Shalon  Roth Author of Evaluating Organization Development
FEATURED AUTHOR

Shalon Roth

Founder
PR-it

Shalon spent nearly 13 years in PR and communications agencies advising start-ups to multinational companies, before joining a publicly traded biotech as the Executive Vice President of Corporate Communications & Public Affairs. In 2018, Shalon founded PR-it, a global communications collective delivering on-demand projects for agencies and brands, backed by a quality commitment.

Biography

Shalon spent nearly 13 years in PR and communications agencies in New York and London advising start-ups to multinational companies, before joining a publicly traded biotech as the Executive Vice President of Corporate Communications & Public Affairs. In 2018, Shalon founded PR-it, a global communications collective delivering on-demand projects for agencies and brands, backed by a quality commitment.

She is the co-author of award-winning book, How to Succeed in a PR Agency: Real Talk to Grow Your Career & Become Indispensable (Routledge 2019) and has contributed to industry publications including Muck Rack, Bulldog Reporter, PRWeek, Ragan PR Daily, PR Moment, Flack Pack podcast and PRSA publications.

Areas of Research / Professional Expertise

    Public relations, integrated communications strategy, data communications

Personal Interests

    Travel, medieval castles, history, hiking, pilates, weight-lifting, cooking/eating/wine/craft beer, art

Websites

Books

Featured Title
 Featured Title - Indispensable (Johnson & Roth) - 1st Edition book cover

Articles

PRSA's blog PRsay

A new era for measuring communications campaigns


Published: Jun 06, 2020 by PRSA's blog PRsay
Authors: Shalon Roth
Subjects: Mass Communications, Research Methods, Media Communication

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.

Flack Pack podcast

News Releases: Dead or Alive?


Published: Aug 09, 2019 by Flack Pack podcast
Authors: Shalon Roth (guest), Robert Johnson (host)
Subjects: Mass Communications, Media Communication

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.

Muck Rack

The secret to generating PR metrics that matter


Published: Jul 18, 2019 by Muck Rack
Authors: Shalon Roth
Subjects: Mass Communications, Media Communication

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.

PR Week

UK Citizens Trust Vaccines But Health Comms Pros Warn Against Complacency


Published: Jun 26, 2019 by PR Week
Authors: Jonathan Owen, Shalon Roth (provided comment)

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

PR Moment

When should agencies say 'no'?


Published: Feb 21, 2019 by PR Moment
Authors: Daney Parker, Shalon Roth (contributed comment)
Subjects: Mass Communications, Media Communication

PR is the epitome of a service-based business, but does that always mean the client is right? Here's 7 reasons why a PR agency may decline work and 3 ways to handle those types of conversations.

Bulldog Reporter Daily

4 trends to inspire healthcare PR pros in 2019


Published: Feb 07, 2019 by Bulldog Reporter Daily
Authors: Shalon Roth
Subjects: Mass Communications, Media Communication

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.

PRWeek

Five ways to overcome your healthcare comms talent drought


Published: Feb 06, 2019 by PRWeek
Authors: Shalon Roth
Subjects: Mass Communications, Media Communication

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.

Bulldog Reporter Daily

Are press releases still relevant-or are they obsolete relics?


Published: Jan 30, 2019 by Bulldog Reporter Daily
Authors: Shalon Roth
Subjects: Mass Communications, Media Communication

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?

PR Moment

PR Insight: How to thrive in a PR agency


Published: Jan 16, 2019 by PR Moment
Authors: Daney Parker, Shalon Roth (provided comment)
Subjects: Mass Communications, Media Communication

PR experts suggest ten ways to shine in a PR agency - discover why being reliable is the most important attribute of all.

Ragan PR Daily

20 common PR habits that drive journalists bonkers


Published: Jan 15, 2019 by Ragan PR Daily
Authors: Shalon Roth
Subjects: Mass Communications, Media Communication

Interacting with journalists is a lot like dating – here’s 20 things NOT to do. Originally published on the PR-it blog.

Bulldog Reporter Daily

How PR agency pros grow their careers and become indispensable


Published: Dec 04, 2018 by Bulldog Reporter Daily
Authors: Shalon Roth & Kristin Johnson
Subjects: Mass Communications, Media Communication

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

Muck Rack

3 secrets to building long-term client relationships


Published: Nov 29, 2018 by Muck Rack
Authors: Shalon Roth
Subjects: Mass Communications, Media Communication

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

News

Won 2018 Taylor & Francis Award for Outstanding Professional Book

By: Shalon Roth
Subjects: Mass Communications, Media Communication, Media and Cultural Studies, Media, Journalism and Communications

"How to Succeed in a PR Agency: Real Talk to Grow Your Career & Become Indispensable" received the 2018 Taylor & Francis Award for Outstanding Professional Book out of all of the publisher's humanities and media arts titles worldwide. 

Here's what the judges said:
This title combines practical, industry-specific information and actionable advice for readers. It also provides a worldly perspective due to the two authors' UK and US locations and global experience in this field.

'How I made it' featuring Shalon Roth, Founder of PR-it

By: Shalon Roth
Subjects: Mass Communications, Media Communication, Media, Journalism and Communications

Profile by Hanson Search

PRCA publishes revised recommended reading list

By: Shalon Roth
Subjects: Mass Communications, Media Communication, Media, Journalism and Communications

The Public Relations and Communications Association (PRCA) has today published a revised recommended reading list, based on book suggestions from across the industry including the addition of "How to Succeed in a PR Agency: Real Talk to Grow Your Career & Become Indispensable."

Review: How to Succeed in a PR Agency

By: Shalon Roth
Subjects: Mass Communications, Media Communication, Media, Journalism and Communications

Full book review

Making an Impact through Public Relations: An Interview with Shalon Roth (BS ’05)

By: Shalon Roth
Subjects: Mass Communications, Media Communication, Media, Journalism and Communications

NYU Steinhardt News profile

Videos

Webinar - Real Talk to Sharpen Your PR Business Development Skills

Published: Mar 03, 2020

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.