7 Reasons to SHIFT
1. What makes SHIFT Communications different from the hundreds of other public relations firm? What does SHIFT do better - and why?
While other firms talk a good game about the need for disciplined PR and social media to help motivate sales, they continue to craft communications programs within the marketing “silo;” they continue to report solely to the marketing chief; they haul elephantine clip books to quarterly review meetings and bring a glossy version for the next Board of Directors meeting.
By contrast, SHIFT Communications’ integrated approach is initiated at the intersection of the CEO’s vision, the marketing executive’s strategy and the sales field realities. We win in competitive situations thanks to the creativity of our traditional and social media ideas – which are based on how we can positively impact a client’s business objectives, not just its reputation. Think, “Reputations That Drive Revenues” when you think “SHIFT.”
2. How does SHIFT define "Public relations?"
We define the “public” in Public Relations as “prospects.” Our goal is to help clients develop transaction-based relationships with prospects, while helping to shape the broader conversation unfolding within diverse online communities. It’s about fostering relationships – wherever your audience happens to be.
Today, your corporate message is only as credible as your online audience says it is. Perception is reality. At SHIFT, we expertly navigate the blogosphere and other social media outlets such as Twitter and Facebook to help shape the conversation about your brand, your products, your company’s station in life. But don’t just take our word for it, take Forrester’s.
There’s still a role for traditional technology public relations. But the door to your messaging has been kicked wide open by your followers and detractors. It’s true for consumer PR. It’s true for B2B PR. We’ll help you get comfortable with transparency, and acquaint you with the benefits of social media PR. Already “doing” social media? Terrific! We’ll help you do it smarter. More meaningfully.
3. How does SHIFT demonstrate success? How does SHIFT prove to its clients that what it does works?
SHIFT works with clients at the beginning of the engagement to ensure they are equipped to measure our performance based on agreed-upon metrics. Then we track everything using a variety of sophisticated tools, for both traditional PR and social media.
The measurement landscape is constantly evolving and so is SHIFT. PR can impact many types of transactions, but most often it needs to impact lead generation. But the client organization must be capable of capturing, tracking and analyzing their own lead flow if they hope to measure the impact of PR and other marketing programs.
It’s a conversation we welcome. Since no two clients measure exactly the same PR metrics, SHIFT makes it its business to find the right mix for each public relations client.
4. Does SHIFT have a formal "process" for approaching public relations challenges? What specific products does SHIFT employ?
Although the details of our processes are proprietary, broadly, they begin with Messaging Labs with a client’s CEO, the top sales executive (and, separately, with bellwether employees within the field sales force) and the marketing team. It also typically includes an audit of both traditional PR assets and social media efforts.
Once the message and strategy are set, SHIFT creates and deploys “High Performance” communications programs, ranging from traditional media relations and product launches to hard-core Competitive Relations campaigns to grass roots social media outreach.
5. What types of clients are most likely to benefit from SHIFT's "High Performance Public Relations" approach?
SHIFT works best with companies of $10M - $500M in revenues. We have three offices, a Boston public relations agency, San Francisco PR firm and New York PR agency, but our 70+ technology and consumer clients come from all over the world, and come in all shapes and sizes. We work with clients in early rounds of funding as well as some of the world’s largest and most beloved brands.
6. What would attract an employee to SHIFT? What are SHIFT's values and why do they appeal to recruits and employees?
These are the values that make a SHIFT employee an “A Player:” Fearlessness. Loyalty. Honesty. Initiative. Optimism. Quality. Creativity.
Fearlessness is the most valued trait and the most telling reason for why SHIFT attracts and retains creative and dynamic employees. We do not encourage malcontent but rather have structured our business in such a way that employees can tell their clients what they really think about the PR program, the message, etc., without fear of reprisal. If we lose a client as a result of such fearless counsel, no one loses a job. This creates an atmosphere of freedom and opportunity that motivates more effective programs and better client relationships.
7. What's on the horizon for SHIFT?
SHIFT will continue to innovate on the social media front. We will doggedly educate all staffers about the evolving tools of the trade – otherwise known as PR 2.0.
And we’ll continue to grow intelligently, engaging new consumer PR and B2B PR clients only when we can do the relationship justice.
