Shining a Light on Nuventix (Pun Intended)
September 23rd, 2009 by Starr Million BakerVery thorough, and interesting, story out today on our client Nuventix in Scientific American. Nuventix takes a unique approach to cooling down hot LEDs – a required part of the process if we all want to go green and be more efficient in our home (and commercial) lighting schemes. SynJets are essentially synthetic jets, using the same air moving process that jet airliners do to keep us in the air, only these move the air to cool hot LEDs.
From a PR perspective, this story represents the full process of what we as PR folk go through to secure coverage of our clients. Here’s how it worked:
Initially, I was reading up on Scientific American as a good fit for such a story and noticed that writer David Biello had written a story on LEDs with one line referencing the heat problem (but not a solution). I shot David a note re the missing piece of his story being Nuventix’ approach – the SynJet, and further checked him out on Twitter (interesting guy, covering quite a few topics close to my heart including clean energy (or our lack thereof!)). David and I maintained a conversation via email from April until August when he returned from paternity leave (congrats again David!). When he was back in the office, he passed on the Nuventix information to Larry Greenemeier who just so happened to be working on a synthetic jet story. Larry and I had recently worked together on a story for a different client and I must say it was a joy to work with him again – he knows his stuff. Interview happened, customer reference was secured, demo and images sent out, facts verified and ta-dah! Here we are today with a story that’s interesting to Larry’s readers and shines a light on the very cool, and unique, technology of our client.
These are the days that we do see the fruits of our labor – my favorite days for sure.
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