lightfair international - Illuminating Engineering Society

LIGHTFAIR INTERNATIONAL
SEMINAR PREVIEW
You may think of PR as a realm separate
from marketing and inhabited
by steely professionals. Well, yes
and no. By simply learning a few simple
guidelines and a few crucial precepts,
you can gain a whole new perspective.
This insight can serve you twofold; it
can make you an effective creator of
your own publicity, or a more perceptive
client of your own public relations firm.
When used wisely, publicity can
make a profound difference in your
marketing success. It holds credibility
advertising can’t buy. It provides coverage
and many human interest
elements that ads seldom
can. And it’s free for all who
know how to get it.
If publicity is so important to
your business, shouldn’t you
learn how to optimize your own
opportunities Explore the angles
that make your projects
newsworthy. Discover surefire
tactics to make the press
your resource.
In my seminar, “Getting
Ink,” you can get an insider’s
view of what is fit to print and
why from a seasoned editor.
From executives of
firms with PR professionals
to those who conduct their
own publicity, this seminar
will add a new dimension to
your effectiveness in building
your client base.
Sighting the Target
We open with a discussion to
identify the players—-you, your
firm, the press, and existing and
potential clients. Here, we determine
the advantages and disadvantages
of in-house and out-sourced PR
projects.
Your story is as necessary to the media as it is beneficial to
you. What projects, issues, new hires, or human interest
events make news What angles will appeal to what audience,
publications, and broadcasters How can you target for
impact
EVERYBODY’S
TALKIN’
You know you’re good at what you do so why not let
everybody else know Interiors Magazine’s Kristen
Richards presents an interactive seminar that provides
an insider’s view on how you can showcase your talent.
Wednesday, May 12th,1999, 2:00–3:30 p.m.
On the Mark
There are simple steps you can
take to ensure your envelope
catches editors’ attention.
Editors have a lot of
releases, articles,
photography, magazines,
and a million
other things on
their desks. You
need to know what
to do to catch an
editor’s eye in the 15
seconds your release
has to make
an impression.
It is important to
know what mistakes
can lose points and
key relationships
with media contacts.
Careless errors,
crude copies, incomplete
information,
and lack of visuals
could all raise the ire
of an editor and keep
your project in the
dark. If an editor sees
the perfect graphic, you
could have yourself a
cover story!
Editors are warm-blooded, too. Personalize to create the connection
that pays off in the future. You will see the simple steps
and procedures you need to take to make all the difference in
an editor’s perception of you and your firm. If there is a simple
oversight that could possibly alienate an editor, you need to
know it!
52 LD+A/April 1999