BREEZY, BEAUTIFUL CLAUDIA PEGUS
Name says it all for new collection

Fashion luminary Claudia Pegus has named her imaginative new line of resort wear “Breeze’’. The evocative name was suggested by Mango Media Caribbean’s principal Judette Coward while she was crafting the designer’s press release for the unveiling of the all-white collection.

The elegant collection is made entirely from West Indian Sea Island Cotton, revered for it silk-like texture and durability, making it perfectly suitable for high-end garments.

“Breeze’’ was unveiled at the Islands of the World Fashion Week on November 6, at the historic British Colonial Hilton, in Nassau, Bahamas. The collection includes heavily-embellished and beaded kaftans, sarongs, men’s shirts, hats and bags.

JOURNEY TO “AFRICA’’
Band launch titillates media

We had the theme—Africa. We had the people—50 dancers, singers and drummers. We knew the location had to be the unexpected. And it had to be a secret until the very last butterflies-in-the stomach moment.

With the dewdrops still on the leaves, at 5.30 on the morning of Saturday October 11, some 25 journalists gathered at Edith waterfalls trail in Chaguaramas for the presentation of Brian MacFarlane’s Carnival 2009 band, “Africa, Her People, Her Glory, Her Tears.’’ They had met at the Chaguaramas car park and were shuttled to a charming old house for a Creole breakfast before making the short trek for the show.

The proof of success: 24 hours after the presentation, beautiful photographs and articles of the presentation were published on pages one and two of every daily that Sunday.

Mango Media Caribbean was exclusively responsible for the planning and execution of media services at the band launch. Also, Judette conceptualised and scripted the story behind “Africa’’.

MacFarlane had wondered whether the early-morning launch would mean a media no-show. But we got the media there by giving them what they wanted: something new. Their appetites were whetted by a series of pitch letters which provided information without giving away all the goodies and the journalists were told they would be shuttled to a secret location. The idea of a Saturday launch meant the media would have the time to enjoy the event and make their deadlines for the Sunday papers. MacFarlane is a two-time Band of the Year winner and the media knew there would be plenty of photo-opportunities awaiting them.

RACE AND REVOLUTION
Cuban scholar begins book tour

In a compelling autobiographical account, titled Pichon, Cuban activist and scholar Dr Carlos Moore explores the universal questions of race and identity. Maya Angelou, his mentor, describes the book as an “astounding book about revolution, resistance, passion and compassion’’. The local leg of his book tour begins in early 2009.

How Mango Media Caribbean came to be involved in Pichon is a story in itself.

Moore, an ethnologist and political scientist who lectured at the Institute of International Relations, UWI, St Augustine, is Judette’s former professor. He encouraged her to follow her own star and inspired her to start her communications firm. He was one of her first clients. Judette helped transcribe his notes and create an editorial structure for Pichon.

One day in July, Judette received a call from Moore, telling her that the book which has been in the making since 1982 was finally being published. Mango Media Caribbean is spearheading the local leg of the book tour, including both public relations and media services, as well as the development and administration of the web-based campaign for Pichon.

LAGNIAPPE ON THE BEACH
FCCA ends week of cruise talks

Where better to round off a conference for the cruise industry than on the flagship beach of Trinidad and Tobago?

The 15th annual Florida-Caribbean Cruise Association Conference and Trade Show was held in Port of Spain from October 27-31, 2008. The final social event in a week of activities was held at Maracas Beach, where Mango Media Caribbean’s event management team of Judy Coward and Keith Miller transformed the space into a cultural village, featuring craft, lounge, food and entertainment areas.

Judy and Keith were responsible for the overall design and execution of the lagniappe celebration, hosted by the Tourism Development Co Ltd. The FCCA is a non-profit trade organisation and the conference brings together cruise executives, tour operators, and suppliers to discuss legislation, tourism, ports, safety and security. Nearly 1,200 participants attend each year.

UNDERSTANDING THE MEDIA
International Oil Company gets specialised media training

Today's savvy executives don't duck the media with bland "No comment'' replies. They know what questions to expect before they are asked and their answers are accurate, concise and direct.

Our Managing Director Judette Coward-Puglisi completed communications training for Petro-Canada in September. Titled "Understanding the Media,'' the half-day session gave participants insights into the "boiler rooms'' of newspapers and radio and television stations. They learned how to think like a reporter and how to handle tough media calls. It was an interactive session, involving video demonstrations, quizzes, and role play.

MONEY MOVES
Securities dealers confront global crisis

With foreclosure signs going up all over the US and major investment banks collapsing, local securities dealers squarely faced the challenge.

The newly formed Securities Dealers Association of Trinidad and Tobago (SDATT) held a financial seminar, titled “Global Financial Markets’ Turmoil: an Impact Assessment for Trinidad and Tobago.’’

It was a high-powered meeting that called for a high-powered team of event managers. Mango Media Caribbean managed all aspects of the seminar, from marketing and event management to client liaison to media services. The breakfast seminar, which was held at Crowne Plaza, Port of Spain brought together some of the country’s top experts in finance, economics and banking.

STRENGTH IN DIVERSITY
An official opportunity to emigrate

She is a universal symbol of hope and the against-the-odds spirit that characterises many immigrants. The Statue of Liberty is the distinctive image in the print ads announcing the US Diversity Visa Lottery Program. Mango Media Caribbean was chosen by the American embassy over several local noted advertising agencies to take charge of the advertising campaign for the programme that gives people all over the world the opportunity to be selected to emigrate to the United States. The campaign involved the conception, design and placement of the radio and print ads. The lottery system is described as “An Official Opportunity’’ and the advertisements emphasised that it is the only legitimate visa lottery system. The campaign clearly outlines how to send in an electronic application and get it right the first time.

CHRISTMAS WITH STECHERS
Exquisite ways to say “I love you’’

For some people, it’s the red piles of sorrel on the roadside that signifies it’s that jolly time of year. At Mango Media Caribbean, we think crystal and china as we roll out the Stechers Christmas campaign.

The campaign involves radio advertising and the scripting of the Stechers newsletter for customers. In the newsletter, the CEO gives sneak peeks into the newest collections from such world-renowned brands as Waterford, Lladro and La Lique as well as favourite selections from the beauty and skin care department, which includes luxurious creams made of flowers from L’Occitane.

So when we think Christmas, we get that adrenalin rush to make the Stechers campaign as fresh and as exciting as their gift choices. And is it any wonder that our dreams are sweetened by hopes of finding a Swarovski jewelled cuff under our tree one Christmas morning.

NEW PRESS OFFICE
Unique services bring change we need

As promised in our last issue, Mango Media Caribbean has opened its new Press Office, designed to fundamentally change the way companies communicate with the media and the public.

Are you unsure how to reply to those pesky reporters who “cold call’’ you when you are on the other line with a client? Do you wonder how come your competition seems to get more positive media coverage? Do you wish that when you appear on camera or speak in public, you could find some of that Obama confidence? When organising a media event or promotional campaign, would you like to turn the ouch factor into the wow factor?

If you answered yes to one or more of those questions, take two aspirin and subscribe to our Press Office. Consider Mango Media Caribbean your company’s outsourced media arm with the ability to integrate all the essential elements of public relations and communications strategy. Your company will have access to a wide range of customised platforms that will increase your brand presence, engage your customers and build your relationship with the press.

For example, how many companies use editorial calendars? For the life of us, we can’t think of one. Yet this imaginative tool should be the engine of a company’s media strategy.

Our Press Office services include: •Editorial Calendars •Media Relations and Pitch Letters •Media Conferences and Press Functions •Interviews/one-on-one Media Briefings •Develop and Distribute Press Releases •Media Training •Media Measurement

For more information, visit our website at www.mangomediacaribbean/pressoffice

ON THE MOVE
New space, new ideas

After more than five years at the Normandie, St Ann’s, Mango Media Caribbean has relocated to a new office. Our mailing address now reads 55 Dundonald Street, Port of Spain and our new contact numbers are (868) 625-0176 and (868) 627-2023.

The move reflects our strategic journey to become the best communications firm in the Caribbean by 2010. The new space is bigger and includes a conference room which allows us to meet the growing needs of our clients.

IN TOUCH WITH TRAINING
Creating buzz for business communicators

Mango Media Caribbean now has its own conference room. This allows us to do more training and we are already designing several new modules for communicators, executives and students. Topics include how to craft compelling articles; communicating in high-stress situations; writing a corporate communications plan; creating a digital communications strategy.

HARD FACTS FROM PR SOFTWARE
Media monitoring goes high tech

It’s no longer enough to keep a clippings file of useful ideas and count how many of your press releases were actually published. If you are looking for that competitive edge, you need to hit the bull’s-eye every time.

Mango Media Caribbean is the only communications firm to use media monitoring technology, which allows us to produce interactive email campaigns, online newsrooms, advanced PR analytics and return-on-investment metrics.

The software helps organisations to manage large volumes of information; deliver consistent and well-executed communications; collaborate among large or geographically dispersed teams; and analyse and report on the effectiveness of their communications and public relations campaigns.

APPOINTMENTS AND PROMOTIONS
Expanding expertise with new hire

Raycy Rousseau who has worked with use before is back with the Mango Media family. Along with Judette, she will spearhead the social media arm of our operations. Raycy is a final-year film major at UWI and, like Judette, is an avid fan of new social media tools. She also loves to write and contributes to the Catholic News.

Nikola Lashley is a former BBC news journalist and social media and web specialist who comes from a multimedia background, which includes writing and producing for television, radio, print and online. She has worked as a national and international journalist for 10 years. She became the first multimedia specialist in the Caribbean to revolutionise online news, with the introduction of "Express TV'' and other interactive news for the CCN media group. In addition to her work as a social media and broadcast trainer for Mango Media Caribbean, Nikola is the new media content specialist for Trinidad's Government Information Services Limited (GISL).