PAN Communications prSPEAK

Senior Account Manager Erica Burns talks to Jason Ouellette, Co-Director, Technology Portfolio

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Over the past two years, one of the major themes across all business publications has been the dismal state of the economy. Lessons learned articles with phrases like “How to XYZ in a Down Economy” have been flooding the headlines and executives who have weathered economic storms of the past have been sourced for their valuable experiences and advice.

Last week the Dow hit 10,000 and this propelled what began as a mumbling across the internet that the economy is on the rise, into a wave of optimism. Though there are many experts proclaiming that despite these sporadic glimmers of hope, the end is not near—there is no doubt that businesses are beginning to think about how to position themselves to succeed when today’s economy does get back on track.

From a media standpoint, this has opened opportunities for businesses that have been able to weather not just storms of the past, but this storm, successfully. Recently, we have positioned a number of PAN clients for opportunities that went beyond their traditional trade publications to offer broader expertise in top tier business publications.

Recently, in her regular “Stand Out” column in SmartMoney, Diana Ransom tapped CEO Ryan Wuerch of Motricity for his strategies behind making and overcoming tough decisions to keep his company on top. Offering his perspective as a business owner, rather than an expert on mobile internet, provided an opportunity to reach a wider audience outside of those focusing  solely on Motricity’s industry.

In another SmartMoney article entitled “One Year Later: Lessons from the downturn,” Tangoe, a company specializing in telecom expense management (TEM), a very niche space, was able to break out of the traditional conversations around TEM and connect with SmartMoney’s audience in a more relatable way. For this opportunity, CEO Al Subbloie was able to highlight his company’s success over the past year and also further assert his leadership in the TEM industry and beyond. A topic from which many businesses can glean advice, the article was also included in the Wall Street Journal.

As we continue to have such a close eye on the economy, it is clear that media opportunities forward-thinking in nature, abound. Predictions and analysis on when we will climb out of this slump will continue and as they do, thinking about how clients can weigh in on the conversation from unique, but significant ways, will be key.

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.  

As new media continues to alter the way brands offer products and interact with consumers, the ways in which individuals utilize the information also continually changes.  Given that this evolution will only augment over time, the value that clients are seeing in non-traditional media opportunities (i.e. podcasts, video interviews, blogs) continues to grow. These outlets are more interactive in nature and allow bloggers, readers, and individuals/companies mentioned in a post to respond and communicate in real time via commenting. 

As PR practitioners it is important to acknowledge this evolution as well as develop a strategy that leverages a mix of both traditional and new media programs. Creating opportunities that allow clients to interact and share information with potential customers, key stakeholders, and interested parties should be the cornerstone of a successful PR program. 

With that in mind, I began to think of ways we could utilize the wealth of information that Mirror Image Internet’s (a PAN client) Director of Marketing Martin Hayward posses regarding mobile video delivery – and why it is quickly becoming the core of many mobile marketing strategies.  

Knowing that StreamingMedia.com is the premier online destination for industry news, information, and services related to the streaming media industry, and that we have a great working relationship with its Editors, I thought I’d propose the idea of producing a podcast with Martin and a Mirror Image partner, Wowza Media Systems.  Contributing Editor Tim Sigli, who has taken over the podcasting helm along with Jose Castillo, confirmed his interest, and we were discussing recording logistics before I knew it.  

Soon after, Martin, Dave Stubenvoll for Wowza Media Systems, Tim, and I were recording the contents of a compelling podcast via phone.  Throughout the podcast, Tim explored the benefits of a single codec, H.264, for mobile delivery from two perspectives: a single media server (Wowza, represented by Dave) and a content delivery network (Mirror Image, represented by Martin). 

The podcast has since been published and now lives alongside hundreds of hours of audio/video content on the Streaming Media site.  Listen to the podcast – and others – here, and let us know what you think!

I just returned to the office on the heels of two very successful client media tours. The first took me to New York City for two days of meetings which included FOX Business News, Forbes, and Dow Jones. The second was a combination of Boston and New York City with briefings at Network World, Tech Target, CRN, and Baseline. And it occurred to me, I think we sometimes get so wrapped up in pitching news and creating strategy for our clients that we forget about the importance of face to face interaction with reporters.

For one, I think the media appreciates it. It’s not often they get to sit down with a C-Level executive and pick their brain on various trends, industry happenings, etc. The conversation tends to be a bit more casual and can cover the gamut of topics. During the Forbes interview, the reporter and CEO touched upon everything from expense management to how to advertise your business to dealing with other CEO’s. Ultimately, it built a strong relationship between the two individuals and our client left the meeting feeling really good about how it went.

This leads me to probably the most important benefit of in-person briefings: the benefit to your client. The reality is, most of these meetings are either introductory or a chance to build on an existing relationship and “catch up.” Some clients may have some resistance to this if there is not a definite answer on whether coverage will result, especially if they have planned a trip specifically for the briefings. But to that, we council our clients to stay open minded. Yes, the Forbes interview was not a 100% guarantee for coverage, but we left the meeting with three separate story opportunities – one of which ran the following week! Bottom line: a reporter is more likely to remember your company and think of you as a source if they’ve had a chance to meet you in person.

So, as we approach the end of summer and you’re looking for creative ways to up-level a client and their company, get a conversation started on the benefits of face to face meetings with the media. It keeps things fresh, gets your client front and center, and can lead to some significant results!  

Kory Mello and Jon Backus

It’s been several weeks since PAN’s summer interns joined the staff here in Andover, and already they’ve made a big splash in the PR waters. Kory Mello and Jon Backus are both 2009 graduates of the S.I. Newhouse School of Public Communications at Syracuse University. Today, they share with us their experiences so far with PAN and the public relations profession.

How did you first hear about PAN?
Jon: I had the pleasure of taking two classes taught by Phil during my last semester at Syracuse. I loved how he spoke highly of PAN and used real-world examples from the agency in class and decided to take a closer look.

Kory: One of my professors mentioned that there was another professor at the school who runs his own firm in Andover—I was like, ‘Wait a minute, Andover?’ I’m from Dracut; I’m literally right next door. I attended a roundtable of Boston-area PR firms that Phil was hosting and he invited me to submit my resume for the summer internship.

What has been your experience at PAN so far?
Jon: I’m impressed by the variety of things that we’re given and challenged with. I’ve done media lists and competitive reports, but at the same time I’ve also edited video and helped on podcasts

Kory: I’ve also been surprised by the responsibilities and the different things that I get to do. I’ve never worked in an agency before—we read in a textbook about what you’re supposed to do (and what you’re not supposed to do), but to be able to get the hands-on experience here in my first four weeks is fantastic.

What does a typical day for you look like?
Jon: When I get to my desk, I open Outlook and my Google reader. It takes me a little while to go through my RSS feeds for relevant news and coverage, and when there is coverage I make clips right away. Other than that, my day includes activities like preparing competitive reports, building up media lists and helping out in the office reception area. We’re also starting to get into pitching.

Kory: I don’t know about you, but my day starts with coffee. Only then do I take a look at e-mail, Twitter and my RSS feeds. I also help run a portal for Airwide Solutions called Mobile Messaging 2.0, so I spend time reading and filtering through various articles.

What has been your favorite task so far?
Jon: For me, the Mirror Image team heard that I had video editing experience and asked me to help them pull together a video for the client. It was a lot of fun, and along the way I was able to teach them a little about editing as well. 

Kory: I was able to work on the First and Main project. We just had an event where they rebranded a new shopping center in downtown North Andover, where not only was I able to pitch the media, but also get involved in the event planning. Several of my reporters came to the unveiling ceremony and I got to work closely with them answering questions and even helping set up the cameras. I’ve never done anything like that before, but it was cool to be in charge.

Do you have any PR “pet peeves”?
Jon: Two stand out for me. The first is grammar. Obviously, everyone slips up once in a while, but there are simple mistakes that people make over and over. It makes me cringe. The second is when a client pulls out the “no comment” comment. There’s always something that you can say, even if it’s a blanket statement.

Kory: Definitely grammar. For instance, reading a press release or an article and seeing writers use the wrong homonym, misplace an apostrophe or forget a hyphen.

What do you like most about PAN?
Jon: Working at PAN, not many things go unnoticed. If you put work into something, someone is going to say something or appreciate you for it. It’s awesome how appreciative everyone is for everyone else. I also love how I can get along with every single person here.

Kory: The atmosphere here is fun. PAN has so many different things that it does, whether it’s workshops, interviews, the newsletter, brown bags or PAN Pub—there are always new things to help everyone stay on top of the game. It’s a friendly atmosphere, and it goes from the top down, starting with Phil.

What impact would you like to have in the PR industry?
Jon: I’d like to be another person in the PR field that does it right and can take away from the stigma that public relations has. Not everyone has it. I know a lot of reporters that greatly appreciate all the help that PR professionals do for them, but many others buy into this stigma.

Kory: I agree we’ve got a bad rap. And not only do we have a bad rap, but people wonder what we do. It’s awful, not even my family gets it. Changing that image—that’s my goal.

What’s your favorite source for news and information?
Jon: I don’t have a single source. I rely on my Google Reader—it has everything I need to know. In my down time though, my favorite thing to read is the Arts section of the New York Times.

Kory: I don’t know what I’d do without my Google Reader. Everything comes into my RSS feeds. I’m also constantly watching CNN and keeping an eye on Twitter.

This year, the internship program is being led by Senior Associates Susan Forshner and Mike O’Connell, who help manage the interns’ schedules and serve as the buffer between them and the teams requesting their assistance.

According to Forshner, the goals of PAN’s internship program are different this year. In addition to integrating Kory and Jon into the world of PR through various account and administrative work, they will have the opportunity to work closely with other departments at the agency as well.

“It’s going to be a three-pronged approach when it comes to gaining experience this summer. Our goal is to give them a broad experience over all areas—PR, marketing and new business.”

Account Manager Lisa Astor speaks to Karen Master, Director of Corporate Communications at Ariba.

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Account Manager Alexis Gordon talks to Director Jodie Wertheim about conducting public relations during a crisis situation.

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At times here on prSpeak we don’t take a minute and recognize the great work and results generated by some of our teams. Last week one of our newest clients was shown immediate return on their public relations program through some fantastic national business coverage with Fox Business News and Forbes generated by their team here at PAN (not to mention a meeting at Fortune that will surely turn into positive coverage in the near-future.) One thing that jumped out at me during our first three/four weeks with them is the great passion during and after the pitch and the excitement when the coverage appears. Goes to show there is some great opportunity out there – just need to tailor the story a bit more these days and the results will be evident. I just thought that it was worth a minute to put the spotlight on one of our teams here at the agency and show the readers of prSpeak some great coverage.

If at the end of the day, the slightest role of public relations & advertising is to make a potential consumer smile, laugh and feel immersed in utter joy for a solid two-and-a-half minutes, then Saatchi & Saatchi’s “T-Mobile Dance” has taken the art of interactive pr & advertising to the next level. More importantly, they’ve inspired me to continue to pursue my creative pr career path despite the circumstances.

Amidst the onset of last week’s “Bloody Monday” with a reported 65,400 job losses haunting national headlines, and Macy’s announcement this week to cut 7,000 positions, the word “surrender” should’ve been tattooed on the whites of my desperate job seeker’s eyes.

I represent one of the thousands of public relations seniors who (despite years of preparation at our prestigious communications schools) exhaustedly anticipate to graduate and (fingers-crossed) land any sort of ‘communications’ job in the statistically worst economy since the end of WWII. In five months, my hopeful, idealist self has been molded into a cynical realist, as distant thoughts of success have left me feeling discouraged and ready to abandon communications as a discipline altogether.

            As the black, bold “MASSIVE JOB LOSSES” sans serif text glared at me through my CNN Money Homepage this week, impulses were many. Should I run to the counseling center to fill out last-minute applications to grad schools, thus giving the economy a chance to get its act together and prepare for my grand entrance into the workforce two years down the road?…perhaps. Did it cross my mind to take a job at the campus pub in order to sharpen my waitressing skills for a realistic future in the city? You betcha!

            Instead, I clicked through the hundreds of PR blogs and websites as part of my continued ‘job search’ until I came upon a post about the “T-Mobile Dance” and creative public relations.  As Lulu’s “Shout” song reverberated through the Liverpool Street Station and the 350 hired dancers transformed the English train station into a Broadway-esque interactive dance performance, I simply could not stop watching, laughing and sending the link of the T-Mobile stunt to anyone and everyone I knew. The responses from all who watched were contagious; we were inexorably ecstatic and wanting to uncover everything we possibly could about T-Mobile’s “Life is for Sharing” campaign.

            Now I have read feedback that’s referred to the pr stunt as ‘unoriginal’ and ‘done before’ but in my eyes, a new client, a new place and new consumers inevitably heed creativity and media awareness. Every idea stems from another and I can only give props to Saatchi & Saatchi’s work for T-Mobile, truly making the fun and connection of dance come alive within the Liverpool station. Public Relations is the art of awareness based on the principle of research, but in my opinion, the original action is what sets creative, successful public relations apart from the rest.

So what…other agencies have used dance and live production to stir buzz and gain publicity for a client. But guess what? It works!

PepsiCo’s Silver Anvil Award winning “Smart Spot Dance” for instance was rated one of the most successful campaigns by the PRSSA, engaging the public to move and share in fitness and fun together. It’s no secret that dance, spontaneity and public intervention, if executed efficiently, as T-Mobile’s surely was, will stir positive emotions for a company and create smiles and conversation weeks, even years after.

            It was after my eighth replay on YouTube that I realized, as hard as it is to find a job in communications with this economy, it’s worth a try to be able to express my creativity and passion for branding, non-traditional and social media as a part of my occupation, the way that the practitioners behind the “T-Mobile Dance” did so well, and to actually get paid for it.

Sure, it may be an uphill battle to find the type of creative communications position that I want in this desolate economy, but it’s worth persevering, no matter how discouraging, to reach what I want to pursue.

            So thank you, Saatchi and Saatchi. As critics must realize that results are what matter in creative campaigns, so I realize that the ability to create impact and follow my passion is what keeps me atop the pr bandwagon even through economic crises. Thank you, Saatchi for reminding me of why I’m even on this search to begin with. Someday, I myself will organize 350 dancers in an English Train Station, create trust and excitement in my own client’s brand, and spread smiles across the world for months & years to follow- all with the click of one YouTube “play” button.

Until then, jobs.com, mediabistro & prweek…Let’s Dance!