Posts Tagged:strategy

3 Reasons Small Business Needs Social Media

We’ve all seen it before. You try to find information on a local business through social media, only to find a few accounts frozen in time. Even worse, sometimes the business doesn’t have social media accounts at all. After a routine Google search for at least a webpage belonging to the business, you come back…

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3 Questions to Ask of Any Strategy

When we’re approached about strategy at SHIFT, we’re often being asked about the reasons behind why we’ve made the recommendations or choices we have about the approach to a program. Alternatively and understandably, clients want to try the shiny new marketing thing they’ve heard about – social media, remarketing, retargeting, and so on. With a…

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Content Strategies in 2015: Make it Visual, Make it Mobile

One of the most consistent blog topics I’ve been seeing the past 3-6 months has centered around content strategies.  Most of these posts center on questions around things like content volume, distribution, channel selection and engagement metrics.  Those questions served as an interesting backdrop for the PR News Google Boot Camp in San Francisco last…

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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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Measure What Matters

Photo credit: Buzzfeed Motion Pictures Last week, we witnessed another major milestone in presidential digital media: President Barack Obama appeared in a BuzzFeed video. The BuzzFeed Video division wanted to interview the President for a number of months; the White House was interested in pushing for more registrations on Healthcare.gov before the February 15 deadline.…

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How bad research undermines your business

A well-informed strategy of any kind must be supported with reliable data. No matter the industry or organization size, if a company makes decisions based on bad data, it’s likely to adversely affect the business and its revenue. Yet in marketing and PR, we are all too familiar with the headstrong executive that insists on changing…

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Can you automate PR?

Notable journalist Tom Foremski recently asked whether PR can be automated, especially given the advances in automation in the advertising world. In it, he states: The PR industry is heading for a serious showdown with ad agencies gunning for PR budgets. Ad agencies have algorithmic buying and selling of ads, there is already a large…

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SHIFT Talks: Crisis Communication

Crises happen every day. For brands, how a crisis is handled could be the difference between conveying confidence in your brand and reputation or driving it into the ground. We sat down with Catherine Allen, our Executive Vice President of East Coast Services here at SHIFT, to hear some of her best practices for crisis…

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When Should You Roll Out Your Holiday PR and Marketing Strategy?

Every year it seems like we start planning for an upcoming holiday earlier than the last. Walk into a grocery store today, and you’ll already see Cadbury Eggs lining the shelves despite it being mid-February. (Don’t get me wrong, I could eat Cadbury Eggs any day of the year.) As public relations and marketing professionals,…

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