exploring traditional and innovative ways to build a brand, reach a target audience, and create a community
As a director of communications for the past four years, and as editor of a publication that I want people to find and read, I have a deep and vested interest in staying on top of the most effective ways to promote products and ideas. The most gorgeous, compelling and important work will be meaningless if no one sees it.
When I work on a publication, I may head the direction and manage the strategy and details, but the content itself is made up of hundreds of pieces that fit together, crafted by writers, photographers, designers, proofreaders, production assistants, interns, interviewees, staff and editorial board members, printers, and distributors. I owe it to each of them to reach the greatest number of readers possible and share the efforts of their work.
When I market the work of an organization, I may have the big picture in mind of multiple projects and simultaneous events and far-reaching plans, but to each person hosting an event, to each chair promoting a department, to each visiting speaker or guest hoping their event is well attended, it’s important to be focused on these singular goals and find ways to bring in the widest possible audience.