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Welcome to the first issue of GlobaL-ink! We envision
this as a periodic newsletter designed to shed light on, and share
insights into, the particular challenges and rewards of U.S. technology
companies working with European and Asian press.
First of all, though, let me explain the name of this newsletter:
GlobaL-ink. Globalpress Connection is a link between U.S. companies
and international press, bringing together marketing VPs, PR and
marcomm folks with the global editorial community. The eventual
goal, of course is "ink” for your company’s products
and technologies – whether that “ink” is in actual
printed form, or electronic bits and bytes.
We see the companies and editors as members of a global community,
and Globalpress has as its mission to help this entire community
become more effective, successful and prosperous. Along the way,
we also want to make the “work” of international PR and
media a bit more pleasant, even fun, for all of us.
Most of you are probably familiar with Globalpress Connection, though
some might be hearing about us for the first time. Even our old
friends might like to know more about who we are and what we do.
Here’s a brief description of Globalpress:
- Globalpress Connection, formerly Europress Connection, is a
provider of powerful international PR solutions tailored to meet
the PR needs of today's technology companies. Our highly personalized
approach provides clients with the kind of hands-on control often
lacking in today's global PR environment. By providing direct
links from the U.S. to key publications and channels in overseas
markets, we're able to keep our clients informed about —
and involved in — all PR activities performed on their behalf.
- We accomplish your PR goals with a professional, multi-lingual
team that has the expertise needed to meet any international PR
challenges. We offer our three general service areas: reverse
press tours, press summits, and PR projects and consulting.
- Whether you have PR needs in Munich, Beijing, or Milan, Globalpress
Connection is equipped to ensure that your PR objectives are efficiently
and cost-effectively achieved.
I have focused my career as a PR professional on
helping U.S. technology companies get the most out of their international
PR budgets. Born and raised in Germany, I spent three years in
the advertising department of the famous weekly newspaper DIE
ZEIT in Hamburg, learning first-hand how a newspaper operates.
From 1972 to 1984, I was marketing communications manager at photo
industry leader Optical Works G. Rodenstock, where I created the
company’s worldwide PR network, encompassing the U.K., France,
Italy, the U.S., Korea, Japan and Australia. In 1974, I began
arranging bi-annual international press interviews at the company’s
booth at Photokina, the “Comdex” of the photo industry.
Scheduling international press meetings comes naturally to me
eversince!
Shortly after arriving in the U.S. in 1984, I recognized the need
among high-tech firms for cost-effective international PR services.
I began consulting with companies such as CLI, now part of PictureTel,
and finding unique ways to connect my clients with European journalists.
I set up interviews for Cisco in 1990 at Telecom Geneva, when
the company was still fairly unknown there, and launched Extreme
Networks in Europe; within 18 months, European awareness of Extreme
Networks jumped from zero to 80 percent with our help.
After only two years I invented the “Reverse Press Tours”
concept as a way for European editors to experience in person
the technology developments at U.S. companies. I found that relationships
formed during these Reverse Press Tours tended to last a long
time and produce highly positive results for both U.S. companies
and European (and since 1995 Asian) editors.
I officially launched Europress, now Globalpress, in 1986. I see
myself as the “strategic and executive mind” of the
agency. It is my mission to develop new services to benefit a
wider range of companies and editors and our third Globalpress
Electronics Summit is just one example. In September 2005 we will
launch a new press summit for the IT industry.
It is in the spirit of building and connecting the
global company/editorial community that we launch GlobaL-ink. I
hope you will find it helpful, insightful, interesting, entertaining
– and that you will look forward to each issue as it arrives.
Welcome to the world of GlobaL-ink! And please feel free to provide
feedback on this newsletter. After all, it’s designed for YOU!
Best regards,
Irmgard Lafrentz
Founder and President, Globalpress Connection, Inc.
If you would like to check out Globalpress' home page,
please go to: www.globalpresspr.com
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