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Turning Hand-Me-Downs into Healthcare Hits
There is almost always going to be another company that is more innovative, taking a new approach or has more acquisitions. In other words, sometimes a client just isn’t worthy of the news that they...
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SHIFT Archives: The Best of Q3 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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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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Why Your Brand Should Be on Tumblr
You’ve heard of Twitter’s little blue bird, but what about Tumblr’s little white T? Tumblr is an emerging content platform that’s a blog/social media hybrid. You can post text, photos, quotes, links,...
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Don’t Be Outdated: Why It’s Important to Refresh Your Models
It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? It means we evaluate our situation honestly, using the most unbiased tools at our...
View ArticleEmerging Social Platforms
When a new social media platform comes out, there’s usually a mad rush to be the first on the platform. But using new social media platforms has advantages and disadvantages. Don’t rush into new...
View ArticleIncorporating the Media Business Model into Pitches
Over the past few weeks, I’ve been looking at outbound media pitches and reconsidering the way we should be approaching media. As PR professionals, we tend to fall into a comfortable pattern. We’re...
View ArticleSix Media Consumption Secret Weapons for PR Professionals
As PR professionals, we’re glued to the news. We’re hungry to stay updated on the latest trends and breaking stories, never knowing where that next campaign idea or pitch angle will come from. Sure, we...
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PR and the Google Customer Journey to Online Purchase
In 2015, Google released its Customer Journey to Online Purchase insights tool and there was much rejoicing. Marketers and communicators found great value in Google’s generic models for how customers...
View ArticleReverse Engineering: It’s for PR Pros, Too
Reverse engineering: the process of extracting knowledge or design information from anything man-made and reproducing it or reproducing anything based on the extracted information. The process often...
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What is Marketing Technology?
Marketing technology. You’ve heard the term in presentations. You’ve seen it in industry news. It’s changing marketing forever. But you still may be left wondering, “What IS marketing technology?” In...
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EXCEL SERIES: How to Combine Media Lists Using VLOOKUP in Excel
As a PR pro, Excel is probably your friend. But what happens if your media lists have information in one tab that you really need in another? Don’t go calling the intern just yet. This is where VLOOKUP...
View ArticleHow To Stay Productive In the Summer: Remote Edition
Picture this: The sun is hot. The days are long. You breathe in the ocean air as the beach beckons you. Summer is here and it feels oh-so-good … … then your desk phone rings and snaps you out of your...
View ArticleUsing Google Analytics to Inform your B2B Tech PR Program
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....
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EXCEL SERIES: How to Avoid Temporary DIV/0! Errors with the Excel IF Function
A #DIV/0! error occurs when you have a formula that involves a zero as the divisor. You can’t divide by zero, so excel shoots back an error. Now your spreadsheet looks messy – fight back with the Excel...
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How to Choose a Marketing Technology Stack, Part 1 of 7: Introduction
We were asked recently, …Would love your thoughts on the base marketing tech stack for a consumer company. Assuming Marketing Automation, Email, CMS…what else? At first glance, this seems like a fairly...
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Prevent Keyword Cannibalization in Your Content Marketing Strategy with this...
If you’ve been writing blogs as part of your content marketing strategy, you probably have a long list of focus keywords you’ve already used. When expanding your content marketing plan, you’ll come up...
View ArticleThe Shultz Hour
In April, David Leonhardt at the New York Times wrote a column about the need to take a Shultz hour. For those unfamiliar, it comes from George Shultz, who was the Secretary of State under President...
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How to Create Animated GIFs for Twitter
Video content is great and wonderfully compelling, but it sometimes can get lost in the mix. So if you’ve got great short-form video content, how do you make sure it gets seen? Animated GIFs might be...
View Article3 Data-Driven PR Proof Points
We talk a lot about data-driven PR, but what does it really mean? It’s easy to learn how to use tools like Moz or Google Analytics, but how does it tie into the larger mission? Like with any program,...
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