Behind the Scenes: Story-Telling Artist Shines Light on Realtor Building Transformation

This summer, I had the pleasure of collaborating with friend and next-door neighbor Joe Crosetto to write a story about the work that his firm, Interactive Building Solutions (IBS), is involved in: the make-over of the Realtor Building in downtown Chicago.

It is located at 430 N. Michigan Avenue, where the National Association of Realtors (NAR) is making major changes to the 56-year-old building that has been their headquarters since 1978. The complex effort benefits from other experts, including Grumman/Butkus Associates, GNP Realty Partners, and ONE Development.

Joe has the title of “sales engineer” at IBS, but an overarching description of him really must begin with “artist.”

Those artistic talents extend to a variety of creative art forms, including sculpture and pottery-making. Among other pieces, he makes beautiful travel mugs and pots that you can see at Art-O-Rama.

The four-page story spread.

In much the same way, from conception to completion, Joe brought this story to life. Through words and images, he translated his initial vision for communicating the behind-the-scenes transformation of this Magnificent Mile building.

The result: this striking November 2018 cover story for Chief Engineer magazine, which you can read here as a PDF posted on the IBS website. Thank you, Joe, for allowing me to come along for the ride!

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Don’t Wait ’til News Breaks–Anticipate the Break, Break Through With Coverage

“I skate to where the puck is going to be, not where it has been.”
–Wayne Gretzky

That philosophy surfaced on the PR front last week with a news release providing insights and counsel on snow and ice management. The release had been in the works for over a week for McAdam Landscaping, a longtime Inside Edge PR client.

Then Old Man (Early) Winter cooperated with the blizzard to make it especially timely. You can see the release online at TribLocal.

Here is a particularly interesting detail that I learned in the course of developing the release:

Clients must also be conscious of new legislation in the state of Illinois. With the passage of the Snow Removal Service Liability Limitation Act in 2016, property owners can no longer transfer liability to a contractor for losses that were not the fault of the contractor.

“This is very important legislation for our industry and even more important for clients to be aware of,” said (Scott) McAdam Jr. “Prior to this Act’s passing, a property owner could transfer all liability to the contractor, even if the contractor fulfilled their obligations and were not at fault. With this Act, the client assumes some of the liability for potential losses, so choosing a quality contractor will greatly reduce that liability.”

Speaking of liability in another vein, you don’t want to get caught flat-footed when a “change in the weather” (metaphorical or literal) offers an opportunity to serve your client’s want (coverage) while also taking care of the media’s need (timely, newsworthy content).

The media relations moral of the story: don’t wait until news breaks–anticipate the break, and be ready to deliver quality content when it does.

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