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: ...