Category Archive for: Strategy

How to Choose a PR Strategy: Part 1 of 6

Strategy is one of the most abused, misused words in the entire lexicon of business. Ask 100 executives what strategy means and you’ll get 150 different answers. In this six-part series, let’s look at how to choose a PR strategy based on visible, measurable criteria and a meta-strategic framework. Before we begin, let’s be sure…

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Should you stop using hashtags in social media content?

Do hashtags matter? This is a question asked recently by Patrick Coffee of PR Newser at AdWeek. Should social media managers be skipping the hashtag? Rather than guess, let’s take a data-driven approach. Before we dig in, a bit on our methodology. SHIFT examined the social media engagement of posts from the Fortune 10 companies…

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How to Build a Data-Driven Public Speaking Program

We’ve covered the basics of public speaking here on the SHIFT blog before. However, many speakers still feel unprepared when facing an important event or talk. How can we better be ready for key talks and events? Rather than just wing it or have a purely canned talk that may not be relevant to the…

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Beginner’s Guide to Blogging 8/10: The Baldwin Approach to Headlines

Blogging isn’t going out of style any time soon; with the ascent of content marketing, blogging, podcasting and video are on the minds of marketers and PR professionals all the time. In this 10-part Beginner’s Guide to Blogging series, we’re going to explore what makes a blog great and give you some structures and frameworks…

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Travel Tips for Marketers and Communicators

Marketers and PR professionals are on the road quite a bit. Customers ask for onsite meetings. Conferences demand speakers. Unless you’ve got the luxury of dealing with only local customers, chances are good you’ll be hopping a few time zones for work’s sake. Business travel done wrong has far-reaching negative impact. You work less efficiently. Your work quality declines. Your health takes a hit. You may even make mistakes so severe that you lose a customer. Done right, business travel advances relationships. Your customers are happy for the face time. You might even have the good fortune to build new customer relationships…

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The Top 5 Skills That Young (And All) Communicators Should Develop

One of the more enjoyable elements of being an executive in communications today is that my work brings me into contact with a wide variety of individuals. Whether it’s participating in webinars, interacting with people online, or speaking at industry, company or academic events, I meet people who are at varying levels of comfort with…

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How To Use Google Analytics for Same-Day Content Promotion

One of the top questions in social media marketing (and content marketing in general) is, how do you know what content is worth promoting? Will a blog post go viral? Is a tweet less or more likely to work? Predicting the future is difficult, expensive work. It’s certainly possible, using predictive analytics, to get a…

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Google Analytics 101 for Hospitals and Healthcare

Maryalicia asked about how you might use Google Analytics for a hospital: What a terrific question. As a Google Analytics Certified Partner, we’re happy to share how Google Analytics can integrate into healthcare and hospitals. Think about what things hospitals measure in terms of marketing. At the top of the funnel, hospitals generally look for two kinds…

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Four Rules

Inspiration can come from any source. Part of being a lifelong learner, storyteller and strategic planner is having an open mind and keeping a wide variety of reading material at hand. Recently, my alumni publication, Bostonia, published an article about Jason Alexander giving a master class in acting to Boston University’s College of Fine Arts. …

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Are PR and Marketing Entering the Moneyball II Era?

For the general sports fan, statistics and data have been making their way into the mainstream for some time, similar to how online has brought measurement to marketing in a new way over the past 5+ years.  And like sports, marketing is now going through a tremendous shift that feels momentous, the way Moneyball and…

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