Steps forward in 2009

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Wednesday January 13, 2010 | No Comments

The challenges facing companies were increasingly ubiquitous in 2009, as market skepticism prompted constricting budgets nationally and globally. In these trying economic conditions, our team took the opportunity to think creatively on our clients behalf – to best optimize plans, with attention payed to their pocketbooks.

Two of PC’s tireless and enthusiastic account managers, Deb and Allison, describe five projects and ideas that demonstrate the innovative solutions that addressed the client’s needs in 2009 – Our success this year is manifest in our ability to remain adaptable and strategic under confining parameters to help deliver a great final product.

AMO Media Day convenes industry on home turf

With the downturn in the nation’s economy in 2009, PC recommended to AMO that we take Media Day to the publications in order to minimize travel costs for attendees. Media Day 2009 would be held on the east coast, where the majority of publications are located. The attendance in Philadelphia was record-breaking – Participant attendance doubled typical numbers! After this largely PC-organized event, we welcomed the overwhelmingly positive feedback from our media colleagues and contacts! Additionally, AMO’s data and technology updates presented that day were covered extensively in the ophthalmic trade press.

Rapid planning of Clarity media event proves positive results

Clarity was interested in getting back on the publications radars, providing them knowledge of their product, the RetCam, without crossing the lines of their current FDA regulations, which limited what they were able to say as a company. With just three short weeks to plan (generally, we plan over three months), PC was able to organize an event at the annual AAO meeting, attended by all ophthalmic editors and publishers.

Further, our innovative approach, using a more descriptive and educational discussion around the product rather than a process of comparison, was welcomed by participants, who reported some events as too strongly promotional. Our wide-ranging experience and intuition allowed us to achieve phenomenal results, eliciting positive feedback and followup interest to-date.

When virtual doesn’t work – Keep it personal.

PC is a virtual agency—currently, all employees are located on the East coast, in Pennsylvania, New York and Florida. With that said, many of our clients are based in California. While many clients respond well to phone conferences and virtual communication, others respond better to intermittent in-person contact. PC flew to California to meet in-person with a client in 2009, both to launch their PR Plan, and to present their 2010 plan after a successful relationship had bloomed that year.

Throughout 2010, we will be meeting many clients in person when possible, to provide the same personality and security that a traditional business structure suggests, while truly exercising the possibilities of our virtual workplace.

Byline Writing / Pitching – Changed way we do this, KOL submitted, etc

At the beginning of 2009, many editors were faced with the task of cutting articles, unable to outsource articles to writers, and were tied to strict editorial calendars. As a result, PC worked with the publications—we changed our pitching style, assisted in the submission of more MD bylines (coordinated by our team to ensure timely placement) and, in general, increased coverage across the board for clients. Editors began turning to PC for quick turnarounds on articles, with sometimes even less than a week to get from start to finish—and we’ve done it, and will continue to provide the same outstanding services. That’s the PC way!

Be Proactive, Efficient, and Honest

To assuage and economic angst, from both clients and editors, we’ve streamlined our workflow in 2009 – by increasing the transparency around our daily tasks, allowing the client to most efficiently spend his dollar.

In rough times, prospective clients are examining every cent under a high-powered microscope, determining where to best put their dollars. Generally, it’s not easily convinced to put it into PR. Not only has PC been able to prove their worth through their services, but we’ve also altered the way we work with our clients—by providing measureable proof of activity through monthly detailed project reports, regular updates on progress, and cutting through the fat to get to the meat of what is important to each client.

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Happy Holidays from PC!

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Wednesday December 23, 2009 | No Comments

Our week-long winter holiday is just hours away and the team at Pascale Communications, LLC could not be more excited for 2010! Embracing new clients, meetings, and subspecialties in the new year, we look forward to the time to recharge and enjoy the company of our family and friends.

Working virtually, rather than in a traditional office, the PC team could list dozens of reasons to love working from home. We’re reminded of this during the holidays, when seasonal music blares from our speakers, decorations can overtake our home offices, and an entire tin of cookies can be eaten incognito – all due to the flexible structure that makes PC so efficient year-round.

So with business plans set, annual reports mailed, and client “out-of-office” messages filling our inboxes, we asked our team to use their last cookie-soaked calories to assemble a home office “wish list” – for the work-from-home setup of our dreams.

When asked of her own suggestion, Georgette, PC’s president and CEO responded saying, “In the past I’ve sought new gadgets and goodies, because for years I’ve had the best accessory of any home office, hands down: an amazing team. This group of talented and energetic employees has shown real dedication, and I’m so grateful to be taking on 2010 with their support!”

PC’s Home Office “Wish List” (in no particular order):

Personal Chef

Packing your lunch doesn’t get easier from home, explains Audra: “I’d love a personal chef who would prepare and serve lunch each day, then also maybe a bicycle pedal feature on my office chair, so I could get a workout while I’m at my desk.”

Childcare

With a growing number of children in our PC family, the challenge of balancing work and home life is an often discussed topic. One of our newest mothers shares her addition to the list, “Anything that makes working with a newborn easier is great, especially around feeding time!”

My Own “Joan”

When you work at home alone, there’s no one to field the phone calls or drop-in visitors. Some well-meaning family members and friends don’t always get that working at home means just that – working! “When I watch Mad Men, I always think of how much I’d love Joan around my home office,” explains Deb, “She thinks great on her feet and has a thousand ways to say ‘No.’ She could also help with coffee too.”

Ink

Working from home definitely has its perks, explains Allison, “but having to run out in the cold when your printer is making ‘green’ copies can be a challenge! I’d choose ink, forever.”

Birthday cake

While some responses mentioned a personal chef who could address any kind of hunger, some were more specific with their food-oriented requests: “For a while I thought I missed birthdays in the corporate setting – I’ve recently realized it was just the cake.”

iPhone

For the team at Pascale Communications, LLC, working virtually can mean answering emails on the subway in NYC, in your home office in Pittsburgh, or on a laptop in San Francisco. “The right tool is important to stay connected,” suggests Amy. “I have a smartphone, but I need something that’s going to be as reliable as it is a tool for productivity.”

Paper Cutter

“Its terribly nerdy,” explains Christopher, Pascale’s newest member, “but since I was in my teens I’ve wanted a big one, like your elementary school had.” Now performing PC’s media publication monitoring “I’d still be using it, I’m sure – but my parents never took the request seriously.

The team at Pascale Communications, LLC would like to wish a safe and happy holiday and a happy New Year – We’ll see you in 2010!

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Deb Holliday recently helped to plan a “Media Day” for one of our clients; her take on why this event is so important is below!

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Wednesday August 19, 2009 | No Comments

This year marked the fifth anniversary of Abbott Medical Optics, Inc.’s Media Day. While each one has been extremely successful and worthwhile for all those involved, this one will go down in the books as a standout for both Abbott and for the publication representatives in attendance.

What is Media Day? Media Day provides the opportunity for the company to present an overview of key clinical data, the latest product information and insight on key industry issues to the media given by a panel of leading clinicians and executives…all in one place. It also gives the media, the AMO marketing teams, and PC the chance to build relationships in more intimate setting than is possible at the large ophthalmology and optometric congresses.

Following each year’s event, Pascale has sent out a survey to each member of the media who attended, soliciting their feedback and suggestions. Every year we hear that our Media Day is the best in the industry. Always wanting to build on that success, we strive to incorporate the publication’s wish list in planning the next Media Day. The resounding request after the 2008 event was that we hold this year’s somewhere on the east coast. In previous years, it has been held in the California headquarters of AMO and in Aspen, CO.

With the economy being what it is in 2009, we recommended to our team at AMO that this would be a great year to have the event in the majority of the Publications’ backyards. Almost all of the trade publications are based in Philadelphia, Cleveland, New York, and New Jersey. AMO wholeheartedly agreed; this year it was held in Philadelphia and we had an amazing turnout; over 40 media representatives were in attendance.

AMO relied on us to do the early-stage event planning, such as choosing the hotel and restaurants. We researched the possibilities, including asking our media friends in Philly to suggest some venues. PC always plays a key role in all planning and management of the event, and, of course, garners great press from the event every year.

Georgette and I were both onsite and could not be more pleased to report that AMO Media Day went very well and the feedback has been phenomenal! The publications teams truly appreciated AMO’s willingness to “take the show on the road.” Most importantly, we have been able to confirm a slew of articles in progress, based on the product information and new data presented.

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Reflections on an Intersection of Generations

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Tuesday July 14, 2009 | No Comments

By: Deb Holliday

While I am no expert on “generation gaps in the workplace”; I am a living example of a baby boomer in (un)retirement in a team of Generation X and Y co-workers. While generalization should be avoided, there are group traits that cannot be ignored. I found a working understanding is helpful in today’s workplace as we find ourselves amongst a diverse employee base.

WHO ARE THEY?
Baby Boomers are described as workaholics, people-pleasers, self-fulfilling, and in many cases, gain their identity through their jobs.

Generation X is defined as the first to be techno-literate. We usually see those of Gen X as multi-taskers who perform jobs quickly and expect feedback promptly, as well as flexibility and autonomy.

Generation Y is characterized by the need to be constantly connected: Internet, cell phone, I-pod, social networking. In The workplace, these individuals seek immediate responsibility, are goal-oriented and have high expectations of self.

WHY IT MATTERS?
Why is this topic of such great interest to me? I am older than my colleagues at Pascale Communications and have, in fact, children the ages of my co-workers. Anyone starting a new position has a certain amount of apprehension associated with the new responsibilities, expectations, but the age differential added a new dimension. The first time I viewed the company website and realized that my photo and biography would be placed next to those of the Generation X and Y colleagues, I thought twice about my decision to accept the offer of employment. Upon meeting my new coworkers for the first time, I was amazed to learn that I was not the only one with an age issue. I heard my youngest colleagues express concern that despite their technological and PR savvy that they may not be taken seriously because of their age and youthful appearance. I’d prefer to be on that end of the age spectrum, but yet I was empathetic to their concern.

My advice for those who may sometimes struggle with generational issues is to be direct, honest, real and appreciative of the assistance that will most assuredly come. Mutual empathy and respect are key in dealing with a wide range of ages and life experience. My experience in working with colleagues from all generations has been remarkably positive. Mentoring is usually thought of to be a transaction between a young, neophyte and an older, wiser, more knowledgeable individual who can show the younger person the “ropes”. It can, I am pleased to report, work the other way as well.

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