Thought Leaders
Discover how this client increased recognition of their brand while targeting new audiences and an untapped market.

A La Mode
Learn how PAN helped this client launch their product during a challenging economy.

Now hear this: Breaking News and PR
By Andy Baron, Account Manager


When Lehman Bros. collapsed last September, it underscored just how flimsy our financial system had become. For those of us in the world of public relations, it also represented an opportunity to truly explain what the nation's largest ever bankruptcy meant. As one of the top breaking news stories of 2008, it was critical to gather information and then distill it in a concise and meaningful way that would be valuable to the media.

In our case, PAN was fortunate to represent Burns & Levinson LLP, a top-notch Boston law firm with a terrific bankruptcy lawyer in Victor Bass. As it turns out, Bass read the bankruptcy petition and was able to provide a quick, meaningful explanation of the bankruptcy. There were 30 creditors, an extraordinary figure according to Bass, and he said that financial services firms almost never filed for bankruptcy. He also noted that Lehman filed for bankruptcy while still being solvent, not particularly unusual in legal circles (but a counter-intuitive concept, nonetheless). Those points proved sufficient for us to approach the media and convince them that they needed to speak with Bass. The strategy worked, and Burns & Levinson received widespread coverage in print, broadcast and online news outlets over the next two days, bolstering the firm's Bankruptcy practice.

Every day in any given sector, news is breaking. Whether it's a recall for a consumer product, a security breach at a technology company or a financial scandal, breaking news surrounds us. As PR practitioners, how well we react to the news - not to mention how well we package the findings - dictates how successful we'll be. Importantly, PR pros should always keep in mind that it makes sense to pursue breaking news only when it corresponds to a client's strategic initiative. We should never push a source on a reporter if it does not tie back to the company's core objectives. To be successful, there are a few best practices for PR pros to use when it comes to pitching breaking news. We need to:

• Ask questions and present the issue simply - When a story breaks, the temptation is often to call the media and tell them we have a solid source on the topic of the day. But absent any real substance, the pitch falls flat. Instead, we need to take the time to corral our contacts, talk through the issues with those experts and create two or three key cogent points. Armed with those points, we have newfound confidence about the strength of our pitch.
• Place the story in context - Can the client paint a picture for the media? Are there data points that need to be included? If so, amplify that point and tell the story. It's not good enough to simply state that a certain technology product has seen 147 percent growth year-over-year. We must state, for instance, that the growth represents the first time in two years that any company in that sector has seen more than 40 percent growth. That gives the reader a sense of the magnitude of the increase.

Feel free to contact me with any questions about breaking news.

Ian Bruce
Director, Global Public Relations

Novell, Inc. (NASDAQ: NOVL) delivers the best engineered, most interoperable Linux platform and a portfolio of integrated IT management software that helps customers around the world reduce cost, complexity and risk. With its infrastructure software and ecosystem of partnerships, Novell harmoniously integrates mixed IT environments, allowing people and technology to work as one.

Why did you choose PAN as your PR agency?
We started working with PAN about a year ago. We wanted an agency with a strong Boston-area presence but with national reach, and we needed a team that could reinvigorate PR at Novell. Our focus was on significantly increasing the quantity and quality of coverage - Novell was underrepresented in the press. PAN fielded a very strong team and made it clear to us that we'd be a very significant account for the agency, and this swayed it for us. They showed us they could work hard on our behalf - and be creative - to get us ink.

What are some of the PR challenges with the industry you play in?
Novell competes with the giants - companies like HP, IBM, CA - as well as smaller start-ups that can be very targeted in their marketing. We have to work very hard to distinguish ourselves amid the clutter. In addition, Novell is a company with a very storied past, something that can work for us or against us. Our challenge is to tell a consistent, differentiated story that is compelling to our customers and prospects and that earns us strong coverage in the press.

How has PAN helped Novell overcome some of these challenges?
PAN has done a great job at working with Novell to craft newsworthy stories that command attention. They've been very flexible and have risen to some steep challenges, such as getting the attention of business press. I know that they're constantly keeping Novell top-of-mind among reporters.

What do you find most appealing about working with the PAN team?
They never give up. They keep at it and focus on the goals we've set for ourselves.

How has PAN been able to enhance your PR initiatives since the beginning of the relationship?
We've seen overall coverage increase by about 30 percent. Better still, we've seen this coverage be more focused and more favorable. There's still a long way to go, but we've had a first year where we've regained a lot of ground for Novell.

How have the results impacted your business?
Yes. We did a recent launch of an online tool that helps developers create a customized and tested software "appliance" that they can then run in a data center or cloud environment. The launch created a huge jump in demand, with over one new registration a minute for over a week after we launched.

What are some of your PR goals through 2010?
Social media is rewriting the PR rulebook. It's simultaneously destroying the economic model for conventional media while creating a new, amorphous world where influence is hard to gauge or control. Novell, through its work in open source and community-based activities, has a lot of experience in this area, but we need to do more. We need to find an approach to social media that involves more of the talent in our company, but still provides a consistent voice and message.

PAN Promotions













Kory, Dan, Pam and Adam

We're super SUPER excited to announce four promotions!
Dan Thompson and Pam Woodford have been promoted to Senior Associates, Adam Novak has been promoted to Associate and Kory Mello to Junior Associate!

PAN Welcomes Four New Employees!

We're beyond thrilled to welcome back Account Manager Ann Shannon!!

We're also ecstatic to introduce our new Associate Kristin Albano, Junior Associate, Jessica Casio and our Fall intern, Michael Messina! Kristin graduated from Salem State College, Cum Laude. Her concentration was in public relations, and she minored in elementary education. Jessica and Michael just graduated this past May. Jessica graduated from Syracuse University (Newhouse School of Communications) and Michael graduated from the University of Massachusetts, Amherst.

A warm welcome to Kristin, Jessica and Michael! And welcome back, Ann!

Happy PANniversary to our super employees!

July:
Carrie Callahan - 9 Years
Andy Dear - 9 Years
Kim Baker - 5 Years

August:
Linda Miller - 8 Years
Michael O'Connell - 5 Years
Dan Thompson - 3 Years
Kim Scali - 2 Years
Karen Fein - 1 Year

September:
Amy Morris - 3 Years
Jane Carpenter - 2 Years
Lisa Astor - 2 Years

Happy PANniversary to our wonderful clients!

July:
Doncasters - 3 Years

August:
Beyond.com - 2 Years
Merchant Warehouse - 2 Years
SPS Commerce - 2 Years
CODY Systems - 1 Year
Motricity - 1 Year

September:
DiCicco, Gulman & Company - 1 Year
Omtool - 1 Year
Vantrix - 1 Year

Happy Birthday to You,
Happy Birthday to You,
Happy Birthday To Our Fabulous Employees,
Happy Birthday to You!!!

July:
Ron Dellicolli
Susan Forshner

August:
Kristin Albano
Jodie Wertheim

September:
Michael Messina
Stacy Pelletier
Cathy Rogers

PAN is excited to announce these new clients!


The Consumer portfolio is thrilled to welcome:



The Professional Services portfolio is happy to welcome two new clients:






And the Technology portfolio also announces two new clients:





Welcome new clients!

Life at PAN: Our Employees Make Us Shine



To Blog or Not to Blog: Tips to Consider Before Entering the Blogosphere

Senior Associate Susan Forshner talks about the importance of blogging. Susan is the author of her own blog, Transient Travels.

Blogging is a phenomenon that hit the internet not too long ago and exploded. The millions of blogs out there span a variety of topics and they have evolved greatly over the years. For many businesses, a corporate blog has become a necessary counterpart to a website, serving as a place where executives interact with customers directly and solidify thought leadership within a particular industry with thoughtful commentary and advice. There are bloggers that focus on specific industries or products and through blogging, have gained impressive credibility with their candid insight and reviews. Personal blogs abound and they have become a source of inspiration, community and friendship among readers.

I ventured into the blogosphere about two years ago with a travel blog and since then, I can't imagine my life, both professional and personal, without it. One of my favorite parts about blogging is the community. Between networks like Travel Blog Exchange and Twenty Something Bloggers, it is amazing how many people and places I have become familiar with over the past two years. From friends I have met both in person and virtually, events I have attended and those that have been thrown for me; I have gained a great appreciation for the unlimited value of social networking.

While blogging has been an enriching and valuable experience for me on a personal level, it has also enhanced my abilities as a PR professional. As a blogger, I have a front row seat to creative marketing and PR campaigns that are sent my way, which provide not only a source of inspiration when it comes to client initiatives, but also an opportunity to experience firsthand, just what works. In addition, the relationships I have built as a blogger have given me a kind of validity that allows me to be a real connector.

While blogging isn't necessarily for everyone, as a person that has a great passion for it, I am the first to tout all there is to gain from joining the blogging community. But, before you do start a blog, there are a lot of important considerations:

Blogging is time consuming. Diving into blogging is easy, but recognizing the commitment is the hard part. When I first started blogging, I used a free platform, kept it quiet and then once I proved to myself that I had the discipline and the desire to post on a regular basis, I began spreading the word.

Find your own voice. Whether your blog is industry focused, company-specific or simply a personal narrative, your personality should shine through. Blogs are not just a resource of information; they are a place for building relationships, promoting engagement and creating a community.

Find your blog community. The thought process behind starting a successful blog isn't too far off from building a successful business plan. One of the first things you do is research the "market" and find your niche. For example, there are countless food and travel blogs out there, but if that's where your interests lie, it doesn't mean your blog has to get lost in the noise. What aren't people already talking about? How can your unique voice, personality and creativity make your blog stand out?

The Golden Rule applies to blogging. The only way you can build a community around your blog is by reading and engaging with other bloggers. Thoughtful comments and even interaction on other social media platforms like Twitter and Facebook go a long way.

Dive right in. At the end of the day, the only way to find out if blogging is really for you is to try it out. For those that are less sure, free sites like Blogger and Wordpress.com are great for getting your feet wet. Additional options that tend to offer more capabilities such as Wordpress.org and Typepad are also useful.

If you're still on the fence, I could talk your ear off about the benefits of blogging, so feel free to contact me if you have any questions!

PAN Voted One of Boston's Top PR Firms!



Banker & Tradesman recently conducted their annual BEST OF Readership Poll 2009, and PAN was voted one of Boston's top PR firms!

Click here to read the poll!

PAN's Summer 2009 Outing!

The rain did not stop us from having a ton of fun at our 14th Annual Summer Outing. The theme was reality TV shows and the winners of the t-shirt design contest this year were the Senior Associates! The group came up with the idea of a Survivor spin-off! Here's a peak at the t-shirt:




The PAN Team

Time for some team building!
What would you do if you were stranded on an island?

Would you be able to put up a tent blindfolded (with the direction of one person who isn't blindfolded)?

Our favorite type of teambuilding: Karaoke!!