PR Fitness Test

SHIFT Communication’s Public Relations Fitness Test is a complimentary and objective analysis for organizations considering the initiation of a public relations program, or for organizations interested in an independent, creative review of their current public relations outreach efforts. Under the evaluation, SHIFT performs a quick-turnaround determination of your company’s best opportunities, motives and means to engage or formalize a public relations program in support of your immediate business and marketing objectives. The analysis, produced within one week, is based on our in-depth interviews of your company’s principals and a top-line assessment of your market sector’s conditions.

The SHIFT PR Fitness Test will assess the following areas to determine the optimal methodology and timing for your company’s public relations program:

Opportunity

Analyze your current situation: key corporate and marketplace factors and competitive traction
Outline specific public relations challenges and opportunities
Assess your organization’s public relations readiness or the fitness of the existing program

Motive

Set strategic program objectives
Determine program mode (pre-conditioning, thought leadership, launch, re-positioning, etc.), including potential themes to consider
Recommend positioning and messaging points
Estimate timing in terms of market environment, competitive technologies and company milestones

Means

Discuss specific, immediate requirements to initiate a public relations program
Outline specific tactical program recommendations
Determine required external and internal resources for success
Recommend measurement tools to employ
Highlight opportunities and requirements for follow-up activity