Category Archive for: Sales

The power of public relations on branded organic search

What’s the most valuable kind of search marketing? Not just organic (unpaid) search, but a very specific kind: branded organic search. Public relations shows its true power when measured, in part, by measuring branded organic search lift. We define branded organic search as searches done by people for your name, brand name, or distinct product…

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SHIFT Archives: The Best of Q4 2015

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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How to help sales and PR speak the same language

What’s the ROI of PR? It depends on who you ask. If you ask a sales manager or a VP of sales, they’re liable to give you a very different answer than the VP of communications, and the answer may not always be pleasant or positive. Why is this the case, when there are ways…

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Share your data for a better PR program

If you’re working with a data-driven PR firm, chances are at some point in your relationship you will be asked to grant access to a variety of marketing and data systems. What systems might you be asked about, and why? To understand how systems access informs your PR program, we’ll reference the SHIFT Earned Media…

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Public Relations Metrics Are Like Apples for Pie

Photo Credit: Benny Mazur As part of the AMEC Measurement Week, I’ve been asked to prepare some quick thoughts on how to explain PR metrics to stakeholders and executives. Rather than get highly technical, I thought I’d share a story about apple pie. Imagine that there were two grandparents and a grand-daughter named Mary that…

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Don’t Panic: How To Analyze Social Media and Tech Vendors

One of the problems facing every company in social media and digital marketing is the crazy number of choices available when it comes to tools, vendors, etc. Not one of us has an infinite amount of time to analyze all that come to our door/phone/inbox. How then do we evaluate ALL the vendors and their capabilities to…

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PR is a sales job

Here’s an interesting way to think about public relations work, courtesy of SHIFT Vice President Cathy Summers: “PR is a sales job. We’re in the business of selling clients’ stories and ideas to publications.” When you think of PR this way, it changes the game for how you measure, manage, and execute your public relations…

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Influential PR: Consistency

Welcome to the third in a series of 6 pieces we’re going to do on the topic of influence and how public relations allows you to generate influence among your customers, your colleagues, and the world at large. We’re going to base this series off the work done by ASU Professor Emeritus of Psychology Robert…

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Changing your B2B PR Approach for Selling

In the old days of business-to-business (B2B) selling and public relations, life was simple. You found out who your key decision-maker was, you pitched a story to the publication they read, you created some brand awareness, and you made (or didn’t make) your sale. No fuss, no muss, easy cleanup. All of that has changed.…

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Measuring earned media impact with marketing automation

There are nearly limitless ways to measure the impact of earned media, but here’s one you probably weren’t thinking of: marketing automation. One of the tricky parts of standard web analytics is that you don’t get access to personally identifying information. Google Analytics is a fantastic tool for measuring what’s happening in aggregate with your…

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