PR and Digital Firm

I’m always looking for ways to make my job easier so I can be more productive. Working in a fast-paced industry like PR forces you to adjust your day on the fly, often leaving your schedule in shambles so you can jump on the breaking news that just popped in an effort to get your client some press. It’s fun, exciting, and why I love the industry – but it can also sap productivity and leave me wondering at times how I can be more efficient.

One way I’ve been able to improve my daily workflow is by taking advantage of some of the great technology that’s been created for just that purpose. If there’s a tool to automate process, improve my efficiency, or just flat out save me time, I’m always interested in giving it a look. I’m not adverse to help – especially if I know it’s going to make me better at what I do.

Below are a few of my favorite technology “helpers” that help boost my productivity.

Boomerang

 I’m as guilty as anyone of living in my email (as most PR people do). I receive and send hundreds of emails a day, and at times my inbox is a disaster – sometimes I wish I could just turn it off to work for an hour in peace. With Boomerang’s Inbox Pause I can actually stop emails from coming into my inbox for any specific period of time, schedule emails to only be delivered in batches during hours I choose, and allow emails from only specific people (like that reporter I’m waiting to hear back from) while I’m heads down on an important new business proposal.

Boomerang has a ton of other great features for email too, which have helped me get as close to Inbox Zero (more like Inbox Seven) as possible, such as:

  • Email scheduling, for sending at optimal times
  • Follow-up reminders if someone doesn’t respond to your email
  • “Boomeranging” messages out of your inbox to a later date
  • Respondable: real-time analysis powered by AI to let you know if your email is likely to get a response (also an eye opener to learn how you write)

Boomerang works for Gmail and Outlook.

Capsulink

 Speaking of email, one of the biggest drains of my day is dealing with all of the spam and junk that hits my inbox. As the PR contact for many clients, my email address often goes out on press releases, corporate websites, and other public-facing documents. As such, I get crushed with spam, and spending time vetting and deleting severely hinders my productivity.

Capsulink is a custom URL shortener that lets me convert my email address into a hyperlink, which helps to avoid being grabbed and stuffed into a spam campaign.

Even better, Capsulink also provides detailed click statistics, including which channels and geographical locations clicks are coming from. This is especially beneficial in social media campaigns and other digital marketing initiatives where we want to track activity driving traffic to certain landing pages. The metrics allow us to see our most successful channels and then adjust our campaign as needed.

Asana

For as long as I can remember I’ve been a proponent of the hand-written to-do list. Anyone in my office will point to the scribbled and highlighted paper I keep next to my phone on my desk. It’s worked for more than a decade, but as I increasingly travel more and work remotely, I often find myself forgetting to bring the paper home. Enter Asana.

Asana is my electronic to-do list, but it really serves as a work management platform for PR and Marketing entire teams. I use Asana to track my tasks with due dates, what is prioritized, add long-term goals (like writing more of these blogs), and more. Some of our team members use Asana for similar purposes, helping them track and balance the daily tasks they juggle across multiple clients. It’s easy to use and super clean, and while I may never throw out my scribbled paper, it definitely has improved my productivity when I’m on the move.

What’s a tool that helps you get through the day? Comment below or track me down on Twitter @MattBretzius.

Matt Bretzius is President and Partner at FischTank Marketing & PR.

The old days for a PR firm consisted of the daily grind to achieve media coverage in any form, not really understanding how or why it would move the needle for their client. Sometimes this directive came from the client itself, everyone scrambling for exposure without knowing why.

Public relations meant press release writing, drafting a vanilla statement when things went bad, and distributing boilerplate pitches to reporters that more or less reiterated what your website says. “We are innovative,” “we are groundbreaking,” “we are first-of-our-kind,” and “we anticipate tremendous growth” and last but not least, “we are making a difference for the future!”

PR firms were mostly “media relations” outreach factories, and many of them still are.

Now? Companies need to look for a heckuva lot more in a public relations firm. There are simple questions like “who is your audience?” and “what is your wish-list for media coverage?” but those are just that – simple and unlikely to evolve into any real strategy with tangible results. More important questions your PR firm should be asking include:

  • “Why do you feel media coverage is important?”
  • “How has your target audience traditionally found you?”
  • “How important are online search results for your brand?”
  • “What is your SEO strategy? Are backlinks important to you?”
  • “What’s your content marketing strategy?”
  • “Where does your site traffic come from? May we have access to your Google Analytics?”
  • “How do you plan on using media coverage?
  • “Do you have an e-mail marketing program?”
  • “What keywords and searches do you want to rank for?”
  • “What is your business development strategy?”
  • “Why did Kawhi Leonard’s shot fall against the Sixers in Game 7?!”

That last bullet is still on my mind. I’m writing this following two days of business in Toronto, site of where my beloved Sixers had their hearts ripped out, and where I’ve been subject to passing by at least two dozen “We the North” signs reminding me of last Sunday.

Sorry, I just blacked out. Back to business.

People at PR firms who sell its services, people like me, are in the business of meeting a potential client or customer and immediately telling them what they can provide. “We can definitely get you top-tier press.” “We will post to your social channels every day!” “We have an expert team of writers who can draft all your press releases.”

This is wrong, for so many reasons. It’s 2019. People, whether investors, potential customers, clients and partners, etc. digest information much differently than they did 15 years ago, or ten years ago, or five years ago…or last year.

The one size fits all approach has long-since given PR firms a bad name and led to numerous journalist shamings on Twitter and LinkedIn. I’ve probably earned one or two myself over the years.

If your PR firm isn’t asking you about SEO, sales and business development, web traffic, or why you want to hire a firm – they’re not doing their job. There is the old way, “messaging documents” that take three months for some firm to rehash everything you already know about yourself, and there is the new way – understanding how an integrated approach should serve as an extension of your company’s public relations and marketing approach.

Take your pick!

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

Marketing Summit in D.C. - SEO in 2019: New Strategies, New Tactics

The good news: a very kind industry contact has invited me to speak on a panel titled, SEO in 2019: New Strategies, New Tactics, at the Mid-Atlantic Marketing Summit in Washington D.C. on Friday, April 26th.

The bad news: I need to prepare to speak in front of hundreds of marketing and communications executives throughout the region attending an event to discuss high-level issues through a series of panels, keynotes, presentations, exhibits, and networking.

OK, it’s not all bad (just a little intimidating), and I’d be lying if I said I wasn’t really looking forward to the Marketing Summit.

In addition to my genuine interest in FischTank’s practice areas, I’m equally interested in why and how public relations can impact marketing. This is why our team has put so much time into understanding the intersection of Public Relations and SEO, the practice of utilizing media relations and content marketing to impact search engine results and position. This is a strategy we employ for our clients that conduct their business primarily online, generating leads to support business development, increasing traffic to ecommerce platforms, and other objectives that come with the daily grind of online marketing.

I can wax poetic (sure?) and explain why companies should hire FischTank (yes, you should!), but I’ll take the rest of the time in this blog ahead of the Marketing Summit to ask some friends and peers in my network what they think about this topic:

“In a world of links of dubious value, true, expertly done PR generates not just publicity for the business, but good links that continue to reverberate throughout search engines. We typically see media earned links as some of the most valuable links when conducting SEO analysis. I’d encourage everyone to look at their business for hidden opportunities for press.” – Josh Greene, CMO for The Mather Group and the moderator of the upcoming panel at the Marketing Summit.

“The intersection of PR & SEO is critical as PR provides one of the best opportunities to attract links from high quality publications to your site. With links still remaining one of the top two search engine ranking factors your PR efforts can increase your sites authority, rankings & traffic. It’s important for your PR & SEO teams to be on the same page and to know for instance that getting links to the primary website is much more important than social media channels and to also push your contacts to make sure they include proper link attribution in their coverage.” – Ryan O’Connor, Founder of One Tribe Apparel

“Content is meaningless if no one can find it in search. Whether it’s a hard earned news article, a well-crafted blog post, or even a mention by an influencer, ensuring that your content is properly tagged, titled, optimized, and focused on your brands keywords are critical for ensuring search success. A properly curated digital reputation need not rely on a deluge of content but rather a few well crafted, strategic pieces that reflect the best about you or your business. It makes no sense to waste precious space in your search results for poorly written, meaningless content merely designed to fool the algorithm. Better to leverage the power of search to shape the reputation you need and want.” – Sam Michelson, CEO and Founder of Five Blocks

“Google is smart. Once upon a time, if you threw enough links any links at a site, it would rank. That’s not the case anymore. A site needs live mentions on topically relevant, high authority sites (with or without a link). Google’s bot is smart enough to know when your brand name is mentioned in an article in the Wall Street Journal or New York Times. A link in that article is the icing on the cake.” – Alex Deckard, SEO Manager, Aeroflow Healthcare 

“Companies looking to raise capital from either the public or institutional investors need to be cognizant of their message to the market, but also the results search engines show when people are doing their due diligence. This is especially true in emerging industries, such as cannabis, cryptocurrency, renewable technologies, and others where competition is fierce and there is an increased need to separate yourself from the rest of the pack. This is where media relations and content marketing come into play, ensuring both transparency and a high quality of results appear when someone Googles or otherwise searches a brand.” – Kendall Almerico, Principal at Almerico Law

“In recent years, SEO has become much more precise, more transparent, and more results oriented. As a result, public relations has started to play an even more important role in the successful management of SEO. It has become obvious to marketers that if you want your business to be visible and easily found, you have to understand that there is no successful SEO without proper PR.” – Larissa Pitersky, Chief Financial Officer of Apex Capital Partners

 

 

 

 

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

FischTank Marketing and PR

I’m not sure how to start this post. As I begin, I’m at 33,000 feet – cruising altitude as they say – and some guy two seats up on the right has been taking selfies of himself for the last 10 minutes, grinning as he reviews them. Insta-worthy? Maybe. It seems pretty weird to me, but no one else seems to care so why should I? I’m returning from a business trip to Asheville with two colleagues, making this as good a time as any to start reflecting on the past five years of FischTank.

The LLC paperwork for EMF Media d.b.a FischTank was filed in late December 2013; I put in notice at a place where I was very unhappy, and brought my first client aboard shortly into the new year. I had limited experience in business development, even less experience in bookkeeping, and now – very little income. Still, I was excited in a professional sense for the first time in a long time.

The first few months were not easy (try working at home when you only have two clients). I took meetings that went nowhere, attended networking events that had no purpose, and at one point went door to door to try and win contracts from small businesses in Jersey City. I also drove my wife crazier than usual. There were sleepless nights, stressed out mornings, and a never-ending supply of self-doubt. Those feelings haven’t gone away and I don’t think they ever will, but in early 2014, that was my 24/7. Funny how something can suck and be so exciting at the same time.

But this story isn’t about me or the “entrepreneurial struggle” that many of the self-proclaimed experts drone on about on LinkedIn and Twitter.

The FischTank story is and has always been about people. I was joined by Matt Bretzius, my partner at FischTank, who is smarter and more disciplined than I am. There is a 0% chance this company is anything beyond me in my apartment living room without him. We made one hire, then we made another, and now we have a growing group of bright, creative, and really unique professionals people. Gone are the days of my personally PDF’d invoices, disorganized spreadsheets, and envelopes stuffed with receipts from coffee shops and cab rides. We now have a bookkeeper who is actually good at math and record keeping. We started partnering more strategically with other marketing, SEO/digital, creative, and PR agencies, building a stronger referral network filled with individuals who have also helped shape the company.

Our clients are awesome. I don’t write that to kiss ass, it’s just reality. Collectively they’re a group of innovative and smart risk-takers, and a pleasure to work with each day. Nothing drives us more than when we see how hard they work to achieve their own goals. We enjoy telling their stories.

To everyone who falls into a category above, I’m eternally grateful for what you’ve done. You know who you are. To all of my colleagues, past and present, this five-year milestone is for you as much as it is for Matt and I.

It’s not all roses and sunshine. We’ve learned many lessons, some of them painful but each of them valuable. Sure there were partnerships, hires and clients that didn’t quite fit, and while not everything ends well, through it all we’ve maintained our integrity and evolved. From these experiences, we’ve built a positive culture we can be proud of.

The only takeaway or piece of advice I have for others, should you choose to listen, is to place a premium on resiliency. Bad days, weeks and months will come. You will get home late after a bad day and think maybe you’re not cut out for this stuff. Self-doubt will creep in when you’re at your most vulnerable and it will eat away your confidence. When this all happens, you cannot give in. Get up, show up, and keep coming at them.

The last five years have been the best education and experience I could ask for, exceeding any and all expectations I had on January 15, 2014. Will FischTank last forever? No, nothing does, but we’re having a helluva lot of fun today.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

FischTank Marketing and PR

Companies ask about media relations all the time: “why is (insert competitor name) always in the press, and I’m not?” or “This company shouldn’t get the media coverage that we deserve!”

Great question. The truth is, your competitor is probably getting more positive press coverage than you because they’ve become more of a resource for journalists than you are. No, I’m not referring to money when I talk about resources, I’m talking about unique expertise on relevant subject matter that may be important for the journalist’s respective audience.

Companies and organizations that expect heavy news coverage need to prioritize forming and maintaining healthy, two-way relationships with the press. This means providing expert commentary, distributing embargoed or exclusive news releases ahead of time, sharing feedback on a topic even when you know it won’t be included in the story, etc. Provide VALUE! This means pointing the journalist in the right direction for insight, explaining why something is relevant or irrelevant, and putting the end result (that of the quality of the story/segment) above your own corporate objectives. Trust me, it will pay off later.

This emphasis on relationships and smart information flow is at the crux of everything we do here at FischTank. We work with journalists each day who are looking for insightful sources to quote and important announcements to cover, and ultimately introduce them to our clients.  It’s one of the reasons we’re recognized as a top Public Relations Company on DesignRush!

Learn more about the way we do things by contacting us at info@fischtankpr.com or by reading some of the other information on our website designed to educate and inform on public relations and marketing strategies. The strongest relationships we with have with our clients are founded upon collaborative partnership and understanding. We provide transparent insight and leadership when developing a media relations strategy, emphasizing assets and content, spokesperson capabilities, communications and marketing objectives, and other facts that align our actions with our client’s best interests.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

Why public relations and SEO tactics can work hand in hand.

This article was originally published on Forbes.com

As someone who is immersed in both client management and business development, I frequently hear from companies about the roles that online search and SEO play in their business.

For some of the more B2B and niche companies, especially those selling an expensive product or service, it’s important to own the first page of Google for searches around your name or the industry you serve. For B2C companies of all sizes, especially those exclusively selling products online, it’s not that online reputation isn’t important — it is — but hyperlinks pointing to your corporate URL and product pages are critical to driving revenue.

PR for SEO is now a focal point for many modern marketing programs, serving as the ultimate intersection of public relations and SEO/digital marketing. Over the years, I’ve seen many PR firms offer SEO and SEO firms offer PR, both without truly understanding how the functions can work hand in hand. Now, PR for SEO is more important than ever as a long-term investment that should not be ignored by CMOs and marketing execs. As the founder and CEO of an agency that offers this type of service, I’d like to provide more insight on how you can effectively leverage PR for SEO.

What Is PR For SEO?

For media relations and communications folks, the PR aspect of an SEO campaign is likely quite similar to what you’re hopefully already doing with clients today. We’re all familiar with how contributed content in the form of bylines and op-eds are an effective communication tool. They demonstrate expertise and thought leadership, and the published pieces often make for good sales material and social media fodder.

However, many companies either fail to understand or simply don’t prioritize the benefits of SEO that come with contributed content. These pieces are generally accompanied by a short byline of the author, typically a corporate executive, that includes a hyperlink to the website. This hyperlink is extremely valuable. When a credible website publishes your corporate name URL, Google and other search engines recognize this through algorithms as a supporting reason for why your site (and brand) is credible and should rank higher.

Further driving the SEO function, your contributed piece should incorporate keywords relevant to your product and business. The ability to secure the piece with keywords and on-brand focus, coupled with the corporate mention and URL inclusion, should now play a prominent role in most any organization’s marketing program.

How To Do It With Credibility

Now that you know how PR for SEO works, make sure you understand the ins and outs of how to do it with credibility. Before creating content, identify a list of online news sites that are open to receiving contributed insights/op-eds. Use SimilarWeb or SEMRush to get an understanding of a site’s digital audience or unique visitors per month (UVMs), a number that supports the quality of the news site and thus its published hyperlink.

Alex Deckard, an SEO Manager for Aeroflow Healthcare, reviews the total number of backlinks for a website, and also its most popular pages to better determine what that site’s audience is really looking for. He pays close attention to topics covered by the publication, knowing that content that’s relevant for his company will thus improve its ranking on Google and other search engines.

It’s important to understand the value of content writing and thought leadership. If you choose to hire a PR firm to lead your program, make sure you find one that understands this. It’s not as simple as just drafting an article and changing words around to repurpose it for other publications. Most quality news sites seek completely original and company/product-agnostic articles. After all, credible news publications have dedicated readers that deserve creative and insightful content. This means your organization cannot write an op-ed about the company itself, but more about the industry or various trends experienced as an expert within the sector.

By publishing a good article, you will likely experience more article-sharing and general buzz on social channels like Twitter, Facebook and LinkedIn. A good public relations professional should understand these nuances, and have the capability to produce solid content to power the PR-for-SEO program.

Once a few articles have been successfully placed, the process should get easier to repeat. Frequent brainstorming with corporate executives helps keep content fresh, which cannot be understated. By identifying timely topics and providing value to the publication, a high-volume PR-for-SEO strategy is very achievable.

How To Measure Results

There are a number of resources for digital marketers to measure more technical as well as traditional KPIs. Speaking traditionally, bylined articles are great sales and marketing tools and are commonly featured on corporate websites and social media platforms.

Many digital marketers and SEO specialists who manage and work with PR teams use a combination of KPIs to ultimately determine both short- and long-term return on a PR-for-SEO program, including but not limited to UVMs, URL link, quality of the news site, social shares, total link quantity, and long-term search engine position and rankings for specific online searches.

Thinking Long-Term

PR for SEO is very different than more technical onsite SEO upgrades and link-building, and must be viewed as a long-term project with significant upside. It can take days or even weeks to develop an article and identify the right news website for submission, and sometimes even longer for it to publish. These articles often stay online forever, meaning the content reflecting your current brand and values may become a permanent search result for your company and for the name of its author.

An op-ed submitted today may one day result in site traffic and sales of next year, meaning the long-term value of a PR-for-SEO campaign is something that must be featured in any marketing and communications program.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

Podcasts are all the rage right now. Sure, they’ve been around for roughly 10 years, but in the last three years or so, they’ve really taken off with 50% of households reporting that they are “podcast fans” at the end of 2017. Podcasts have become a prominent medium for experts, fans and enthusiasts of all kinds to come together and share opinions, conduct interviews and take deep dives into topics across all industries. Similarly, topic-specific radio shows are a great way to drive awareness among target audiences. Understanding them can take time, as the lines between these shows and podcasts are often blurry, i.e. a program that airs live on the radio might also be posted online as a podcast series. As more niche programs are launched and gain momentum, they are a great outlet to explore to establish yourself and your company as thought-leaders in a particular industry.

Identify your spokesperson and define their expertise

Unlike an interview that will be transcribed and quoted in a written article, in a podcast, the spokesperson’s voice is heard by the audience. This may seem like a rather obvious fact, but it should be noted to emphasize how important it is for your spokesperson to be comfortable with public speaking. Even if the podcast or radio show is being pre-recorded to air later, it will still be their voice that listeners and subscribers hear. Guests with a dynamic attitude and captivating tone can go a long way. Not only does this keep up the energy level for the host conducting the interview, listeners will pick up on their passion and expertise and be more likely to research your client and their organization after hearing the interview.

Most Marketing and PR professionals can likely can think of some client spokespeople right off the top of their head who fit into the category of a dynamic interviewee. Once you have an idea of who will do the talking for a possible podcast or radio interview, you need to figure out what they will be talking about. When it comes to these shows, even those that are focused on a particular industry, the broader your spokesperson’s knowledge base is, the better. While it’s great that they can talk in-depth about their company and any current announcements or initiatives, it’s likely that the host or producer of the show won’t bite on an idea that seems too promotional or self-serving. A wider knowledge of the industry or ability to comment as an expert on a current trend is incredibly helpful. It’s good to always keep an eye and ear out for any breaking trends within the industry and discuss internally to see whether or not it’s something your company is able to offer commentary on. An expert opinion or hot take on something newsworthy can often be your foot in the door!

Search high and low for podcasts and shows

 I know I began this post by saying that podcasts are everywhere, and this is still true! However, not every one of the many shows out there will be a fit for your spokesperson’s expertise. If you are dealing with a particularly niche subject matter or industry, finding the premier, most-trusted programs will require a little research. As I mentioned before, having an expert that can comment on broader issues, even if they aren’t directly related to your company’s current initiatives, goes a long way. Let’s say your company works in veterinary oncology, can they also talk about other veterinary topics? What about general animal health or tips for pet owners? The more topics they are comfortable with, the more options you have when it comes to shows to reach out to.

Start with a simple Google search. Begin with the most specific, niche search terms your corporate leadership can speak on to see what’s available. Once you’ve explored those results and flagged any relevant targets, widen the topic and repeat the process until you’ve gotten to the broadest subject matter your expert is able to discuss. Be sure to thoroughly vet the targets you find, as you don’t want to waste time reaching out to a program that hasn’t posted a new episode in two years!

Another place to look is social media. Check in on relevant hashtags for the client’s particular industry to see if anyone is talking about a popular podcast or radio program. Follow industry reporters and other thought-leaders on Twitter and LinkedIn. You never know when they might drop a reference to a new podcast or show that would be a fit.

Make the introduction

Once you have a solid list of podcasts that you believe would be a good fit for your spokesperson, it’s time to focus on approach. You want to make an introduction as personal as possible, so the host or producer clearly understands why your spokesperson belongs on the show as a guest.

After justifying your reasoning for reaching out, share a bit on the expert and why they’re uniquely qualified to be a guest. When pitching media around a trend, any specific expertise you can offer that will set them apart is crucial. When pitching a more general introduction, highlight a unique perspective they might have that would make for a good discussion on an upcoming episode. Like with any pitch, try to keep it brief and put all your important info upfront, you only have a few precious moments to capture the target’s attention.

Podcasts and radio programs are great tools for tapping into niche audiences and building your corporate reputation as an authority on a particular subject matter. As PR and Marketing professionals, the process of researching and pitching these types of programs needs to be approached a little differently than other media relations outreach. However, by developing a keen understanding of your company’s knowledge base, keeping an eye out for industry trends and news and a solid introduction, you can lock down a great interview opportunity that will likely lead to more as your organization becomes a well-known voice in the industry!

 

Erin is an Account Manager at FischTank, working with clients across a variety of industries including renewable energy, healthcare and marketing technologies. Erin also has experience executing media relations and marketing campaigns on behalf of non-profit organizations. Erin grew up in Wayne, Pennsylvania and graduated from Hofstra University on Long Island. She enjoys corgis, Peanut M&Ms and classic rock. 

FischTank PR's Eric Fischgrund joins del Sol Foundation as Director of Communications

New York, NY – August 2, 2018 – FischTank Marketing and PR, a full-service communications and marketing firm, today announced that its Founder and CEO, Eric Fischgrund, has been appointed Director of Communications for the del Sol Foundation for Energy Security. The del Sol Foundation for Energy Security is an independently managed 501(c)(3) founded by members of sonnen, Inc. to oversee the implementation of humanitarian microgrids in support of communities impacted by climate disaster, such as Puerto Rico in the wake of Hurricane Maria.

An NYC-based marcom executive with more than 12 years’ experience developing and implementing communication and branding strategies for hundreds of companies, Fischgrund will provide counsel surrounding global positioning and oversee the rollout of the del Sol Foundation’s announcements and public relations initiatives. He possesses an extensive background in renewable energy technology at both the consumer and B2B levels, and a deep understanding of communications needs for non- and not-for-profits.

“As an advocate for addressing climate change and its impact on human life everywhere by both protecting our environment and utilizing proven renewable energy sources, I am thrilled to take on an impactful role within this movement by joining the del Sol Foundation for Energy Security,” said Eric Fischgrund, Founder and CEO of FischTank. “As citizens of the United States in need, residents of Puerto Rico deserve access to basic power and innovations that have boosted distressed communities on the mainland. del Sol’s vision of empowering communities to rise above energy crises by implementing next-generation technologies that promote resiliency is a story that transcends everyday business, and one I look forward to sharing.”

“With Eric joining the del Sol Foundation as Director of Communications, our team gains an industry veteran, a clean energy advocate, and a non-profit leader who will be instrumental in helping us share the stories and true impact of our microgrids,” said Michelle Mapel, Vice-President of the del Sol Foundation. “Unfortunately, we are experiencing increasing natural disasters and climate changes around the world, creating a greater need for energy resiliency to ensure a basic quality of life for global civilization. The del Sol Foundation was established as a non-profit that we can all contribute to in order to support communities facing energy challenges.”

The del Sol Foundation was formed behind a vision and plan for providing “a hand up, not a handout” to Puerto Rican communities ravaged by storms and in desperate need of power. The Foundation utilizes solar + storage technology in the form of microgrids to go beyond simply providing energy solutions for a singular location, empowering community leaders and citizens to collaborate and rise above the crisis created by disasters like Hurricane Maria. This vantage point was evident at the 12 microgrids installed following Hurricane Maria that served as methods for rebuilding remote communities and catalysts for change in how energy consumption is addressed, a vision now being applied in the form of the largest and most comprehensive solar + storage projects to date. The ambitious “Lighthouse Project” for Puerto Rico will be announced by the del Sol Foundation in the coming weeks.

About del Sol Foundation for Energy Security

The del Sol Foundation for Energy Security is a 501c3 organization founded in 2017. The Foundation is an independent entity whose mission is to provide aid to individuals and entire communities in need, including those impacted by energy instability, who would benefit from clean, reliable and affordable energy. The Foundation’s work in Puerto Rico serves as an example of success in effectively engaging and empowering local community leaders, local citizens and local businesses with “a hand up, not a handout“ and producing true resiliency in the face of natural disasters. For more information about the Foundation, please visit: http://www.delsolfoundation.org/

About FischTank Marketing and PR

FischTank Marketing and Public Relations is a full-service communications and marketing firm serving clients spanning various industries, including but not limited to renewable technology and sustainability, emerging technologies, real estate, business and marketing technologies, biotech and life sciences, financial services, and non-profits. Incorporating an integrated strategy consisting of media relations, community engagement, digital/social media, copywriting, PR to support SEO, and outbound marketing, FischTank helps clients amplify their message with results that impact their bottom line. For more information, visit http://www.FischTankPR.com or follow us on Facebook, LinkedIn, and Twitter – @Fisch_Tank

 

Contact Information

Katelyn Barone

FischTank Marketing and PR

katelyn@fischtankpr.com

646 699 1414

 

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

FischTank provides crisis communications for a number of public and private companies

While no one ever wants to think about the potential for negative or controversial news, many businesses often encounter challenges that result in an unwanted spotlight. It’s imperative that  the company’s marketing and public relations professionals take the time to prepare messaging that is simple and targeted to the audience at hand for when controversy arrives. As one of the Founding Fathers (allegedly) said, by failing to prepare, you are preparing to fail. When preparing to address media questioning ahead of time, be sure to think about the audiences below.

Stakeholders.

If you’re a public company, it’s extremely important to maintain transparent communication with those who have invested in your success (or struggles) as a brand. This doesn’t necessarily mean over sharing – you shouldn’t put out news releases just for the sake of doing so – but instead for important milestones that show the growth and trajectory of the company. Unfortunately, not all news that you share will be music to investor ears, which is why you must have a crisis communications plan in place to address issues so your shareholder base isn’t left feeling angry and confused.

You can also be sure that investors will ask questions of your colleagues and partners, especially those listed as a contact on press releases. Since a media relations professional isn’t always an investor relations contact, nor at liberty to discuss certain information with investors, you have to prepare for next steps. Ensure a set protocol is in place for how all members of your team address investor inquiries, and be sure that that you can refer investors to the appropriate contact. What may seem like a simple question (i.e. how has a certain part of the company grown?) is not always something a media relations or marketing professional should disclose. If your company doesn’t focus on the investor relations aspect of marcomm, be sure to educate your colleagues on the dos and don’ts of working for a public company.

Customers.

Building positive rapport with customers is crucial for any company, especially in the age of social media where someone can share a rave review – as well as an unfavorable one – to the masses with the click of a button. You must actively work with your public relations team to share out pertinent information to customers in a timely fashion.

Social media is one of the quickest and most effective ways to reach key audiences, but it comes with the expectation that your company must also respond quickly to inquiries from the public, including those who may not be happy with the company. Anticipate common questions and concerns based on previous interactions but also common sense. For example, if you launched a new initiative, it may take time for people to fully understand its objectives, and naturally questions will follow.

Journalists.

For the reporters that express interest in your company and who have invested time in covering your milestones, it’s important to be honest and straightforward about less than ideal news. It’s understandable that you may not be comfortable discussing negative news with the press, but ultimately in order to maintain transparency and an honest relationship with reporters, you have to make yourself available.

Look within your organization to identify the right person to speak with the media, which is something your public relations colleagues or partners can assist with. Most likely the best spokesperson will be someone who is already media trained and will understand the way press inquiries work. Even with that in mind, discussing potentially damaging news is a different animal, and requires further approval on messaging and a candid conversation with both internal and external partners to make sure everyone is prepared for the worst-case scenario. Be sure to be realistic based on the media inquiries at hand; if your pick for an ideal company representative has never been in front of a camera or on a live program, now is not the time to test their skills.

Obviously, you will not always be lucky enough to prepare for a crisis before it strikes. For news that you are privy to in advance, whether it be missed revenues, downsizing, or another issue, take ample time to formulate a communications plan that clearly outlines the role of reach team member (from both your company and your agency partners), correct messaging, and a spokesperson that is ready to address all issues tactfully. After you’ve made it through to the other side of a crisis, be sure to review your process and address what went well and what could be improved. Getting your crisis communications plan organized ahead of time can make the process smoother for all involved .

FischTank Marketing and Public Relations

Last week we shared articles on lead generation and inbound marketing, and today we’re sharing a few of the better public relations-focused content we read or were sent this week:

5 Public Relations Myths BUSTED

“This is why PR is most effective over a long period of time. My recommendation is to consider PR as a basic necessity for marketing your business and outreach should continue on a regular basis, as long as your company is in existence. In other words, PR shouldn’t stop until you do.”

One Of The Web’s Most Prolific Online Marketing Writers Has Been Promoting His Clients In Articles For Forbes, Entrepreneur, And Inc. Magazine

“Credible publications have policies against contributors accepting money from people or companies they write about, and they require writers to disclose any personal or business relationship with people or companies they mention.”

Public Relations: Seven Ways to Tell Your Story

“Don’t just talk “inside baseball” to your own community. Think outside the box. How has your business helped others in the community — not just your own bottom line?”

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.