What press releases should steal from marketing landing pages

Let’s talk about the average press release. The average press release is a giant wall of text, with self-congratulatory quotes about being market-leading, innovative, and strategic, offering up very little of actual value. Would you agree that no one particularly cares that your flexible, scalable, industry-leading, turnkey, innovative product is now being offered by a…

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The Roles of Earned Media, Paid Media, and Owned Media

In the PR world, you’ll often hear plenty of terms batted around the different kinds of media. Chief among them are three media types: earned, paid, and owned. What do these mean? Before we delve into the different types, let’s set the table for an understanding of what media is. We judge what something is…

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The mobile-friendly press release

Media publishers are busy people. They’re on the go constantly, moving from location to location, sometimes with a news crew in tow. They live on their mobile devices. I was recently at our local television studio and watched one of the editors working on his mobile phone, typing faster than I could type on my…

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When PR and Communications cannot help

As much as PR professionals might wish otherwise, there are times and instances when PR simply can’t help, when engaging the services of a PR firm will not make a significant difference to your business. While we’d encourage you to contact SHIFT Communications for your PR and communications needs, here are a couple of examples…

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Public relations and the zero moment of truth

If you haven’t read the Zero Moment of Truth (ZMOT) by Google’s Jim Lecinski, you’re missing out on a wonderful framework for thinking about your marketing and communications. You can download it for free here, but to summarize, there are four general stages of the marketing process in the ZMOT framework: Stimulus: when the consumer…

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The danger of the single influencer

Want to know one of the hidden dangers of influence marketing? Believing in the single person influencer at the expense of the velvet rope community. If you’re unfamiliar with the term, the velvet rope community is an online (or offline) community that has an exclusive membership. By this, I mean that the general public isn’t…

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SHIFT CEO Todd Defren on “What PR Professionals Need to Know NOW About Social Media”

SHIFT’s CEO, Todd Defren, was recently interviewed by our clients at Salesforce.com Marketing Cloud about what today’s PR & marketing professionals need to understand (now!) about Social Media’s impact on communications strategy. One of our favorite excerpts? Look out your window: see that guy drinking a coffee while fiddling with his smartphone?  Maybe he’s writing…

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How to make sure your Facebook Page gets seen

Recently, Facebook has made it somewhat harder for brands and companies to have their Facebook Page updates seen by the people who like it. In order to ensure that your Page’s fans actually see your update, we recommend that you ask your Facebook fans to do three things when they click the Like button: 1.…

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