Following college, I cut my editorial teeth covering the nonprofit sector, on and off, for more than a decade. Charitable organizations are a diverse lot that work to produce societal benefit over a wide range of areas of focus—education, health, animal welfare, religion, human services, and the arts, just to name a small sample. A great many of these organizations are not only adept at supplementing the government and for-profit business sectors, but they also excel at storytelling and relaying their missions and accomplishments to the masses. Public relations efforts are essential to motivate donors to continue their contributions.
I have yet to see the same level of self-promotional proficiency in the lighting industry. There are, undoubtedly, designers, firms, and public relations agencies that are effective in getting the word out about their products, projects, and people. There is never a shortage of new product announcements, but far too many times I’ve experienced interactions where promotional efforts stop at product releases. I can’t tell you how many times this year at LEDucation and LightFair alone that I spoke to folks who did not have case studies at the ready. There’s a narrative technique—show, don’t tell—and what better way to supplement your products than with real-world examples of how they have been employed?
Promoting your work offers ancillary benefits beyond sales: it can inspire others in the industry, introduce you to new people, increase awareness of your clients, and help your company attract new talent. It’s simply good business to present your projects to the masses as well as showcase your thought leaders and Emerging Professionals.
P.T. Barnum once said, “Without publicity, a terrible thing happens: nothing.” While noted as one of history’s great promoters, Barnum also falsified a Fijian mermaid to create a self-serving stir. For ever-expanding lighting design portfolios and manufacturers’ product lines, there’s truth—and so much more—in marketing. The industry as whole can benefit from more proactive communication.
Speaking of benefits, LD+A and the IES are working on an opportunity to both highlight and further the professional development of EPs and lighting design students. Details will be announced soon, and we hope to have the industry’s support and participation in this endeavor.
Craig Causer
Editor-in-Chief
craig.causer@sagepub.com
Editor I
Michele Zimmerman
Creative Manager, Commercial Publishing
Samuel Fontanez
Senior Account Specialist II
Leslie Prestia
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LD+A is a magazine for professionals involved in the art, science, study, manufacture, teaching, and implementation of lighting. LD+A is designed to enhance and improve the practice of lighting. Every issue of LD+A includes feature articles on design projects, technical articles on the science of illumination, new product developments, industry trends, news of the Illuminating Engineering Society, and vital information about the illuminating profession. Statements and opinions expressed in articles and editorials in LD+A are the expressions of contributors and do not necessarily represent the policies or opinions of the Illuminating Engineering Society. Advertisements appearing in this publication are the sole responsibility of the advertiser.
LD+A (ISSN 0360-6325) is published monthly in the United States of America by Sage Publications, 2455 Teller Road, Thousand Oaks, CA 91320, 800-818-7243. Copyright 2025 by Sage Publications. Periodicals postage paid at Thousand Oaks, CA, and additional mailing offices. Nonmember subscriptions: $60 for individuals and $600 for institutions. Additional $24.00 postage for subscriptions outside the United States. Member subscriptions $32.00 (not deductible from annual dues). Authorization to reproduce articles for internal or personal use by specific clients is granted by Sage Publications to libraries and other users registered with the Copyright Clearance Center (CCC) Transactional Reporting Service, under the terms of the CCC license. This consent does not extend to other kinds of copying for purposes such as general distribution, advertising or promotion, creating new collective works, or resale.
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