Category Archive for: Public Relations

gacp summit

What PR Professionals Learned at the Google Analytics™ Certified Partner Summit

Last week, SHIFT and NATIONAL Public Relations (SHIFT’s parent company) had the honor of representing the public relations world at the Measurement For Growth Google Analytics™ Certified Partner Summit. Along with NATIONAL Vice President of Marketing Technology Jonathan Litwack, I had the privilege of learning from Google where state of the art marketing measurement will be…

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What is a media impression

PR 101: What is a Media Impression?

One of the most common metrics talked about in traditional public relations as well as advertising is the media impression. However, it’s not always clear what an impression is or why it matters, not to mention, some folks believe impressions don’t matter at all. Let’s dig into this metric and understand what it truly measures.…

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predictive analytics in pr

{PR}edict: Predictive Analytics and the Future of PR, Part 1

Public relations, marketing, and communications aren’t known for their futurist perspectives. More often than not, we’re reacting to the latest and greatest, from crisis communications (when the news is bad) to rapid response/newsjacking (when the news is good). Until now, our ability to keep a finger on the pulse of the news has been good…

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owned content

Owned Content: Calculating Success

Owned content. From blog posts to white papers, most companies create some form of owned content but not all are utilizing it to its fullest potential – or even know how it performs on its own. Given owned content can leave lasting impressions and expand your company’s reach through social sharing, having engaging and insightful…

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When it Comes to Data, Remember to Ask the Right Questions

As AI Democratizes Analysis, Marketers Must Remember to Ask the Right Questions

AI is changing every industry. Consumer facing applications, like Alexa, are what most people are currently aware of. As this HBR piece showcases, deep enterprise applications are coming to light, as UBS Group AG is now using Alexa to answer questions of for its wealth management clients. Although the HBR piece focuses on the bespoke…

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media relations

8 Tips to Start a Strong Media Relations Day

Media relations is often the bread and butter of any PR program, and at SHIFT we pride ourselves on being some of the best trend spotters and pitch and content developers in the industry. However, the path to PR is not always the same for everyone, and the tricks and tips we’ve all learned along…

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thought leadership

When Thought Leadership Drives Lead Generation

Every company wants more leads, right? Influencing a target audience to meet a goal or take action is the heart of public relations. In a recent SHIFT blog, our VP of Marketing Tech, Chris Penn, answered the question ‘what is thought leadership?’. In simple terms it’s a recognition created by others that someone is an…

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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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State of Social Twitter

State of Social Media, 2Q 2017: Twitter Fails to Grow Users

Twitter, the 140-character stream of what’s happening now, surprised everyone by reversing its Q1 growth and falling flat – literally – with no quarterly user growth. Let’s see what else happened in their Q2 earnings. Audience Growth We see the surprise below: 0.0% growth from quarter to quarter for Twitter’s monthly active users: Twitter, during…

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Take a Bite out of Food PR

Consumer Corner: Taking a Bite Out of Food PR

By now, most of us have heard about Amazon’s purchase of Whole Foods Market. The announcement, followed shortly by the revelations of a planned meal kit delivery program, ate the bulk of the news cycle in the food industry. The statement was a stark reminder to food startups – with powerhouses like Amazon dominating the…

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