Winner of a Keystone Award from the Central PA Chapter of the Public Relations Society of America
The Association of Outdoor Lighting Professionals (AOLP) promotes excellence in landscape and architectural lighting, representing designers, installers, distributors and manufacturers nationwide.
Despite its leadership role and the expertise of its members, AOLP had historically generated limited earned coverage in industry trade publications. Most mentions came from third-party event announcements rather than proactive storytelling.
In 2025, AOLP partnered with PRworks for trade media relations to increase earned visibility and position the association and its members as leading voices in the industry.
Insight: High-Value Stories Going Untold
PRworks began its engagement with discovery sessions, industry research and an analysis of AOLP’s previous media coverage. The findings showed that 99 percent of trade media mentions in the prior year resulted from third-party releases noting AOLP’s presence at industry events, while only two mentions came from AOLP-generated news.
At the same time, the organization had strong media-ready content, including award-winning projects, compelling visuals and deep member expertise.
Research also identified two emerging trends shaping the industry:
- Design innovation: Growing use of tunable white technology and matte black finishes
- Environmental responsibility: Increased focus on dark-sky principles and sustainable lighting
These insights informed a strategy to turn member achievements and expertise into proactive media relations outreach and earned media placements.
A Focused Media Relations Strategy
PRworks developed a targeted program built around two core story areas: Lighting Awards and Emerging Industry Trends.
Key tactics included:
- Story development: Identifying compelling angles such as individual honorees, Best of Show and feature projects including a veteran’s memorial installation
- Expert interviews: Capturing insights from award winners and industry subject matter experts
- Targeted pitching: Researching priority trade outlets and pitching tailored content to editors
- Performance tracking: Monitoring coverage and reporting results throughout the campaign
Bright Results
The campaign significantly exceeded expectations.
Earned trade media mentions increased from two to 17 within nine months. Audience reach grew from 1.4K to 48.6K—a 3,371% increase.
The program secured:
- 12 Lighting Award placements (above a goal of four)
- 5 industry trend placements (above a goal of two)
Coverage appeared in high-tier industry outlets including Landscape Architect, Landscape Management and US Lighting Trends, significantly strengthening AOLP’s visibility and credibility.
A Platform for Ongoing Visibility
By turning member expertise and achievements into strategic media content, PRworks helped AOLP establish a sustainable approach to earned media.
With stronger visibility and a proven strategy in place, AOLP is better positioned to amplify member work and reinforce its leadership in landscape and architectural lighting.
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