Category Archive for: Tools

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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What is Marketing Technology?

Marketing technology. You’ve heard the term in presentations. You’ve seen it in industry news. It’s changing marketing forever. But you still may be left wondering, “What IS marketing technology?” In short: Marketing met IT and marketing technology is their offspring. Let’s examine the corporate strategic landscape to understand what marketing technology is. In the chart…

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Reverse Engineering: It’s for PR Pros, Too

Reverse engineering: the process of extracting knowledge or design information from anything man-made and reproducing it or reproducing anything based on the extracted information. The process often involves disassembling something and analyzing its components and workings in detail. –Wikipedia Ever wonder why a pitch you shipped out to 5, 10, or even more reporters garnered little or no response? How about…

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PR and the Google Customer Journey to Online Purchase

In 2015, Google released its Customer Journey to Online Purchase insights tool and there was much rejoicing. Marketers and communicators found great value in Google’s generic models for how customers made decisions with marketing inputs. However, many were concerned that its overly broad models – “business and industrial”, for example – could mean a B2B…

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Six Media Consumption Secret Weapons for PR Professionals

As PR professionals, we’re glued to the news. We’re hungry to stay updated on the latest trends and breaking stories, never knowing where that next campaign idea or pitch angle will come from. Sure, we stay in-the-know on PR, marketing and mobile/social industry news, as well as our clients’ industries, but there’s also a need…

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Incorporating the Media Business Model into Pitches

Over the past few weeks, I’ve been looking at outbound media pitches and reconsidering the way we should be approaching media. As PR professionals, we tend to fall into a comfortable pattern. We’re given a piece of news from a client and, based upon our knowledge of the media, we shape up a pitch. As…

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Emerging Social Platforms

When a new social media platform comes out, there’s usually a mad rush to be the first on the platform. But using new social media platforms has advantages and disadvantages. Don’t rush into new platforms until you’re sure you can utilize them effectively. Wait, why shouldn’t you stampede to the hot, new social thing? Companies…

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