Planning

Dear GiGi: I own a boutique B2B company trying to establish itself in the professional services industry. What are some easy first steps you would recommend in terms of social media? Are there resources we could use to become more knowledgeable on social media? When is it appropriate for us to engage a PR company to represent us?

June 7, 2014

Dear Mara – One of the most important factors behind choosing where, when, and how to employ social media tactics is in identifying the audience you are trying to reach first. As a high-touch B2B company, you’ll want to reach a targeted segment of leaders who either directly impact or influence the decision-making at the […]

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Dear GiGi: I am the COO for a group of restaurants in the Northeast. Recently, one of our franchises experienced a period of sub-par customer service due to employees who have since been removed. Unfortunately, their actions continue to have an effect because of the negative comments we received on restaurant review websites, threatening our entire brand. What should we do from here?

May 13, 2014

Dear Anonymous – Social media can sometimes seem like more of a menace than a useful tool. However it is important to understand what the greatest qualities of the various platforms are and to take advantage of them to address issues like this. Social media platforms were developed for, and thrive off of the interactions […]

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Dear GiGi: Starting out at a larger corporation that boasted many resources and now leading a smaller but successful company, I know that there are potential benefits and drawbacks for each when it comes to size. In regards to working with a PR team though, does size really matter?

April 22, 2014

Dear Morgan – Realistically, the size of the firm with whom you are working may not necessarily have the greatest impact on the types of results you ultimately receive. Quality, not quantity, is paramount. Your communications partner should be intelligent, creative, and perseverant, and, to that end, firms big and small can both perform at […]

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Dear GiGi, I work for a national nonprofit, and one of our board members was recently tied to a small scandal at her company. Although the charges are unfounded, I’m worried that my organization may become collateral damage by way of association. What can I do to protect my organization’s integrity and avoid having our name dragged through the mud?

September 23, 2011

Dear Dana, Regardless of the charges’ merit, you absolutely should be thinking about how the scandal may reflect on your organization. Everyone associated with the organization — from the executive director to board members to staff to interns — are brand ambassadors, and their actions affect the collective integrity. Here are a few things you […]

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Dear GiGi: I run the comms team at a quickly growing tech startup, and we’re thinking of engaging a PR firm. What kind of internal resources should I plan on devoting to a solid PR effort?

September 6, 2011

Hi Gloria, You bring up a point that’s crucial to a successful PR program, yet often overlooked. The answer is that it depends entirely on your organization and the firm with which you want to work – but let me offer some guidance: First, determine your basic needs and goals. • Are you a new […]

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Dear GiGi: I’m in the very early stages of launching a new business. I have capital and a few early-adopter customers, but I’m just getting started. When is the right time to engage a PR firm?

April 22, 2011

Dear Jake, Knowing how and when to engage a firm is important, particularly since a good communications firm does so much more than media relations, which is often the perception. There’s no easy answer, but I recommend asking yourself a few questions to begin: • How do you imagine a PR firm helping your business? […]

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