BOSTON—Shift Communications, the technology public relations shop launched earlier this year by veterans of Sterling Hager, has launched a new service designed to help growth-minded organizations evaluate their public relations initiatives.
The PR Fitness Test offers an objective, quick-turnaround assessment of a company’s best opportunities and means to improve its public relations efforts and results by evaluating their potential to effect an organization’s business goals. Based on in-depth interviews with company principals and a top-line assessment of industry conditions, Shift will deliver actionable recommendations to qualified companies within ten business days, at no obligation or cost to the recipient.
“Given the now current and refreshing need for businesses to justify all of their budgets and expenditures, companies should demand that both agency-driven and in-house PR programs produce results, results that go well beyond press clippings and that are defensible from an ROI perspective,” said Jim Joyal, one of three Shift Communications principals. “Businesses can’t afford to cross their fingers and ‘hope for the best’ when it comes to the effectiveness of their PR programs.
“Too often, the process of chasing publicity substitutes for the strategic practice of public relations. Many companies instinctively focus all of their investment dollars on generating press clips, which everyone loves but, in many cases, do nothing more than gratify egos. But the emphasis of any PR program must be on satisfying business objectives—faster.”