Category Archive for: Earned Media

Actually, There’s NOT an Email Blast for That

Recently, a friend living in Singapore shared an article with me that resonates deeply. Published by Tech in Asia and authored by Onboardly director of public relations Crystal Richard, the piece is titled “How the role of PR has gone from being a distributor to a connector.” Suffice it to say, I highly encourage you…

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Native Advertising: Should PR Shore Up the Defenses or Lead an Expeditionary Force?

With a host of media, advertising and adtech companies on the roster, many of our teams at SHIFT are grappling with stories relating to how native advertising is impacting these industries. But we have probably thought a little less about how it is affecting our own corner of marketing land. According to an Advertising Age…

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Why Your Brand Should Be on Tumblr

You’ve heard of Twitter’s little blue bird, but what about Tumblr’s little white T? Tumblr is an emerging content platform that’s a blog/social media hybrid. You can post text, photos, quotes, links, music and videos – like many other social platforms. What separates Tumblr from the rest of the pack, and why should your brand…

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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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Stop Hoping for Overnight Success

“I need a quick hit.” Maybe you’ve got a new product release coming up that you forgot about. Maybe a competitor made a huge splash and your board of directors or CEO wants a bigger splash. The request comes from on high to churn the waters of media — fast. Here’s the problem: the quick…

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Pre-Launch PR: How to Rev Up Momentum Before the Big Day

A lot of effort goes into launching a product or service. It takes hours of planning to get it right. We all know this much. But what about the “calm” before the storm? How can you use that time to drum up momentum for your launch without taking away from the big day itself? Whether…

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How to Extend the Life of A Media Hit

If an earned media hit lands in a publication but no one sees it … does it generate awareness? We’ve all been there: we work hard to build a relationship with a reporter and finally secure a stellar feature in a tier one publication. It runs, the client is ecstatic, it gets shared a few…

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Public Relations and Media Relations: What’s the difference?

If you work in public relations, you’ve definitely been asked, as have we, “What exactly is PR?” (If you still don’t have an answer, check out our take on the question here) The next question is usually, “So is it the same as media relations?” Our answer? No, and here’s why. The Public Relations Society…

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The Push/Pull of Branding vs. Lead Generation for PR Paid Strategy

The evolution of the variety of ways a client leverages a PR agency has certainly accelerated in the past few years.  The jump from pure messaging/editorial pitch centers of excellence to a combination of “hits +social” councilors has already solidified both on the B2C and B2B side.  However, as you can see in our earned…

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How much do you need to talk about yourself?

I read with interest two pieces of commentary over the weekend about friend, colleague, and friend of SHIFT Chris Brogan who wrote recently that a stunning number of people didn’t know what he did (he runs Owner Magazine). He asked quite vocally just how much he needs to talk about himself in order for people…

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