Product Review Sets Launch Apart
See how PAN increased visibility of this software-streaming platform.

Kicking Off The Holiday Shopping Season
Learn how PAN helped P'Kolino secure a spot on The Today Show.

Getting New SOA Products To Market
Discover how PAN supported a newly acquired company score big results.

Product Launches Gain Media Exposure
Learn how PAN helped this email encryption company gain media exposure during the normally quiet summer months.

Creating a Splash
Read how PAN helped G- Tech launch its new iPod-enabled messenger bag to the consumer market at the Consumer Electronics Show.

Product Reviews -- A Survival Guide
by Jennifer Meyer, Director

Product reviews can be the linchpin of a successful product launch. A well-timed, favorable product review could further fuel your editorial coverage for a launch, bolster team morale, provide excellent marketing collateral and create a steady influx of sales calls for your company. However, a negative review can dramatically impact your PR momentum, and potentially hurt your sales efforts and customer relations. Product reviews are high stakes PR; there are definitely risks and challenges involved but also significant rewards. If a product review is on your wish list, then there are many factors that should be taken into consideration before committing to a review process.

Before making the decision to pursue a product review, here are four factors that can serve as a good measuring stick before committing to the lengthy process:

1. Will the product stand up to high scrutiny? Ask yourself honestly if the features in the new product are worthy of a full review, especially if it is a point release. If the new version has been beta tested or in production a long time, then it should perform well in a lab environment. However, if the product is still in the early testing stages, then best to hold off.
2. Are you looking for a stand alone review or a bake off? If you feel that the product won’t be able to excel, or at least hold its own, against its competitors’ products, then you might want to rethink the review.
3. Is there a customer or analyst that is willing to be a reference? Most product reviews are conducted with some validation from a third party. Some product reviews will often require an on-site customer visit to be able to test the product properly. And choosing the right customer will be key to ensuring success.
4. Finally, weighing the risk vs. reward. There are many opportunities to leverage a good product review, but you should also be prepared to draft a solid crisis plan just in case the review comes out less than favorable.

If your product measures up to this type of scrutiny, then there are several best practices that you can implement to mitigate risk, and capitalize on the rewards of a positive review.

Working with PAN:

Northstar Moving Company

Laura McHolm
Director of Marketing

NorthStar Moving Corporation has redefined the moving and storage industry. Recommended by the Better Business Bureau, The Franklin Report, and an impressive list of celebrity clientele, NorthStar Moving has proven the state-of-the art way to move is with its red carpet service. The company's services include local, long distance, international, residential, and commercial moves, as well as full-service storage. NorthStar Moving Corporation’s mission is to exceed their clients’ expectations with graceful customer care and to move service back into what should have always been the ultimate service industry: the moving industry.

Why did you choose PAN as your PR agency?
I was watching the Discovery Channel one day and saw Gentle Giant Moving Company’s “Make Your Move” program. I thought to myself, whatever PR agency could get them their own TV show is the one for us! Through the Gentle Giant website, I found PAN. I had long conversations with Phil and others at PAN and was impressed with how personable, professional, and positive everyone was.

Can you share some creative counsel/ideas that the PAN team has provided to you?
There are several examples. First, we’d always done community outreach, but never really thought of it as something that we should advertise to the world. We’d long been interested in finding ways to give back to the community, helping women’s shelters and other organizations in need. PAN helped us bring this up to the next level, building partnerships with people, and placing a spotlight on our work. In December, the toy drive we participated in for Children’s Hospital was covered on Fox TV News. We would not have made these important alliances had it not been for PAN. That’s the magic: They have a knack for getting out there and building the relationships we need to foster to assist us in achieving our goals.

Another area PAN has really helped is with our celebrity clientele. We’ve had a lot of celebrity clients, but never really promoted these. We’re very protective of our clients, and handle their moves with a great deal of discretion, so sharing these contacts required a huge amount of trust. PAN was so professional we knew they could help us to make the most of these relationships in a prudent manner and represent our interests well, ensuring the utmost care.
Carrie, our Account Manager is really great at what she does. Our team at PAN is adept at packaging everything to make a real impact for us. I love the brainstorming sessions. When I come up with whacky ideas they’re fearless about trying them out, and I have faith that they’ll come back with great results.

How has working with PAN changed your business?
We’re now truly seeing the power of PR, and are experiencing a “ripple effect” of PAN’s activities on our behalf. For example, because of our recent spotlight in the San Fernando Valley Business Journal, we were nominated as one of the 50 Fastest Growing Companies in the San Fernando Valley, and were recognized as the 17th fastest privately held business in the region. The article featured a big photo of our co-founder and president Ram Katalan along with one of our NorthStar Moving trucks. This wouldn’t have occurred if PAN didn’t get us the spotlight article. We’ve been quietly growing and doing well for 12 years. Now we’re getting TV coverage and other important exposure. The publicity momentum is amazing.

What are your PR goals for 2007
More of the same! We’d like to be a household name in California. This will begin in the greater LA area and the Bay area and hopefully ripple up and down the coast. I don’t see anyone else who could do this for us than PAN.

What do you find most appealing about working with the PAN team?
The likeability index! They’re fun and professional and enthusiastic. We have great confidence that the job is going to get done. Our PAN team holds itself accountable, and reports back to us, so we always know what’s next. They’ve become an extension of our company. We’ve never met face to face but I know that PAN is my PR department. I feel like they’re in-house. They’re very accessible and follow through on everything. This level of security and confidence is hard to find.

Two Industry Veterans Promoted to Director

As we celebrate the welll-deserved promotions of Jen Meyer and Jodie Wertheim to the position of Director at PAN, we thought we'd share with you their thoughts of this new role and what makes PAN a special place for them.

How do you view your new role? Jen: The director role is very exciting to me in that I will be able to have an even greater impact on the firm’s success and growth. I look forward to working with Phil and Mark on uncovering new opportunities while ensuring satisfaction across the client base.
Jodie: I’m excited by the opportunity and challenge to continue to grow the existing business while also looking ahead at new opportunities that shouldn’t pass us by. PAN has the quirky ability to find clients that match our personality most of the time, and that is important as you look to motivate your staff, grow organically as well as find new business leads. I’m proud to be a part of that growth initiative as well as work closer with Phil and Mark to expand the PAN brand.

Do you have a philosophy on client service that has served you well as you've moved through the ranks at PAN?
Jen: One of the basic rules in client service (and in life really) is to treat every client as you would like to be treated yourself. I treat each client with respect and as a true partner working toward a common goal. And I try to live by the “service-with-a-smile” mantra, around the clock. Whenever they need me, I am available and ready to help.
Jodie: I think client service gets back to the old adage that you learn in grade school – do unto others as you would have done to you. If you try to think like the client, anticipate their needs, wants, questions, and goals then you have the ability to meet and hopefully exceed their expectations.

Any secrets on work/life balance that you can share?
Jen: Focus on the moment. When I am in the office, my mind is on making sure my clients are getting what they need and that my teams are getting the appropriate mentoring and guidance they deserve. Out of the office, I cherish each moment with my friends and family and try to live each day to its fullest.
Jodie: Time passes to quickly and you’ll miss something really great if you are always heads down in your work. I try to be with my family when I’m home and with the business when I’m at work, as much as you can do that you’ll strike a good balance.

To learn more about PAN's newest directors, click here

Four Senior Associates Rise to Account Manager

Join us in congratulating our most recent new Account Managers, Kim Baker, Ed Hadley, Lisa Rivero and Carrie Schuller. Congratulations!

Interns and Junior Associates On The Rise

Our most recent Junior Associates that have earned the title of Associates are Emily Perry and Jen Wolfrom. Moving up from Intern to Junior Associate are Megan Gallagher and Nina Lowry.

During the end of 2006, we welcomed several new clients to drive their public relations efforts. The clients are IPG, Gevity HR, and Maui Beverages. We look forward to working with these companies and taking their PR programs to the next level. Read more about these exciting companies and why they selected PAN as their agency of record.

PAN Clients Launch New Products At Consumer Electronics Show
VenMill, Eleksen, G-Tech and iCache were well covered by the attending press at CES, thanks in part to the stellar PAN account teams that attended the Las Vegas show on behalf of their clients. Eleksen and G-Tech took the Microsoft Vista world by storm by unveiling a shoulder bag with a flexible LCD screen on the outside (powered by Microsoft’s SideShow technology; and iCache took the wraps off of its iCache Platform, which is designed to replace credit cards! To see highlights of the coverage, including a piece on MSNBC, click here.

Jason Magner Boomerangs Back To PAN

More than half of companies polled recently by Right Management Associates said they would hire a former employee. Of course bringing a skilled employee back into the company has obvious benefits. The company gains a proven team member, without the risk or ramp up time of a new hire. Many times when the employee leaves, they move on to another company where they gain new skills and experience that enables them to perform at a higher level than before. So what brings employees back to work for a previous employer? To find out, we sat down with Jay Magner, who we’re pleased to announce has recently returned to PAN!

What was your role at PAN originally?
I began my career at PAN in 2000 as a junior associate, working primarily on technology accounts. During those first years at PAN I learned a lot and was promoted through the ranks to senior associate.

Where did you work after PAN?
When I left PAN in 2003, I went to the corporate side, working as a marketing manager for a startup company. I then moved on to a consumer PR firm, where I spent two years focusing on brands including Baskin Robbins, the Homes Group, and D-Con. It was interesting work. I helped launch the first commercially available cell phone booth at Logan Airport.

What interested you about returning to PAN?
I learned the most about PR here at PAN. It’s an environment of continuous growth and tremendous enthusiasm. But the reason I came back is because of Phil and Mark. The culture they’ve created and the way they run the business drew me back. They treat us more like a family than employees.

After being in the workforce for seven years I look back at relationships I developed here. PAN is different than the other firms I’ve experienced. It’s a place where I’ve developed lifelong friendships. In fact, two of the groomsmen at my wedding are guys I’ve worked with at PAN.

I stayed in touch with Mark and Phil after I left the firm. I always attended PAN’s parties, and we enjoyed talking shop. Once I gained proficiency in consumer PR it made sense to come back and help in that part of the business. I was excited by the idea of helping to expand the firm’s consumer portfolio, and using my technology background to support PAN’s innovative technology clients.

Pie In The Sky
PAN staffers gave back to the community in November during the annual Community Servings "Pie in the Sky" fundraiser, supporting Community Servings' effort to prepare and deliver nutritious, appealing meals to critically ill people all around Greater Boston. PAN volunteers worked in the Community Servings’ kitchen baking pies to contribute to the fundraiser as well as put together hundreds of holiday turkey meals to be delivered to those in need.

On December 8, PAN sponsored its annual holiday party. Everyone joined together with their guests at Armani Café where we enjoyed an evening of food and fun. The Associates created a hilarious presentation that poked fun at all members of the PAN staff via "Twas The Night Before Staff Meeting".

See the photos from our Holiday Party

Professor Nardone Hits The Books
For the sixth year, our own Phil Nardone is once again teaching a 10-week course at his alma mater, the Newhouse School of Public Communications at Syracuse University. The course entitled, "Managing the PR Firm" is a sell-out every spring semester. Students learn the dynamics of running a PR firm, from how to manage staff and providing the best in client service to new business development strategies.

We asked PAN's Senior Associates where they'd like to spend their winter vacation. Responses ranged from being a couch potato at home to fun places in the sun to black diamond runs. We thought a picture could say a thousand words!