Knowledge

Tiger Woods’ scandal: One year later

November 24, 2010

Michael Gordon discusses why Tiger can’t get out of the bunker.
Tiger stuck in the rough, needs new game

 

Dear GiGi: I’m at a community development organization in Chicago. I’m seriously concerned that we’re slowly losing touch with our donor base – we really need to connect with a younger audience. Any thoughts?

November 12, 2010

Dear Herb, You’re vying for attention in an incredibly crowded marketplace. Just like consumer product companies and book publishers, to name just a few, it’s important that you evolve your message and communications focus from time to time to appeal to a new audience. Here’s a starting point: • Create target audience profiles: Are you […]

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Dear GiGi: I work in the communications department at a midsize management consulting firm. We’re considering starting a Twitter account, but a few of my colleagues aren’t sold. What do you think?

October 29, 2010

Dear Robin, You ask a great question, and it’s one with which many companies grapple. Will Twitter – and, for that matter, other social platforms – add value to your business? Twitter can be a powerful tool, but it’s not inherently useful for every company or organization. To help figure it out, begin by answering […]

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Dear GiGi: How can anyone possibly control bad press with a media landscape now crowded by thousands of blogs and 24-hour TV news?

October 18, 2010

Hi John, It’s a valid concern for any company or organization. One day everything’s peachy; the next day you’ve been sucked into the quagmire that is the seemingly endless news cycle. But with the right approach you can take control of your message and steer your coverage in the right direction (it’s not always easy […]

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Brett Favre’s crisis

October 15, 2010

Michael Gordon comments on the similarities between Favre’s and Woods’ image crises.
Will Favre’s Marketability Be Sacked by Scandal?

Dear GiGi: My company has had a decent amount of press coverage, however we’re not really making waves right now. How do we get ourselves back into top-tier outlets?

October 14, 2010

Hi Darien, Getting continuous hits in top-tier outlets can certainly be difficult. If your company isn’t coming out with any major initiatives, one method to garner coverage is pitching members of your company as a source of commentary. For instance, a law firm practicing in the healthcare industry may not be at liberty to discuss […]

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