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Tapping into the Power of Influencers

Posted by Alyssa Miron on May 5, 2015 11:30:00 AM

There is a lot Scott Vaughan, CMO at Integrate, can share about the importance of building an effective influencer relations strategy that results in a significant increase in meaningful social engagements and one-on-one discussions. So it was a no brainer that he would lead PAN’s latest session of PANU, a knowledge-sharing training and development program that PAN holds each week for its employees.

Scott works closely with customers and partners on a daily basis – he recognizes the power of real-time integrated marketing and leveraging mutually beneficial relationships. Each small engagement creates a personal touch point that can strengthen into a deeper relationship and benefit an organization in a huge way, whether it be placement in a great feature article, a new speaking opportunity at a topnotch conference or even transform into a new customer opportunity. 


It takes a true partnership to effectively pull off influencer relations, Scott explained, and we at PAN agree. It is a critical element to any PR program, especially when working with high growth companies trying to establish themselves or if there is a need to pivot positioning and transform an organization’s story. Here are some of the main takeaways from Scott’s session and how you can make the most out of each influencer relations program.

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Topics: influencer relations

Understand your audience: 5 Tips to Create Dynamic Personas

Posted by Mark Nardone on May 4, 2015 3:00:00 PM

It’s elemental to marketers: properly understanding and targeting your audience can be the difference between success and failure of a campaign. However, “audience” is a broad term, and will likely include many different types of individuals, groups and/or “personas”.  Marketers are realizing that they must understand the value of gathering insights to drive more personalized marketing programs.  Personas are generally “ideals” of your target customer— traits that you build to better understand the needs, interests, and behavior of existing and potential customers.  Personas, when linked (or engaged) with your brand’s content, become the foundation of a very powerful marketing campaign that will drive outcome and action. This is more important now than ever as the shift to inbound is well underway and the customer, regardless of industry, is truly empowered to embrace a brand at their choice, pace and place.

Once you have your audience personas mapped, how do you reach, engage and reward their interest?  Are they simply a single transaction or potential superstar brand advocate?  If marketing teams are not taking the time to understand behaviors of their customer then they are missing a huge opportunity to build loyalty and trust.  Every customer engagement is dynamic. They consistently change, grow and develop along the pathway to purchase.  It’s the post purchase opportunity that marketers will be challenged with – and persona insights will provide a level of visibility to leverage the possibilities. 

Image by Stefano Montagner used under CC license.

We’ve outlined five steps below to help marketers with developing personas profiles that are more dynamic and can deliver better results to your marketing program throughout the customer’s lifecycle.

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‘Cuse Chronicles by a CEO – Before We Say Goodbye

Posted by Phil Nardone on May 4, 2015 9:58:00 AM

Looking back at the past 15 weeks, I’ve worn many different hats and have learned as much from my students as I’ve hoped they learned from me. In January when class kicks off, 15 weeks seems endless but then those weeks seem to fly by faster than a blink of an eye. Every year when class finally wraps, a part of me always wishes that we had more time. There is so much I want to teach, share, advise and prepare my students for; and I know deep down there is only so much we can cover in 15 weeks. Before I sign-off for the last time, here are three final takeaways for my students, along with all “students” in management today:

Trust Takes a Long Time to Build, But A Short Time to Lose

No matter what sort of relationship you are in, a teacher--student relationship, VP--Associate relationship or an Account Supervisor--client-contact one, in order for it to be successful there needs to be trust. Trust is a funny thing because building that trust can take some time. When a PR agency starts working with a new client, the team members put a significant amount of effort into proving to their new client how capable they truly are. They look to deliver results right out of the gate (leveraging their relationships); researching and devouring the industry (to become experts overnight), etc., all in an effort to set-the-stage for success and trust with that client.  For my students, they’ve spent almost the entire semester building trust with me and working toward this final project which was the perfect opportunity for them to deliver. However, as the saying goes, trust can be lost much faster than it can be gained. One wrong step or one small mishap can set you back months of hard work. Which brings me into my second tip…

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Topics: 'Cuse Chronicles

Maximizing Your PR Presence at Conferences & Events

Posted by Lauren Arnold on May 1, 2015 11:30:00 AM

It’s the height of the Spring conference and trade show season and marketing teams are humming.  In April, for example PAN had teams working on HIMSS in Chicago, RSA in San Francisco, NAB in Las Vegas and BIO-IT World in Boston. A host of other conferences, including adtech, are around the corner.  We thought it would be useful to identify a few winning PR strategies to maximize their presence at conferences and trade shows.

Engage Early. Don’t wait until the last minute to begin engaging media and influencers.  These should be relationships your brand fosters long before the start of an event; the event is the opportunity to connect socially, but it should not be the first and cannot be the last (until the next event).  And make the meetings you do have worth their while—supply news tidbits, ideas and research—and even information that may be tangential to your brand but relevant to your industry. Do the media a solid-they know you want something from them—give them something in return.  And be ready for them-assign a person in your booth to be the facilitators of meetings with the media and influencers. And definitely don’t ignore the bloggers—they may be small, but their influence can be mighty. Treat them as a valued connection.

Image by https://www.flickr.com/photos/cydcor/ used under CC license 

Breaking Good. If you have news to break and the conference is the appropriate time to publicize it, go for it.  But don’t get lost in the din. Realize others can overshadow your news.  Prevent this from happening by tying your news into a larger breaking news story or trend that is being discussed at the event. This makes you a more compelling “get” for media and influencers to talk to.

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‘Cuse Chronicles by a CEO – The Final Lecture

Posted by Phil Nardone on Apr 27, 2015 10:07:00 AM

This past week marked our final lecture class of the semester. Tomorrow will be my last class with my students where they will present their final project. As I mentioned in my first post of this series, we switched things up a bit this year, changing the curriculum, assignments throughout the semester, and revamped the final project completely.

In previous years, the final project has functioned like a traditional essay assignment based off a hypothetical client scenario, which does not reflect the type of work my students would be doing at a PR agency or at an in-house PR position. So tomorrow, my students will present a series in-class of analyses and recommendations, based off a real client. They are inheriting a PR position and need to design an integrated communications strategy, with free reign to suggest a variety of communications tactics (social posts, infographics, sponsored content, traditional media, etc.),

Image by Luke Jones https://www.flickr.com/photos/befuddledsenses/ used under CC license.

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Topics: 'Cuse Chronicles

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