The Hoffman Agency

Earn relevant media coverage with journalist-useful stories and fresh perspectives that reach target audiences.

Helps brands understand and improve how they appear in AI answers, build accurate narratives backed by credible sources, and prioritize action.

Helps companies and executives uncover, create and share compelling stories that connect with people and reach the right audiences.

Build meaningful engagement, extend thought leadership, and generate high-quality leads through human, strategic social media campaigns.

Earn organic visibility and authority with audience-focused content and SEO techniques that can increase traffic and support lead generation.

Prepare for and navigate crises with scenario-based planning, business-informed counsel and technology-sector insight into stakeholders and issues.

Helps organizations communicate more clearly and humanly, build credibility, and support hiring, retention and executive presence.

Prepare executives to navigate media conversations, explain complex technology clearly, and address challenging questions with confidence and humanity.

Create relevant, engaging content that builds brand credibility, reaches intended audiences and brings companies into wider conversations.

Make your organization easier to understand and ensure its visual presentation accurately conveys who you are and what you do.

Reach and engage audiences with creative, measurable digital content planned around customer journeys and business outcomes.

Engage employees, connect their work to organizational goals, and support adoption, inclusion, and a positive employee experience.

Helps employers stand out, attract qualified candidates, engage talent and retain employees through differentiated branding, targeted campaigns and relevant content.

Earned Media

The Hoffman Agency’s earned media service develops story angles, perspectives and thought leadership that advance clients’ interests while giving journalists useful material. Campaigns emphasize one-off stories and pitches tailored to specific journalists, industry features and news not already in the public domain. News announcements are included when appropriate, with effort calibrated to their news value. The team researches trade, vertical, business and other media properties, including niche newsletters and industry podcasts, to reach target audiences.

Category: PR and communications

• Earn Coverage With Journalist-Useful Stories
  Give journalists useful material through story angles, perspectives and story shards designed to support their reporting while advancing client interests.
• Reach Target Audiences Through Relevant Media
  Direct pitches to specific journalists and media properties that reach the audiences clients want to engage, including outlets beyond conventional media categories.
• Share Fresh Perspectives That Advance Industry Discourse
  Bring journalists and audiences a distinctive point of view that moves beyond a routine comment on an industry issue and challenges conventional thinking.
• Focus Announcement Effort On Newsworthy Stories
  Align announcement pitching with media interest so major news can gain traction and effort is not wasted on minor announcements unlikely to be covered.

Earned AI Discovery (GEDI™)

GEDI™ (Generative Engine Discovery Insights) is The Hoffman Agency’s consulting and advisory service for auditing and improving earned AI discovery. It examines how brands appear in generative AI answers, how consistently they appear across scenarios and engines, how AI describes them, how they compare with competitors, and which sources support those answers. The engagement maps audience prompts, runs diagnostics across multiple engines, documents citations, and turns findings into a prioritized roadmap of content, communications, and credibility actions. GEDI is delivered exclusively as a consulting engagement, not as downloadable software or a platform.

Category: Answer Engine Optimization Services

• Reveal Your AI Presence
  Understand where your brand appears in AI answers, what influences its inclusion, and whether its portrayal matches your intended positioning.
• Turn Findings Into Prioritized Actions
  Use a structured roadmap to move from understanding your AI presence to acting on opportunities through content, communications, and credibility-building strategies.
• Compare Visibility Across Engines
  Identify how your earned AI discovery varies across supported engines and uncover patterns, gaps, and changes in visibility.
• Identify Sources Behind AI Answers
  Understand what sources AI relies on when discussing your brand or competitors, and assess whether those sources should shape your narrative.
• Test Real Audience Scenarios
  Assess discovery against the prompts and decision scenarios your audiences actually use to evaluate brands.
• Benchmark Against Competitors
  See how your brand’s AI presence compares with competitors and understand how AI platforms represent your category.
• Choose An Engagement That Fits
  Select a baseline audit, quarterly tracking, or ongoing advisory based on whether you need an initial assessment, recurring insight, or active narrative support.

Story Studio

Story Studio helps companies and executives tell stories that connect with people. Hoffman works with clients to find story opportunities through story-mining workshops, research and interviews; shape narratives using its approach to B2B technology storytelling; create supporting visuals; and identify suitable marketing and distribution channels.

• Uncover Stories Worth Telling
  Workshops, team exercises and skilled interviews help surface story ideas and details that can make a narrative more engaging and authentic.
• Make Complex Topics Relevant
  The service helps turn complex technology subjects into stories that are more relevant and engaging for audiences.
• Reach Audiences Through Relevant Channels
  The service helps clients select marketing and distribution channels that can put stories in front of their intended audiences.
• Bring Stories To Life Visually
  Supporting visuals and media complement the written narrative and help communicate the story.

Social Media

The Hoffman Agency’s social media service develops strategic campaigns for B2B technology companies, built around compelling, human narratives and meaningful engagement. The approach prioritizes quality over follower counts, using social content, direct engagement, visual storytelling and performance campaigns to support thought leadership and generate high-quality leads.

• Build More Effective Social Campaigns
  A strategy-led approach helps companies avoid generic social content and focus campaign effort on narratives and performance that support their objectives.
• Generate Meaningful Engagement And Quality Leads
  Focus campaign measurement on meaningful audience engagement and high-quality leads instead of treating follower growth as the primary measure of success.
• Make Brand Narratives More Relatable
  Human, peer-to-peer communication helps companies present their ideas in a way that feels more relatable than an overbearing corporate message.
• Extend Thought Leadership Across Social
  Short-form posts and participation in comment discussions give companies additional ways to support thought-leadership campaigns on social channels.
• Grow Relevant Professional Connections
  Identifying the right connections supports meaningful network growth and creates opportunities to deepen social influence through direct engagement.
• Make Complex Ideas Easier To Follow
  Purposeful visuals help convey or strengthen a story, including for audiences viewing social content on mobile devices or in fast-moving feeds.
• Extend Social Content Reach
  Sponsored and paid content can extend the reach of social posts and amplify campaign coverage beyond organic distribution.

Earned Search

Earned Search is The Hoffman Agency’s content-first approach to search engine optimization. It combines content that resonates with a target audience with technical techniques designed to support search rankings. The service includes audits, audience and keyword research, keyword taxonomy development, on-page SEO, off-page link-building activities, and performance measurement against benchmarks. It can work alongside public relations and content marketing to increase organic traffic and support lead generation.

• Target Relevant Search Opportunities
  Use audience search behavior, keyword analysis, and competitor research to guide earned search work toward relevant opportunities.
• Strengthen Search Rankings
  Support search rankings through on-page SEO techniques and off-page activities, including cultivating third-party links.
• Connect Content, SEO, And PR
  Bring audience-focused content together with SEO and public relations to earn search visibility and support organic traffic and lead generation.
• Identify SEO Opportunities
  Understand current search performance and uncover areas where SEO work can be focused.
• Track SEO Performance
  Measure progress against benchmarks and track performance to understand the results of earned search efforts.
• Guide Content With Keywords
  Give content development a structured keyword foundation informed by search research.

Crisis communications

The Hoffman Agency’s crisis communications service helps organizations prepare for and navigate crises through a framework developed before issues arise and responses planned for possible scenarios. The agency combines communications and business perspectives, with leadership experience in agency counsel and in-house roles at major technology brands. Its technology-sector knowledge supports identifying relevant stakeholders, including government organizations, and addressing social issues. Example situations include cyber breaches, mass layoffs, product defects, manufacturing plant closures, diversity-related criticism, wastewater discharges and alleged security flaws.

• Prepare For Multiple Crisis Scenarios
  Build a framework in advance and develop responses for potential scenarios, rather than first seeking agency support after a crisis surfaces.
• Bring Business And Communications Perspectives
  Consider crisis situations from both business and communications perspectives, informed by leadership experience in agency counsel and in-house roles.
• Identify Relevant Stakeholders
  Use technology ecosystem knowledge to identify stakeholders to target during a crisis, including relevant government organizations.
• Navigate Diverse Crisis Situations
  Benefit from experience across varied technology-related situations, including plant closures, diversity criticism, wastewater incidents and alleged hardware security flaws.
• Address Social Issues
  Draw on the agency’s experience with social issues that can arise during crisis situations.

Corporate communications

The Hoffman Agency’s corporate communications service helps businesses communicate through the people who make up the organization. It replaces impersonal corporate language with clear, concise and human communication, grounded in an understanding of the business, its people and its challenges. The approach uses journalistic inquiry and storytelling to address topics central to reputation, including business value, company principles, ethics, diversity and inclusion, and the employee experience. It supports goals such as hiring, retention, executive presence and building credibility in a new field of business.

• Make Communications Clear, Concise, And Human
  By replacing corporate word salad with clear, concise and human language, organizations can communicate in ways people can relate to and engage with.
• Address Topics That Shape Reputation
  Communications can clearly address the subjects that matter to organizational reputation, from business value and principles to ethics, inclusion and the employee experience.
• Tell More Relatable Business Stories
  Human-centered storytelling makes corporate communications more relatable and can help organizations show their human side.
• Ground Communications In Business Context
  A close understanding of the organization and its challenges helps shape communications that reflect the business and the people behind it.
• Surface Important Questions And Topics
  Journalistic questioning helps organizations explore consequential subjects and prepare to address the questions stakeholders may have.
• Support Talent Hiring Through Storytelling
  Stories told from the perspective of people can help organizations communicate their human side and support efforts to attract talent.
• Support Employee Retention
  Communications about the people and experience behind a business can support retention goals.
• Build Executive Presence
  The service helps organizations pursue executive presence building as a communications goal.
• Build Credibility In New Business Fields
  Corporate communications can support an organization’s effort to establish credibility in a new field of business.

Trainings

The Hoffman Agency provides tailored media training to help executives prepare for interviews and difficult questions. Training adapts to each client’s experience, position, personality, areas of passion, geography, and local-market interests. Through realistic scenarios, clients learn how the media process works, what media value, and how to communicate about technology without jargon. The approach also explores ethical concerns and helps clients define what they stand for and tell their story with confidence, clarity, and humanity.

• Adapt Training To Each Executive
  The training approach accounts for each executive’s experience, role, personality, interests, geography, and local context.
• Practice Challenging Media Scenarios
  Executives work through varied scenarios and difficult questions so they are prepared to respond when conversations become challenging.
• Understand Media And Its Priorities
  Clients learn about the media process and what journalists value, supporting more informed and constructive media interactions.
• Address Ethical Questions Early
  By raising tough questions, including possible ethical concerns, the training helps clients consider challenges and criticism before others raise them.
• Explain Technology Without Jargon
  Clients learn to communicate complex technology in relatable language for audiences that may never use or encounter it directly.
• Tell Your Story With Confidence
  Clients develop a clearer understanding of what they stand for and how to communicate their story confidently, clearly, and humanely.
• Clarify Product Strategy
  The questioning process can help startup clients clarify their product strategy as they examine challenging and ethical issues.

Content Marketing

The Hoffman Agency helps B2B and enterprise technology companies develop content that gives their brand an editorial perspective and brings them into a wider conversation. Its approach clarifies each piece’s purpose and audience, uses research and interviews to uncover substantive stories, and applies point of view, journalistic balance and cultural context. The agency also helps content reach its audiences through organic and earned search, supported by performance marketing.

Category: Content Marketing Services

• Align Content With Audience Needs
  Clear goals and audience definition help ensure each content exercise has a reason for being and is designed to speak to the people it needs to reach.
• Uncover Stronger Story Material
  Research and careful interviews bring underlying insights and story material to the surface, giving content substance before drafting starts.
• Make Content More Engaging
  Balancing the company’s perspective with audience interests, and using storytelling techniques such as anecdotes and contrast, helps content communicate in a more engaging and useful way.
• Put Content In Front Of Audiences
  Marketing and distribution help audiences discover content, supporting its reach beyond the act of producing a strong story.
• Share A Distinctive Perspective
  A clear point of view helps content contribute something meaningful to its subject instead of simply following existing commentary.
• Improve Blog Search Visibility
  Keyword research and on-page and off-page SEO techniques help blog content become more discoverable in search results.
• Make Stories Relevant In Context
  Placing a story in a relevant cultural context helps it connect with people and avoid missing the mark.
• Track Content Performance
  Benchmarks and performance measures help clients follow progress and assess outcomes such as traffic, engagement, links and lead generation.

Branding & Design

The Hoffman Agency treats branding and design as a central part of brand storytelling. Its approach connects brand and business strategy, using visual presentation and consistency to make an organization easier to understand and accurately convey who it is and what it does.

• Align Brand And Business Strategy
  Connect brand and business strategy so the way your organization presents itself can evolve alongside its business.
• Communicate Your Identity Visually
  Use visual presentation and consistency to accurately communicate your organization’s identity and what it does.
• Make Your Brand Easier To Understand
  Help audiences understand your organization through branding and design focused on conveying who you are and what you do.
• Integrate Design Into Brand Storytelling
  Bring branding and design into the agency’s brand storytelling workshop as a central part of developing how the organization presents itself.

Performance Content

Performance Content is The Hoffman Agency’s approach to digital communications, combining creativity, data insights and storytelling. It develops visual, succinct content that makes complex topics approachable, then measures results and uses those insights to refine future content. Engagements span social media, search engines, podcasts and paid channels. The agency’s Blueprint methodology maps the customer journey to plan content, select channels and connect touchpoints, measuring results against business outcomes.

Category: Content Marketing Services

• Make Complex Stories Approachable
  Use creative, relatable storytelling to make complex topics more approachable and interesting for digital audiences.
• Measure And Refine Content
  Track content performance and use the results to inform adjustments to future content.
• Reach Audiences Across Channels
  Use social media, search engines, podcasts and paid channels to connect content with stakeholders across their digital journey.
• Plan Content Around Customer Journeys
  Apply the Blueprint methodology to understand the customer journey, select relevant channels and connect touchpoints with creative content.
• Connect Results To Business Outcomes
  Measure campaign results against business outcomes rather than relying only on activity or output metrics.
• Capture Attention In Feeds
  Create visual content intended to stand out in social feeds and support communication across digital channels.
• Generate Leads
  Use performance content across digital channels to support lead generation.
• Generate Sales
  Use performance content across digital channels to support sales generation.
• Attract Candidate Applications
  Use performance content across digital channels to encourage applications from top job candidates.

Employee Communications

The Hoffman Agency partners with Employee Experience and Employee Communications teams to develop strategic communications plans that support a positive employee experience. Services include leadership communications, program launches, change management, cultural transformation, onboarding, training, and content for employee-owned channels. The agency also helps organizations measure the return on their communications.

• Align Communications With Employee Goals
  Build a communications plan around organizational goals, challenges, and opportunities to help create a positive employee experience.
• Clarify Leadership Vision And Goals
  Support leaders and people managers in communicating an authentic point of view and clear vision and goals, motivating employees to act and become brand advocates.
• Make Employee Messages Clear
  Communicate about relevant topics in clear, concise, genuine language, without corporate jargon and fluff.
• Connect Daily Work To Mission
  Help employees see how their work contributes to the company's mission and maps to their personal values.
• Launch Employee Programs Clearly
  Communicate the launch of programs across talent acquisition and development, talent management, internal mobility, total rewards, workplace, and DEI.
• Guide Employees Through Change
  Use strategic communications to bring employees along on an organization's change journey.
• Reach Employees Across Channels
  Create employee communications content for owned channels, including videos, animation, copywriting, email campaigns, newsletters, digital posters, employee stories, and intranet redesign.
• Communicate Culture And Core Values
  Support cultural transformation and communicate the organization's core values to employees.
• Welcome Employees With Onboarding
  Create onboarding programs to communicate with employees as they join the organization.
• Measure Communications Returns
  Assess the return on employee communications to help organizations understand the results of their communication efforts.
• Equip Employees With Training
  Develop employee training and presentations as part of an organization's communications.

Employer Branding & Recruitment Marketing

The Hoffman Agency helps employers distinguish their employer brand and reach qualified talent through research, strategy, recruitment campaigns and content development. Services include employer brand and employee value proposition development, reputation management, employee advocacy, targeted campaigns, recruiting events, talent intelligence, career sites, candidate communications, employee-focused content and engagement communications. The approach focuses on authentic, differentiated stories and experiences that attract, engage and retain qualified talent.

• Differentiate Your Employer Brand
  Show candidates what is genuinely distinctive about the company as an employer, helping it stand out from similar-sounding organizations and appeal to the right talent.
• Reach And Generate Qualified Leads
  Use creative, targeted campaigns across internal and external channels to reach relevant talent and drive recruitment leads.
• Build And Manage Employer Reputation
  Build and manage an employer reputation that helps communicate why the organization is a compelling place to work.
• Inform Talent Strategy With Research
  Use research on talent markets, employees and candidates to understand what matters to target audiences and inform messaging and recruitment approaches.
• Improve Career Sites And Candidate Experience
  Present the employer brand through interactive, responsive career sites and candidate relationship communications.
• Engage Talent Through Social Content
  Use meaningful employee-focused content and social media management to support talent acquisition and retention goals.
• Strengthen Employee Engagement And Retention
  Use strategic communications and rich content to support employee engagement and help retain top talent.
• Connect With Talent In Their Language
  Make employer communications more relevant to candidates by using language and stories shaped around their interests and decision-making.
• Stay Visible To Top Talent
  Maintain visibility and relevance with talent through consistent engagement, with the stated aim of reducing time to hire when hiring needs arise.
• Activate Employee Advocates
  Help employees share company information through training and activation, bringing employee voices into employer-brand communications.
• Bring Your Employer Brand To Life
  Translate an employer's distinctive story into visual and written content, including video, animation, copywriting and design.
• Create Meaningful Recruiting Events
  Give prospective talent opportunities to engage with the employer through virtual, hybrid or onsite recruiting events.