Our Point-of-View

How the Multiplier Effect Works in PR

One of the things I enjoy most about my job is finding out how our communications create customer value. At Shepherd we measure everything – or, at least we try to, and thanks to the wonders of Boolean search technology and digital cookies, we are more effective than ever in how we capture those data points.

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Infographic about typography.

5 Type Tips for Better Engagement

Here are a few tricks that will improve the readability – and therefore engagement – of your content!

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Brand Value: Buy It or Earn It?

One of the most memorable advertising taglines ever delivered came nearly 40 years ago, when respected actor John Houseman, pitchman for a Wall Street investment firm, looked into the camera and told us, “They make money the old-fashioned way: They earn it.” There may never have been a more credible messenger or message. When something…

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The Question That Makes Every Communicator Squirm

You’ve pulled your web analytics, downloaded social media dashboards, and generated detailed reports showing open, click-through, and conversion rates from your last campaign. Well done, data pro. So, in preparation for your meeting with the C-Suite, just one more question: How did you add value? In other words, can you explain the financial contributions your earned…

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Hoops and the High Cost of Freedom

Turns out freedom really isn’t free. Professional basketball players and shoe companies who lost millions of dollars in China following a social media post (since deleted) from a National Basketball Association executive sympathizing with government protestors in Hong Kong are understanding just how costly it can be. While many might not be inclined to feel…

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Is Your Brand Aging Beautifully or Badly?

The problem with being old is that you wake up one day and have no idea how you got there. Oh sure, there are a few signs along the way, but we pay about as much attention to those as we do to seeing cones suddenly appear on a freeway. What starts as a one-lane…

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It’s Time for New Accounting Rules on Brand

The definition of brand is as diverse as the people who try to frame it. Amazon founder Jeff Bezos describes it as what people say about you when you’re not in the room. I like that because it’s memorable. My summation is a little shorter. Your brand is your bond.  You can interpret that in at…

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Is Facebook Too Big to Care?

The folks at Facebook are finding Washington D.C. to be anti-social, if not openly hostile, these days. Regulators at the Federal Trade Commission recently tagged the social media network with a five billion dollar fine – and no, that’s not a misprint – for privacy lapses that allowed app developers to scrape data from some…

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How Big is the Difference Between B2B and B2C Marketing?

For some time a question has lingered in my mind: is there truly a difference between B2B and B2C marketing? Most articles on the topic are set on the idea that both types of marketing campaigns are fundamentally different – but considering the goals and strategies one sees in so many campaigns, there’s more overlap…

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What Every Company Needs in its Digital Marketing Toolkit

In what we now recognize as a digital-first landscape, online communications platforms have shifted from a luxury to a necessity – and companies that don’t conform simply fall behind their competition. Here we’ll address a few ‘digital needs’ that all brands should have fastened down and optimized to increase their reach, engagement and conversion goals. Dynamic, Responsive…

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Top 5 B2B Digital Marketing Misses

Well over a decade ago I attended a marketing communications workshop in San Francisco that promised to educate all practitioners ...

How Your PR Skills Are Being Re-Packaged and Sold by Ad Pros

by Michael Shepherd, Managing Partner Your marketing people are probably wearing you out these days with their constant references to ...

A Brand Worthy of Admiration

Would you rather be rich or famous? How about most admired? There’s a bank that can make a compelling case ...

How Kleiner Perkins Can Prevail in the Court of Public Opinion

As the dirty laundry piles up in the San Francisco courtroom where blue chip VC firm Kleiner Perkins Caufield & ...

Anchor Away: A PR Prescription for NBC’s Brian Williams

One of the rules most parents instill in their children is to always tell the truth. Because nobody is perfect, ...

The Hole in Healthcare Marketing

Say what you will about the pros and cons of the Affordable Care Act (ACA) – and as we know, ...

A Penney for Your Thoughts

by Michael Shepherd, President & CEO What’s old is new – at least at venerable retailer J.C. Penney Co. Less ...

The OC Register’s Big Bet

by Michael Shepherd, President & CEO Southern California has become a testing ground for one of the boldest publishing experiments ...

Entering the Blogosphere

by Michael Shepherd, President & CEO Well, I’ve done it. Finally. After years of hiding behind the shopworn “shoemaker’s kids…” ...