The Loukin Company : design communication

THE LOUKIN COMPANY offers public relations services to companies that focus on high-end design.
Andrea Loukin, principal, spent nearly twenty years as the market editor of Interior Design magazine,
writing about design, meeting the players and listening to public relations pitches of all types.
She knows what works and, more importantly, what doesn't.
A good public relations program requires looking at the client through the eyes of an editor.
It requires reading magazines and newspapers from the client's perspective and determining
which periodicals relate best to the client's business, and then fashioning this business to the
specific needs of these periodicals. From this process, story ideas emerge that can be
appropriately targeted.

Once stories and promotional ideas are determined, good public relations requires writing press
releases with meaty information that promotes the company in a believable way. It also requires
good photography able to convince the editor that your products or services will make their
magazine's pages more interesting.

The media is the customer. They need to be kept up to date, marketed to and reminded of your
existence and yes- they are always right. A good public relations professional sells through
perseverance, accessibility and responsiveness to editorial needs without harassing.

The Loukin Company, in business since November 1998, currently works for Moroso, KnollTextiles,
Foscarini, Giorgetti, bulthaup and Blu Dot. Past clients have included Vitra (7 years), Heltzer (5 years),
M2L (3 years), Suzanne Tick (5 years), bulthaup (3 years), and Tuohy (1 1/2 years).

We welcome discussing how our business can help yours.