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Measuring earned media impact with marketing automation
There are nearly limitless ways to measure the impact of earned media, but here’s one you probably weren’t thinking of: marketing automation. One of the tricky parts of standard web analytics is that...
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Changing your B2B PR Approach for Selling
In the old days of business-to-business (B2B) selling and public relations, life was simple. You found out who your key decision-maker was, you pitched a story to the publication they read, you created...
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Influential PR: Consistency
Welcome to the third in a series of 6 pieces we’re going to do on the topic of influence and how public relations allows you to generate influence among your customers, your colleagues, and the world...
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PR is a sales job
Here’s an interesting way to think about public relations work, courtesy of SHIFT Vice President Cathy Summers: “PR is a sales job. We’re in the business of selling clients’ stories and ideas to...
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Don’t Panic: How To Analyze Social Media and Tech Vendors
One of the problems facing every company in social media and digital marketing is the crazy number of choices available when it comes to tools, vendors, etc. Not one of us has an infinite amount of...
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Public Relations Metrics Are Like Apples for Pie
Photo Credit: Benny Mazur As part of the AMEC Measurement Week, I’ve been asked to prepare some quick thoughts on how to explain PR metrics to stakeholders and executives. Rather than get highly...
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Share your data for a better PR program
If you’re working with a data-driven PR firm, chances are at some point in your relationship you will be asked to grant access to a variety of marketing and data systems. What systems might you be...
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How to help sales and PR speak the same language
What’s the ROI of PR? It depends on who you ask. If you ask a sales manager or a VP of sales, they’re liable to give you a very different answer than the VP of communications, and the answer may not...
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SHIFT Archives: The Best of Q4 2015
As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what...
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The power of public relations on branded organic search
What’s the most valuable kind of search marketing? Not just organic (unpaid) search, but a very specific kind: branded organic search. Public relations shows its true power when measured, in part, by...
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