Communication is a two-way trajectory. It means asking questions, listening, and acting where necessary on what you hear. And it isn’t just externally facing—i.e., you and your customers; it’s internal, management to manufacturing, marketing to sales, and so forth, throughout an entire company. L. Ron Hubbard gave the core definition of public relations in his article of 13 August 1970, “Liabilities of PR”: “PR = public relations, a technique of communication of ideas.” And in another article, from 1982: “The definition of PR is: ‘GOOD WORKS WELL PUBLICIZED.’” One of the most fascinating examples of excellent PR is the history of The LEGO Group,1 the privately held Danish company, founded in 1932, that has been making the beloved LEGO bricks since 1949. The bricks in use today are still compatible with the version released in 1958. LEGO is an abbreviation for leg godt, meaning “play well” in Danish. And LEGO has played well indeed. For 2015, LEGO sales were up 25 percent, and the company is now valued at over $7 billion.2
With LEGOLAND parks, hit LEGO-themed movies, tie-ins to Star Wars, Disney and Minecraft, conventions and a documentary (A LEGO Brickumentary),3 The LEGO Group—owned by Kjeld Kirk Kristiansen, grandson of LEGO’s founder—is now ranked as the top toy company on the planet, and they do it all with essentially ONE item: the patented LEGO brick. But go back to 1999 and LEGO was reporting losses, requiring corporate “restructuring,” and laying off a thousand employees. By 2003, the company was looked upon as increasingly irrelevant and on the verge of utter collapse. So how did they go from nearly extinct to steadily surpassing Nintendo, Hasbro and Mattel? Mr. Hubbard expanded the definition of PR into several parts in his 18 November 1970 article “PR Definition,” describing its purpose: “THE INTERPRETATION OF TOP MANAGEMENT POLICY TO THE DIFFERENT PUBLICS OF THE COMPANY . . .” In 2004, LEGO hired Jørgen Vig Knudstorp as CEO. Knudstorp, who is still the CEO of LEGO, and top management looked at what the company was producing and had the revelation that they had veered significantly off the original vision for the company.
They were making toys that required little building and limited creativity, toys that lacked the hallmarks upon which the brand was founded—and they didn’t sell. The next section of Mr. Hubbard’s expanded description of PR states: “TO ADVISE TOP MANAGEMENT SO THAT POLICY IF LACKING CAN BE SET . . .” LEGO tapped into the MINDSTORMS Robotics Invention System. MINDSTORMS, an integration of computer programming and LEGO, had been introduced in 1999 but had not been recognized for its value. By capitalizing on MINDSTORMS, LEGO tapped into an entire culture of creativity from the users of LEGO (adults and kids alike). From a PR angle, LEGO communicated, listened, and acted upon what it learned from some of its most ardent public. By opening its communication channels, LEGO opened the floodgates of creativity—all in keeping with its basic purpose and culture. At the LEGO headquarters in Billund, Denmark, the designs for new LEGO sets were made to conform to the company philosophy that each set integrate into a larger story or narrative.
Over in a different department, it’s “anything goes” for those known as the Master Builders, who can custom-order any shaped piece they wish. Continuing his PR definition, Mr. Hubbard describes the third aspect of PR: “TO MAKE THE COMPANY, ITS ACTIONS OR PRODUCTS KNOWN, ACCEPTED AND UNDERSTOOD BY THE DIFFERENT PUBLICS . . .” LEGO has had the good fortune of a subculture developing entirely on its own, with a little help from the Internet. The company has embraced this fully with conventions like Brickworld, BrickCon and BrickFair, held globally and attended by thousands. There are elaborate LEGO displays in malls everywhere, including a massive installation at Mall of America. LEGO commissioned the largest LEGO model ever—a life-size Star Wars X-Wing fighter, weighing in at 23 tons and made of 5.3 million bricks; it took 32 Master Builders 17,000 man-hours to construct it, and it landed at Times Square.4 The LEGO ARCHITECTURE line was designed independently by an architect and brought into the LEGO universe, while CUUSOO, originated in Japan, is a platform where anyone can submit their designs, have a chance to get them manufactured, and even reap a percentage of the profits.
The final component of PR is given by Mr. Hubbard in his 1970 article:AND TO ASSIST THE COMPANY TO EXIST IN A FAVORABLE OPERATING CLIMATE SO THAT IT CAN EXPAND, PROSPER AND BE VIABLE.” Named “Toy of the Century” twice, reinvented countless times, the one constant is the LEGO brick and its infinite potential for creativity. In fact, a professor of mathematics in Denmark calculated that six basic LEGO bricks have 915,103,765 possible configurations. There are 100 LEGO bricks for each of the 7.5 billon people on Earth, with 100,000 bricks produced every single minute. Vocal fans of LEGO include musician Ed Sheeran and NBA player Dwight Howard. Meanwhile, The LEGO Group partnered with UNICEF to protect children’s rights and build new paths for education and ingenuity. With knowledge, expertise and imagination, you can use the technology of PR to build your company into a global force, soaring to the stars and beyond. Send us your feedback. For other uses, see XW.
For other uses, see X-wing (disambiguation). T-65 X-wing fighters (the Red Squadron) in Star Wars (1997 Special Edition). BTL Y-wings (the Gold Squadron) are visible at the center right. The X-wing fighter is a fictional starfighter from the original Star Wars trilogy and the Star Wars expanded universe. They are depicted as the primary interceptor and dogfighter of the Rebel Alliance and the New Republic. The craft has been merchandised as a variety of toys, models licensed for use in games, novels and comics. Industrial Light & Magic's (ILM) Joe Johnston sketched and Colin Cantwell built models that eventually became the final X-wing fighter in Star Wars.[1] The X-wings were designed to appear more "traditional" than the Empire's TIE fighters.[2] ILM built miniatures in various scales, with wing markings indicating which prop represented which pilot.[1] When ILM fell behind on generating X-wing footage, Star Wars producer George Lucas and his editors temporarily used World War II dogfight footage for initial editing cuts.
[3] Each X-wing model was built around a hollow core made from surgical tubing, which allowed lighting, cooling, and electrical connectors for the wing motors to be installed and maintained.[2] The cockpit windows were made from faceted glass so that accurate reflections could be filmed.[2] Although the movie's initial script and novelization describe the X-wings as belonging to "Blue squadron", limitations in bluescreen photography led to the markings on the filming models, as well as the fictional squadron affiliation being changed to red. In addition to miniatures, the production crew made a single, full-size X-wing for scenes in the Rebels' Yavin IV base hangar; combined with cardboard cutouts and careful editing, the Rebels appear to have dozens of fighters.[1] The production crew also made a full-size X-wing cockpit that was used for all actors; the astromech droid visible behind each actor was changed for each starfighter.[4] Background noise pitch and tone also varied between X-wings to further differentiate the characters piloting them.
The "lake" in which Luke Skywalker (Mark Hamill) crashes his X-wing in The Empire Strikes Back was only 3.5 feet (1.1 m) deep, requiring the creation of a rig resembling the starfighter sitting in the lake at an angle.[6] The rig was built in hinged sections so it could be manipulated by frogmen to sink or rise, a key feature for the scene when Luke fails to levitate his ship from the water. In 1993, ILM visual effects specialist John Knoll created a proof of concept test of dogfighting X-wings and TIE fighters to demonstrate the feasibility of using commercially available desktop computer software for simple animation work.[7] This resulted in numerous parts of space battle scenes being "re-shot" as digital animations for the original trilogy's Special Edition releases.[7] The ARC-170 starfighter seen in Star Wars: Episode III – Revenge of the Sith is the ancestor of the X-wing and is deliberately reminiscent of the X-wing's design. X-wings with their s-foils locked in attack position as they assault the Death Star in Star Wars (1997 Special Edition)
The expanded universe states that Incom Corporation designers defected to the Rebel Alliance and handed over the X-wing's design.[9] One design of the Z-95 Headhunter is based on an initial Johnston X-wing sketch;[10] the Z-95 has since been described as an X-wing precursor.[9] The Star Wars: The Roleplaying Game supplement book The Star Wars Sourcebook identifies the original trilogy models as being T-65s, while Star Wars: The Force Awakens Incredible Cross-Sections identifies those seen in Star Wars: The Force Awakens as T-70s. According to roleplaying and other material, X-wings depicted in the movies and expanded universe material that takes place around the same era are equipped with four laser cannons and a pair of proton torpedo launchers.[9] The fighter has two flight modes: one in which the wings are flat and another when they are expanded into "attack position", affording the wingtip lasers a larger fire area.[9] "S-foil" servomotors control the transition between the two, hence the expression "to lock s-foils in attack position".
[11] Lacking an on-board navigation computer, they rely on an astromech droid to calculate hyperspace jumps.[9] The presence of a hyperdrive and deflector shields differentiate the X-wing from the Empire's TIE fighters, emphasizing the importance the Rebels place on pilots surviving their missions. Novels and roleplaying material state that the X-wing continues to be refined and upgraded in the years beyond Return of the Jedi; the "XJ"-series X-wings depicted in the war against the Yuuzhan Vong have a third proton torpedo launcher, stronger lasers, and improved engines. Kenner Toys produced an X-wing toy as a complement to its action figure line in 1978; this model was made from formed plastic and had a battery-operated light and buzzer in the forward fuselage. The "s-foils" were activated by depressing the molded astromech droid. In 1982, a "battle-damaged" version was released using the same mold but with damage stickers, a grey fuselage, blackened engine inlets, and a darker canopy.
In countries outside the U.S., the electronics were removed and the R2-D2 “button” was chrome (apart from the U.S., the electronic X-wing was only available in Brazil, Canada, and France).[13] Kenner also produced a die-cast 1:72 miniature X-wing in 1978 and a smaller scaled version with "battle damage crash feature" for the short lived Micro Collection line in 1982. The X-wing appeared in four Micro Machines three-packs, including the first Star Wars pack released, a bronzed version, and a pack of three "battle damaged" X-wings with different colored markings.[17] The Micro Machines X-wing has also been released in two single-packs, as a promotional souvenir with German video releases, in a nine-pack of Original Trilogy vehicles, and once in clear plastic.[21] The X-wing appears eight times in the Micro Machines Action Fleet toy line: Luke's starfighter on its own,[22] with "targeter" stand,[23] with Dagobah swamp damage,[24] and in a double pack with a TIE Fighter,[25] Wedge's starfighter on its own,[26] and as a component of the Yavin Rebel Base playset,[27] a toy based on the prototype packaged with Biggs Darklighter's starfighter
,[28] and Jek Porkins' starfighter.[29] Lego also released several X-wing models, including a 76-piece miniature X-wing/TIE advanced kit,[30] a 263-piece X-wing (1999/2002), a 563-piece X-wing kit with Yoda's Hut (2004), a 437-piece X-Wing (2006),[31] and a 560-piece X-wing (2012). A 1,304-piece "Ultimate Collector's" model was released in 2000.[32] A new "Ultimate Collector's" model with 1,559 pieces was released in 2013. X-wings also appear in numerous Star Wars games and Expanded Universe stories. The player pilots an X-wing in the Atari Star Wars game. It is also a playable ship in numerous LucasArts games, and is the eponymous vessel in the first of several space combat simulator games. Both the Rebel Assault and Rebel Assault II rail shooters include X-wing levels, and X-wing squadrons are controllable units in the Rebellion and Empire at War strategy games. Decipher and Wizards of the Coast published X-wing and X-wing-related cards for the Star Wars Customizable Card Game and Star Wars Trading Card Game, respectively.
[33] Michael A. Stackpole and Aaron Allston wrote the X-wing novel series that focuses on the X-wing pilots of Rogue Squadron and Wraith Squadron, the former expanding the story of pilots like Wedge Antilles who appear in the films. Dark Horse Comics has also published an X-Wing Rogue Squadron series.[34] In 2012, Fantasy Flight Games released the Star Wars: X-Wing Miniatures Game featuring several pilots and variations of the ship.[35] The X-wing also included in its Star Wars: Armada miniatures game and Star Wars: Rebellion board game. A model of Luke Skywalker's X-wing was among 250 Star Wars-related items on display at the National Air and Space Museum celebrating the franchise's twentieth anniversary.[38] An original X-wing filming prop sold at auction for $160,000 in July 2016.[39] In 2007, the San Diego Tripoli Rocket Association built and launched a 23-foot (7.0 m) X-wing model propelled by four rockets, which exploded seconds after launch.[40] A life-size X-wing is suspended from the ceiling at the Star Trader gift shop in Disneyland in California, as well as one displayed outdoors by the Star Tours attraction at Disneyland Paris.