Tag Archives: media relations

FischTank Public Relations

FischTank Marketing and PR is Hiring at Various Professional Levels

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 careers@fischtankpr.com 

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

About FischTank

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.

FischTank is a leading media relations firm in NYC

Is Your Business Ready to Work with a PR Firm?

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.

Public relations and marketing

Has Media Relations and Content Marketing Replaced SEO?

Search Engine Optimization (SEO) is defined by Webopedia as the methodology of strategies, techniques, and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and others.

Many early SEO tactics are often referred to as the Wild West of internet marketing. Those of us in the business ten years ago recall black text on black backgrounds, duplicate websites, a barrage of low quality press releases, keyword stuffing, and many other tactics that quite honestly, worked.

That is, until Google the sheriffs of internet search decided to change their algorithms and penalize websites (and the companies, organizations, and individuals who built them) for executing “black hat SEO” tactics designed to manipulate search engine results.

As such, many SEO firms and internet marketing professionals have disappeared, and a new crop of digital marketing professionals and firms have emerged.

FischTank has received an influx of requests from B2C and B2B companies, non-profits, individuals, and other organizations that are looking for the right way to increase not only their position in online search within their respective industries, but to also find ways to strengthen their online reputation (ORM). These companies are slowly moving away from “quick fixes” and old SEO/ORM tactics, and seeking efforts that generate long-term, high quality results for their brand. A few effective strategies to review include:

  • Media relations, the practice of engaging editorial, third-party media entities, represents an effective tactic for driving SEO results. The reason is simple — media sites generally receive significant online traffic. A business themselves, media platforms via publishers, advertisers, and journalists do their best to publish strong content (with even stronger headlines) that drive users to their website. By sharing announcements and providing expert commentary, companies are able to gain inclusion in these stories, often with a hyperlink, which builds their respective positions with search engines.
  • Content marketing appears in many forms. The easiest first step is to develop a content calendar for self-published content such as press releases, blog posts, white papers, and case studies. Sharing these pieces on social media and within networks relevant to one’s industry often results in click-throughs to the website, increasing site traffic and rankings for the URL of which it’s hosted.

A more advanced form of content marketing is creating content to be published elsewhere, generally by third-party media or affiliated websites. For example, a company could draft a 500-700 article on something relevant to their sector, then share it with a trade publication within that industry. 99% of the time, that third-party media platform (or affiliated organization) will publish the article as a byline and attribute it with a URL to the individual and company that created it.

  • Social media. Perhaps the easiest of these three ideas to execute, creating social platforms and posting on a regular basis are almost guarantees to rank on the first page of search engine results. Twitter, Facebook, LinkedIn, and Instagram are all high quality platforms that, when content is published to and receives even minimal engagement, easily outrank mundane online results for a search for a company, organization, or individual.

Yes, these ideas may be easier said than done. In order to execute, companies seeking improvements to their online search results must identify marketing/PR firms or individuals that understand quality content. It is wise to seek firms that possess existing relationships with journalists, are strong writers themselves, and can execute social media tactics on a regular basis, not some “set it and forget it” approach.

Avoid anyone who promises a quick fix, and create a long-term strategy that ensures online searches for you and/or your brand reflect and present the best of what you do.

To learn more about how FischTank may be able to help your brand, please contact the team at info@fischtankpr.com 

PR Account Manager in NYC

FischTank is Hiring: Public Relations Professional

FischTank is seeking an individual with 2 – 5 years public relations experience, with a focus on media outreach and account management. The role of Account Manager or Account Director is 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, 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 careers@fischtankpr.com 

Desired Skills and Experience

  • Media relations
  • Strong writing skills
  • Experience with relevant PR tools (Cision/HootSuite/Meltwater)
  • Positive attitude
  • Story identification skills
  • Familiarity with top tier and trade media
  • Works well with a team
  • Media results

About FischTank

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.

4 Marketing-related Reasons Why LeBron Stays In Miami

Here we are again. LeBron James, the best basketball player in the world, is a free agent. His current team, the Miami Heat, remain confident in their ability to re-sign him (sound familiar, Cavs fans?) while a half dozen teams are openly salivating at the prospect of signing one of the top 10 greatest NBA players of all time. James’ basketball legacy can no longer be called into question; he cannot be labeled a loser, choke artist, or anything less than a champion and MVP. That being said, his legacy as a professional athlete, celebrity, and teammate can certainly continue to grow, or become badly tarnished, as it was in 2010/2011 — before the championships.

There are several factors aside from money and basketball, primarily related to his marketability, which will weigh heavy on James and his agent’s minds in coming days and weeks:

1. He won’t leave Miami, yet. Sorry Miami, while you certainly love your LeBron James, your passion for professional sports certainly ranks towards the bottom of those in large markets. Your reputation remains a sad video of Miami fans fleeing the AmericanAirlines Arena at the end of Game 6 of the 2013 Finalsthinking the series-ending loss was minutes away, only to miss one of the most historic comebacks in NBA Finals history. That being said, no sports team deserves to have its heart ripped out publicly (other than the Cowboys), especially when its efforts to do right by the player could never be called into question.

Following ‘The Decision’ public relations debacle when he promoted and executed a total body slamming of Cleveland on national TV, it took years to rebuild the brand equity and improve the public perception of James. If he chooses to leave Miami after one contract, he runs the risk of infuriating yet another major city. Additionally, while James’ free agency period has lacked the theatrics of 2010, fans around the country will still see a departure from Miami in the same light.

2. He wants to avoid comparisons. James has made it very clear that he does not compare himself individually to all-time greats like Jordan, Bird and Kobe. The media and the public do that for him — read any article on James, scroll to the bottom, and find the Average Joe gleefully stating “he’s no Jordan.” This social media maven is most likely unaware that he’s complimenting James — what professional wouldn’t want to be compared to the greatest of all time in his or her industry? However, James should walk a fine line. Going to Chicago will only intensify these comparisons to MJ, as would a commitment to the LA Lakers would do the same with Kobe.

Additionally, hopping teams seeking a better landscape is only going to draw comparisons to the greats listed above, and others, as something they didn’tneed to do to win. James will never distance himself from the comparisons, but he can do his best to let his brand stand alone by not giving the media, and Facebook trolls, any unnecessary ammo.

3. He has no better option. Let’s cross the Chicago Bulls and LA Lakers off the list for the reason listed above, James’ brand needs its own city to grow within and dominate, and he just doesn’t have the same marketability as Jordan or Bryant if he enters their markets. But wait a minute; there are two teams in LA! Eh, I’m not buying it. Thanks to Donald Sterling, the Los Angeles Clippers are literally the one team that many sponsors won’t touch with a ten foot pole. Heading to ‘Lob City’ will only bring controversy, which James already has enough of. The NY Knicks are too ego-driven and theatrical, the Cleveland Cavaliers are owned by a man who publicly assailed James for leaving four years ago, and joining Dwight Howard, a man with his own horde of detractors, in Houston just doesn’t seem feasible.

4. The bond with his teammates is too strong. Yes, Dwayne Wade appeared to be a shadow of his former self in the Finals, Chris ‘Corner 3′ Bosh struggled at times, and the rest of the Miami Heat cast unraveled quickly. However, James formed very strong bonds with those players as teammates and friends, and I just can’t see him leaving them now. The ‘Big 3′ as they are known, have unfinished business (although four Finals appearances in four years is nothing short of great), and I believe they, along with Pat Riley, will sacrifice what’s needed to make another run. If LeBron can lead his team through the ‘hardships’ (funny word choice following a Finals appearance), he can cement his legacy without tarnishing his brand.