Shift Communications made a very smart hire a couple weeks ago when they picked up Christopher S. Penn.
Chris is the author of White Belt Marketing, lead contributor to the Marketing Over Coffee podcast, a Social Fresh Conference speaker and SocialFresh.com contributor. Among many other things, he is also one of the smarter analytical minds in social media marketing.
Chris has not been at Shift long, but already he has a great video up about the impact PR can have on your business SEO goals.
He talks in simple terms about how getting stories published about your company without links and being talked about on Twitter and Google+ can lift your search marketing results.