Author Archive:

7 Elements of “Good” PR

In true Flashback Friday fashion, I was looking over some older blog posts I wrote back in the day. While many serve as a reminder of how fast the industry has changed (it seems like yesterday we were talking about Facebook’s IPO and Motrin Moms), there are some posts that still ring true today. This…

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Top 10 Guidelines For Social Media Participation

Below are guidelines that we drafted a while ago, refreshed for use for anyone who finds their way to them here on our blog. Feel free to repurpose and substitute your company name below and tweak as you see fit to fit your company’s guidelines. All we ask is that if you find it helpful…

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Influencing the Influencers

You’re trying to convince Joe Rockstar to write about your company.  When Joe Rockstar blogs, people share.  When Joe Rockstar tweets, people re-tweet.  If you can convince Joe Rockstar that your company is wicked awesome, the customers, VCs, the mainstream media, etc. will come knocking. But Joe Rockstar is busy, eh? Deluged by pitches. You’ve pinged…

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Post, Ping and Pray is *Not* a Content Marketing Strategy

Today I wanna talk about a fundamental error I see many companies make with regard to Content Marketing. They create something. They post it somewhere. They ping their social channels. Then they breathlessly ask, “How’d we do?” Then they move on to the Next Thing. Back in the day it was a (so-called) “viral video” cuz…

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Branding in the Social Stream

When was the last time you hopped online thinking, “Time to engage with some of my favorite brands”? If you’re human, the answer is likely “never.” You never log-on to your favorite social media sites to interact specifically with brands.  The brands “just happen to be there,” as you read the news, peruse celebrity gossip, check…

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SHIFT Communications: 12 Years and Counting

This week we celebrate the 12th anniversary of the founding of SHIFT Communications. And what a ride it’s been! Back in 2003, the Agency’s first concern was whether – and how – the 30-odd people who had survived the wreckage of our predecessor firm might make a go of it under our new banner. It was…

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What does that buy us?

“People buy tactics in times of uncertainty. They buy strategy when times are good.” My friend Chris Brogan said that and it struck me as profound. We’ve seen this in our own business: when the budget axe chops into Marketing, the conversation can quickly move from “What’s the right thing for us to do to move…

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Data-Driven PR Milestone: SHIFT Becomes Google Analytics Certified Partner

Digital has been in SHIFT’s blood for over a decade, from being one of the first agencies to embrace social media to creating the social media press release and social media newsroom. One of the greatest challenges to public relations as an industry since the advent of digital marketing and communications is how to measure…

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Seven Principles of Content Marketing

Content marketing remains the hottest topic of discussion among marketers and communicators. Even accounting for things like content shock, marketers continue to place a premium on content creation. That said, many practitioners are still looking for the basics, so let’s dig into seven principles of content marketing. Follow a 70/30 Rule – 70% of content curated, 30% branded.  Why?…

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Death to the RFP

This post was originally posted on PR Squared. It’s been updated to reflect the most recent version of our SMNR. A few years ago provocateur Tom Foremski wrote a blog post titled “Die! Press Release! Die! Die! Die!” He talked about how the press release had become a largely meaningless tool, a toothless artifact of…

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