TRACK RECORD

18 years' experience
PR-it Founder

COLLECTIVE

Shalon - Founder

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.

TRACK RECORD

18 years' experience
PR-it Founder

BRAND EXPERIENCE

PUBLICATIONS & SPEAKING ENGAGEMENTS

LEARN-IT

For industry insights and tips, Learn-it from Shalon.

VIEW ALL LEARN-IT POSTS

Walking office people blur; Great Resignation in healthcare public relations

09 Nov 2021

Why there is the current ‘Great Resignation’ in PR and ways to solve the crisis

Despite the pandemic, the healthcare communications industry continues to grow rapidly – with one catch: where's the people to do the work?

25 May 2021

How to put together your PR dream team

Insights from 10 PR pros on how to put together the most effective account team (or any team for that matter!).

Futuristic iPhone image to reinforce a new era for PR measurement for healthcare PR agencies

06 Jul 2020

A new era for measuring communications campaigns

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.

20 Jun 2020

How to get earned media for small milestones

Under pressure to get earned media coverage for smaller milestones? Give these seven media relations strategies a whirl to improve your results.

Healthcare PR agency professional

20 Jun 2020

Working for an agency vs in-house

Have you considered these nine ways PR agency and client-side roles differ before making a change?

healthcare PR measurement

01 Nov 2019

5 steps to make PR measurement more impressive

The most effective PR pros agree measurement is more than impressions, and yet clients and leadership keep requesting those numbers anyway. Here’s what to do instead.

Neon sign with zero likes reminding healthcare PR agencies why they should forget vanity metrics for PR measurement

01 Oct 2019

Forget vanity PR metrics

If you’re one of the 72% of PR pros who struggle with PR measurement, read this.

Secret to PR measurement for healthcare PR agencies

12 Aug 2019

The secret to generating PR metrics that matter

The 3 levels of common-sense metrics that PR measurement pros use to communicate campaign results to executives.

Skull on a desk begs the question if news releases are dead or alive in healthcare PR

12 Aug 2019

News releases: dead or alive?

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? Let’s talk about the past, present, and future of the humble, but loveable, news release.

Meeting to discuss how to sharpen business development skills in a healthcare PR agency

27 Mar 2019

Real talk to sharpen your PR biz dev skills

Get the keys to winning, keeping, and growing PR business in this 30-minute webinar.

Shadow of a victorious healthcare communications agency founder

28 Feb 2019

Making an impact through healthcare communications

Check out this NYU profile of Shalon for career advice for new grads looking to snag a coveted entry level position in PR, specifically healthcare communications.

A red stoplight to indicate when healthcare PR agencies say ‘no’

21 Feb 2019

When should PR agencies say ‘no’

PR is the epitome of a service-based business, but does that always mean the client is right?

Empty office showing a talent drought for healthcare communications agencies and healthcare marketing agencies

06 Feb 2019

Healthcare communications talent drought fixes

Recruiting and retaining talent tops the charts of challenges facing healthcare communications agencies and in-house communication departments. Here’s what you can do about it.

Annoyed journalist

05 Feb 2019

20 ways to stop annoying journalists

From our journalist friends and acquaintances, we’ve heard it all from their pet peeves to their horror stories about PR agency pros – here’s what NOT to do.

Old vs. new - are press releases still relevant for healthcare PR

30 Jan 2019

Are press releases still relevant?

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? Let’s talk about the past, present, and future of the humble, but loveable, news release.

Habits to be made to thrive in a healthcare PR agency

16 Jan 2019

How to thrive in a PR agency

The most important piece of advice to advance your public relations or communications career (or any career for that matter!).

Book to help healthcare PR agency pros grow their careers

04 Dec 2018

How PR agency pros grow their careers

Learning how to be successful in a PR agency is a stressful on-the-job, sink-or-swim, immersive experience—but there’s no reason to learn all the lessons the hard way, right?

Two women shake hands as evidence of their long-term healthcare communications agency relationship

29 Nov 2018

3 secrets to long-term PR agency client relationships

Seasoned PR pros do these three things to deeply connect with clients.

Gold star for healthcare communications agencies who do things better

18 Oct 2018

5 things clients want healthcare PR agencies to do better

15 CEOs, marketing directors and comms heads from start-ups to non-profits to publicly traded Fortune 500 companies share what they would change about their healthcare PR agency relationship if they could wave a magic wand.