Shift Communications

MARCH 19, 2015

Digital has been in SHIFT’s blood for over a decade, from being one of the first agencies to embrace social media to creating the social media press release and social media newsroom. We agree on the qualitative outputs of public relations: Increased awareness of your company and its products/services. A Milestone Reached.

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Shift Communications

JANUARY 4, 2016

What does the future hold for public relations professionals? In this series, we’ll examine a few data-driven trends that could mean success or failure for your PR efforts in 2016. Click to view the live infographic and work with the data. What should we be keeping an eye on? The interactive infographic.

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Onclusive

MAY 10, 2017

There’s a laundry list of myths about public relations jobs, one of which is that PR jobs are glamorous. That said, here are 10 PR industry job trends, including some data sourced from the U.S. As of 2014, public relations professionals filled roughly 240,000 jobs. is the top-paying district for PR.

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Shift Communications

MAY 22, 2017

We see this happening in the communications and PR industry. Legacy publications find themselves more under the gun every day, with declining subscribers and decreasing advertising revenues. A significant portion of everyday work in public relations is dealing with unstructured text, such as: Client emails. @Uber has no cars.

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Shift Communications

APRIL 30, 2015

Now that we’ve popped the champagne and cut the cake, it feels natural to consider not just HOW MUCH we’ve grown, but HOW we’ve grown – and more importantly, what does that suggest for mid-sized agencies in an increasingly competitive market? That may sound elementary; basic even – why wouldn’t you use data to make business decisions?

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Shift Communications

FEBRUARY 20, 2019

For example, if we are trying to build out our earned media strategy and developing public relations pitches, using trending topics in a relevant way gives you an opportunity to be noticed by reporters. Not only is it free but it gives you the flexibility and access to public postings on Facebook, Twitter, Instagram, and Reddit.

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Shift Communications

JUNE 8, 2015

We’ve covered the basics of public speaking here on the SHIFT blog before. Rather than just wing it or have a purely canned talk that may not be relevant to the audience and the event, we can look to data. For example, I did the above practices during Social Media Marketing World this past March. What’s the goal?

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Shift Communications

DECEMBER 26, 2016

If you’re an avid (or even a sometimes) reader of the SHIFT blog, then you already know data-driven public relations is something we know well. Our PR teams have been taking an analytical approach to forming their account strategies for some time, and our clients have been very pleased with the results. Google Trends.

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Shift Communications

DECEMBER 9, 2014

One of the core tenets of effective public relations is building the right audience. You don’t need to be as popular as Taylor Swift in order for PR to deliver real results to the bottom line as long as you have the right audience. In this example below, how are we doing? Do this exercise with your own data!

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Shift Communications

NOVEMBER 10, 2014

You can use the data provided in Facebook’s Audience Insights to better inform paid advertising targeting and drive content decisions by creating more of the kinds of content your audience likes. Take @SHIFTcomm followers’ Top Interests, for example. It can inform, guide and drive your strategy if you know where to look. Tori Sabourin.

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Shift Communications

NOVEMBER 24, 2014

When you’re looking at the data for 2014 in order to formulate ideas for 2015, start by looking for outliers. Look for unusual events that are worth noting, spikes in your data that clearly stand out. Here’s an example from web analytics: Look at those four standout events that are above and beyond normal traffic.

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Shift Communications

SEPTEMBER 15, 2016

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. For example, it’s a rare sight to see The New York Times or The Wall Street Journal provide a link to a company website.

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Sword and the Script

DECEMBER 21, 2021

PR grows more in demand. Public relations is HOT right now. This year, we’ve seen brands and agencies alike trying – and struggling – to find and hire strong PR pros. Michelle Garrett , Public Relations Consultant/Writer, Garrett Public Relations . Data-driven PR.

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Shift Communications

APRIL 1, 2016

April 1, 2016 – Boston, MA – Cloud-based computing and artificial intelligence represent the future of content creation, distribution, public relations, and marketing. HAROLD’s creation represents the first AI employee of a virtual public relations workforce. The Shakespeare example above is real, generated by our AI.

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Shift Communications

MARCH 17, 2015

There are plenty of other examples of automation gone wrong (take the recent hacking of Coca-Cola’s Twitter account by Gawker editors to prove the same case). Data-driven PR does not equate with programmatic thinking. Data-driven is just that—information drives the direction, moves us forward. Photo Credit.

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Shift Communications

NOVEMBER 13, 2017

However, for public relations practitioners, influencer marketing poses significant challenges, such as: Cost : influencer marketing costs reach into 7-figures for top-tier influencers, far out of range of most public relations budgets. Let’s step through an example. Reach Influencers Through Their Media.

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Shift Communications

AUGUST 8, 2016

If you’re a truly data-driven PR professional, you want to showcase your analytics chops in every new business/sales presentation. Most PR professionals run into a serious problem every time we go to use Google Analytics in a sales presentation: We’re showing someone else’s data. For training videos and webinars.

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Shift Communications

FEBRUARY 4, 2015

Given the integration of software and application-centric computing, every B2B technology and non-consumer enterprise has access to mountains of data that eluded them before. Just a few examples: If you’re a SaaS provider, understand how different departments within your enterprise client interact (e.g.

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Shift Communications

MARCH 12, 2018

However, if we distill down the essence of public relations, it’s to build awareness and trust in a brand, such that people want to share it, talk about it, and ultimately buy from it. Branded non-negative search is the most important metric in public relations today. Public relations creates mindshare.

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Shift Communications

DECEMBER 21, 2018

Our top posts, the best of Q4 content of 2018, focused on earned media, Google Analytics metrics, and measuring PR success. 3 CATEGORIES OF PR AND EARNED MEDIA. All earned media, like all public relations efforts, are not the same. GOOGLE ANALYTICS 101: 5 METRICS FOR PUBLIC RELATIONS. HOW TO BEST MEASURE YOUR PR SUCCESS.

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Shift Communications

JANUARY 28, 2019

Seek out opportunities to build relationships with reporters or to become regular contributors to a publication (Inc., for example, has ongoing contributors). but also consider trade publications that cover your industry. Don’t just think about top tier (New York Times, Wall Street Journal, etc.), cta] The post Now What?

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Shift Communications

NOVEMBER 17, 2017

As such, the future of business is in large data sets and the observations derived from the analysis. Public relations, a communication-driven field, can and will continue to benefit from this futuristic tool. How Does Predictive Analytics Apply to PR? What is Predictive Analytics? Lisa Zanchi. Marketing Analyst.

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Shift Communications

SEPTEMBER 12, 2017

In the last post, we introduced the idea of predictive analytics in public relations. Public relations would benefit strongly from predictive analytics, forecasting communications needs in advance. The foundation of predictive analytics is one familiar to modern PR practitioners: data. Social media data.

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Shift Communications

SEPTEMBER 25, 2017

The second scenario where predictive analytics often fails is with black swans – events that are significant and impactful, but could not be foretold from existing data. While much business and marketing data is cyclical, seasonal, and predictable, we still encounter these events from time to time. Confounding Variables.

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Shift Communications

AUGUST 2, 2017

Consider key factors like demographics, public persona, political opinions and more. For example, if you were promoting a dairy brand, you’d want to make sure your partner wasn’t vegan. Here are five key takeaways to keep in mind when vetting a celebrity ambassador: Conduct a thorough investigation into people who align with the brand.

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Shift Communications

JULY 6, 2015

One of the most difficult challenges reporting and analytics face in public relations measurement is sentiment analysis. Example words which flag as positive sentiment include like, love, enjoy, etc. Example words which flag as positive sentiment include like, love, enjoy, etc. Here’s another example.

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Shift Communications

FEBRUARY 29, 2016

PR practitioners must constantly create at the leading edge. As SHIFT CEO Todd Defren has emphasized to clients throughout the years, our public relations efforts must embody at least one of these three attributes: First. However, it’s still a powerful example of asking, “What if?” What if we tried that?

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Shift Communications

JULY 26, 2017

The media and the public already have an established narrative around sharks and Shark Week is only feeding into it. Ideally, the right target will be willing to hear your side of the story, able to write a positive or neutral (but still accurate) story and have a platform with enough reach to influence the public narrative.

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Shift Communications

AUGUST 25, 2017

For example, analyzing top-performing posts within an industry will uncover apparent trends. Data-driven approaches are proven to provide the best results. cta] The post Owned Content: Calculating Success appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. The Method.

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Shift Communications

APRIL 30, 2018

Any company that can inspire consumer behavior change, for example help people stop smoking, start exercising or take their meds will be top of mind. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Caela Shay. Account Executive.

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Shift Communications

NOVEMBER 16, 2015

to agenda-driven data. The cardinal sin to a citizen analyst is deciding what you want to say first, then cherry picking facts and data to support your point of view. For example, an incurious marketer or communicator will simply ask the question, “when is the best time to tweet?” Used with permission.

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Shift Communications

AUGUST 9, 2017

Data – this doesn’t just mean survey data (yes that’s helpful too) but overall data on the market, trend or consumer issue you’re talking about (that isn’t created by your client). Breaking news hook – let’s face it, reporters are strapped for time. Amanda Monroe. Vice President.

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Shift Communications

NOVEMBER 16, 2015

to agenda-driven data. The cardinal sin to a citizen analyst is deciding what you want to say first, then cherry picking facts and data to support your point of view. For example, an incurious marketer or communicator will simply ask the question, “when is the best time to tweet?” Used with permission.

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Shift Communications

FEBRUARY 16, 2016

For example, the MLB used Bluetooth Beacons in its ballparks to direct customers to their seats. Push notifications are a another example of brands using an entire mobile device as a canvas for its message. Here’s an example of an app that uses push notifications : Refresh, an app which creates digital dossiers to use during meetings.

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Shift Communications

JULY 24, 2017

For example, G.W. Another data source G.W.’s With CrowdTangle, you can create a list of publications and industry social media pages, then export the posts from the crisis timeframe. 2 appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Assess chatter sentiment.

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Shift Communications

MARCH 8, 2016

One of the most valuable lessons I’ve learned over the course of my 17 year professional career – and worked to impart on those I have mentored – is that thinking critically and creatively, showing genuine curiosity, and prioritizing relationship building are THE most important skills to develop as a PR professional. Molly DiLorenzo.

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Shift Communications

JANUARY 25, 2016

This often means using data about our current market or audience to create a model. A simple example may be an analysis of engagement for a brand’s 2015 social content, revealing what types of posts earned the most attention. Why can this be such a problem for marketing and PR? Savannah Whitman. Marketing Coordinator.

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