Succinct, Elevator Pitch, Speaking, Communication, Values, Messages, Clear, Mission, Boilerplate, View, Differentiators, Positioning, Competitor Review, Impact, Product Launch, Planning

Succinct, Elevator Pitch, Speaking, Communication, Values, Messages, Clear, Mission, Boilerplate, View, Differentiators, Positioning, Competitor Review, Impact, Product Launch, Planning

  • Messaging and Media
    Training Q&A

    Q: Why is a messaging review important?
    A: First impressions do matter. A review of your messages ensures everyone in your company is communicating your vision in the best way.
    Q: What’s involved in a messaging review?
    A: PAN undertakes a thorough review of your market-- from key stakeholders in your company to media and analyst opinions -- to determine how best to communicate your place in the market.
    Q: What elements make up messaging statements?
    A: A succinct communication of your benefits, differentiators and values.
    Q: How does a messaging review affect media interviews?
    A: The media wants to know why you’re different and how that will enhance or improve companies that need your services.
    Q: How often should we review our messages?
    A: PAN recommends that all new clients engage in a thorough initial messaging review; following that, a yearly review of the market will ensure you are on top of any competitive changes.

Capabilities > Messaging & Media Training

Your company isn’t just a logo and a tagline. You have a story to tell and a message to share. The way you share that message has a lot to do with how customers and prospects perceive your company -- and everything to do with how the media tells your story. PAN can help hone your message and convey it to the media in the most effective way possible. In a way that’s unique and compelling – and contributes to your success.

Messaging Practice
PAN’s messaging methodology starts by evaluating market dynamics, taking a critical look at a number of factors, including:

  • how your competitors are positioning themselves
  • what the industry analysts and key media are saying about your company – and your competitors
  • the impression your website leaves with first-time visitors
  • the way your own internal stakeholders see your place in the market

Once we have all the research completed, we review it collectively and gain consensus with all stakeholders on where we are, where we want to be and how to best articulate your company’s offerings.

In this age of multiple touch points – from a simple elevator ride with a possible prospect to a high-profile industry blog – it’s more critical than ever to convey your company’s message effectively. The media look for sound bites, so expressing your messages in clear, concise terms increases your chances of scoring a hit. With the right messaging and media training, you can significantly impact the quality and quantity of your company’s coverage.

Media and Presentation Training
Successful media relations have become an integral part of doing business today. The success of your overall program depends in large part on the effectiveness of your interviews with reporters and industry analysts. The same is true when giving a presentation. So before your CEO is in front of a top-tier reporter or anyone on your team attends the next trade event or user conference, give them the tools they need to succeed.

PAN’s media and presentation training helps your team:

  • Effectively communicate your company’s core messages
  • Recognize and control difficult media – even during a crisis
  • Get the most out of an industry analyst meeting
  • Conduct a broadcast interview
  • Give a successful presentation