Robert Fischer is the Founder and PR pro at Dominant Seventh.
Robert has years of experience within the PR industry with a focus on media relations and social media coordination. Upon graduating in 2012, he utilized his PR internship experience to land a job as a Social Media Coordinator before becoming the President and Communications Coordinator for St. Louis Crusaders RFC. Here, he honed in on his impressive media relations, digital marketing, and management skills, which led him to gain huge breakthroughs and successes.
In 2013, Robert founded his company Dominant Seventh, which helps aspiring artists begin their careers through the use of PR. They offer numerous services, including media relations, social media coordination, and reputation management. Accumulating over 40.9M impressions for clients, he continues to boast his incredible media relations and digital marketing knowledge as he continuously exceeds goals and pushes past expectations.
In conjunction with his work at Dominant Seventh, he is also an integral part of the Editorial team at LockerDome for their advertising platform. He is constantly creating ideas for digital advertisements and working to bring those to fruition. Despite all his incredible work, he still finds time to play rugby.
Read about Robert’s busy schedule, his one among many career highlights, and belief in working WITH other PR pros regardless if they’re on the same time.
What is daily life like for you as a PR professional at Dominant Seventh?
My typical day begins around 6:30-7 p.m. after I’ve finished my day at my full-time job and gotten a chance to grab some dinner. I’ll start the evening by checking my email and doing a light review of social media. The rest of the evening can vary between preparing and scheduling pitches, creating media kits, attending a client’s gig, or drafting social media posts. On slower evenings, I use these to focus on new business by researching new talent in the area and evaluating my current marketing efforts.
What is one highlight from your PR career so far? Is there more than 1?
I’d be lying if I said I only had one highlight in my five-year career. In general, there’s nothing like landing a placement for a client. The majority of my clients are indie-musicians, so I get to help shape the beginning of their career to get them ready for their next step. When the media takes notice of them, they get so excited, and it rubs off on me.
Additionally, I’ve been fortunate enough to have some fantastic experiences. These include working on the team that organized the country’s first men’s fashion week, building relationships with journalists over at Entertainment Tonight and TMZ, and even meeting a couple of celebrities when I interned at a Los Angeles stylehouse.
If you could be a publicist for your favorite band, who would it be and what would be your first order or business?
I’d instead pick a record label to work with so I can touch multiple accounts with some of my favorite artists. Also, I’d be able to get experience with a variety of genres. My musical tastes vary from bubblegum pop to classical to rock, so it’s tough for me to choose just one artist out of all those out there.
My first choice would be Interscope Records, which brings heavy-hitters like Carly Rae Jepsen, Imagine Dragons, Lana Del Rey, and Zedd. The second choice is Capitol Records. You’ll get heavy-hitters here as well like Katy Perry and Bastille, but I’d also get to work on legacy accounts like Beastie Boys, The Beach Boys, and The Beatles.
What’s the best story you’ve ever pitched?
The first story I ever pitched to a journalist will always be my proudest moment. It was the summer of 2012, and I had one college requirement left before I received my diploma — an internship. Fast forward to the third week at a local nonprofit, the executive director pulls me into a meeting with our development director. They tell me they’ve learned of a staff member who pledged to walk 500 miles in June to raise money for us. My task was to gain media coverage to pull in additional donations.
After researching numerous journalists, I found the one that I thought would be the most ideal. I called the newspaper to make sure my information was up-to-date and to get his email. The woman who answered misunderstood my request and the next thing I know I’m on the phone with him pitching the story. Two weeks later the story appeared on the front page of the publication and everyone in the office was fielding new donor calls.
One of your most favorite clients to work with was…?
All my clients have been a joy to work with, but one, in particular, came to me with quite the challenge — sell 200 tickets in 10 days for a Mother’s Day show. I knew it was possible, but there had to be a complete shift in the traditional approaches I’d use to get us there.
I brainstormed in one evening the best strategy to tackle this. I decided that I’d have to rely on a more direct approach than pitching the media. After compiling a list of music events in the city, I narrowed down those to shows that mimicked or were highly similar to the client’s genre. I stood outside the venue after the show to pass out flyers with a unique promo code to track results. I then turned to social media getting influential journalists and local music connoisseurs to tweet about the show. One journalist saw this and picked it up as a story in a local weekly newspaper. Lastly, I made sure that the event was on every event calendar in the city.
The result? We sold 167 tickets in those 10 days surpassing what the client thought was possible. They were incredibly pleased with this result.
What is one thing you wish you could tell journalists?
There needs to be better communication at the beginning of the relationship. If I call you to introduce myself and get a sense of your preferences, those quick five minutes explaining how you prefer to receive a pitch or if you like follow-ups can ease the relationship down the road. We outnumber journalists 5-to-1, and we want to be one less email in your inbox unless we are entirely sure the information we share provides value to you and your readers.
If you could change one thing about the relationship between PR professionals and journalists, what would it be and why?
PR professionals are in the business of creating mutually beneficial relationships. This means I want to be as much of an asset to journalists as they are to me. We should never work against each other, but rather, make sure we share as much information as possible in complete transparency. This is one of the only ways that we can continue to foster renewed trust in the media during this era of “fake news” and combat “misinformation” on social media.
Want to pitch like Robert and get those great placements? Check out our Public Relations 101: How To Land Coverage in Top-Tier Publications blog for tips and tricks for upping your PR pitch game to get that next great placement.