Category Archive for: Tools

Data-Driven Media Relations Resources

Data-Driven Media Relations Resources

Here at SHIFT, we pride ourselves on our data-driven approach to communication and public relations. So, it stands to reason that we extend that thread through into our media strategies for our clients. Sometimes, it’s about finding data points to include in pitches to bolster your client’s idea or announcement. Other times, data can help…

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3 Data-Driven PR Proof Points

We talk a lot about data-driven PR, but what does it really mean? It’s easy to learn how to use tools like Moz or Google Analytics, but how does it tie into the larger mission? Like with any program, how we use it depends on the brand’s goals. While we have an entire series to…

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How to Create Animated GIFs for Twitter

Video content is great and wonderfully compelling, but it sometimes can get lost in the mix. So if you’ve got great short-form video content, how do you make sure it gets seen? Animated GIFs might be one approach to take. When Twitter announced that users have the ability to post animated GIFs the Internet rejoiced.…

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shultz hour

The Shultz Hour

In April, David Leonhardt at the New York Times wrote a column about the need to take a Shultz hour. For those unfamiliar, it comes from George Shultz, who was the Secretary of State under President Reagan. The concept is to carve out one hour a week to sit undisturbed with a pen and paper…

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content marketing strategy

Prevent Keyword Cannibalization in Your Content Marketing Strategy with this Excel Tool

If you’ve been writing blogs as part of your content marketing strategy, you probably have a long list of focus keywords you’ve already used. When expanding your content marketing plan, you’ll come up with another long list of potential keywords to generate additional content around. It can be hard to keep track of both lists,…

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How to choose a martech stack

How to Choose a Marketing Technology Stack, Part 1 of 7: Introduction

We were asked recently, …Would love your thoughts on the base marketing tech stack for a consumer company. Assuming Marketing Automation, Email, CMS…what else? At first glance, this seems like a fairly cut-and-dried question. What marketing technologies should consumer companies be using? Of course, while the question is direct and succinct, we know from Scott…

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Excel Series

EXCEL SERIES: How to Avoid Temporary DIV/0! Errors with the Excel IF Function

A #DIV/0! error occurs when you have a formula that involves a zero as the divisor. You can’t divide by zero, so excel shoots back an error. Now your spreadsheet looks messy – fight back with the Excel If Function. The #DIV/0! error can be a frustrating occurrence, especially if the cell is only a…

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B2B Tech PR

Using Google Analytics to Inform your B2B Tech PR Program

You may have noticed already that we talk a lot about data-driven PR at SHIFT. It’s not just a topic on our blog, it’s a concept we are encouraged to prioritize in every facet of our PR strategies. We’ve discussed on this blog before how to use a data-driven approach to drafting a pitch, but…

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stay productive

How To Stay Productive In the Summer: Remote Edition

Picture this: The sun is hot. The days are long. You breathe in the ocean air as the beach beckons you. Summer is here and it feels oh-so-good … … then your desk phone rings and snaps you out of your summer daze. A harsh reminder that you’re still at work for another few hours…

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Excel Series for PR Pros

EXCEL SERIES: How to Combine Media Lists Using VLOOKUP in Excel

As a PR pro, Excel is probably your friend. But what happens if your media lists have information in one tab that you really need in another? Don’t go calling the intern just yet. This is where VLOOKUP comes into play. Let’s say in addition to your master list of targets, you also have separate…

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