What is Data-Driven PR, Part 5: Testing

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? Stock price of the brand.

Embracing the Data-Driven PR Future (And Math)

Shift Communications

As communications becomes more digital, more quantified, and more data-driven, the pressure is on for pros to be as comfortable with data collection, metrics and measurement as they are at writing and creativity. They look for opportunities to attack a brand and its credibility.

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Adapting to a Data-Driven PR World


Today more than ever before, communication professionals have the ability to understand their audiences and the channels and messaging that will engage them…and it’s all thanks to data. But this shift to data-driven insights has not been entirely smooth. “PR

Data-Driven PR Milestone: SHIFT Becomes Google Analytics Certified Partner

Shift Communications

One of the greatest challenges to public relations as an industry since the advent of digital marketing and communications is how to measure the effectiveness of PR. Increased trust in your brand. Increased desire to purchase or at least consideration of your brand.

Data-driven PR: How PR Professionals Can Use Data to Accelerate their Strategies


Business leaders across the board are increasingly demanding that decisions be made based on data, rather than experience or judgment calls. PR is no exception. Brands are getting a lot smarter about how data can be used to drive strategies to improve results and measurement.

Top Data-Driven PR Trends of 2016: Interactive Infographics

Shift Communications

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. Audiences can slice and dice data to find the information they care about most.

3 Best Practices For Using Data In B2B PR

ImPRessions - Crenshaw Communications

Media love data. As most PR people know, data offers a powerful news hook in a way that even a product launch or partnership often doesn’t. It can easily feed a story to make it stronger, and data-driven stories can easily be made visual, which adds to their appeal.

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Top Public Relations Trends in 2018: Introduction

Shift Communications

In this series, we’ll examine some of the major trends we see ahead and how PR practitioners of all stripes should prepare. The 2018 PR Mega-Trends. Hyper-Segmentation of News Means Hyper-Segmentation of PR. Reputation Is Brand. PR Professionals Blindsided by Rich Media.

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Find your Brand’s Optimum Facebook Strategy

Shift Communications

One of the fundamental truths to Facebook in current environments, however, is that brands (in general) need to pay in order to be seen. Thankfully Facebook presents brands with several options to increase the number of eyeballs on the content and engagements with the post.

Why CEOs Should Invest in PR Attribution and PR Measurement


So what does digital marketing growth have to do with PR? PR and marketing convergence. Digital communications attracts and engages customers: What is the New PR? Social media is a game changer, and it starts with PR and communications.

Connecting PR To Business Results

Shift Communications

This question – and its many variations – is a disguise for a much simpler question: How does PR help me make money / not get fired? PR Isn’t Sales. Do we help build confidence in a brand to nurture or ease the selling process? The Impact of PR.

The State of the Press Release in 2015

Shift Communications

The topic of press releases and when or when not to put one out over the wire is one that is all too popular in PR. First, we analyzed the distribution patterns of over 100,000 press releases published via Marketwired, PRWeb and PR Newswire in 2015.

The Most Important Metric in PR Today

Shift Communications

I was asked recently what the most important metric, the most important thing to measure in PR is. 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.

Crisis Management 101: Shark Week Case Study, Pt. 1

Shift Communications

As our VP of Marketing Tech previously summarized : In a crisis management situation, something has gone wrong and your brand is on fire. s PR reps/trusted advisors/crisis comms ride-or-dies, deny the fire of its resources we shall.

Should you stop using hashtags in social media content?

Shift Communications

This is a question asked recently by Patrick Coffee of PR Newser at AdWeek. Rather than guess, let’s take a data-driven approach. Where a brand had more than one social media page or profile, we chose the page with the largest audience. Do hashtags matter?

How Data-Driven Storytelling Drives PR

ImPRessions - Crenshaw Communications

For many B2B technology brands, data is not only a business asset, but a PR tool. No one should underestimate the power of data for storytelling. 5 reasons to embrace data-driven PR. Data-driven pitches win points with journalists.

Why automated sentiment analysis is broken and how to fix it

Shift Communications

What a terrible mixup, to classify something as negative towards your brand when it’s a positive. If you have hours or even days before reporting is due, then perform a human-driven sampled sentiment analysis. Analytics Data Data-Driven PR Metrics Public Relations

Selecting the Right Celebrity Ambassador

Shift Communications

As PR people, we’re often tasked with finding the right celebrity or influencer partners to represent our brands. 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.

Breaching 140: Who’s Using Twitter’s 280 Characters?

Shift Communications

Some observations we noted: Marketing and PR aren’t making significant use of the new character limits. Of all the industries using the new format, B2C financial services – banking and retail investment brands – are using the most characters in the new format.

3 Reasons Small Business Needs Social Media

Shift Communications

Here are the top three benefits of having a robust social media presence: A World of Glorious Market Data. Useful – but not quite as powerful as the truths their data can untangle. With plenty of free analytics tools available, there are many of options for interpreting this data.

Where Do You Find Data For PR Storytelling?

ImPRessions - Crenshaw Communications

Last week’s post covered the trend of data-driven storytelling in PR. But where does the data come from? But there are lots of other options for PR pros to source relevant data, and many are inexpensive and fairly easy to find. Data to power PR storytelling.

The Earned Media Holy Grail: Business Press Coverage

Shift Communications

When I first started in PR, the desire was an article in a major national newspaper, above the fold and on the right side. A Strong Point of View – while the PR team can help formulate an argument by using data (by analyzing what people are not currently saying), they’re not the experts.

Speed Matters in a Crisis Situation: Shark Week Case Study, Part 3

Shift Communications

Even with a solid crisis PR plan in place, getting the gears going takes time – this is where social media comes into play. With the brand message posted, the storm is already starting to calm, but G.W. Crisis Communications Data-Driven PR Earned Media Public Relations Social Media

How to Get Comfortable With Data Even If You Don’t Love Math

PR Expanded

A Guest Post By Kelly Byrd, PR Engineer, AirPR. With the growth of PRTech options for Big Data tracking and measurement, a knowledge of and comfort with that science has become imperative for leading PR professionals. Decide What to Focus on Before You View the Data.

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State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

COO Sheryl Sandberg emphasized the importance of video ads on Facebook, from measuring them with brand lift and conversion lift technologies to integrating video ads with television and other media platforms. Data-Driven PR Facebook Marketing Marketing Technology Video

SHIFT Communications Creates HAROLD: First Artificially Intelligent, Cloud-Based PR Employee

Shift Communications

SHIFT Communications, the premiere data-driven PR agency , announced today the release of the Heuristic And Recurrent Ontological Lexicon Deep-learner, or HAROLD, the world’s first artificially intelligent (AI), cloud-based PR employee. 2013: SHIFT Branded Coffee Shops.

PR and the Google Customer Journey to Online Purchase

Shift Communications

What if a company’s data doesn’t exactly map to the generic model? We applied Google’s Customer Journey idea and paired it with data-driven models to help you understand what’s really working in your digital marketing plans.

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Shark Week Case Study: A Lesson in Crisis Management, Pt. 2

Shift Communications

Whether a brand has experience with controversial news or has yet to meet a crisis challenge, having a communications plan in place in advance of a potential incident is a must. his brand and his community well before a crisis hits. bring in his PR team to practice recorded interviews.

How DOES Mobile Change The Brandscape?

Shift Communications

Today, with over 2 billion smartphones in use, the ways in which consumers experience brands is fundamentally different. The way we think of the “internet” as a place for brands must fundamentally change to reflect the rise of mobile.

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Much to Loathe About Programmatic Thinking

Shift Communications

My plea not just to tech companies, but to PR companies, ad agencies, and marketers across the board: Rather than talk about what everyone’s already talking about—let’s be the ones to get them talking. Data-driven PR does not equate with programmatic thinking.

Recipes: The Missing Ingredient in Many Food PR Content Marketing Mixes

Shift Communications

Creating memorable media experiences through product trial has long been a staple of public relations for food & beverage and related brands. Flavor that lasts: Once you’ve identified a reporter who is open to accepting branded recipes, spend time nurturing the relationship.

Crisis Issue? Own It: Shark Week Case Study, Part 4

Shift Communications

While press release distribution can be costly, the practice can be valuable which is why companies across the globe use them in their PR strategy. s crisis is one many brands hope for – one where he has the upper hand. To turn this whole PR crisis issue around for G.W.,

Transparency and accountability in digital advertising: can P&G make it happen?

Media Bullseye

Chief Brand Officer Marc Pritchard made that statement at an Interactive Advertising Bureau (IAB) leadership meeting, and then elaborated on what P&G will require from its paid media and advertising partners and agencies. How could this affect communications and PR?

Spotify campaign displays fusion of creative content and data

Media Bullseye

PR Measurement pros and data analysts are invested in utilizing numerical information in their work, but for those without an analytical background, hard data can be difficult to work with. The melding of data and creative content . Data-Driven PR Measurement Feature

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The Citizen Analyst Manifesto, Part 2: Curious

Shift Communications

You must be curious of nature, and dedicated in heart; Speak humbly , but with insight ; Seek truth in your data, yet not hold it too high; Ask boldly. And to all this, you must bring persistence , for data whispers its secrets to few. You question it, and want to see the data.

Coming Full Circle – From Tech PR and Back Again

Shift Communications

In my role, I oversee a variety of B2B tech PR programs, providing strategic direction and managing an exceptional team of professionals. I began my career in agency tech PR in 1999 during the dotcom boom. The results were national, brand defining coverage. .

Data doesn’t have to be scary

Shift Communications

Big data is a buzzword thrown around in every industry. Companies of all shapes and sizes collect data that can be used to make strategic decisions at every level. petabytes of data. Social Media Data. PR pros, want a deeper dive?

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Communicators shine spotlight on value in preserving data

Media Bullseye

Recently, Media Bullseye published an article on big data , its availability, and how it can be used to benefit PR. Big data and access to it has also made news on a larger scale in the months following the US presidential election. What does this mean for the PR industry?

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SHIFT Archives: The Best of Q4 2015

Shift Communications

Our top posts from the fourth quarter of 2015 focused on best and worst times for press releases, connecting PR and sales, and measuring PR for 2016 planning. Ah, the question on every PR pro’s mind. How to Help Sales and PR Speak the Same Language.

Qualitative versus Quantitative data, and why PR needs to be good at both

Media Bullseye

One of those topic areas in which people’s eyes seem to glaze over are discussions on qualitative and quantitative data. More importantly than keeping the terms straight is understanding why both are so important for PR. Quantitative data. Qualitative data.

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