Earned media’s crucial role to brand reputation places it at the center of every client program. Even as reporters and blogger move daily, SHIFT’s hard won reputation as a data-driven media relations agency means those relationships travel and translate into consistent thought leadership coverage.
We enhance our media relations efforts by leveraging data to spot emerging trends that are ripe for media comment and campaigns while maximizing the quality and quantity of client press coverage and thought leadership through influencers. No task is considered complete until we measure the impact obsessively.
SHIFT’s media relations capabilities include:
- Identifying target media and bloggers
- Creative, thought-provoking proactive storyline development
- Media training
- Aggressive news pitching
- Rapid reaction news pitching
- Scheduling and facilitating media interviews
- Executive, company and product press tours
- Scheduling on-the-floor tradeshow briefings with journalists
- Coordinating launch events for the media
- Media coverage scanning and measurement
SHIFT Perspectives on Media Relations
Top Media Relations Challenges and How To Solve Them
How to Reach the C-Suite with Public Relations
Fortinet Case Study in Media Relations
Fortinet was lagging behind in brand awareness and earned media volume when the company engaged SHIFT. The Fortinet brand itself had lost resonance with key industry influencers and, a as a result, Fortinet was starting to diminish in the eyes of partners and customers. SHIFT was challenged to quickly rebuild the profile of Fortinet and its executives as thought leaders in the highly competitive IT security space.
SHIFT designed a campaign that melded creative elements, trending topics, and targeted outreach. Our account team sent disposable “burner” cell phones with the mobile number of Fortinet’s Senior Security Strategist and spokesperson. We timed the outreach with the spokesperson’s attendance at the prescreening of the movie Blackhat in LA. SHIFT encouraged media to call the number pre-programmed into the phones at any time to learn how the film stacked up against real cybercrime. The phones were accompanied by personalized Bit.ly links that enabled SHIFT to track which mailer recipients were viewing the message, and how often.
The campaign demanded reporters’ attention and helped develop crucial media relationships for Fortinet with top tier and vertical publications including The Hollywood Reporter, USA Today, CSO Online, The Associated Press, and Fortune., @SHIFTComm and @Fortinet were complimented on Twitter by CSO Online writer Steve Ragan who noted that he “liked the promotion.” SHIFT achieved a near 60% click through rate on the personalized links—some reporters visited the site up to three times! Coverage appeared in CSO Online and subsequent pitching efforts lead to additional coverage in eWEEK, Investor’s Business Daily, SC Magazine, Security Week, and Fortune Data Sheet among others.
Pitney Bowes Case Study in Media Relations
When SHIFT kicked off its media relations program with Pitney Bowes, the company’s key priority was to highlight its location intelligence capabilities: software that pinpoints exact locations and presents relevant data to help businesses make strategic decisions. Despite a successful acquisition of a location intelligence acquisition company, Pitney Bowes was still largely known for its mailing and meter products. Efforts to highlight its software offerings had focused primarily on marketing software.
The average business user couldn’t easily relate to the complicated, technical nature of Pitney Bowes’ products and services. Media interest was limited to niche geolocational technology publications. A lack of product updates, customer references, and upcoming news only added to the challenge.
SHIFT designed a vertical market strategy which placed Pitney Bowes in trend articles across the financial services, healthcare, insurance, manufacturing, public sector, retail, telecommunications, and utilities industries. We identified leading executives to tell the Pitney Bowes Software story and augmented pitches with previously untapped datasets to convey insights unique to Pitney Bowes.
As a result, Pitney Bowes software dominated both vertical and business publications with over 200 articles in one year. Coverage included hits in key publications such as The Wall Street Journal, Financial Times, Washington Post, and HBR Blog along with dozens of contributed articles attributed to leading executive spokespeople.