FischTank is seeking individuals with anywhere from two to ten (2-10) years’ public relations experience, with a focus on media outreach and account management. The titles of Account Manager and Account Director are best suited for a team player who appreciates working in an up tempo, positive company culture.
Work is autonomous, proactive, and as minimally administrative as possible. FischTank prides itself upon being results oriented on behalf of its clients. Core client industries include clean technology (sustainability), marketing and business technology solutions, non-profits, financial services, biotech, and professional services.
FischTank possesses a strong company culture, frequently providing team lunches and happy hours, educational seminars and resources, and more.
Please apply by e-mailing firstname.lastname@example.org
Desired Skills and Experience
- Media relations
- Strong writing skills
- Experience with relevant PR tools (Cision/HootSuite/etc.)
- Positive attitude
- Story identification skills
- Familiarity with top tier and trade media
- Works well with a team
- Media results
FischTank Marketing and PR is a full-service communications and marketing firm serving clients spanning various industries including but not limited to clean technology, business and marketing technologies, marketing/ad tech, emerging technology, real estate, and non-profits. Incorporating an integrated strategy consisting of public relations, SEM/SEO, digital/social media, copywriting, and outbound marketing, FischTank helps clients amplify their message with results that impact their bottom line.
One of the most exciting times in the life of a young company or entrepreneur is when their product or services are ready to be unveiled to the world. With that excitement however, comes the realization of the task that still lies ahead – How do we get people to notice us? Then the light bulb goes on. We need PR!
Generally though, when most non public relations professionals think of PR, they lean solely toward media relations and news coverage. But media relations is only a small part of the PR puzzle, and an even smaller part of the overall integrated marketing strategy that’s really necessary to take your business to new heights.
So how do you know if you’re really ready for an integrated marketing strategy that includes the media coverage you crave? Here are four things to consider:
Do you have something to say? Gaining visibility comes down to being seen and heard. A product launch, funding announcement, or high profile personnel hire is a great place to start, but should not be solely relied upon to build a company profile. You are an expert in your field – use this to your advantage by getting involved in various industry discussions.
One of the easiest ways to gain media coverage is by discussing current trends and news within your specific vertical, with a perspective has broad industry appeal. This enables you to become a recognized thought leader within your industry, bringing instant credibility to your brand. Then the next time a reporter researches your company while deciding on whether or not to write about your announcement, they’ll see you’re legit.
It’s important for you to have something to say – and not always about yourself.
Do you have proper expectations? This is one of the first discussions that should occur at the onset of a new campaign so both parties can get a realistic idea of what is attainable, potential challenges, and end goals.
Too often, a young company will say, “We’ll take whatever we can get” which really lets the firm they’ve hired off the hook for producing measurable results. At the same time, it’s important for you to understand that it’s unlikely you’ll be on the cover of the New York Times on day one – no matter how good looking you are.
To use a baseball analogy, have a discussion with your new firm and decide what your goals are in the sense of singles, doubles, triples, and homeruns. Singles and doubles are the easiest to obtain, are most constant, and keep your rally alive, while triples and homeruns are less common but have a major impact. This way your campaign – and business – will really score.
Do you have a plan for leverage? It’s an awesome feeling to see your company’s name in an article or to create a great piece of marketing content internally to share with the masses, but your efforts can’t stop there. This is where an integrated marketing strategy really is crucial to ensure you reach current and potential clients, investors, and industry partners.
Don’t simply post a link to your website – use a multi-pronged approach that includes social media, email, your sales team, and self-publishing to increase value. Many companies don’t fully utilize the power of their positive press by proactively sharing it. Instead potential customers and partners are left to find it on their own – an ironic twist since these companies are struggling to get noticed to begin with.
Do you have the resources? Obviously money is a factor here, but there are other resources that are just as important. I’m talking about personnel – you and other members of company leadership. While the firm takes on the bulk of the work, there are times where they will need access to you to discuss trends, campaign ideas, schedule interviews, or ask questions.
You are, after all, the expert in your field, so it’s important that you make yourself available. If you’re hoping to simply write a check and then “set it and forget it” you may not get the results you’re looking for.
Any good PR or marketing firm will be flexible and work with you to meet your needs – whether you’re ready or not. But following this guide and coming prepared enables you to earn results everyone can be happy with, and maybe hit that grand slam you’re looking for.
As any marketing professional or firm will tell you, it is no longer difficult or necessary to SELL clients and agencies on content marketing strategies highlighted by targeted blog posts, short videos and whitepapers busting with statistics. The benefits are endless and well-established — drive traffic to your website, solicit contact information for lead generation, establish yourself as a credible source and many more. What you SHOULD be telling your clients, is how to make the most of your content — ensuring delivery, download, engagement and return on investment.
Producing the content is only half the battle — let’s talk about winning the war and making sure your content marketing strategy achieves your desired goals:
1. Define your audience. Does your content have a specific end-user? The answer should always be, yes. If you are creating a whitepaper or blog post with the intent to receive downloads (and contact information) from a niche target audience, make sure your content addresses their pain points. For example, a financial advisor may want to solicit information and web visits from individuals between the ages of 40 and 50 who are getting ready to send their children to college. Rather than title your content, “10 Ways to Save Money,” try “The College Decision: 10 Finance Tips You Need to Know,” or something to that effect. Yes, you may get less downloads and web visits. However, the qualified leads and traffic you do receive will be much more credible and likely yield higher ROI.
2. Promote effectively. Too many times, I see an ad on LinkedIn or Facebook that says something to the effect of “Click here to reduce costs by 20 percent.” OF COURSE I want to reduce costs by 20 percent, who doesn’t? However, I may want to know just what it is we’re talking about! If I’m a marketer, and the cost-savings tip pertains to e-commerce, I’m bored already and will probably not consider you a credible source for content. Also, you were just charged $7.00 for my click. The same goes for e-mail blasts, the first thing most folks do with a nebulous e-mail blast is delete or unsubscribe. Similar to tip number one, try making it abundantly clear what the audience will receive if they pursue the content. If one were targeting a small business owner, then something like this may resonate — “automate your invoicing for only $9.99 a month” — as with this example, there is no gray area.
3. Ensure your landing page is efficient. How many times have you clicked an advertisement or link within an e-mail, only to find yourself directed to seven different sites, and required to fill out more information than during a doctor’s visit? It happens all the time. Landing pages suffer from poor graphics, text that doesn’t match the content you’re pursuing, slow webpage load times, broken links and other content marketing atrocities. It’s important to test your conversion process from start to finish, from the first click to the actual download/visit itself, to make sure there are no issues potentially damaging your credibility as a content source. Also, consider that most people don’t want to provide too much information, so when soliciting info, stick to the basics: name, company affiliate (if B2B), location and have phone number and reason for visiting marked as optional.
4. Make sure your sales team is locked in. You are almost there! You created informative content, promoted it efficiently, and solicited plenty of sales leads. Now what? Don’t let the conversion process stop there! Before structuring any content marketing campaign, ensure that you have a plan for what to do with those leads. The next step should require a phone call, introductory e-mail, physical mail or meeting or any other “touch point.” In most cases, it is highly recommended to reply within 24 hours, at the latest, to ensure the lead doesn’t go cold, and you receive the credit for your effective content marketing strategy!