1. Analyze Business + Needs = Strategies Messages You Want To Communicate Communication Tools “What We Will Use to Communicate the Messages” Target Audience “To Whom We Will Communicate the Messages”

2. Execute We Communicate the Messages to the Target Audience Using the Tools PublicitySales Promotions Media RelationsCrisis Management Trade Show SupportReputation Management Integrated MarketingLitigation Communications

3. Measure The Purpose Measure Lion’s Performance  The Methods Lion’s Performance Assessment Matrix  The Results Quantitative Measurement  Lion Clippings Evaluation Ongoing Refinement of the Program Measure the Program’s Effectiveness

4. Lion Clippings Evaluation (sample) Message Communication 1 2 3 4 5 PUBLICATION DATE CIRC. QUALITY VALUE SUBJECT 20,773 73,457 78, 908 141,029 67,052 781,238 69,334 53,222 Vision Systems Design Machine Design Design News Crain’s NY Business Laser Focus World Wall Street Journal Photonic Spectra PD&D 3 5 3 4 5 3 4 5 X X X X X X X X X X X X X X X X X X X X X X X X 11,750.00 760.00 950.00 17,650.00 12,000.00 3,400.00 13,000.00 1,020.00 Feature Article 01/07 01/07 02/07 03/07 04/07 06/07 08/07 11/07 New Product New Product Exec Interview Feature Article Sales Goal Feature Article New Product Total Publications = 8 Total Circulation = 1,285,013 Total Value = 60,530.00 Message Communication Key: Industry Leader European/Global Capabilities Technical Innovator Driver for Change End-User Benefits Quality Rating Key Very negative Poor Fair/Balanced Good Excellent

5. Lion Performance Assessment Matrix (sample) POOR EXCELLENT 1 2 3 4 5 6 7 8 9 10  • Press Coverage Achieved • Success in Obtaining Coverage in Corporate Target Titles • Success in Obtaining Coverage in Sector-Specific Press • Quality of Internal Communications • Quality of Strategic Advice • Speed of Response • Administrative Support • Presentation Assistance           Target in 2004 = 8 or more   Range of Ratings Last Quarter This Quarter