Female audiences are particular about where they get their information from, so, along with the message, companies must think hard about where they communicate it.
Procter & Gamble's communications team constantly has women on its mind. "It's always been really important for us to know what [a woman] needs, what she wants in a product, what attributes she would like," says Ross Holthouse, external relations manager for home and fabric care at P&G.
But it's increasingly becoming just as important to ...