Capabilities

Take a tried-and-true approach, an experienced team and powerful relationships to drive an effective PR campaign—that’s magic, but without the smoke and mirrors. No top hats, no rabbits. Just expertise, creativity and a broad network working together to keep your audience captivated and deliver results that defy your every expectation.

Overview

PAN’s experience across technology, consumer, healthcare and corporate PR offers you the strategic and tactical know-how to get the right results – results aligned with your business goals and bottom line. Our dynamic full service offering can be viewed below:

PAN Methodology

Discovery

Establish goals that are clear, measurable and tied to specific business objectives. Define critical buyer.

Analysis

Assess existing brand footprint to establish a baseline against which to measure future success.

Development

Identify digital platforms and media channels that support goals and create a 3-month action plan.

Execution

Implement the program as a joint effort between PAN and the client.

Measurement

Continually listen, measure and adjust the strategy based on results to deliver ROI specific to activities.

Content Integration

Digital Media

At PAN, digital media is not a standalone offering or a “bolt-on.”

As professional communicators, our ethos is defined by the close partnerships we foster, thought-leadership we provide and integrated programs we implement on a daily basis. Our social media methodology combines intelligence-gathering and experience to ensure that as audience behavior and digital platforms evolve, so do PAN’s communications strategies. Our digital media approach involves comprehensive strategy development that provides clients with a plan that is based directly on prioritized goals, a thorough SEO audit of a brand’s online presence, digital creative campaigns and a detailed, ongoing measurement program that allows us to analyze the results of our creative efforts and adjust accordingly. Our approach enables clients to leverage digital communications to achieve their business objectives. Whether it is enhancing brand reputation in the blogosphere, building employee support on LinkedIn or responding to customers’ concerns via Twitter, PAN Communications helps companies harness the power of digital media alongside their traditional programs.

PAN’s core digital offerings include:

Content Management

Editorial content creation, placement and distribution.

Competitive Analysis & Reporting

Search Engine Optimization (SEO) website audits; competitive “Landscape” analysis reports; daily monitoring.

Strategy Development & Community Building

Development of digital strategy as part of integrated overall communications plan:

Editorial content calendar
Influencer engagement
Blogger relations
Social networks
Community management
Social media release
Crisis & online reputation management

Asset Development

Production and distribution of media-rich assets; infographics; HTML newsletters; photography; video; podcasts; web-design.

Social Media Monitoring

Execution of robust quantitative and qualitative analysis of digital channels as part of integrated overall communications plan measurement; PANOptic^SM production of clear, concise report.

Digital Workshops

Execution of tailored hour or half-day digital media “deep dive” training designed to educate and empower teams about the use of social media for their brand; emphasis on community management, responses and best-practices; customized collateral and brainstorm sessions. For more information about our integrated approach and costings, please contact us. Keep current on many of the latest digital media issues by reading our blog.

Integrated Communications

Overview

United Approach

Delivery of your content can travel as far as you’d like. How do you reach an increasingly ambiguous customer who’s always on demand? Only the right messages delivered by the right channels have the power to resonate and influence behavior. PAN will show you where your stakeholders live, work and play.

Strategic Counsel

Delivering Insight

PAN is here to strategically guide you at every step, from navigating murky waters to achieving that first major milestone. PAN has deep expertise with providing strategic guidance to companies of all sizes and stages of growth.

Company Growth Phase
- Early stage
- Emerging
- Established/Public Companies
Merger & Acquisition/IPO/VC
- Market, Competitive Positioning
- Identify/Capture Target Buyer-Audience
- Integrate with Brand Development
- Thought Leadership (Executive, Product & Industry)
Strategic PR roadmap
Crisis Communications
Media Training
Corporate/Product Launch
Corporate Social Responsibility
Reputation Management
Brand Management
- Social Media
- Reputation Management
SEO/SEM

Content Creation

There’s a lot of blah blah blah out there…

How do you create and curate content that will rise above the din? PAN specializes in telling stories that cut through the noise and create buzz.

Messaging
Corporate
- Campaigns
- Bylines
- Roundtables
- Case Studies
- Speaking/Awards
- Reviews
Integrated Social Media Strategy
- Content Creation
- Competitive Analysis & Reporting
- Strategy Development & Community Building
- Search Engine Optimization
- Asset Development
- Community Management
- Measurement & Insights
Executive Level
- Op Eds
- Executive Bylines
- Keynotes, Speeches & Roundtables
- Executive Q&A
Press & Influencer Audits
- Customer Brands/Audits
- Media/Influencer Audits
- News
  - Press Releases, Blogs, etc.
  - Digital Newsroom
Focus Groups
Market Testing

Audience Engagement

You won’t hear them clap, but they’ll be listening.

Is the right audience listening? You typically only get one chance; be sure you’re on target. We talk to your target audience every day; whether a CMO or tech analyst, mom blogger or prolific B2B industry tweeter. We leverage trusted relationships to ensure your messages resonate and are of value. Below are key audiences we engage with regularly both offline and across all social networks:

Prolific Bloggers
Thought Leaders on Twitter, LinkedIn, Facebook and Pinterest
Customers
Community
Consumers & Brand Champions
Conferences/Tradeshows/Event Planners
Investors/Financial Influencers
Partners
Media (Print, Broadcast, Radio, Digital)
VC’s
Analysts
Associations
Employees & Communities at Large

Execution

Our track record speaks for itself.

No two campaigns are alike. Your objectives are unique and it’s our mission to achieve them. Below is a list of our battle-tested strategic solutions:

Analyst Relations
Awards
Blogger Campaigns
Community Events
Corporate Materials
Creative Mailers
Customer Engagement
Digital Content Creation & Curation
Event Planning & Development
Experiential Marketing
Guerilla PR campaigns
Press Kits
Roundtables
Digital Branding Platform (Industry Portal)
Media Campaigns, Regional & National
Online Giveaways & Contests
Speakers Bureau & Training

Measurement

Meet PANoptic^SM

Digital media has forever changed the traditional PR measurement paradigm. At PAN, we apply the PANoptic^SM method to measurement. This includes competitive analysis, audits, website analytics, SEO integration and measuring the success of a campaign.

PANoptic^SM is a holistic approach that combines analysis of quantitative and qualitative data (traditional and non-traditional) according to the five PANoptic^SM criteria: Outcomes, Prominence, Traction, Influence and Coverage.

Along each of these data points which are tracked and reported, is data-driven insight, key observations and recommendations we deliver to our clients in real-time to understand how and where their campaigns are making an impact.

The PANoptic^SM Process:

PANoptic^SM measurement occurs during each program phase and value-added outputs like data-driven insights are regularly fed back to teams.

Data-Mining

Obtain historic analytic and measurement data
New client form
Perform competitive audit

On-Boarding

Identify objectives & strategic opportunities
Share salient audit data & insights

Planning

Integrate onboarding insights into strategic plan
Set KPIs

Execution

Real-time analysis and reporting across all activities

Measurement

Aggregating data & analyzing results to determine program success

Insights

Leveraging insights for augmentation and sustainment of program

Reporting salient data takes many forms and PAN can tailor to suit your specific needs. Below is an example of our suite of PANoptic^SM measurement offerings:

Competitive Analysis
Website Analysis
Campaign Performance Audits
- Media
- Analysts
- Customers
- Partners
- Metrics Reporting
- Social Media Engagement
- Data-Driven Insights
PR Reporting & Board of Director Packages
Reputation Measurement/ Management
Impressions Analyst (Digital, Print, etc.)