Even if you’ve correctly identified your customer base, hired the best team around, and built the perfect product, it’s possible your target audience has no idea what you actually do. That’s a problem Karen Wickre has been solving for decades. A former journalist turned communications strategist, Wickre has lead communication efforts for both Google and Twitter. Today, she advises other prominent companies on building an effective communication strategy. In this episode, she tells us where companies go wrong when trying to work with journalists, how to avoid mind-numbingly bad copy, and how content creators should work with the rest of the company to convince the rest of the company that their work is vital.