Category Archive for: Earned Media

media relations

Making Media Relations Connections

I made the move from Boston to SF four months ago and couldn’t be happier to be in the hub for technology and healthcare innovation. The SHIFT SF office is located right in the thick of it all in downtown SF. As such, I had the opportunity to attend a few events from last week’s…

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NYC Consumer PR

NYC Consumer PR Trends, Key Moments and Lessons Learned in 2017

The SHIFT NYC consumer PR team cooked up another strong showing in 2017, keeping our clients’ brands in the hearts and minds of consumer lifestyle and technology reporters. Against the head winds of an ever-shrinking pool of media outlets, an influx of hard news and an uncertain political climate, the team rolled up its sleeves…

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AI features

The Year AI Features Dominated the Media

At the end of last year, Fortune predicted that 2017 would be the year of artificial intelligence (AI). Boy, were they right. Whether it was new AI features in Amazon’s AWS cloud offering, Facebook’s use of AI to fight suicide or Elon Musk’s claim that AI will cause WWIII, there was rarely a day –…

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reporter relationships

Consumer Corner: No Client News? 4 Ways to Maintain a Reporter Relationship During a News Lull

In life, you never want to be that person. That person that only reaches out when they need something, and never returns the favor. That person that only talks about themselves, and forgets to ask how the other person is doing. We all know that person and they’re the worst. So, as a public relations…

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news announcement

The Times to Avoid Making a News Announcement

You’ve put a ton of time, effort, blood, sweat and tears into a news announcement. You’ve developed sound messaging, created killer creative content, drafted a fantastic press release and wrote thoughtful, tailored pitches to reporters you’re convinced will jump all over the news. It’s game day and you’re ready to go. It’s your time to…

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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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crisis situation

Speed Matters in a Crisis Situation: Shark Week Case Study, Part 3

Just tuning into this series? Check out part 1 and part 2 before diving into the following post on the importance of speed during a crisis situation.  Sharks must keep swimming to keep from drowning, right? We all know this. Well, it’s not entirely true. Jaws. Deep Blue Sea. Sharknado. This thing. Sharks have been…

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headline writing

When Great Headline Writing Isn’t Enough

Thanks to the many intense pressures existing in digital advertising, media and content marketing, the importance of a good headline has grown exponentially in recent years. Taking the media example, 20 years ago an attention grabbing headline was important to capture a reader’s attention and engage them, but they had already bought the newspaper! Now,…

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press coverage

Five Ways to Amplify Press Coverage

When that piece of anticipated top-tier coverage finally hits, the first response is a deep sigh of relief and pride. You did the background work, got the interview, managed all the follow-ups and boom, a few weeks (or even months) later the coverage is live. But the efforts shouldn’t stop after sending a note to…

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rapid response

Putting the “Rapid” in Rapid Response

When a big news story hits, reporters often look to executives and experts for commentary in their articles. Whether there’s a merger or acquisition in the industry, a cloud outage – such as the recent AWS conundrum – or a security hack, rapid response opportunities always pop up. While many PR professionals will agree that…

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