Archive for the 'Boston Office' Category

Inside the SHIFT Studio: Emily Adams

  1. Name: Emily Adams, @emmyj2890
  2. Hometown: Hamden, CT
  3. Where did you go to college: Boston University
  4. How long have you worked at SHIFT: I started my internship in September 2011 – but I’ve been an AC since Monday!
  5. What advice would you give to interns considering a career in PR?: It’s really important to have internship experience if you want to work in PR. My advice for interns is: Try your hardest on any assignment handed to you – even if it seems silly or tedious. If you do a good job on those, you’ll be taken more seriously and the more exciting projects will come!
  6. Use four words to describe yourself: Genuine, considerate, scatterbrained, fun!
  7. What made you enter the PR industry: I entered BU as a magazine journalism major. After a year or two, I ended up deciding between PR and advertising. I chose PR because it is a nice combo of all the majors I was choosing from! PR requires writing and creativity, but is more social and goal-oriented! My first PR internship was at SHIFT and I loved it here, so I stayed!
  8. When you Google yourself, what’s the first thing that pops up: Not me!!! I need to boost my SEO.
  9. What blogs or Web sites do you read every day: Mashable, Twitter…. Perez Hilton
  10. If there was a cocktail created just for you, what would you name it: A Wild Ginger
  11. Tell us something unexpected/surprising about you: I’m a left handed redhead. I always thought that was pretty unique, but in an office full of redheads there’s bound to be another lefty! But I played hockey in high school and punched someone on the ice once! I think that’s pretty surprising if you know my personality. Hah!
  12. What do you feel is your greatest personal success in PR thus far? Getting hired by SHIFT! My career just started, so hopefully I’ll have a long list of PR achievements soon!

The Next Big Step

By @kimberlydiesel

Last month, San Francisco intern Mich Wells gave us the hilariously informative Intern 101, offering fantastic advice for all the future SHIFT interns out there. Yes, internships are a great way to gain experience and get your foot in the door but what about getting a more permanent seat at a desk?

That brings us to why we’re here. This is for all the interns out there who are going the distance and vying for the coveted Account Coordinator role. I spoke with some of my fellow former interns to find out how their internship experience impacted their decision to stay in PR and talk about what they learned from their transition from intern to account coordinator.

What about your internship experience here at SHIFT made you want to stay in PR?

“I felt like I was part of the team. Prior to joining SHIFT I had done two internships elsewhere and although I learned a lot, I never learned as much as I did at SHIFT. I was invited into client calls, team meetings, basically anything to help me see the bigger picture of PR.”

–          Justine Routhier, Account Executive

What was the most important piece of advice you took away from being an intern that helped you get to where you are?

“Do everything you can to prove that you want to be there. You won’t get anywhere great without taking that extra step. This doesn’t just apply to your work. Get involved and get to know your co-workers.  Having more people know your personality can only help you when it comes time to interview, especially here at SHIFT where the culture is so important to everyone.”

–           Kristina Scuoteguazza, Account Coordinator

 What is the most important thing you’ve learned since your intern days?

“Openly communicate with your manager and your team members. They’re there to help and that way nothing gets lost. If you need help, ask for it. If you’re stuck on a project, ask. You can’t learn from your team without asking questions.”

–          Amanda Grinavich, Account Executive

What was the biggest challenge you encountered during your transition from intern to account coordinator?

“Honestly, I can’t think of a HUGE challenge I encountered. For me, the biggest change was being held completely accountable for my projects and realizing how important the smallest details are. But I could not have been set up better to excel as an AC after interning at SHIFT for 6 months. Great mentors along the way made the transition pretty smooth.

–          Lily Albin, Account Coordinator

It sure seems like we are big on tooting our own horns around here. But how could we not? When I asked everyone what made them want to stay at SHIFT, the answer was unanimous: The people and the culture. Still, a lot of the advice above applies not just to interns here at SHIFT, but to all interns looking to take the next step. So much of it goes back to Mich’s two pieces of advice; be communicative and be proactive. If you don’t speak up and go the extra mile, how will anyone see your passion for PR?

Have more advice for our interns? Sound off below!

When Sustainable Companies Talk, They Need to Show the Green ($$$ that is…)

Boston is poised to be a mecca of sustainable (aka: “green”) technology and services companies for years to come.  MIT is hosting annual Summits that attract multiple Fortune 500 sponsors.  We have investing thought leaders like Rob Day daily describing from the front lines where the action is heading.  We have key analysts firms like Lux Research in the backyard.  And we have renewable energy companies and projects like A123 and Cape Wind that are finding their way and making progress in what are still early days for a nascent industry.

So why is it that there seems to be so much gloom and doom, with national stories about the Cleantech market going bust?

The previously mentioned Rob Day has a great recent post detailing the finer points of where the market is today, following on last week’s BostInno post by Walter Frick pointing out that there really isn’t a bust in the works.  Dig into these observations and supporting data, and it becomes obvious we have a perception gap that widens with dramatic failures like Solyndra.

If you’re a startup in this market trying to make a name for yourself, this gap can be a significant gating factor.  You’re excited about your innovation; you want the world to know and know NOW so you can get the tail wind that drives companies in the multiple ways that accelerate growth (new orders/partners/employees/investment, etc.)  Beyond attending events and talking to the industry, companies will lean on the marketing lever to pivot from unknown to high awareness – and that’s not the wrong strategy, but in today’s market it comes with a caveat.

If you don’t have deployments, if you don’t have late stage pilots, if you can’t show statistics on real ROI possible with your technology…you need to accept marketing will only get you so far.

In today’s hyperconnected social media driven landscape, word gets around quickly which is great for startups.  Word also dies on the vine quickly if not followed up with market traction or data.  The questions start to pile up…we haven’t heard from [Insert Promising Cleantech Company Here] in a while?  What exactly are they doing?  Do you think they can last? Is their solution real?  Couple this with the macro economic trends and you run the risk of being out there with nothing real to say, damaging your credibility and brand.

We’ve had the fortune of representing multiple early stage companies in the sustainable space, and most successful programs were ones where the company was ready to talk about ideas beyond their technology and show real data, like Retroficiency

I’m not saying don’t market – that’s like a company not breathing air.  But have a strategic plan in place, a clear feel for how you will tell the market your solution can quantifiably effect change for customers and be ready to prove it with models, third party data and hopefully early stage customers.  The noise around this space is only going to increase – be part of the positive top line conversation by talking about savings, ROI and real adoption.

See the original post from BostInno here:

Inside the SHIFT Studio: Kristi Eells

1. Name

Kristi Eells

2. Hometown

Rutland, VT

3. Where did you go to college?

Assumption College in Worcester, MA – Go Hounds!

4. How long have you worked at SHIFT?

I recently celebrated my two-year SHIFT-iversary back in November!

5. Use four words to describe yourself

Enthusiastic, Passionate, Satirical and Indecisive

6. What made you enter the PR industry?

My internships.  I worked as an intern in the Marketing and PR department of a hospital when I was in college.  They treated me like a member of their team and not an intern and I fell in love.

7. When you Google yourself, what’s the first thing that pops up?

My social channels – LinkedIn, Twitter, Facebook and Quora.  If you’re on Twitter, follow me!

8. What blogs or Web sites do you ready everyday?

This is a long list… but the highlights include: Twitter (my news hub), Facebook, CNN, Mashable, Pandora and (of course) People.

9. If there was a cocktail created just for you, what would you name it?

The Vermonster – simple, clean ingredients with a kick!

10. Tell us something unexpected/surprising about you

I was a junior counselor at a Conservation Camp every summer for five years, teaching outdoor safety skills and natural resource conservation.  If you need to learn what to do when you flip a canoe, I’m your girl!

Inside the SHIFT Studio: Justine Routhier



    1. Name: 

    Justine Routhier

    2. Hometown: 

    Andover, MA

    3. Where did you go to college: 

    Assumption College, Worcester, MA and no I didn’t make that college name up! 


4. How long have you worked at SHIFT:

Since October 2008 as an intern and was hired full time July 2009.

5. Use four words to describe yourself:

Vertically challenged, outgoing, loud and animated.

6. What made you enter the PR industry: 

I wanted to be a writer initially but also wanted to be involved in business so this was the perfect balance.

7. When you Google yourself, what’s the first thing that pops up: 

My Linked-In account

8. What blogs or Web sites do you read every day: 

Mashable, and NYT are my go to’s every morning, and obviously my Facebook newsfeed.

9. If there was a cocktail created just for you, what would you name it:

Just-Tini, served in a short glass.

10. Tell us something unexpected/surprising about you: 

I was named after Justine Bateman from the 80’s TV show, Family Ties.

11. What do you feel is your greatest personal success in PR thus far? 

Seeing my first lifestyle glossy piece of coverage in print. I loved seeing the product included in the gift guide, and eventually learning that it was a popular seller on the website for the client.


By Sarah Borup  (@SarahBorup)

The rumor is employee engagement is at an all-time low, but those of us at SHIFT likely wouldn’t agree.  In fact, we might scream out in protest.

Although I’ve only been here for about seven months, I’ve already had the opportunity to work out of each of our offices – Boston, New York City and San Francisco.  Looking around, it isn’t too difficult to see that 100 percent of my colleagues are motivated, abuzz with energy and loving life at SHIFT.  Since I couldn’t boil down the many reasons it’s great to work here, I opened up the floor to the entire Company.  As if we need any more reasons to SHIFT, here are a few additions (all about the people, the culture and the perks):THE PEOPLE

For me, it’s all about the people. I’ve been so fortunate to not only get an opportunity to work with some of the smartest and most creative people in the industry, but to also become friends with them. No, really – it’s true! I moved to Boston from Texas, and didn’t know a soul in the area. The SHIFTers from my office have become an incredible support network, both professionally and personally! It’s a priceless asset to have a work environment filled with people you respect and want to hang out with day after day. – Ciri Haugh (@chaugh)

I love the energy at SHIFT – from the first day I stepped in the office I was met with optimism, passion and enthusiasm for knowledge sharing! – Julie Staadecker (@jstaadecker)

Hands down… the people! We are a charismatic group and being surrounded by people who work hard and play hard make it worth it to come in every day. I know a lot of my friends aren’t as close with some of their coworkers or hang out with them outside of work, simply because they aren’t as awesome as us SHIFTers.  Also, I’ve never met a group of people who love horrible TV as much as I do.  – Justine Routhier (@jmassiello)

Speaking of TV – nowhere else will I find people as passionate about surprisingly underappreciated TV shows (The Walking Dead, anyone?) as I am. – Puneet Sandhu (@puneet86)

Cowboy Todd’s surprise appearances around the SF office. – Cathy Summers (@csumm)

Jim Joyal – ‘nuff said. – KT McGraw (@KTMcGraw_HIT)  (Linda Battaglia and Catherine Allen agreed.)


3pm stretch sessions, total request live music Fridays, impromptu pizza parties, razor scooters, SHIFT soccer/softball teams, great summer outing/holiday parties?  – Zach Servideo (@zachservideo)

We’re ballsy! – Erin Albright (@erinealbright)

Laughter every day – Lily Albin (@LilyAlbin)

Opportunities at every turn, A very clear career/growth path, belly laughs at every morning meeting, incredible talent everywhere you look, an environment that feels like home – Megan Lane (@BostonPRPro)

Lots of surprises, like Cuatro de Marcho when a Mexican beer cart went ‘round the office and celebration w/ mariachis and sombreros took place.  – Linda Battaglia (@LBattaglia)


What other company pays for you to try zip lining, in Honduras! Love Cultural Reimbursement and SHIFT! – Kristen Zukowski **SHIFT supports a healthy work-life balance and makes sure the life part is exciting by sponsoring an out-of-work activity of our choice.  Think concert tickets, sports games, plays, day trips. 

I got to use my cultural reimbursement to help get me to Bonnaroo. Seriously. Plus, since we have a NYC office, I shaved 4 hours off the marathon driving session by going down there to work before my trip. Not many companies could ever accommodate that, and it’s just another reason why SHIFT’s a special place. – Andrew Waber (@letspercolate

Ejector Seat Friday! I’m waiting for my moment and the anticipation is INSANE.  – Mallory Cloutier (@Mallory_C) **During the occasional Friday staff meeting, a name gets pulled out of a box and the chosen person is immediately ejected from the workday.  Tough life, huh?

Stocked Peapod cabinets, Ejector Seat Friday. There’s just too many for me. – Catherine Allen (@catherineallen) (Lily Albin is a fan of the 24/7 fully loaded cabinets and fridge as well.)

PR is critical to sales – A look at Pub Club NE’s Master’s Institute discussion

By Catherine Allen (@catherineallen)

The winter chill and snow that hit New England recently didn’t keep the warm crowd away from the Publicity Club of New England’s first Masters’ Institute program of the season.  The focus of the session, “Dissecting the Process of Tying Public Relations to Sales,” was too important to miss.

The passionate panel included moderator Kate MacKinnon of AT&T, and panelists Suzanne Locke of Dassault Systemes, Bernd Leger of Rapid7, Stacey Santo of Rue La La and Laura Tomasetti of 360 Public Relations.

There were three highlights that we came away with.

  •  Audience – The panelists addressed the ability of PR to build an audience.  After all, if you haven’t built an audience you have no one to sell to, or no one to build brand loyalty with.  PR can help become the pathway to purchase, especially as consumers (in B2B, B2C and professional service markets) begin their research on the Web where online articles and social media content become gold for SEO.
  •  Sales – A few panelists talked about the need for PR and social media education across the executive level.  They agreed that if you’re “at the table,” so to speak, then you will hear all the best information to use in PR, align objectives, and educate on what PR can and can’t do.  To take it a step further, some PR pros in the room shared their experiences of attending sales pitches, or helping to create sales decks, as well.  They found it invaluable to hear the sales pitch, hear the lingo and hear the pushback.  They felt it better prepped them for the next PR push.
  •  Measurement – Yes, it’s important to measure.  But first, everyone must agree on the objective, so you know what to measure.  It can also be helpful to isolate PR for certain marketing pushes – so you can truly tell the return of PR vs. an integrated marketing-PR-ad spend program.  The panelists also highlighted the importance of “knowing your numbers” at all times, to be ready to answer questions from the C-suite as needed, and to keep your PR/social teams honest with the progress.

Smiles appeared around the room on one of the final topic of the morning: “What happens if we win?” 

 It’s a great place to be – to have planned a successful PR program or campaign, and been able to measure flawlessly and support sales or another objective.  One panelist said, “We don’t just get the word out, we support the business holistically.”  And another, “PR has been critical to opening doors for sales.”  The rewards of success for these panelists have taken many forms, from increased headcount, to having the success presented to a company’s board and earning that recognition, to earning a higher budget or the incremental dollars to explore new PR opportunities for increased visibility for their company or organization.

And that’s a beautiful thing.  Here’s to your success!