Category Archive for: Strategy

handle-criticism-from-pr-perspective

How to handle criticism from a PR perspective

One of the biggest perceived problems in the world of public relations is criticism. Since the advent of the social media era, handling criticism has been one of the top requests made of PR professionals and agencies by brands and companies. Criticism is perceived negatively in the world of PR—especially by stakeholders who are looking…

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pr planning

Using Data In Your 2018 PR Planning Process

It’s nearing the end of Q4 and 2017 altogether. You know what that means — PR planning is in full swing. PR planning is so valuable, especially from an internal operations standpoint. It’s a good feeling to organize what your clients are doing, who on your team is doing what (and when) and putting goals…

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ibm cdo strategy summit

IBM CDO Strategy Summit Roundup

The IBM Chief Data Officer Strategy Summit, a bi-annual event hosted by IBM, just wrapped up its fall edition. At this event, Chief Data Officers from around the world to discuss and share insights as peers. SHIFT Communications and NATIONAL Public Relations sent a team of three to the Boston CDO Strategy Summit to learn…

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marketing and pr not the same thing

Are Marketing and PR The Same Thing?

Here’s an interesting question posed to us recently: “Are marketing and PR the same thing?” The answer to this question is: no. At their cores, public relations and marketing have different goals, but share similar methods and tactics. The Goal of PR The goal of public relations is to create awareness and trust. The job…

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b2b security vendors

B2B Security Vendors: Prepare for Scrutiny

Growing Skepticism Toward Vendors’ Claims Public sentiment toward technology vendors is undergoing a significant shift. Just take a look at what Ben Smith at Buzzfeed is saying, or the message behind Franklin Foer’s new book, “World Without Mind.” The shift reflects a growing skepticism in the claims technology providers make about their products and services.…

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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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crisis issue

Crisis Issue? Own It: Shark Week Case Study, Part 4

Miss earlier posts in this series? Check out part 1, part 2 and part 3 before diving into the below.  Despite G.W.’s best efforts, the Shark Week crisis issue is really hammer(head)ing his donut business. He’s done his research so he knows that sharks are getting a bad rep for no good reason, but his…

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How to Reach the C-Suite With Public Relations

As marketers and communicators, our goal is to reach the most important people to our companies and clients. Sometimes, that’s the media side, reaching influential journalists and publishers. Other times, that’s the company side, reaching executives and decision-makers. Marketers in particular face perpetual challenges attracting the attention of senior decision-makers at organizations. At the recent…

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Regression Analysis for Marketing

How to Use a Regression Analysis for Marketing Purposes

In today’s digital marketing world, with so much information and tools at our fingertips, data analysis is more necessary than ever before. What better way to leverage this information than using what is essentially a correlation analysis? Correlation analysis allows you to measure the strength of the relationship between certain data points and actions (but…

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GDPR Primer for Marketing and Public Relations

Marketers, advertisers, and public relations professionals are ill-informed and ill-equipped to manage the largest change in data and privacy in the last 20 years: GDPR. What is GDPR? GDPR, the General Data Protection Regulation, is an EU regulation which strengthens data protection and privacy for EU citizens and the companies they do business with. GDPR…

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