Pilot Light

Inferno is a PR consultancy. This is not. This is Inferno’s blog.

In matters of grave importance, style is the vital thing

with 4 comments


Ok, so that is somewhat of a bastardasation of a quote from my favourite Oscar Wilde play – The Importance of Being Ernest, but it still rings true. In an age where style dominates substance in almost every industry, PRs need to take advantage of this trend. How many times have you invited press to an event where frankly there was neither the space nor the atmosphere to truly engage with them? Or do you have a default venue for all your events?

Why not mix it up and go for other venues that offer eclectic themes or have a brilliant atmosphere? Inferno managed the launch of Microsoft Surface in the UK at The Haymarket Hotel and it was a massive success (if I do say so myself). Seriously though, we kept it informal and flexible – which I think the press truly appreciated. Plus I’m betting the free flowing booze didn’t hurt. We had the Surfaces in two different rooms and gave the press the opportunity to have real hands on experience with the devices. There was also a big-ass pool in the center of the basement, which was amazing!!

There is always a temptation (especially at the launch of business products/services) to make things formal and adhere to a strict timetable. But remember, journalists are people too. They enjoy the same things you do and I assume that no one wants to go to a boring event with loads of corporate speak. So take a leaf out of our book and keep it low key and interesting.



Written by pilotlight

25/03/2009 at 5:59 pm

Posted in PR, Tech

Tagged with , , ,

4 Responses

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  1. We’re not people we are craven animals who’ll do anything for a free drink

    Stephen Pritchard

    25/03/2009 at 6:26 pm

    • Haha I guess that explains all the drinks invites you journalists get. I do think it is important though, even if it is just for relationship building


      27/03/2009 at 9:42 am

  2. No one mentioned free drink at the Surface launch. Had they, I might have gone along! There was not free drink at CeBIT 😦

    Stephen Pritchard

    30/03/2009 at 6:32 pm

    • Sorry CeBIT falls slightly outside our remit but always assume that there’ll be free drinks at an Inferno organised event. It’s practically our motto. ‘excellent client services + free drinks.’


      01/04/2009 at 9:28 am

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