PAN Communications prSPEAK

Despite the rapid growth of social media channels/communities and their importance in public relations today, traditional media continues to play a central role for many public relations programs. Many traditional media outlets have expanded their online and social media channels, and are often cited and picked up by other social media channels, effectively growing their viewership.

And it’s nothing new that traditional media has been plagued with challenges. For newspapers, reduced circulation and advertising has seen significant reductions in the number of pages available for news, along with a reduction of staff. Reporters are forced to cover more beats, and the space they have to work with has been reduced considerably. Real estate in newspapers is at a premium and the stories being run have to appeal to the broadest number of readers possible, while tapping the most current trends.

As a result, these occurrences have changed much of the perceived, traditional public relations role. Relationships are at a premium, and even a strong relationship doesn’t guarantee placement in the top tier media.

The Investor’s Business Daily piece secured on behalf of Patni Computer Systems is a perfect example of these changes to the industry. This coverage has been in the works for some time. When PAN started working with Patni in 2007, the company’s stock price had risen to $28 per share, the recession had not yet started and the PAN team secured the interest of Technology Reporter J. Bonasia to speak with the current CEO and founder of the company.

As Patni’s founder and CEO was constantly on the road visiting clients, scheduling a face-to-face meeting was nearly impossible. As the recession started, the company’s stock price decreased along with much of the industry. Additionally there were leadership changes taking place in the company as well. A new CEO was brought onboard in February 2009. An industry scandal involving a competitor occupied much of the editorial coverage related to offshore outsourcing during the first quarter of 2009. Additionally, the outsourcing industry was continuing to sink as revenues continued to decline.

Once Q2 2009 set into motion, Patni’s stock price turned the corner. Investors, clients and employees strengthened their belief in the company. The stock started to rise. Through a long-standing and trusted relationship with the reporter, Bonasia, the PAN team continued to update him on the company’s progress.

After two quarters of continued growth, the company’s stock price passed $18 per share. That turned out to be more than a 300 percent growth in its stock price in less than seven months. The new CEO was making a significant difference with the investment community and the outsourcing industry overall. This was enough to finally set the date for the interview between the new CEO and Bonasia. The conversation went so well, the reporter and his editors wanted to turn this Q&A into a larger feature piece, if we could secure the proper artwork. As the CEO was new, there were no clean photos that fit the papers’ needs. The PAN team convinced the paper to send a professional photographer to the company’s headquarters in Mumbai, India, for the shot.

When the article appeared, the reporter sent a note commenting that this was a long work in progress and appreciated our assistance to making it happen.

Every industry conducts their own events. Some are local, regional, national and even international. However, there are too many industry events to count and an individual cannot attend them all. So, what can be done to allow those who cannot attend an event to hear what was spoken about? What about the use of the podcast?

 A podcast is a collection of audio (sometimes video) segments that can be listened to over the Internet or downloaded and listened to while on the go. This tool turns out to be a great medium for sharing previously recorded material with others.

 Earlier this summer I used this technique for a client event.

 DiCicco, Gulman & Company held a roundtable with professional service veterans in the architecture and engineering industry to discuss how to manage a business in an uncertain economy. The event had a wonderful turn out, but we realized that the material discussed would definitely be of interest to others in the industry, so the roundtable was recorded and turned into a podcast series to be shared with others following the event.

 Creating a podcast series out of a previously recorded event is a way of sharing knowledge with others. Not only will the information be accessible to those who were unable to attend, but it also has the potential to attract others in the industry, and it can help position you or your company as a thought leader.

 The podcast is a social media tool that continues to be underutilized. However, with an understanding of how podcasts work and how they can be used to share a message, a podcast can be powerful public relations tool.  

PAN took home two bells awards and three merits at yesterday’s annual Bell Ringer Awards. The Publicity Club of New England celebrated their 60^th anniversary, as well as the 40^th anniversary of the Bell Ringer Awards. The event took place at the Westin Waterfront in Boston and fun was had by all. We were thrilled when our very own Adam Novak was awarded with 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.

PAN won two Bells (top award) in the following categories:

• Consumer Affairs Campaign – Travelers Insurance
• Product/Service Publicity: High-Tech Business-to-Business Campaign – JackBe

PAN was awarded with three merits in the following categories:

• Response to Breaking News – Burns & Levinson
• Product/Service Launch: Consumer Campaign – World of Grains (a division of MARS)
• Product/Service Launch: High-Tech Business-to-Business Campaign – InterNoded

Congratulations to all the winners!

The month of May used to have such a warm and lovely connotation in my mind, this year for college seniors, including myself that is not the case. The dark cloud of graduation is scarier, darker, and far more threatening this year than any other (at least that a 22 year old can remember).

The stress of attaining a job in the “real world” is seen on the faces of students everywhere on campus. No one feels like they are doing enough, learning enough or getting enough experience and those that are doing those things are afraid to be just like everyone else. Seniors are opting out of their spring break plans “in case” they have interviews and staying in on weekends to send out their resumes. I have even decided to take my first 8 a.m. to ensure that I am learning the absolute most that I can each day.            

Then I started thinking (on my cold walks to class at 7:45), that maybe this isn’t such a bad thing. Maybe this economy has made us stronger candidates, more competitive and more eager than we would have been if we had graduated four years earlier. Sure I’m pretty upset that I don’t get to fall into a “senior slump” and party all day and night, but in the end the class of 2009 will be better for it.

I was fortunate to attend a presentation by Lindsey Pollack in the fall of this year and her book Getting From College to Career has been very helpful to me in the stressful time (www.gettingfromcollegetocareer.com). The book has everything from cover letter writing advice to job search websites and is great for anybody who is at a transitioning point in there careers. Maybe if recruiters recognize the drive from the class of 2009 and we do happen to get jobs, we’ll look back and be grateful that we graduated in tougher times.

PAN client QIO Systems, makers of PANiQ controllers and fabric for PANiQmode apparel, officially launched the company today at the Outdoor Retailer show in Salt Lake City to great reviews.  We’re especially proud of QIO because they’re what PAN calls a “boomerang client,” or one that’s been with us before, left for one reason or another but returned. 

QIO systems is a new entity spun out of a former client called Eleksen, which pioneered “smart fabric” for wearable electronics.  QIO’s launch into the consumer market today introduces a device that lets people control personal electronics –iPod, iPhone, cell phones, walkie-talkies–through their clothing.  No more fumbling inside your pockets to change the song on your iPod or answer the phone.  Just swipe a fabric button on the sleeve or lapel of your jacket and keep skiing, or hiking or biking or whatever else you were doing.  

The wearable electronics market is not new.  Several manufacturers have been at it for a while with different approaches and results, but none have ever really made their mark as a true consumer electronics company.  QIO should change all that with it’s PANiQ brand of devices and compatible clothing from apparel manufacturers like Killa, on&on, Summit Wired, celio*, Bailo and other brand names from urban and high-fashion houses. 

In keeping with PANiQ’s hip, young theme we found an amazing artist named Jake Reese who works with Sharpies (yep, the pens).  His canvas for the Outdoor Retailer show?  T-shirts.  You can find his site here.  Some shots of his work at the show are below.  Great job, PANiQ! 

Anyone? 

growing up in Connecticut – this was the state lotto commissions tagline (as I am sure it is in other states). but this statement rings true across a number of avenues, especially in the business and communications world (not just quick pick junkies). sometimes a company will get miffed by postings on a blog or on a web site that puts down their product/company/management team or on the flip side be overjoyed when something good is said about them – but what companies don’t know (or want to admit) is that they need to participate in these discussions to further the discussion and not stand on the sideline.  so whether it is run out of the communications department or marketing side of your organization, take advantage of the online discussions that are going on and either thank your loyal customers or correct those that are in the mudslinging business – you’ll be happy you did.

What are you doing with the blogs today? Do you know what is being said about your company?

sideline

I attended CCOB’s Communications Info Exchange on October 22^rd in Boston. Accompanied by one of PAN’s Junior Associates, Michelle Pappas, we found ourselves meeting very eager Boston area students from many different backgrounds.  By the looks on their faces, we could tell that many of them were unsure what direction they wanted to embark on within the Communications field, and more importantly IF there would be job opportunities for them in 7 months (when they graduate).  

The event was set up as a round-table style, with eight  15-minute sessions. In this short time, Michelle and I met with people and we gave them as much information as possible about PAN and the PR Industry as a whole 

As PAN’s HR Manager, this was my second year attending the event.  While I enjoyed both experiences, I did find some differences between last year and this year’s student crop.  Last year, I felt students came prepared with questions about their resumes, asking questions about what a company like PAN looks for in young PR professionals or how to prepare for a first interview. This year, I felt that Michelle and I did most of the talking, while the students listened eagerly while we offered tips and advice. I’m accustomed to questions and lots of them, as this gives students the necessary direction to begin their career search, whether it be resumes or interview processes.  But this year was different, students weren’t asking questions and the vibe wasn’t very upbeat. I also noticed the group to be wary of the economy and discouraged about job opportunities.

Michelle and I felt proud and fortunate that we were able to tell these students that PAN continues to thrive in this downward economy.  We were happy to know that most of the students who sat at our table had heard of PAN and were aware of our strong reputation in the industry.  They were very impressed with our client base and were excited about the types of roles they could potentially be assigned with. The turnout at this career event was great, we met many bright and enthusiastic students and I hope the insight we provided will help and guide them as they begin their search for the perfect job.

We would love to hear from you if you have any questions. Feel free to email me (lwarman@pancomm.com) or IM PANcommHR. 

I’m a proud Gen-Xer and semi-reformed slacker.  As such, It’s kinda fun to watch (and sometimes mediate) the debate over the role of Millennials in the office.  Where my group was pestered to get off our collective asses and be productive, Millennials are constantly looking for productive jobs to do.  There are exceptions but in general the phenomenon is well documented.  Compared to my X peers, the Millennial contrast is very stark.

The fundamental difference between the two groups (if measured at the same point in time–mid to late 20s) is we were prone to wasting time, Millennials complain there isn’t enough of it.  While I don’t regret for a moment most of my behavior, objectively I’d have to say I admire many of the Millennial traits.  In our defense, however,  I’d offer the lack of instant-and always-on tools we’re used to working and playing with now.  “In my day,” if you needed to write a report in college about the Pyramids you went to the library and opened an encyclopedia.  Now it’s a click and print function.  I guess that’s the modern analog to the “I used to walk to school uphill in the snow–both ways.”

I bring this up (and date myself) to eventually make a point: I don’t see the Millennials apting to and applying social media tools for work, even though they’re perhaps the best versed in the technology.  Again, there are notable exceptions but for the most part Millennials don’t translate their familiarity with these tools into a competitive differentiator in the office.  Not the way they should be, anyway. It’s a curious problem so I asked Megan Maquire Twitter: megan_maquire), who IS one of the notable exceptions why this was the case.   She’ tweeted back:

@xylem Why don’t Millennials see mrkg potential of social media? Probably b/c most don’t see a use for it beyond fun. I’ll blog a better ans soon

Looking forward to her post!

Update:  Megan came back at me with a well thought out and written piece here. She gets support in the comments, too.  I agree with her; dividing the workplace by generations doesn’t do anyone any good, but the original observation is probably being played out in workplaces all over by managers like me.

We’re entering into an economic period the Y’s haven’t seen before (or were shielded from because they were in school for the last one).  The next four or six quarters are going to be deadly serious times for many businesses.  People with the most marketable skills are going to survive while others who don’t pick themselves up or don’t quite get the seriousness of the situation are going to be left behind.  Now’s the time for Y’s to put their recreational skills to use, both for their employers and/or themselves.  You’re all invited to pitch in!  We’ll use our experience to get through this next rough patch; you show us what’s new and we’ll blend the two.

Thanks Megan!

PAN is on its annual pilgrimage to San Jose for the W. Coast version of the Search Engine Strategies conference series. Although they’re all great, we love this particular location because the vibe is so different from New York and Chicago. San Jose and the rest of the Valley is the unofficial heart of the innovation economy, and that thread runs through the entire show. You simply can’t come here for a search engine marketing conference and not also become (or become more) enthralled with the web’s startup culture.

But back to the show. Although not official, it’s becoming clear that engagement, or how to measure peoples’ attention on the web, has risen as a key performance factor for all things search.

Microsoft’s keynote, delivered by its SVP of Search, Satya Nadella was interesting for the obligatory facts and figures–it’s a $15 billion dollar business right now and growing; MSFT’s share of the search market finally grew to 9.2 percent, or more than one billion searches in June; and so on–but in his talk were ideas more notable for trying to define engagement.

Did you know (or care) that more than 50 percent of searches conducted last longer than 30 minutes? Even if it’s not interesting to you, it’s definitely of interest to the search engines. Think about it: web sites have to work hard to keep users on them longer, but search engines actually own those searchers for all that time. So what do they do with them? The same thing they’ve always done, serve ads. The engines are realizing there has to be more ways to monetize searchers’ engagement, right?

One vexing issue to measuring engagement is figuring out intent. The engines still don’t know with real accuracy what you the searcher want to do. All they really know is where you’ve been. It’s even more difficult to divine searcher intent when close to 50 percent of search sessions are for things a particular person has searched before, so there’s a lot of wasted effort compounding the problem. Social search engines are beginning to address this and again, engagement seems to be a key in narrowing focus.

Measuring engagement is even more important with multimedia content flooding the web. There’s more of everything now–especially video–and the social interactions around that content and its context, such as comments and tags are great tools for measuring engagement.

There’s a nice cottage industry popping up around engagement now. One of the better tools for it is Summize, which tracks topic conversations on Twitter. If a measurement of engagement includes conversations, and conversations are markets, then the guys at Twitter may have just bought one of the best market barometers around. If they keep the Fail Whale from finding it Summize could become as important to search as contextual advertising has been over the past decade.