Who is your client? What are its media goals?
John Roderick: Gerstein Fisher is a midsize financial advisory firm with $1 billion in assets under management. [Its] media goals are to raise [its] profile nationally through the top-tier financial press, driving home the message that [it is] a... hands-on firm with all of the resources of a larger firm.
Why did it decide the current financial crisis was a good opportunity? How did it pitch The Wall Street Journal?
Roderick: The Journal was obviously one of the key media outlets covering the turmoil on Wall Street, but we knew [it] would also want some counter-intuitive angles on how some companies were thriving. We reached out to Journal career reporter Sarah Needleman with a pitch on how Gerstein Fisher was among the few firms [that] saw an opportunity in the banking crisis, specifically, the chance to hire the top talent becoming available.
Did you media train Gerstein Fisher president and chief investment officer Gregg S. Fisher for this story? What other information did you provide to clinch this placement?
Roderick: We sent message points with Gregg that drove home Gerstein Fisher's plans for growth over the next 12 months, as well as the firm's recent track record of hiring several senior people from top financial institutions. We also provided information on the company and its history.
What was the impact of the hit?
Roderick: The Journal story triggered immediate interest from other outlets, and we quickly secured interviews for Gregg on NY1 cable news and the local CBS Radio affiliate. The story also led to a number of new resumes being sent to Gerstein Fisher, which was really the objective.