PAN Communications, an integrated marketing and PR agency for B2B tech and healthcare brands, today announced the hire of Elizabeth Yekhtikian, who joins as the firm’s first chief media strategist. Yekhtikian will help drive storytelling across the media landscape at PAN while collaborating with national and global media contacts to better align with the firm’s impressive client roster. Additionally, she will provide extensive media training and strategy to further modernize the agency’s approach to PR.
PAN believes in remaining true to the services it was built on as PR continues to evolve. By emphasizing storytelling and execution across earned, shared, owned and paid channels, media remains the foundation of every customer relationship. Yekhtikian offers this level of strategy, uniquely paired with a high-caliber network on a global scale. This experience will help the agency expand its reach, including broadcast, for brands looking to tap into the power of narratives across all channels.
Peter Cohan, a Forbes and Inc. reporter with years of experience in the media, talks about his relationship with Yekhtikian:
“I’ve worked with Elizabeth for over 10 years and appreciate her ability to come to me with high-level trends that start-ups and established tech leaders are seeing in their industries and that my readers care about. She is very tenacious and works with a sense of urgency that I admire.”
Drawing on a recent panel that Yekhtikian helped organize for PAN’s New York office, the firm remains steadfast in leveraging the value of relationships across a broader media landscape. One of the themes coming out of the panel touched on reporters’ tendency to lean on multiple sources for every story—evidence that moving forward, relationship-building will be the foundation for positioning brands as go-to resources for journalists across the media.
With 25+ years of experience in communications, Yekhtikian joins PAN from InkHouse, where she created and implemented media strategies for a variety of technology and venture capital brands. She was also responsible for providing hands-on media training for clients, an area that PAN will seek Yekhtikian’s guidance in as it remains focused on enhancing customer experiences.
“Storytelling is vital to any brand’s success, and our clients depend on us to lend context, credibility and a critical eye to their corporate narratives,” said Megan Kessler, senior vice president. “At PAN, we understand that success in marketing begins and ends with the right story, which is why we’ve added Elizabeth to our leadership team and doubled down on our investment in building a world-class media relations practice.”
PAN looks forward to leaning on Yekhtikian to advise staff members of all levels through targeted training and development sessions, as the saturated media landscape continues to present challenges to modern day communication professionals. Brands are approaching PAN with the goal of utilizing earned media to increase share of voice, executive visibility and overall referral traffic, and Yekhtikian’s knowledge sharing and experience will help the firm deliver measurable results.