Insurer Guides Motorists Through Auto Insurance Reform
Read how the PAN team helped this client increase brand visibility in Massachusetts.

Exposing a new market to the US media
Discover how PAN helped this Canadian company position themselves to break into top tier US media outlets.

A "Smart" Approach to Smartphone Management - Educating a Market
Learn how the PAN team helped their client reposition themselves from a services to solution company as well as help launch their latest product.

How PR Can Prop Up The Media
By Jodie Wertheim, Director, Professional Services Portfolio

There is nothing more relaxing than sitting down at the kitchen table on Sunday morning with a hot cup of tea and the smell of the freshly printed Sunday newspaper ready to be ripped into. Yet we find that beyond the daily media onslaught of recession- based stories, the second tier of doom and gloom news (at least for those of us in PR) has been the downfall of our beloved print publications. Those media outlets continue to suffer setbacks due largely to woeful ad revenues and surging online media choices, never mind the incredibly popular Facebook and Twitter options as well.

Consider the fate of daily newspapers. Consolidations, staffing cutbacks, mergers and even bankruptcies threaten the viability of dailies. Examples abound across the country. The venerable Tribune Co. filed for bankruptcy last December, the Detroit News and Detroit Free Press followed suit by announcing that it would limit home delivery to three days a week, and just this week, the Seattle Post- Intelligencer announced it was ceasing print and is going online only (beginning March 18). Others have closed altogether. Another recent casualty came in the form of our own Boston Globe, which is losing up to $1 million a week, according to some reports and was recently listed as one of the nation's Top 10 most endangered newspapers, according to a new report. Newspapers' problems are mirrored in the magazine world, too. Popular PC Magazine is closing, a half-dozen home magazines have closed in the past year and seemingly every week brings more bad news with technology and trade magazines.

Maintaining close ties
For those of us in the public relations world, newspapers' and magazines' continued challenges mean that PR professionals must be ever more creative in finding news outlets for their clients. That's not to say we abandon those titles. If anything, it means that PR folks must redouble their efforts and establish even closer ties with reporters and editors. We talk regularly at PAN about having ongoing conversations with the media to see how we can make their jobs easier. It's that steady dialogue that sets us apart and ensures that we're providing as much value as we can to the media. In the course of our conversations, we learn that reporters are often in need of contributed articles and stories to augment their own efforts. Those contributed stories help on many levels: it fills a void left by the departure of traditional editorial staffers, it helps to showcase the expertise of our clients and it reassures the media that PR still plays a pivotal role in their story development.

PAN has also become addicted to the many social media tools at our fingertips, using sites such as Twitter, Facebook, LinkedIn and other burgeoning blog sites to do everything from finding sources for reporters' last-minute story queries to identifying industry trends that affect our clients. It's that blending of traditional and non-traditional media that ensures that PAN is staying fresh and making sure that clients have a voice in any number of stories and activities. PAN has regularly maintained a close watch on the new media front and will continue to do so in this ever evolving media age.

A bit of perspective
Despite the sometimes alarmist cries that newspapers are dying, we all need to keep a little perspective (and our chins up!). For that we turn to Victor Bass, chairman of the Bankruptcy practice at Boston law firm Burns & Levinson LLP, one of PAN's longtime clients. Bass was a child when his father became the graphic arts director for the "CBS Evening News" with Walter Cronkite in the early 1960s. At that time, Bass reminds us, newspapers were taking a hit from the rise in popularity of TV and many observers were predicting the demise of newspapers. However, newspapers not only survived but thrived and became more relevant. This is not to suggest that newspapers will ever return to their heyday. What it does mean, though, is that newspapers and magazines have a resiliency that can't be underestimated and have become a part of our everyday lives.

While we're likely to witness more newspaper bankruptcies in the coming months, there will still be more than enough trained journalists to uncover and report the news. Bloggers and social media watchers are valuable, no question. They bring a level of influence and buzz that can't be ignored. But when it comes to ferreting out information, reporting fairly and impartially and providing unmatched credibility, print publications still are the standard bearer.

Bottom line: The media landscape has been forever altered. But PR professionals' ability to continue to assist journalists with valuable content and guidance, while keeping a close watch on emerging social media venues, illustrate how PR is more vital than ever.

Philip Moorcroft, BA, MBA
Chief Executive Officer & Founder

Philip Moorcroft, CEO and founder of Moorcroft Group Professional Services (MGPS), has worked with a number of firms from start-ups to Fortune 500 companies in a range of industries including wireless data communications, telecommunications, courier, manufacturing and oil and gas.

As CEO, Moorcroft is responsible for setting strategic direction, overseeing major projects, and managing the growth and development of the firm. Moorcroft is an expert in strategic cost reduction and has experience in marketing, project management, finance and operations.

Why did you choose PAN as your PR agency?
We received a phone call from Tim Munroe, Director of Business Development at PAN. He "piqued" our interest. We wanted to learn more and this was a good fit - the timing was perfect.

What are some of the PR challenges with the industry you play in (pre and post meltdown)?
We are a fairly young company that specializes in reducing non-core expenses. Introducing MGPS to the markets has been the biggest challenge. Companies feel comfortable dealing with firms they've heard of. Additionally, even in tough economic times, companies are hesitant to open their books, especially to a young firm. So getting the word out has been our toughest challenge.

How has PAN begun to help MGPS to overcome some of these challenges?
With the economy as it is, PAN has made great progress getting our message out. They have introduced us to Fox News Radio, Dow Jones, The Washington Post, etc, to name a few, all in a matter of weeks. Also, PAN has worked with us to craft our message and position us to the media.

What do you find most appealing about working with the PAN team?
The PAN team has a lot of experience and their expertise is evident. They have provided us with media training, guided us through challenging interviews and have made a great effort to understand our business in-depth in order to properly pitch us. The proof is in the results which have been significant.

What are some creative counsel/ideas that the PAN team has provided to you?
PAN has been particularly good at providing me with effective training for media interviews. I had very limited exposure to the media prior to PAN and they have been instrumental in developing my skills.

PAN has helped me with a broad range of media training from phone, TV and radio interviews to writing articles and crafting an effective message that targets specific regions and timely news alerts. I have been quite impressed at the level of sophistication that PAN brings to the table.

How has PAN been able to enhance your PR initiatives in the last 60 days? How have the results impacted your business?
I had high hopes when PAN started working with us and PAN has actually exceeded my expectations. The fact is we had little exposure to the media prior to PAN. Our PR initiatives have been greatly enhanced both in depth and scope. The results are very impressive. This has brought a lot of confidence to our team, and we look forward to continuing our relationship with PAN.

What are your PR goals for 2009?
While I thought I had lofty goals at the beginning of our relationship with PAN, I realize now I was thinking small! PAN has done a tremendous job of positioning us as experts in our field and they are always on top of any critical developments whether local, regional, national or international, whether political or economic, regardless of scale and they have the ability and the skills to capitalize on these developments to our mutual benefit.

Essentially, our goals are to leverage this media exposure and training to continue to build MGPS. I am confident 2009 is going to be our best year yet.

We're proud to announce that Karen Fein and Adam Novak have been promoted to Junior Associates!

Happy PANniversary to our employees!
December:
Randi Sussman - 2 Years
George Thomas - 1 Year

January:
Andy Baron - 8 Years
Jeff Dillow - 3 Years
Sandra Proulx - 3 Years
Gene Carozza - 2 Years
Emily Held - 1 Year
Michelle Pappas - 1 Year

February:
Jason Ouellette - 9 Years
Shane Kendall - 3 Years
Aidan Bradley - 2 Years

March:
Gary Torpey - 7 Years

Happy PANniversary to the following clients!
December:
Airwide Solutions - 1 Year
TRA - 1 Year

January:
Burns & Levinson - 3 Years

February:
V.i. Labs - 3 Years
Patni Computer Systems - 2 Years
Telco - 2 Years
Safend - 1 Year
Travelers Insurance - 1 Year

March:
Exact Software - 7 Years
North Plains - 2 Years

Happy Birthday to our employees!
December:
Gene Carozza
Charlie Magliato
George Thomas

January:
Kim McCrossen
Pam Woodford

February:
Andy Dear
David Fretwell

March:
Mark Nardone
Jason Ouellette
Gary Torpey
Carrie Callahan
Kristin Conforti
Ani Bardakjian
Becki Parkhurst
Dan Thompson
Kim Spiller
Shannon Costello

PAN is excited to welcome new clients to all three portfolios!

The technology portfolio announces five new clients: Pegasystems Inc., Tangoe, Lieberman Software, Ariba Inc., and DormNoise.

The consumer portfolio is excited to announce Verde Home Products and InsureMonkey as new clients!

And the professional services portfolio is pleased to welcome MGPS!

Life at PAN: Our Employees Make Us Shine



In this issue, we talk to two PAN Account Managers, Kim Baker and Alexis Gordon, who both work in virtual offices. We wanted to learn how they transitioned and what they like most about working from their home offices:

What sorts of things have you done in your virtual office to make the transition seamless for your clients and PAN colleagues?

Kim: As an account manager, you really need to stay visible and available to your teams, and this is even more important if you're an account manager working remotely. I have daily check-ins with my teammates and over communicate about my whereabouts, schedule, etc. so they know exactly when to reach me and how. As far as my clients are concerned, to my knowledge, the transition has been seamless. Sometimes they even forget that I work from Maine. It's easy to do. If anyone calls me at PAN, the call gets automatically routed to my home office. And because I only live an hour and a half from PAN, it's very easy for me to drive down to Massachusetts for the day, to meet with local clients in person. These trips happen in addition to, or in conjunction with, my bi-monthly visits to PAN.

Alexis: My biggest concern with becoming a virtual employee was the effect on my teams, but I have to say there really haven't been any issues. I even think that I communicate with my teams more now than in the past. To keep communication at a high level, I make sure to always be on instant messenger and available by phone and email. Additionally, weekly team meetings and daily check- out calls ensure that my teams know that I am available and there for them.

As for my clients, I haven't had to do anything above and beyond to ensure a seamless transition. PAN set up the phones to go directly to my home office, so clients really have not seen a change. I have even had a client tell me that they forgot that I work from home, a true testimony to the seamless transition.


How long have you been working at PAN?

Kim: It's hard to believe, but I'm coming up on my fifth year anniversary.

Alexis: 3 ½ years.


When did you begin working in your virtual office?

Kim: I moved to Portland, Maine, in August 2008.

Alexis: August 2007 in Bridgeport, CT.


Was it a difficult transition?

Kim: Not at all. For me personally, I expected the transition to be tough. Not only was I moving from a fast-paced office environment to a one- room office in my home, but I was leaving the Boston area and all the friends I'd made there over the past eight years. I didn't know a soul in Portland and I didn't know what to expect, but I was excited about the opportunity and knew I had the full support of the PAN senior team.

From a professional standpoint, the transition was easy. In this business, with clients spread both near and far, all you need to sustain a successful virtual work environment is effective technology and communications skills. That's not to say that face-to- face meetings with clients/colleagues aren't important for building trust and teamwork, but I'm in constant contact with the people I work with via phone, internet, email, IM, Twitter and Facebook.

Alexis: Before becoming a virtual employee, I rarely took advantage of the work at home benefit at PAN and was unsure of what to expect, however I knew the importance of having a designated work station. As soon as my husband and I moved into our new house, we set-up a formal home office, even before un-packing the kitchen! Having one room designated to work has really helped with the transition - every day I "go to work" and every afternoon I close the door and "go home." This has truly helped me find a healthy work/life balance.


What are the benefits to working in a virtual office?

Kim: I may be stating the obvious, but working in a virtual office cuts my commute down to zero. I can literally go from sleeping to working in my office in 30 seconds if I need to. I can also take the two hours I used to spend in the car each day, and put it towards going to the gym, doing laundry, going grocery shopping, etc. - all the things that used to occupy my week nights or weekends. As a result, I have much more free time for myself, my friends and family - and more energy to dedicate to my colleagues and clients.

There are also tax benefits to working in a virtual office that I'd never considered. Working at home turns your normal home into an office. This means that you can deduct normal house expenses, travel and local transportation expenses, and other things such as software, books and telephone services. I'm actually looking forward to doing my taxes this year!

Alexis: There are many benefits of working virtually, from financial to quality of life. The amount of money I spend on high heels, clothing and dry cleaning has decreased drastically. I miss shopping for cute high heels, but slippers aren't a shabby replacement! Additionally, my old commute when working at PAN was a full hour. By working at home, I get back 2 hours every day, this is a phenomenal benefit. Instead of sitting in my car I am able to watch the six o'clock news, cook an early dinner, take a walk or read a magazine - luxuries that many people don't have during the busy work week.


What do you miss most about the office?

Kim: I miss my colleagues, first and foremost. PAN is a collaborative place, comprised of creative people. I miss being able to stop by someone's office at the drop of a hat to share an idea or brainstorm. Some people need a busy environment to stay productive, and working virtually is not the right fit for everyone. Personally, for me, the benefits have far outweighed the challenges.

Alexis: I miss the people! I do speak to my team members on a daily basis and even have "chit-chat" sessions, but it is the people that are not on my client teams that I don't get to speak to as regularly as I used to. It is always fun to see all of my colleagues during regular visits to the office.

PAN Participates in Shadow Day 2009



PAN recently participated in the Shadow Day program for Esperanza Academy (a school for underprivileged girls in Lawrence, Mass.). Our own Jane Carpenter spoke to students at the school in the morning and two students (Stephania and Raza - both seventh graders) then came to PAN for the remainder of the afternoon. The girls shadowed a handful of employees at PAN to get a feel for what a PR agency is and what exactly we do here.

PAN Events

PAN's Holiday party was held on December 18, 2008 at our cozy office space. Four themed drink stations were featured, as well as delicious food, games and a yankee swap, which is a yearly tradition at PAN! Click here to see more photos from the event!

PAN Baby!



Associate Holly Johnson and her husband Jesse welcomed a healthy baby boy on February 10. Baylen Locantore was born at 6:15 p.m. - congrats to the proud parents!