solutions that positively shape individuals, teams and entire organizations.  He also works closely with BLL’s founding partners and historians to develop effective onsite experiential leadership programs for the organization.   This includes BLL’s forthcoming leadership programs on George Washington and the Battles of Trenton and Princeton, and the Civil War’s Battle of Atlanta. 

As president of Spaulding Communications, Spaulding is responsible for charting the company's strategic direction and driving successful business and brand-strengthening results for its clients.  He provides strategic communications counsel and has executed award-winning PR and marketing programs for a variety of clients, including global Fortune 500 companies and regional start-ups.   During his career he has led and developed highly effective teams and individuals.  He has worked with such organizations as Honeywell, Shaw Industries, Rheem Manufacturing, Spencer Stuart, American Seating, ConAgra (Orville Redenbacher’s Gourmet Popping Corn) and Mercer University.  In addition to helping build the PR function and strategy for a $1 billion multinational organization, Spaulding has been quoted and secured media coverage in national media outlets including The Associated Press, The Wall Street Journal, USA Today and The Los Angeles Times

Spaulding is also a frequent public speaker, serving on panels and leading presentations on a wide range of communications topics to a variety of audiences.  One of his areas of expertise is helping professionals become more effective and persuasive communicators.  Spaulding has developed and delivered numerous communication training programs for sales professionals, PR colleagues and business leaders.  This work includes educating participants on how to develop and deliver an effective "Elevator Speech” and how to establish credibility with strong and effective communication strategies.

During his career, Spaulding has launched highly successful national product roll-out campaigns; executed media tours; developed long-term brand affinity programs; managed award-winning customer newsletters and magazines; created educational and thought-leadership strategies; led integrated advertising and public relations campaigns; and conducted media expert training sessions.

Family History

Matt is a 12th generation American whose first New World relatives, Edward and Edmund Spaulding, arrived from England and settled in Jamestown, Va., in 1619. 

During the American Revolution, Benjamin Spaulding  of Townsend, Mass., served as Minute Man and participated at the Battle of Lexington and Concord, the first major engagement of the war.  Lt. Spaulding was a school teacher, and according to the Revolutionary Rolls of Massachusetts, "Spaulding served in the War of the Revolution in Capt. James Hasting’s Company of the Minute Men, Col. William Prescott's regiment, which marched on the Alarm of April 19, 1775." 

The father of Matt's great, great, great grandmother, Joseph Fay, of Walpole, N.H., also fought and died during the Revolution.  According to “The History of Walpole" contained within family documents: "When the call was made for men to serve their country in the great struggle for liberty and independence he was among the number who volunteered to fight and die for the liberty of coming generations."  Fay was a sergeant in Capt. Wait's Company of Col. Bedel's Regiment of N.H. troops.  He was shot in the thigh during the second battle of Saratoga (Bemis Heights) in New York on Oct. 7, 1777.  He was taken to a hospital in Albany, N.Y. where his leg was amputated.  Thought to be recovering, "one night the ligatures slipped off the stump and he bled to death Nov. 2, 1777." 

In addition to the Revolutionary War heroes of Lt. Spaulding and Joseph Fay, family records also show that a distant relative on Matt's father's mother side married the grand-niece of Gen. Nathanael Greene, George Washington’s most trusted general.

During the Civil War, two Spaulding brothers, Stephen and Frederick of Montague, Mass., served for the Union.  Frederick was killed Sept. 19, 1864, during the Battle of Third Winchester in Virginia, one for more than 5,000 Union casualties resulting from this fierce single day of fighting.  Stephen, of Company K, 26th Regiment of the Massachusetts Volunteer infantry, enlisted for three years beginning on Sept. 18, 1861 and received an honorable discharge in Nov. 1864.  According to Spaulding family records, "The hardships Stephen suffered in the service led to his untimely death at the age of 34.  He was a farmer and a carpenter."  In a war that truly pitted brother against brother, family records show that at least one relative from Matt's father's mother's side served in the Confederate army.

During the 20th century, Matt's grandfather, Ralph F. Spaulding, served in the U.S. Army Air Corps for 30 years.  At the outbreak of WW II Ralph was stationed at Hickman Field in Hawaii as a master sergeant and was present during the Japanese attack on Pearl Harbor Dec.7, 1941.  Ralph served in many locations throughout the South Pacific for the rest of the war, finally returning to his family one month before V-J Day in 1945.  Following the war he was with American forces stationed in Germany.  He retired as a Lieutenant Colonel.  Family records show that another relative, Prentiss Spaulding, was a P-38 pilot who died during WWII in London.

Matt's father, Ralph F. Spaulding Jr. "Frank," served 20 years in the U.S. Navy.  After enlisting for active duty immediately after college, he then later volunteered for service in Vietnam in 1967.  Frank was stationed in Da Nang as a communications officer and was present during the Tet Offensive in 1968.  During his tour Frank was shot in the arm during a surprise attack on his base and received the Purple Heart.  Frank retired from the United States Naval Reserves in the early 1980s as a commander. 

Education and Personal

Matt holds a bachelor's degree in communication from Western Michigan University, a master's degree in education Mercer University and has completed post-graduate studies in the field of business leadership through the University of Notre Dame’s Mendoza College of Business.  Matt is an avid reader of American history and has extensively studied the American Revolution and the Civil War.  He provides pro bono PR counsel to a number of local organizations and volunteers his time with B*ATL, an organization that commemorates the Civil War’s Battle of Atlanta in 1864.  He lives in historic Avondale Estates, Ga., with his wife and daughter.