SHIFT Communications

If you love all things consumer PR and are thinking about your next career move, let's talk. We're adding an Account Manager to our (award-winning and tightknit) Boston consumer team! What we want: someone with a deep understanding of how to help brands reach/influence their audiences across all channels, 5+ years' experience, ability to execute/lead programs and mentor junior team members. What we offer: fun client work (accounts big + small), sweet Waterfront area office, supportive culture, competitive comp/benefits/PTO, hybrid schedule and lots more. Apply on our site: https://bit.ly/47aDjSz Apply on LinkedIn: https://lnkd.in/gEJ3ceDe #PRjobs

Marketers are calling on PR to help drive LLM visibility (and rightfully so). But here's the thing: traditional earned media approaches won't do the job. Longstanding PR truths don't all hold in GEO, and we uncovered four need-to-know shifts for marketing + PR leaders pursuing AI answer visibility: 1. 𝐄𝐚𝐫𝐧𝐞𝐝 ≠ 𝐣𝐮𝐬𝐭 𝐩𝐫𝐞𝐬𝐬. In a Muck Rack study, 89% of links cited in AI answers were “earned,” but that included .edu, .gov, and third-party vendor sources. 𝘛𝘢𝘬𝘦𝘢𝘸𝘢𝘺: 𝘳𝘦𝘥𝘦𝘧𝘪𝘯𝘦 "𝘤𝘰𝘷𝘦𝘳𝘢𝘨𝘦" 𝘧𝘳𝘰𝘮 𝘱𝘳𝘦𝘴𝘴-𝘰𝘯𝘭𝘺 𝘵𝘰 𝘵𝘳𝘶𝘴𝘵𝘦𝘥 3𝘳𝘥-𝘱𝘢𝘳𝘵𝘺 𝘴𝘰𝘶𝘳𝘤𝘦𝘴. 2. 𝐓𝐢𝐞𝐫 1 ≠ 𝐦𝐨𝐬𝐭 𝐢𝐦𝐩𝐚𝐜𝐭𝐟𝐮𝐥. High-intent question answers often cite niche category sources (incl. some you’ve never heard of). 𝘛𝘢𝘬𝘦𝘢𝘸𝘢𝘺: 𝘴𝘵𝘶𝘥𝘺 𝘱𝘳𝘰𝘮𝘱𝘵𝘴 𝘢𝘯𝘥 𝘐𝘋 𝘴𝘰𝘶𝘳𝘤𝘦𝘴/𝘷𝘰𝘪𝘤𝘦𝘴 𝘧𝘰𝘳 𝘺𝘰𝘶𝘳 𝘤𝘢𝘵𝘦𝘨𝘰𝘳𝘺. 3. 𝐏𝐚𝐲-𝐟𝐨𝐫-𝐩𝐥𝐚𝐲 𝐢𝐬 𝐜𝐫𝐞𝐞𝐩𝐢𝐧𝐠 𝐢𝐧. Some LLM sources (that we've personally encountered) are sponsored or restricted to a vendor's customers/partners. 𝘛𝘢𝘬𝘦𝘢𝘸𝘢𝘺: 𝘦𝘹𝘱𝘦𝘤𝘵 𝘩𝘺𝘣𝘳𝘪𝘥 𝘦𝘢𝘳𝘯𝘦𝘥/𝘴𝘱𝘰𝘯𝘴𝘰𝘳𝘦𝘥/𝘢𝘧𝘧𝘪𝘭𝘪𝘢𝘵𝘦 𝘮𝘰𝘥𝘦𝘭𝘴 𝘢𝘯𝘥 𝘱𝘭𝘢𝘯 𝘢𝘤𝘤𝘰𝘳𝘥𝘪𝘯𝘨𝘭𝘺. 4. 𝐂𝐨𝐯𝐞𝐫𝐚𝐠𝐞 𝐚𝐥𝐨𝐧𝐞 𝐢𝐬𝐧’𝐭 𝐞𝐧𝐨𝐮𝐠𝐡. AI visibility comes from a broad ecosystem of trust signals across earned + community + owned. 𝘛𝘢𝘬𝘦𝘢𝘸𝘢𝘺: 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘻𝘦 𝘢𝘯𝘥 𝘤𝘰𝘭𝘭𝘢𝘣𝘰𝘳𝘢𝘵𝘦 𝘧𝘰𝘳 𝘢𝘯 𝘪𝘯𝘵𝘦𝘨𝘳𝘢𝘵𝘦𝘥, 𝘓𝘓𝘔-𝘰𝘱𝘵𝘪𝘮𝘪𝘻𝘦𝘥 𝘧𝘰𝘰𝘵𝘱𝘳𝘪𝘯𝘵, 𝘯𝘰𝘵 𝘫𝘶𝘴𝘵 𝘱𝘳𝘦𝘴𝘴 𝘩𝘪𝘵𝘴. 𝘙𝘦𝘥𝘥𝘪𝘵, 𝘧𝘰𝘳 𝘦𝘹., 𝘪𝘴 𝘢 𝘣𝘪𝘨 𝘰𝘯𝘦. Brands who evolve their earned strategy to include buyer- 𝘢𝘯𝘥 LLM-optimized coverage today are creating an edge now and for the future. #PR #AIsearch #earnedmedia #brandvisibility

This was rewarding on many levels. Teamwork: We built an "ensemble team" from across our Healthcare PR, Consumer PR and Creative practices to execute the strategy. Integrated work: The campaign used multiple activations and channels that were meaningful to the audience, letting us flex a broad range of expertise. Work for good: NMDP's mission to save lives is one we are proud to put our weight behind.

We began supporting McDonald's New England 12 years ago and have helped grow local brand affinity with some *very* fun activations over the years (lookin' at you, Big Mac ATM and Behind the Counter). More recently, we added PR support for New York State and Chicagoland. It makes the success of the now 4x award-recognized McDonald's x "Bills Mafia" campaign, an early one in the relationship executed with our integrated agency team partners Moroch and OMD, particularly meaningful. We're proud of how our team paired longstanding brand knowledge, local insight and integrated PR expertise for measurable revenue impact. And proud of the recognition by PRNEWS, PR Club and Chief Marketer. And proud the campaign performed so well that it's back for the 2025-2026 season🍔🤝🏈. More on our work with McDonald's: https://bit.ly/473IAds More on our Consumer PR capes & expertise: https://bit.ly/46Xnnli #B2CPR │ #B2Cmarketing │ consumer PR agency │ B2C PR

PR Club of New England is such a valuable community, and we're excited to get more involved in supporting its members with the addition of our Account Manager Kasey and Sr. Account Executive Morgan to this season's board of directors. Through their work on PR Club content and programming, they'll help local PR professionals' step into the future of PR as AI, the decentralization of influence and 𝘮𝘢𝘯𝘺 other big shifts change our field. Congrats and thanks to Kasey, Morgan and the whole team powering PR Club this year. Full details ⏩ https://lnkd.in/enf8ji_S

A great moment for two SHIFT and Padilla healthcare clients who were recognized on TIME's inaugural World's Top HealthTech Companies list. 🔹Butterfly Network, Inc., whose handheld whole-body ultrasound is driving a digital revolution in medical imaging 🔹IQVIA, whose healthcare intelligence helps life sciences companies drive healthcare forward faster In partnership with Statistica, TIME analyzed three metrics: financial performance, 𝐫𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬 (𝘮𝘢𝘪𝘯𝘭𝘺 𝘦𝘢𝘳𝘯𝘦𝘥/𝘴𝘰𝘤𝘪𝘢𝘭 ⏩ 𝘩𝘪, 𝘗𝘙!) and online engagement. We are so proud to be a partner in telling both of these companies' stories and creating visibility for their impact. Full list: https://lnkd.in/geZfre8A #healthcarePR │ #healthcaremarketing │ healthcare PR agency │ health technology PR

Well said, Emily. ⏬ This is a top-notch example of the owned data / newsroom strategy we so often talk about — and one of the more impactful ways to create a storytelling moment for your narrative that translates for all PR and marketing channels. As workplace PR enthusiasts, we love supporting and seeing the nuances of this report year in year out. If you are an education or workplace company, or simply an employer, dig in.

Repetition is the way a brand story sticks. Most leaders know this. Here's where we see many get stuck: 𝗥𝗲𝗳𝗿𝗮𝗺𝗶𝗻𝗴. The tricky part isn't repeating a narrative — it's reframing it. Creating and uncovering the fresh hooks, angles and proof points to get your story out again and again. But the brands who master reframing (and make their narrative consistently attention-worthy) almost always inch out ahead. It's one of our big focuses, and these are some of the ways we make narrative reinforcement strategic, not stale: 1. Turning owned data into earned/shared storytelling 2. Building B2B2C storylines with real voices 3. Inserting POV into news cycles (with proof assets that stand out) 4. Triangulating your story with bigger socioeconomic trends 5. Uncovering outward-in signals (other businesses moving your way) 6. Create corporate momentum signals 7. Diversify channels: newsroom strategy + earned + niche + shared media = a storytelling flywheel comprising micro, mid-sized and macro moments) What approaches would you add? #PR #publicrelations #narrative #brand

Thirteen years ago, I stepped into the world of the Golden Arches and haven't looked back💥. Our team now oversees multiple McDonald's business units across the U.S. after hard work, hustle, sweat and always striving to do better for the amazing owner/operators we support. To say I am grateful for the cool stories and impact we help create is an understatement (we also have kickass agency partners who all believe in the greater good of what we can do together 👊). Super proud of our team for cranking out our latest Chief Marketer award win....grounded in cultural relevance: https://lnkd.in/eC-My7vg GO BILLS. Brittany Joyal Kelsie Axelrod Rosalie Morton Avery Asherman Megan Fredette Michelle Kingston McCoy Lianna Foye Sara Hood Kelly Waterman Diana Velázquez david weisfelner Meaghan Daly Jessica Leonard

A decade ago, one big press hit could do it all: reach✅, credibility✅, authority✅. Today? Not so much. 🚫   Big press = credibility (and still an important part of PR) Niche/independent media = targeted reach & storytelling Trades = market positioning & education LinkedIn POVs = influence & narrative velocity LLM-driven outlets (cited, highly-indexed) = AI search visibility   ☝ This is simplified (it doesn't even touch on Reddit, Wiki, press releases, in-platform brand content). But it paints the picture.   𝗘𝗮𝗿𝗻𝗲𝗱 𝗺𝗲𝗱𝗶𝗮 𝗶𝘀 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 “𝗼𝗻𝗲 𝗵𝗶𝘁, 𝗺𝗮𝗻𝘆 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀.” 𝗜𝘁’𝘀 𝗮 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝙥𝙤𝙧𝙩𝙛𝙤𝙡𝙞𝙤, 𝗱𝗶𝘃𝗲𝗿𝘀𝗶𝗳𝗶𝗲𝗱 𝗳𝗼𝗿 𝗼𝘂𝘁𝗰𝗼𝗺𝗲 𝗮𝗻𝗱 𝗿𝗲𝗱𝗲𝗳𝗶𝗻𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝗰𝗼𝗻𝘀𝘁𝗶𝘁𝘂𝘁𝗲𝘀 "𝗲𝗮𝗿𝗻𝗲𝗱 𝗺𝗲𝗱𝗶𝗮."   If your 2025 PR plan wasn’t built for this new reality, now’s the moment to rethink it. #PR #publicrelations #earnedmedia