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Inklings Blog

Posts by Tina Cassidy

Senior Vice President & Chief Content Officer

Tina’s passion for connecting stories with the right audience has not changed since she began writing for newspapers as a teenager, but the vehicles for doing so and her job titles have: Reporter, editor, author, blogger, twitterer (@tinacassidy2), public relations strategist.

At InkHouse, she leads account teams that work on campaigns, launches, branding, and issues management. She also oversees InkHouse’s Content Bureau, which produces bylines, op-eds, Web content, speeches, e-books and other communications that reflect the voice, vibe and goals of the organization for which they are written. And she leads the firm’s real estate practice, which includes community relations, permitting, branding, messaging, social content and event planning.

Before joining InkHouse, Tina was a vice president at the Boston-based Solomon McCown & Co. for nearly five years, where she developed award-winning communications strategies for corporate, nonprofit, quasi-public and academic clients, and was a key member of the firm’s crisis team. She also led the firm’s real estate practice, including community relations and media relations for developers, REITs, brokerage firms and construction management companies.

Tina made the switch to public relations after more than 20 years as a journalist, launching her career as a writer at 15 when she began contributing regularly to The Providence Journal and had to have her parents drive her to complete assignments. She wrote for the Boston Globe while she was a college student; covered banking and retail for the Boston Business Journal after graduation; worked for the Associated Press; and returned to the Globe as a staff writer in 1995, with beats ranging from real estate, sports marketing, the politics of business, the State House, the 2000 presidential campaign and fashion. She was a founding member of the Association of Capitol Reporters and Editors, a national group for state government reporting. She was also an assistant business editor at the Globe, played the drums in a company band called the Nutgrafs, and was an adjunct professor of journalism at Northeastern University, her alma mater.

She left the Globe in 2005, and a year later, Atlantic Monthly Press published her internationally acclaimed book Birth: The Surprising History of How We Are Born, which has also been published in the UK by a division of Random House. She was part of the popular Ricki Lake documentary “The Business of Being Born,” and is an internationally recognized authority on maternity issues and motherhood (follow her @historyofbirth).

Tina's second book, the best-selling Jackie After O, was published by HarperCollins in May 2012. Her work also has appeared in Boston Magazine, New York Magazine, The New York Times, The New York Times Magazine, WashingtonPost.com, the Sunday Times (London), the Express (London), the Sunday Herald (Glasgow), More.com, as well as various other magazines and newspapers.

Tina is a member of the Urban Land Institute and New England Women in Real Estate. She lives in Brookline with her husband and three boys.

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What We’ve Learned From Blogging

We often say that everyone at InkHouse is a social native. Yes, we have fun at cocktail parties, but that’s not what that means. It means that we all live and breathe social media and content; we don’t have a special department or title for anyone involving social because it is just part of everythingRead the full post

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Five Tips for When to Respond to a Negative News Story

Last week, Jessica Lessin, a well-respected tech journalist who earlier this year launched the news site The Information, wrote a thoughtful piece on why Misleading Pushback on Media Reports Does Nobody Good. The post cited several high profile stories on brands such as Nike, Amazon and Square, that the subjects publicly denied – though Lessin’sRead the full post

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Why I’m Running the Boston Marathon

Editor’s Note: This week, we dedicate the InkHouse blog to the Boston Marathon. All of our hearts were broken last year, and we’re so very proud that our own Tina Cassidy is running for the MR8 team to raise money for the foundation started by the Richard family, a family that lost so much. TinaRead the full post

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Moving Beyond Text for PR Success

  Earlier this week InkHouse participated in a PR News Webinar called Pitching the Media: How to Cut Through The Clutter. Our colleagues on the panel included Tracy Schario, communications officer for the Pew Charitable Trusts, who talked about why it’s essential to be aware of major news events – either to plug into themRead the full post

Is Native Advertising Right For You?

  That buzz around native advertising is now a loud vibration that is difficult to ignore. Earlier this month, the New York Times became the most significant carrier of native advertising when it officially launched its program to host sponsored content with a six-figure three-month deal with Dell. While sites larger than NYTimes.com (yeah, Buzzfeed,Read the full post

Why We Are Partnering With Neoscape

It’s a PR cliché to say you are thrilled about anything – so I won’t (wink) – but today InkHouse announced a new partnership with an amazing company:  Neoscape, a pioneer in the world of visual storytelling. We are two complimentary, creative firms of about the same size and our work together will allow usRead the full post

An Award-Winning Year at InkHouse

Today our client Skanska USA won The Bulldog Digital/Social Awards gold medal, the highest honor for Best Corporate Blog, judged exclusively by digital- and social-media-savvy working journalists and bloggers. We worked with Skanska to launch “Constructive Thinking” last April to highlight the company’s thought leadership in a multi-media way and have been proud of theRead the full post

MassTLC Innovation 2013 unConference

Today, at the MassTLC unConference in Boston, I was part of a media and press relations clinic that columnist Scott Kirsner led, along with Jen Reddy, SVP of Global Marketing for Communispace; Bernd Leger, Vice President of Marketing at Localytics; and Adam Zand, PR manager at TomTom. The session, aimed at helping companies learn howRead the full post

Tips from BuzzFeed on how to create viral content

I’ve already chronicled BuzzFeed’s meteoric rise here. But there are some additional stats about the site worth considering as well as some tips from Eric Harris, its executive vice president of business operations, about how to create viral content. First, the numbers: – BuzzFeed now has 75 editors –  75 percent of its traffic isRead the full post