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 […]

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Dior’s Designer Crisis

March 2, 2011

Jeremy Robinson-Leon assesses Dior’s reaction to Galliano’s anti-Semitic remarks and proposes next steps for both parties.
CNN: Designer’s words crash against Dior’s


Dear GiGi: One blogger has been writing nasty posts about my company. How do I handle this without soliciting more negative publicity or giving the blogger more attention than is due?

February 1, 2011

First off, don’t panic! There’s a robust toolkit for these situations, so let’s take a moment to strategize and discuss just a couple of best practices. The overarching principle for dealing with negative publicity is to keep it contained as best you can. You shouldn’t give the negative post any more light, particularly if the […]

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Dear GiGi: We are a nonprofit working in Africa in an area that is getting a lot of attention. We need more of that attention to come our way to help with fundraising. Can public relations help?

January 31, 2011

Dear Nonprofit in Africa, Great question. Yes, public relations can absolutely help. That said, think of PR beyond purely transactional terms. An article about your organization in today’s New York Times won’t necessarily result in a $100,000 donation tomorrow (though it could!). What it will do, certainly, is raise the profile of your group so […]

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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 […]

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