Category Archive for: Media

paid media

Do You Need Paid Media?

A recent marketing discussion on Facebook surfaced the criticism that paid media, in a world of earned, owned, and paid, should be unnecessary, that if you do amazing and awesome work in earned and shared media, paid wouldn’t need to be part of the mix. This has been a familiar refrain ever since the debut…

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integrated campaigns

Package Theft: A Case Study on the Successes of Integrated Campaigns

Recently, we ideated and executed an integrated campaign on the topic of package theft in the United States for our client, Blink. As a thought leader in the home security space, Blink coined the Thursday following Cyber Monday as “Package Theft Thursday” to highlight the heightened risk of stolen packages following consumers’ spike in online…

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State of Social Facebook

State of Social Media 3Q 2017: Facebook Nears $5 ARPU

Facebook, the largest social network and arguably the largest product ever made for the human race intentionally, released its 3Q 2017 earnings. Let’s see what the behemoth had to say. User Growth After passing 2 billion monthly active users last quarter, Facebook notched another 72 million or so new monthly active users for 3.29% growth.…

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No News, No Problem: How to Keep a Steady Media Relations Drumbeat

Last week: Hired a former internet prodigy as CTO. This week: Launching a first-of-its-kind product. Next week: Announcing $100 billion funding round. This caliber (and frequency) of announcements are what PR dreams are made of. But, in reality, we understand that a company’s news cycle ebbs and flows. A product launch date shifts, an acquisition…

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reporter relationships

Consumer Corner: No Client News? 4 Ways to Maintain a Reporter Relationship During a News Lull

In life, you never want to be that person. That person that only reaches out when they need something, and never returns the favor. That person that only talks about themselves, and forgets to ask how the other person is doing. We all know that person and they’re the worst. So, as a public relations…

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influencer marketing

Consumer Corner: Influencer Marketing vs. Earned Media

It’s no secret the traditional media landscape is changing – and rapidly. In response, brands, journalists, marketers and communicators are constantly adjusting how they operate. As PR professionals, navigating this swift evolution of the news industry means continually evaluating where – and how – consumers are being influenced most. Due in part to a major…

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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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business press coverage

The Earned Media Holy Grail: Business Press Coverage

It’s rare that a week goes by without the team talking about business press coverage. All clients want it, and few understand what it takes to get it. When I first started in PR, the desire was an article in a major national newspaper, above the fold and on the right side. Now, in the…

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Celebrity Ambassador

Consumer Corner: Selecting the Right Celebrity Ambassador

Like me, you’ve probably watched a movie and seen a product integration that seemed out of place, or seen an ad with a celebrity ambassador that just didn’t seem like a good fit. Most recently, the Twittersphere was in a tizzy over Ed Sheeran’s cameo in Game of Thrones. Diehard fans were NOT into it,…

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crisis communications plan

Knowledge Is Key For Crisis Comms: Shark Week Case Study, Part 2

Miss the intro to this Shark Week crisis comms series? Read it here before moving on to part 2. G.W.’s vegan donut shop is suffering from a crisis as a result of the negative media attention around sharks during Discovery Channel’s Shark Week. Luckily, G.W. has fin here before – and knows just what to…

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