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Narrative Development

Combining Art and Science in the Narrative Development Process

Whether a company is coming out of stealth mode, launching into a new market or looking to refresh for competitive reasons, creating a clear and crisp narrative is as critical as investing in product development and talent retention. If a company can’t distinctly state what it does and how it impacts the world, no one…

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artificial intelligence coverage

4 Smart Strategies For Securing Artificial Intelligence Coverage

Artificial Intelligence Coverage Overload Read any publication today and you will find an array of artificial intelligence coverage articles. From Elon Musk’s bold statements about artificial intelligence’s (AI) role in a potential World War III to IBM’s recent $240 million investment in the future of AI, the technology’s promises, benefits, and concerns have captured the…

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business press coverage

The Earned Media Holy Grail: Business Press Coverage

It’s rare that a week goes by without the team talking about business press coverage. All clients want it, and few understand what it takes to get it. When I first started in PR, the desire was an article in a major national newspaper, above the fold and on the right side. Now, in the…

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PR plans

Maximizing the PR Planning Process

Whether it’s a new client, the start of a new quarter or time for a six-month refresh, creating PR plans are the first step to ensure the PR program is a success. However, not just any plan will do. In order to truly have a successful program, you’ll need a planning process that is comprehensive…

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Crisis Communications

Crisis Communications: What to Expect from Your PR Team

In PR, the term “crisis” can mean many different things impacting how to mode a crisis communications plan specific to a client and situation. For some of our clients, it’s a slip in a product shipment date that has been discussed negatively on social media or in the press. For other clients, it can be a death…

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B2B Challenges

Top B2B Challenges and How to Solve Them

Whenever I interview a candidate for the B2B tech/services team, I always look for someone that possesses specific characteristics. They have to be solution-focused, driven, creative, curious and thick skinned. Yes, these are all blanket characteristics that anyone would want in an employee and team member.  But, after being in B2B PR for more than…

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What it Takes to be in PR

Spring is right around the corner. And while that means better weather, longer days and outdoor eating, it also means college graduates hitting the job market and undergrads looking for internships. SHIFT tends to follow an “always interviewing” approach, since we are focused on smart growth and finding the very best talent in all four…

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When Should You Use Rapid Response?

Rapid response is a critical tactic in any strong PR program. Offering reporters your client’s reactions to breaking news not only helps secure coverage – particularly with much-coveted business press – it also helps form relationships with reporters and positions company spokespeople as true thought leaders. At SHIFT, every team member shares the responsibility of…

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What It Means to be in a Client Service Business

A week doesn’t go by that I don’t have a similar conversation with a company in the throes of an agency search process. They need more brand awareness, their competitors are dominating the press, and their board wants to know what the plans are to change that. They’ve heard that SHIFT can solve the problem…

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Getting Customers to be Your Champion

It’s the question that all PR pros dread when pitching a reporter about a client or trend: “Sounds interesting. Do they have a customer I can talk to?” Ah, the elusive customer. This is the source that almost all reporters want for their story, especially journalists at business publications. For reporters, customers not only help…

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