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 […]
Dear GiGi: Where have you been?
April 3, 2014
Dear Cathy – Thanks for asking. It appears you have now presented me with two available paths to traverse in answering your question: 1) tell the truth or 2) tell something you’d believe as the truth. It would be naïve to assume a wayward path of mistruths is the best option, and yet so many […]
Dear GiGi, We run a relatively new non-profit organization focused on scientific research to cure a rare disease. We are very excited to be funding our first research projects. Any thoughts as to how we can get the best bang for our (very little) buck in terms of announcing the news?
June 1, 2012
Congratulations on securing funding for your first research projects! I’ll lay out a few ways in which you can hopefully get traction from the announcement. 1. Identify your target audiences. It’s crucial that you’re constantly aware of whom you’re trying to reach. This will save you the effort of blasting news to a diffuse audience […]
Dear GiGi: My company is expanding; we’re opening a new Midwest office. We’re interested in using PR to get the word out – is it better to retain a PR firm in the local market or where our HQ is (East Coast)?
April 8, 2011
Hi Erin, Great question – geography is often a factor in public reactions, whether it’s identifying your target audiences or, as you suggest, figuring out which office should interact with an outside PR agency. In my experience, the location of the PR firm doesn’t impact the quality of the communications effort; an experienced firm that […]
Dear GiGi: Does direct mail work?
March 4, 2011
Today, email has just about replaced regular mail. Everything from advertisements to bills to holiday cards are sent electronically. In that sense, direct mail may seem archaic. However, your item may stand out more among a smaller pile of envelopes and flyers. Who are you trying to reach and what are your goals? Direct mail […]
Dear GiGi: I know which audience I want to reach, but I’m not sure where to reach them. How do I know what my target audience is reading or watching?
December 14, 2010
That’s a great question, and there is no easy answer. After all the work you’ve done developing your messaging, creating a strategic plan, and putting together your pitches, you don’t want it to go to waste by targeting the wrong media outlets. There are a variety of ways to find your audience – some more […]