Challenging the traditional PR model
An effective PR strategy involves not only the ability to uncover and tell a compelling story but also a deep understanding of the audiences you are looking to impact and the ever-changing media landscape. At PANBlast, we maximize your narrative’s reach by using proactive strategies for consistent commentary on owned and earned channels. From founder comms to supporting customer success and sales, we believe a modern PR strategy extends beyond the marketing department.
Media Relations
At PANBlast, we leverage SaaS media relations as a channel to tell your story, attaching your brand to both the macro conversations happening at a national level and the micro trends appearing in niche verticals. And we don’t use press releases as the leading tactic. Media opportunities are maximized by using proactive tactics like rapid-reaction, leveraging client customers as thought leaders, ghostwriting bylines on behalf of executives, mining for internal data, and developing a deep bench of spokespeople for commentary.
- Outreach campaigns to national, local, vertical and trade media—print, broadcast and online
- Podcast interviews
- Media influencer engagement
- Announcements
- Newsjacking / reactive opportunities
- Customer PR (case studies, interview opps, etc.)
- Company and SaaS founder features
- Media product reviews
- Client data and owned-asset campaigns—eBooks, whitepapers, reports, surveys
- Journalist inquiry response management
- Target account/ABM list activation in media placements
Thought Leadership
Making noise is different from making a statement. In a crowded B2B SaaS market, piggybacking on the trend or crisis du jour has become standard practice, creating more thought followers than thought leaders. Effective thought leadership and founder comms require consistent story mining with executive spokespeople and subject matter experts (SMEs) to uncover fresh, compelling commentary, and contrarian perspectives, then promoting the heck out of them across earned and owned channels.
- Cross-channel founder comms
- Contributed content / bylined article placements
- Media interviews (podcast, virtual, in-person, written)
- Executive and subject matter expert story-mining sessions
- Speaking program management
- LinkedIn content management (corporate and executive)
- LinkedIn Sponsored Content campaigns
- Analyst relations
- Award program management
- Media training
- Speaker bio and abstract development
- Category predictions
- Third-party surveys
Content Development
To nail your corporate narrative, SaaS PR services should include dedicated content creators who can mix brand voice with technology prowess. PANBlast extends content reach and impact by evangelizing your corporate narrative through multiple SME voices and channels.
- Press releases
- Bylined articles / executive ghostwriting
- Blog content
- LinkedIn content
- Award submissions
- Quote development
- eBooks
- Whitepapers
- Data reports
- Infographics
- Customer communications
- Sales enablement emails
- Web copy
- Case studies
- Short-form video content
- Video scripts
- Survey development
Measurement & Reporting
As SaaS PR has evolved, so have expectations around measurement. At PANBlast, we’ve digitally transformed and invested heavily in technology to give you campaign transparency and real-time reporting. PR measurement involves looking well beyond standard vanity metrics and begins with establishing OKRs (objectives and key results) cross-department with marketing, sales, and customer success. Our goal is to help you as the marketing leader clearly demonstrate PR’s impact on both brand and pipeline to the board and C-suite.
- Real-time PR data dashboard for full campaign transparency
- Metrics benchmarking and reporting (beyond impressions), including:
- Tracking of backlinks from coverage to designated landing pages
- Domain Authority of sites on which we secure articles
- Web traffic and sessions from coverage
- Keyword and key message pull-through
- Media Share of Voice tracking, reporting, and analysis
- In-depth quarterly reporting
- Monthly campaign performance tracking
- Announcement reporting
- Competitor monitoring—corporate and individual thought leaders
- Google Analytics reporting—referral traffic, new users, report downloads, goal completions from PR coverage
- Spokesperson utilization tracking
- LinkedIn engagement
- Sentiment analysis
Strategy & Counsel
While we consider ourselves experts in SaaS PR, each program we develop for our clients is unique. Every growth stage presents vastly different goals and we ensure our programs map to your individual journey. Before execution, a solid PR strategy is laid based on research and analysis during our onboarding process. Once you are a client, we are here to help you with all communication challenges, including internal, external, and the unexpected.
- Competitive analysis
- Narrative development and media messaging
- Thought leader and media landscape audits
- Target account / ABM list research and tracking
- SEO research for campaign alignment
- Quarterly campaign planning
- Crisis communications
- Internal and corporate communication counsel