Visibility Campaign
Read about how the PAN team increased visibility for their client by taking advantage of breaking news.

Visionary Positioning
See how PAN set out to rebrand their client, and successfully crown them as 'go to' industry experts.

Helping a Non-Profit's Dream Come True
Learn how the PAN team helped their client attract donors by building and maintaining a positive image.

Thought Leadership
Discover how PAN creatively pitched and positioned their client as a legal industry expert, resulting in an executive profile.

Raising Awareness for an Emerging Market Leader
See how the PAN team captured the attention of the Wall Street Journal, resulting in an impactful story.

Merging Into Traffic
By Joel Richman, Director of Social Media

As soon as social media began to take off, countless PR firms jumped on the bandwagon, ready to position themselves as new media experts. Like with anything new, there were early entrants who made fabulously bad mistakes that cost their clients dearly. Brands were tarnished. Careless PR reps were regularly lambasted by bloggers. What people learned quickly is that social media is a volatile environment and one entering it should be as careful and knowledgeable as possible.

It's like driving: You don't just slam on the gas without knowing the rules of the road. The results can be disastrous. To our way of thinking, it should be more like merging into traffic-learn the local customs and pay rapt attention to what's going on around you-this is what ensures a smooth journey.

Early on, we decided the best way for our staff to learn about social media was to start their own internal blogs and participate in conversations in other people's blogs to get a full sense of how the medium worked and understand its rules of engagement. The idea was to delve into social media slowly and gain a keen understanding of the medium and the different tools available before blogging on behalf of our clients. The end result is a group of savvy PR practitioners with a deep appreciation for new media and an acute sense of how best to approach these new outlets.

Concurrently, we're seeing a trend where PR programs and search engine optimization (SEO) are beginning to blend. Astute PR professionals recognize the value of bringing in elements of SEO. Both PR and SEO impact clients' visibility, organically or by design. Until recently, SEO was generally under the domain of marketing professionals, but there's now a realization that these functions are symbiotic. PR is a natural partner in optimizing search engine results. Top search engines look at not just key words to generate results, but how relevant and popular a site's content is as determined by people's attention on the web. This is where PR can have tremendous value. A story secured on CNN or CNET, for example, can drastically improve a firm's search engine results page ranking- helping to generate sales leads.

To that end, we've launched a host of complementary service offerings, including SEO/SEM integration, new media analysis, corporate and industry blogging platforms, digital channel visibility, content development, and viral marketing to elevate company messaging and drive qualified leads directly to our clients.

While all of a company's audiences are important, some of the programs we're launching are designed to zero in on niche segments to drive specific results, or to monitor for threats to the brand. Some companies have learned the hard way how social media has changed the way reputations-both personal and corporate-can be affected now that anyone can be a publisher. A well known search engine company came to us recently after receiving ongoing negative coverage about a very public fight between the company founders. In these situations, it's important to monitor what's being said and react before things bubble up and become worse. Negative posts about a company propagate quickly so it's important to stay on top of the situation. No one wants their business controversies to become a new viral sensation. The trick is to listen to what's being said and determine which negative posts carry weight. Respond as quickly and as transparently as possible, correcting misinformation and balancing or disproving destructive rumors. It can be uncomfortable for businesses to delve into a realm where people are criticizing them, but ignoring these issues is even worse. In some cases, the complainer can be turned into a cheerleader when their concerns are addressed in a straightforward manner.

In addition, savvy business leaders are utilizing new media to become recognized as experts in their own right. As we mentioned in our last newsletter, our client Knoa Software embarked on an ambitious social media campaign to become recognized as thought leaders in their industry. Knoa Vice President of Marketing Lori Wizdo's insightful commentary on tech blogs and podcasts has served the company well. Wizdo is now well on her way to qualifying as a CIO expert-a major advantage for breaking through to chief information officers and other IT leaders evaluating her company's end user experience monitoring products.

New media has become an efficient channel for driving brand perception. In a world where readers are active participants in the conversation, public opinion can be radically altered by circumstances beyond the control of the original author. Case in point: An influential business technology blogger recently wrote an article dismissing one of our client's software applications. Knowing his statements were erroneous, we immediately leveraged the community of people interested in this topic to bring to light the application's impressive benefits.

Within an hour, readers-including a well known technology analyst-added comments to the original blog challenging the author, who soon acknowledged that he had not done the necessary research to understand the application's future potential. This got the business technology world buzzing right before our client's most important trade show. Ironically, the negative-turned-positive blogging did more for the client than a standalone article would have done. If the author had written this story in a print publication, the article would have stood alone as the final word on the subject. Today however, dissenting views can speak up and validate or refute a writer's statements. This gives PR practitioners a host of new opportunities to guide public perception of their clients.

As mainstream media is shrinking, it's imperative that PR agencies adapt to this new reality. More newspapers are folding and ad dollars are being spent online. The fact that anyone with a computer can be a publisher is a powerful concept-demanding a sea change in the way PR is practiced. I'm fascinated by the ever-evolving world of social media and excited to explore the possibilities this brings to our clients. We invite you to talk with us about new opportunities social media extends to brands.

As the person in charge of spearheading social media at PAN, I'm very anxious to hear your thoughts on how your current account team is doing in this very important realm. My department is fully entrenched and dedicated to making your social media campaigns successful, so I'm interested in hearing your feedback. To that end, please take a few minutes to answer the questions below via an email back to me. I take your feedback seriously and look forward to your responses!


Does your account team have a strong understanding of how social media can benefit your company?

Are you pleased with how your site ranks for various keywords on search engine results pages?

Does your account team do a thorough job of keeping you informed and educated on social media?

Are you more comfortable with social media than you were a year ago?



*Joel was most recently featured in the Council of Public Relations Firms', The Firm Voice in an article entitled: "How is Social Media Changing Your Practice?" Click here to read the article!

Ali Riaz
CEO

Ali Riaz is the CEO of Attivio, creators of the Active Intelligence Engine (AIE), a universal index for integrating structured and unstructured data into key business processes. Attivio's Active Intelligence Engine (AIE) is the first information platform to provide two very basic but critical functions: a universal repository for both data and content, and a real-time alerting system that connects good, relevant answers directly to your corporate processes.

Why did you choose PAN as your PR agency?
We chose PAN as our PR agency because of their experience launching companies and their strategic approach to PR.

What are the PR challenges in your industry?
We are an enterprise software company with an innovative approach to helping companies gain unified access to their structured, as well as their unstructured information assets. There are a number of legacy search companies claiming to do this, so our key challenge is to explain the advantage we bring by having built our technology from the ground up to address both sides, rather than adapting or bending a legacy technology that was initially intended to address half the equation.

How has PAN begun to help Attivio to overcome some of these challenges?
The first week we started with PAN, they secured great results for Attivio by reacting to some breaking news on a key competitor and since the first week, they continue to get us in front of the right audience to tell our story.

What do you find most appealing about working with the PAN team?
We appreciate PAN's dedication and relentless pursuit of media opportunities that elevate Attivio's position and awareness in the market. Recently, PAN helped us receive significant coverage in InformationWeek as the publication's "Start-Up of the Week" and secure a slot on Information World's upcoming Hot Start-ups of 2008.

What are some creative counsel/ideas that the PAN team has provided to you?
PAN was very active in helping us capitalize on news surrounding Microsoft's acquisition of Fast Search & Transfer and has helped us develop several byline topics.

What are you looking for PAN to accomplish in the first 90 days?
In the first 90 days, PAN helped Attivio receive significant coverage alongside industry giants such as Microsoft and Google in publications including Computerworld, InformationWeek and Information Today. Additionally, they identified several opportunities to highlight Attivio as a hot new tech company.

What are your PR goals for 2008?
As we continue to grow and add high-profile customers, we are looking for PAN to help us elevate our profile and expand the channels with which we reach potential customers, as well increase exposure for our thought leadership position.

We're happy to announce that Joel Richman has been promoted to Director of Social Media and Michael O'Connell has been promoted to Account Manager. Congratulations to Emily Perry and Shannon Palmer on being promoted to Senior Associates! Also, Sarah Buchine and Anya Woods have been promoted to Associates. They all do great work and we're very proud of them.

We are excited to welcome five new employees!
Account Manager Kristin Conforti
Associate Jill Prisco
Associate Sydne Lee
Junior Associate Jaime Ericksberg
Junior Associate Charlie Magliato

Welcome to PAN!

Happy PANniversary to our employees!
Mark Nardone - 13 Years
Ron Dellicolli - 11 Years
Christina Morris - 11 Years
Joel Richman - 9 Years
Jason Ouellette - 8 Years
Erica Burns - 6 Years
Gary Torpey - 6 Years
Jodie Wertheim - 6 Years
Cathy Rogers - 3 Years
Ann Shannon - 3 Years
Leslie Doyle - 3 Years
Shane Kendall - 2 Years
Aidan Bradley - 1 Year
Ani Bardakjian - 1 Year
Susan Forshner - 1 Year
Stacy Pelletier - 1 Year
Caroline Sommer - 1 Year
Ashley Thomas - 1 Year

Happy PANniversary to the following clients!
California Paints - 6 Years
Exact Software - 6 Years
Bus-Tech - 4 Years
Search Engine Strategies - 2 Years
NorthStar Moving - 2 Years
V.i. Labs - 2 Years
Eluma - 1 Year
Hydro International - 1 Year
Kodiak Venture Partners - 1 Year
Mirror Image - 1 Year
North Plains Systems - 1 Year
Patni Computer Systems - 1 Year
Planet Associates, Inc. - 1 Year
PlayNetwork - 1 Year
Telco Systems - 1 Year
TAC Worldwide - 1 Year

Happy Birthday to our employees!
February:
Sarah Buchine
Andy Dear
David Fretwell
Caroline Sommer

March:
Ani Bardakjian
Carrie Callahan
Mark Nardone
Jason Ouellette
Ann Shannon
Kim Spiller
Dan Thompson
Gary Torpey

April:
Shane Kendall
Jennifer Meyer
Christina Morris
Sandra Proulx
Anya Woods

May:
Lisa Astor
Kim Baker
Andy Baron
Jane Carpenter
Jaime Ericksberg
Emily Perry
Kim Scali
Randi Sussman

PAN Babies!!!










PAN welcomed two babies to the family in February and one in April! Junior Associate Caroline Sommer and her husband Joe welcomed their daughter Avery on February 6; Associate Dan Thompson and his wife Samantha welcomed their son Caleb on February 18; and Director Jodie Wertheim and her husband David welcomed their daughter Rose Isabelle on April 1. Congratulations!

We're excited to welcome MARS Health & Nutrition and The Travelers Companies, Inc. to our Consumer portfolio

In our technology portfolio, we're happy to announce the following new clients: DataSynapse , RAID Incorporated, and InterNoded, Inc.

We're very excited to have these new accounts at PAN!

Life at PAN: Our Employees Make Us Shine



Please join us in welcoming Jill Prisco, Associate, and Jaime Ericksberg and Charlie Magliato, both Junior Associates. Jill graduated from the University of New Hampshire in 2006 with a degree in English/Journalism; Jaime attended Northeastern University and graduated in May 2007 with a B.A. in Journalism and minored in Music Industry; Charlie graduated from New England College in May 2007 with a B.A. in Communications.

We're excited to welcome them to PAN! We recently asked all three questions about their roles and more about themselves which we'd like to share:

What do you like best about PR?

Jill: What I like best about PR is that I constantly get to work with people and really get to know my clients. I like helping a client get their name out there and really sell themselves and get noticed. PR helps people get another perspective on a certain topic or client that they may not have realized or been interested in before.
Jaime: I enjoy working in a fast paced environment. It keeps me focused and on my toes. Working in teams is also a huge part of it. It gives me a chance to learn much faster than I would in a solitary environment. I have wanted to do PR since freshman year in college.
Charlie: The fast paced nature of the business. I also enjoy the writing and research that goes along with it.

What is a typical day like for you at PAN?

Jill: A typical day is consists of answering emails, making sure all my tasks are taken care of for each client, reading blogs and RSS feeds, and making sure I am staying on top of everything I need to have done for that day.
Jaime: Busy. I come in and the first thing I do is scan the morning news. Mark always walks by and greets the row with a "good morning." I write out a to-do list and then begin working at checking off the items I've listed. I occasionally go out for a bite to eat, but most of the time, I eat at my desk. I usually end up staying until 6pm because I feel like I'm more productive in the evening, and I'm usually in the middle of something I don't feel like I should stop.
Charlie: Very busy, which I like. The first thing I do is check all of my emails and prioritize my daily to do list. It is much easier to manage time when I take a few minutes each morning and adjust my Outlook Calendar.

What do you do for fun outside of work?

Jill: Outside of work, I love to travel! I also love photography, singing, going to the beach, cooking, and all sports, well with the exception of golf.
Jaime: I spend most of my time reading. I love books. When it's warm out, I ride around the neighborhood on my bike for exercise because I don't like going to the gym. I drive home most weekends to hang out with friends and family (home is in Western MA).
Charlie: I love to golf, go into Boston on weekends, hang out with friends, and travel. I also enjoy reading about the automobile industry. I always run out to get the latest issues of Motor Trend and Car and Driver.

What was your last 'technology' purchase?

Jill: I actually can't remember my last 'technology' purchase, but I am going to be buying a new laptop in the near future.
Jaime: To be honest, I don't remember. I don't actually use a lot of technology products in my everyday life. Although I frequently have to buy replacement cell phones because I lose mine on a regular basis.
Charlie: A video iPod and a Mio GPS for my car. My next tech purchase will most likely be a BlackBerry Pearl.

What do you like most about working at PAN?

Jill: I like how laid back people are and just the general atmosphere of the office. Everyone has made me feel very welcome and are always willing to help me out if I have any questions. It's a really great place to work and I feel more comfortable every day that I am here.
Jaime: I love the people. Everyone is really friendly and fun. I've worked at agencies where the employees were rude and unhelpful to their coworkers; that kind of environment isn't healthy for anyone. It makes such a difference when you like the people around you.
Charlie: The people because this is my first office job and everyone has been a great help. Also, since I'm new, everyday is a challenge. It's great that people here recognize hard work and support you when you need some assistance on a project.

Professor Nardone Completes Seventh Year Teaching at Syracuse University


Congrats to Professor Nardone, who completed his seventh year of teaching at his Alma Mater, Syracuse University! Phil taught a 10-week course at the Newhouse School of Public Communications entitled, "Managing the Public Relations Firm." Students learn the dynamics of running a PR firm, including how to manage staff, provide the best in client service and new business development strategies. Students also work on developing a mock Request for Proposal (RFP) throughout the semester and present their RFP response on the last day of class.

Our Human Resources Director Cathy Rogers was interviewed by the Bulldog Reporter. Cathy talked about why the PR industry is so attractive and shared some great tips. Click here to read the article!

PAN's Winter Outing was held on March 6, 2008 at Nashoba Valley in Westford, MA. Despite the cold weather, we all had a fantastic time and were able to enjoy some quality tubing!






Please go to this link to view more pictures from the eventful evening!