Shalon Kerr (née Roth)

Preparing for potential issues is labor intensive, but GenAI can help with the heavy lifting from instant horizon scanning to drafting strategies in minutes. Here's what you need to know.

Mastering LinkedIn demands strategy, authenticity and persistence. By applying this blueprint, you can boost your presence, grow your network and establish yourself as a leading voice in your field.

Contributed comment to this article about nine tips (and some words of caution!) on using AI to save time and deliver better results.

Here's the secret to getting useful content out of ChatGPT for PR, comms and marketing: leverage a persona, strike a chord with your audience, set effective rules, use examples and let ChatGPT ask the questions.

In 2024, the PR industry is witnessing significant changes driven by AI, including the evolution of PR roles, the importance of thought leadership in Google's AI-driven search generative experience, the rise of influencer marketing, the continued effectiveness of video marketing, the absence of a Twitter replacement, and the growing challenge of deepfakes and disinformation.

Contributed comment over X's moderation policies and advises biotech and biopharma against engagement with the platform due to potential harm to brand reputation and a decrease in public trust, particularly in the wake of controversial content and policies under Elon Musk's leadership.

Contributed comment to this article about AI productivity tools for PR.

Contributed comment that AI is that game-changing nudge our industry's been waiting for to embrace value-based pricing.

An abridged version of PRSA article that I collaborated on with my PR Pals, "5 Steps to Make Your PR Measurement More Impressive Than Just Impressions," was included in the 8th edition of this textbook (pages 272-273).

Contributed comment that even though Mattel dropped a GDP-sized bundle to hype up the Barbie movie, you can score major PR wins without a bottomless bankroll, no matter your field.

There's literally hundreds of AI tools -- it's overwhelming even for us enthusiasts! However, if you're new to AI tools, start with my list of the top 10 AI tools for PR, comms and marketing (with use cases).

This post delves into the enigmatic world of EMV and uncovers whether it's a valuable treasure trove or just another slippery metric in the realm of public relations and influencer marketing.

Contributed comment to this piece on how AI will elevate PR.

We all know it's getting tough to earn media. Here's 4 strategies you can use right now to break through difficult news cycles.

RFPs are toxic for both agencies and companies/brands. Just because RFPs have been how clients choose agencies, doesn’t mean it should be the way forward. We can do better!

Contributed comment to this piece alongside a few other comms experts.

Contributed comment to this piece about crisis management.

Contributed comment to this piece about the recruitment crisis in PR.

Find out why the World Bank and other organisations rely on the Barcelona Principles and free AMEC tools to supercharge their approach to PR measurement.

Is the news release dead or alive? If more and more reporters don’t want them, does it make sense to write and send them anyway? I chatted with award-wining Flack Pack podcast host, Robert Johnson on the past, present, and future of the humble, but loveable, news release.

Since so many PR pros (even seasoned ones!) are flummoxed by measurement, it was time to consult the ultimate guru, David Rockland, Ph.D., prior Ketchum Partner, and past Chairman of AMEC. The result was a lively discussion as to what constitutes good PR measurement and how to do it.

Contributed comment to this piece about the role of communications in the anti-vaxxer movement.

Want to score new clients for you or your PR agency? Shalon Roth, PR agency founder, author, and blogger, shares the keys to winning, keeping, and growing PR business.

PR is the epitome of a service-based business, but does that always mean the client is right?
Read on for 7 reasons why a PR agency may decline work. This article includes comment from Shalon that you don't have to say 'no' - help clients prioritise their requests instead.

While there's been listicles upon listicles of the hottest trends, this is one for the healthcare and pharma crowd. From voice search and artificial intelligence to content marketing and influencers-here's what you need to know for 2019.

Recruiting and retaining talent tops the charts of challenges facing PR agencies and in-house communication departments across all sectors. Instead of fighting over the last shred of talent, it’s time to get resourceful.

PR pros recommend press releases because they’re a staple of our industry, while marketing departments long for them and executives demand them. Do they even help get media coverage?

Contributed comment to this piece packed with career advice from 4 agency experts.

Interacting with journalists is a lot like dating - here's 20 things NOT to do.

Learning how to be successful in a public relations (PR) agency is a stressful on-the-job, sink-or-swim, immersive experience. While other texts teach PR theory and practice, no other book guides early to mid-career PR professionals through the day-to-day life of working in an agency and the skills required to excel and build a career.
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This text demystifies the PR agency experience with foundational information to simplify and clarify agency life. Authors Kristin Johnson and Shalon… Show more

Learning how to be successful in a public relations (PR) agency is a stressful on-the-job, sink-or-swim, immersive experience. While other texts teach PR theory and practice, no other book guides early to mid-career PR professionals through the day-to-day life of working in an agency and the skills required to excel and build a career.
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This text demystifies the PR agency experience with foundational information to simplify and clarify agency life. Authors Kristin Johnson and Shalon Roth, who each grew successful careers in PR agencies, share secrets that no one will teach in a class or a seminar. This is real talk about real life in an agency – punctuated by anecdotes from 17 leaders in the industry. This is a must-read for communications students and early to mid career PR professionals looking to grow their career and become indispensable to teams and clients. Show less

We joined forces with 17 PR leaders from around the world to reveal how PR pros grow their careers.

Managing clients is a tricky business, especially in PR. Read on for 3 gems of advice from 30 years of combined experience.