The Power of Twitter
Learn how this client was able to apply their technology which helped question the media's analysis after a crisis breaks out on Twitter.

Stricken with PANiQ
Read how PAN created buzz about this client's new product prior to Outdoor Retailer Show, which resulted in an impressive launch and stellar coverage.

Taking Flight: Ten Do's & Don'ts of Twitter
By Shannon Palmer, Senior Associate


Among the numerous social media platforms available, Twitter is one of the most intriguing because it gives you a simple, yet direct connection with friends, colleagues, prospects, partners and customers/clients. It's easy to get up and running on Twitter, as the profile is clean and straightforward with character limits to keep you concise. One problem that many face, however, is getting started. How do hundreds of thousands of other users and most importantly, you, distinguish yourself?

Dipping a toe into the Twitter pool is not an effective approach, as consistency and momentum is key to building your following with this tool. It is better to approach Twitter with the intention of spending some quality time on the startup process. No need to feel overwhelmed though. Take a deep breath, read these ten tips and leap!

• DO establish whether you'd like to launch a personal, thought leader/expert, business, or general topic profile before starting so that you know what your Twitter "brand" will be up front.
• DO build your profile - Include a picture/logo, brief bio of your spokesperson or company, your location and a link to your website.
• DO NOT leave sparse or empty profiles as they will turn prospective followers away, so this is a key step.
• DO start tweeting! Instead of answering the question, "What are you doing?" answer the question, "What has your attention?"
• DO NOT try to build a community without having a few (helpful, insightful) tweets under your belt. Going to a company's profile and seeing no avatar or branded background, and the typical "what's this Twitter nonsense" as their first tweet will not win you followers.
• DO find people to follow - Use the Twitter 'Find People' search tool, or use 'Twitter Search' to find people tweeting about specific topics and keywords you're interested in. Twitter directories are helpful as they identify lists of people by specific categories, making it easier to find and follow people with like interests.
• DO NOT go overboard with following people, but take it in groups. If you start building the community by going on a following spree and wind up with an unbalanced ratio (4,827 following, 14 followers), most people will - at a glance - classify you as spam and will not follow you back.
• DO engage your audience! Include links to articles, websites, blogs, or other Twitterers so that they start seeing you as an information resource and valued contributor in your industry.
• DO spread the word about your participation on Twitter - include your Twitter handle in email signatures, on your Web sites, and include it in email marketing campaigns.
• DO NOT worry! You don't have to read every tweet, just the ones that are directed at you. You can choose to respond or not depending on the message.

Feel free to contact me if you have any questions about Twitter.

Happy Tweeting!

Christine Sierra
VP, Marketing

Christine Sierra is the VP of Marketing for Lexalytics, Inc. Lexalytics solutions offer access to information needed to understand the impact of a company's brand or product messaging and to reduce costs associated with filtering through non-relevant information.

Why did you choose PAN as your PR agency?
I have been fortunate enough to have worked with PAN while at two different companies. In my current position with Lexalytics, I recommended and chose PAN over other agencies because they have a true hands-on approach and didn't try to market themselves as PR experts for every industry. The PR firm we were using had a "pay as you go" model and if the circulation was high, so was the price. What we really needed was a PR firm familiar with new technologies. And as a software company, we needed someone who could identify and reach out to media outlets that are important to us, not just to the global publications that would have little impact on our sales goals.

What are some of the PR challenges with the industry you play in?
Our biggest challenge is that we sell enterprise software to mainly original equipment manufacturer (OEM) providers. We have very little direct sales, so our message has to reach the right person in an organization that is developing tools or solutions that will then reach the Fortune 1000. Publications like gadgets and dashboards, and we are the software on the backend of most systems.

How has PAN helped Lexalytics overcome some of these challenges?
PAN realizes the value of our horizontal approach and doesn't try to tie us down to one vertical market. They go after the opportunities that will reach the right users across the spectrum and won't present us to reporters or bloggers as something we are not. In addition, we are self-funded so our marketing budget is very limited. PR becomes even more critical when you aren't able to advertise or market as much as other companies riding the VC wagon.

How has Twitter changed the way Lexalytics communicates?
Twitter has enabled us to create new relationships in our industry, communicate with bloggers and influencers that may not have known we existed, and initiate conversations with potential customers. We recently attended our industry conference and we were happy to hear "I follow you on Twitter" more than once.

What do you find most appealing about working with the PAN team?
They are honest in their approach and have never steered us in an awkward direction. The team is creative and educated in all the new ways we should be leveraging PR outside of the traditional outlets. They have introduced us to potential partners and are always, always thinking of new ways to broadcast our message.

What are some creative counsel/ideas that the PAN team has provided to you?
Using Twitter was a definite plus. Having someone on their staff that could sit down with us to show us how to use the application saved us time and money. There is a right approach to the new social media outlets and without some insight into the do's and don'ts, it could have been embarrassing. And, as a small company, they knew the new social outlets are far more cost effective than costly sponsorships or traditional marketing options.

How has PAN been able to enhance your PR initiatives in the last 60 days? How have the results impacted your business?
Having PAN available to reach out to the market is very important to Lexalytics. We are a small company with limited resources and it is very comforting to know that an educated, enthusiastic team of professionals is focused on our overall success. We've seen an increase in awareness of the Lexalytics brand and our pipeline is growing every week. We know that during these tough economic times, not having a PR presence can be more damaging than ever before. PAN's PR efforts are critical to our ongoing success.
What are your PR goals for the rest of 2009?
Our goals are to continue to remain a strong presence in the text analytics industry and become true thought leaders in that space. In addition, we have plans to introduce a new product that is geared towards a fresh, new market and PAN will help us spread the word of that offering and kick off our launch in late summer.

Karen, Charlie and Stacy

We're thrilled to announce that Stacy Pelletier has been promoted to Senior Associate, Karen Fein to Associate and Charlie Magliato to Junior Associate!

PAN Welcomes Two New Employees! We're happy to announce that Senior Associate Mariana Pinner and Associate A.J. Gosselin have joined the firm!

Happy PANniversary to our employees!

April:
Erica Burns - 7 Years
Ani Bardakjian - 2 Years
Kristin Conforti - 1 Year

May:
Ron Dellicolli - 12 Years
Joel Richman - 10 Years
Jodie Wertheim - 7 Years
Cathy Rogers - 4 Years
Susan Forshner - 2 Years
Stacy Pelletier - 2 Years

June:
Emily Trevallion - 3 Years
Shannon Costello - 2 Years
Adam Novak - 1 Year
Michelle Pappas - 1 Year

Happy PANniversary to the following clients!
April:
Bus-Tech - 5 Years
Hydro International - 2 Years
Mirror Image - 2 Years
Dow Jones - 1 Year

May:
NorthStar Moving - 3 Years
PlayNetwork - 2 Years

June:
iTKO - 3 Years
Milton Hospital - 2 Years
Isabella Products - 1 Year

Happy Birthday to our employees!

April:
Jennifer Meyer
Shane Kendall

May:
Jane Carpenter
Lisa Astor
Kim Baker
Andy Baron
Emily Trevallion
Randi Sussman
Adam Novak

June:
Alexis Gordon
Michael Sullivan

PAN is excited to announce these new clients!

The Technology portfolio welcomes three new clients:








The Consumer portfolio announces a new addition:




And the Professional Services portfolio welcomes:



A warm welcome to our new clients!

Bell Ringer Awards!







PAN was recently honored with five Bell Ringer Awards during the 40th anniversary of the Publicity Club of New England's Bell Ringer Awards Ceremony on June 1st! We're also very proud to announce that our very own Adam Novak was awarded the Bronze Bell Award, which recognizes a public relations or communications young professional who has demonstrated a love of the field, a dedication to their career and a superior work ethic. Please click here to read the press release and to take a look at the awards PAN won!













Mingling with colleagues & friends during the cocktail reception














                   Adam Novak accepts the Bronze Bell Award

Life at PAN: Our Employees Make Us Shine


Shannon and Ani

Phil recently completed his eighth year teaching as an adjunct professor at his alma mater, Syracuse University at the end of April. He's been teaching the Managing a PR Firm course at the Newhouse School of Communications for the last eight years, and also decided to take on the Public Relations Management capstone course for the first time this year. It takes a lot of preparation to teach not one, but two classes! Hear from Phil's assistants, Ani Bardakjian (Marketing Manager) and Shannon Palmer (Senior Associate) about what it's like behind the scenes - from organizing class notes, to creating an exam, to grading papers.

What was your role with assisting Phil at SU this semester?
Ani: Phil taught two classes this year - one was Managing a PR Firm, and the other was Public Relations Management, so it was my job to oversee both classes. I helped create class notes (PowerPoints) for each class, as well as creating assignments (exams, etc.), grading papers and guiding students with any questions. I was also lucky enough to make two trips to Syracuse to help teach this semester.

Shannon: I was Phil's Teacher's Assistant for his PRL 497 capstone course.

What goes into teaching a course?
Ani: A bundle. There's so much you want to teach students about, especially with all the real life experience Phil has. Unfortunately, you have to pick and choose what your topics are and you really have to focus in on those topics so students get a good feel for the material. The class notes can be tough. You're trying to time how many slides you need for a three hour class, while deciding which information you should keep and which you should chuck. Grading is fun - - you really learn about the students' personalities through their assignments, along with their writing skills. Creating assignments, like exams, can be very challenging. You have to put yourselves in the shoes of a 20-22 year old student when you're drafting assignments. I have to be aware of what normal, acquired knowledge is to me as a professional with 10 plus years experience when I'm writing, because these students don't have that experience - so that can be challenging at times! This is a short description of what goes on in the background, but it gives you an idea.

Phil teaches each class for three hours. He usually begins the class with discussion questions, when he and the students discuss current events and PR surrounding these events. Students love this time they have with Phil, they feel like they're having a discussion they can relate to - whether they discuss the Emmy Awards or the Miracle on the Hudson. He then lectures about a chosen topic and he always uses real life examples, which the students can't get enough of!

Shannon: Besides knowing the material and having some real-world examples and applications, teaching the course entails a great deal of organization. There are presentations, exams, grades, daily assignments, and extra credit assignments that all need to be kept up-to-date and on schedule. Simply preparing all of the documents and grading takes up a huge amount of time. I think the most important thing that goes into teaching is a good rapport with students. Being able to relate to them and clearly communicating your expectations is vital.

How often did you collaborate with the students?
Ani: Quite often, as we have to guide them through projects, exams, blogging and any other type of question they might have. Managing a PR Firm involves a lot of creativity since they're responding to an RFP, so the students tend to run ideas by you, which you guide them through. Public Relations Management is a required course and covers a lot of basics. There's a handful of information which the students need to absorb in that class, so you tend to receive questions pertaining to a certain principle and how to apply it to an exam or their needing clarification from class notes. Students from both classes also like to ask Shannon and I about our careers and any advice we can offer them.

Shannon: I would email with students several times a week. There always seemed to be a handful of folks that were very vocal and asked a lot of questions which was great!

How do today's students differ from a few years ago?
Ani: Students these days are very confident and vocal. They have no problem presenting to a class and are very sure of themselves. I feel that it's a characteristic of the millennial generation. You also see how advanced and savvy they are when it comes to social media - they know how to network and communicate very effectively online.

Shannon: I think there are some different expectations from a few years ago. I graduated college 5 years ago and feel the difference already. There is a sense of entitlement among some students that though it existed in the past, seems to be more common today. I don't think students are at all lazy, but I think they expect certain things to be handed to them or spelled out more. There is a bit more hand-holding expected in some cases.

Overall though, this college generation is technologically savvy, creative, and bright. Seeing how fast some pick up on things and how easily they can relate them to current situations is impressive and I expect to see great things come from them!

How would you sum up your experience?
Ani: This is my second year helping Phil with Syracuse. It's a priceless experience because you step out of your role as a Marketing Manager and you step into a role where you're actually helping educate students. I never thought I would have the opportunity to be in that type of position. When preparing class notes, you're always looking for a fresh angle or to insert interesting stats to show how the industry has changed or is heading towards change. Most of the students are seniors, and it's so nice to see how excited and passionate they are about PR and beginning their careers. It feels good to know that we can help them get "pumped" before they step into the real world. Phil truly helps these kids fall in love with the industry because he educates them so they understand just how impactful and important it is - and for that, they're forever grateful.

Shannon: My overall experience as a TA was wonderful! It was a privilege to work with Phil and see him in action as an educator. Working with the students was an adventure with every day bringing something new, challenging, and exciting. Whether I was offering them advice, edits or just clarifying a question, I liked connecting with them and feeling like I was contributing something to their education. I admit I could be tough at times, but it was only to provide them with the most thorough understanding to further prepare them for life after graduation. I hope they enjoyed it as much as I did!

Phil with some of his students


With that, we'd like to introduce our two summer interns, Jon Backus and Kory Mello, who are both graduates of Syracuse University's Newhouse School of Communications!
Jon took both of Phil's classes and tells us:

"Having Phil as a professor at Syracuse is an experience I will never forget. His courses are unique because he has a wealth of current public relations experience to share with his students. He uses many examples from PAN as teaching tools. Those examples, along with Phil's energetic personality, are what enticed me to apply to the PAN internship program."

Kory attended an HR Recruiting Forum Phil pulled together, which was open to all Seniors at Newhouse. Participating agencies included PAN, Cone, Peppercom and 360 Public Relations. Kory met Phil at the event and commented:

"I was very impressed with the HR roundtable. In fact, if it weren't for that panel, I wouldn't have my internship today. Not only did I have the opportunity to network with Phil, but I also had the chance to speak with representatives from other PR agencies that I was interested in. It was great to be able to ask questions directly to the people who would be looking at our resumes. There were a lot of things that were mentioned on the call that were very helpful when it came time for me to apply and interview for PAN. Even little things - how long to wait before sending a thank you letter, how many times to follow up, etc. - are things that we as Newhouse students know we should do but are sometimes too afraid to ask because they seem like trivial questions. Sometimes those little things can be a big deal, so I'm grateful for the opportunity to be in that room and to have had those questions answered by industry leaders. Kudos to Phil for putting that together. It was a terrific idea."

PAN Baby!



PAN welcomes a new baby! Congrats to Erica Burns and her husband Sean who welcomed their second son, Douglas Philip Burns on May 26!