Luminor - Public Relations



			.	So what exactly is PR? Ask anyone and more than likely you’ll get a different answer. It’s difficult to define public relations easily, because it encompasses a broad range of philosophies and techniques. Dr. Rex F. Harlow, ARP, Professor Emeritus at Stanford University and a pioneer in public relations education, was given a grant from the Foundation for Public Relations Research and Education to define public relations and spent many months developing the following definition: Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsible to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate tends; and uses research and sound and ethical communication techniques as its principal tools. Whew – that’s a mouthful. Nothing against Dr. Harlow – he is absolutely correct – but his definition is steeped in academia and doesn’t really explain why PR should be an essential component of a company’s outreach program. At Luminor, we’ve stripped PR down to fundamentals and effect. For us, PR is simply a merger of Performance and Recognition, mixed in the right amounts, to produce Positive Results for our clients. PR can add a lot to a company’s marketing blend, but finding the right tools and the right team is crucial. At Luminor, we provide some key differentiators from other agencies – not just words to obscure or mystify the process, but real differences between us and our competition: Big agency experience without big agency overhead: Senior consultants stay working on your account when you’re a client, not just a prospect. Corporate-side experience: We feel your pain – and your satisfaction. Our team has been on the inside track; we understand client concerns – staying involved and on top of things, spending less time managing an agency team and more time deploying agency expertise and results. Integrity: We’re professional and conscientious with our clients, their publics and our peers. Our goal at Luminor is to make a difference. That means working with our clients to advocate their causes and make their goals a reality. Solid practitioners: We aren’t an ad agency with one PR person so that we “do PR.” Our PR people know PR. Really, really well. It’s what they do. We have a team of experts that understand the entire concept of public attitudes, behavioral change and making an impact. You’re probably reading this, thinking – “Okay that’s great, guys – but what does that do for me and my company?” Fair enough. Let’s talk about positive results. We have taken clients on enough press and analyst tours that it feels like we could have used the airfares and hotel bills to buy a television spot during the SuperBowl. The resulting press routinely garners books of positive press clippings for feature articles, product reviews, inclusion in roundup articles and industry awards. Ongoing media relations for many clients have ensured that they not only got the most press mentions among all of their competitors, but that their spokespeople and executives were quoted more often. Efforts leading up to industry conferences and major tradeshows have secured prime speaking opportunities for client executives, pervasive press coverage of their products and services and prominent opportunities for ancillary exposure, like interviews in media for the local area of the event. Here are a few recent examples: Envision Telephony Developed a more sophisticated image and widespread recognition for the company and its product, Click2Coach, through working as a multi-disciplined team; Built a speakers bureau for the CEO, placing him on panels to discuss new technology at trade shows; Created an analyst relations program for the company in order to insert faster feedback loops between the company and its current and potential customers; Worked closely to develop and announce strategic alliances with large call center vendors, including Microsoft, London Bridge and Trivium; Generated awareness through a media relations program involving case studies and product updates, including coverage in many call center publications, technology publications, local media and MSNBC The above resulted in Click2Coach winning seven "product of the year" and "best of show" awards from various publications in the first year of our work with them. Emerge Corporation Helped to create a presence online and in print for the company and its website to its target audiences: Worked with executive management to produce a succinct branding and position statement to clearly articulate objectives, desired brand identity and target markets; Developed an electronic press kit, or e-press kit, including corporate profile, senior executive biographies, news releases, FAQs and fact sheet for the company; Created and executed a plan to deliver the messages to spread the company’s perspective; Trained senior executives in public speaking, to ensure their ability to take full advantage of every interview – analyst, journalist, prospective investor, business partner or other target market; Scheduling a financial and securities analyst tour for CEO and CFO of the organization, providing opportunities for them to establish relationships with key influencers and enabling them to present the company’s story; Co-wrote an extremely well-received white paper in .pdf for the company to e-mail to users upon completion of registration as an incentive. The above helped the company become the first corporate intermediary to have completed the transaction of an online acquisition, and generated good exposure among financial and securities analysts, and corporate buyers and sellers – the company’s target audiences. Foam Matrix You can see examples for this client in "Our Work".	.
	Luminor Facts: We've provided PR support for companies like: Hewlett-Packard JVC Microsoft Panasonic Viewsonic BF Goodrich MAG Innovision IMC Networks Proview TROY XCD E-COMMS DPD Int'l PDSI GlobalNet Sys QuickStart Tech “One of the world’s best branding agencies” Offices in Seattle and Southern California Founded in 1983, reinvented in 2001 Senior level experts in major disciplines Fully integrated communications programs Consumer, business-to-business.	.

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