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ICSC Communications and Media Relations Department — What we do: By providing the news media with accurate information, ICSC has become one of the world’s most widely quoted authorities on the retail and shopping center industries. Much of this information is channeled through the organization’s Communications and Media Relations Department. As part of its mission to champion the industry, the department promotes ICSC’s research, publications, meetings and new services.

They call us… Media professionals used ICSC information in over 5,000 newspaper articles last year alone. On average, the department responds to about 35 media inquiries per week. Typically, the questions range from the average sales-per-square-foot figures for U.S. malls to the average salary paid to Santa Claus.

…and we call them — ICSC is proactive in reaching out to the media with important information about the industry. In May each year, for instance, ICSC develops a press kit titled “The Impact of Shopping Centers,” which outlines the national economic and social contributions of shopping centers. During the holidays, ICSC promotes the shopping center industry through its annual Holiday Watch program and press kit. Each year the department teams up with the ICSC Research Department to provide news organizations with accurate holiday shopping reports. This kit, sent out to over 3,500 media outlets, is designed to inspire stories that stress the importance of shopping centers at holiday time. Among the subjects covered are the top 10 shopping days, holiday fun facts, a list of “hot” gifts and a forecast. The Holiday Watch press kit is released in mid- to late October and is also available on ICSC’s Web site under Research. www.icsc.org/rsrch/research.php

Most common misconception — Many believe that the busiest shopping day is Black Friday, the day after Thanksgiving. In fact, the busiest shopping day is the Saturday before Christmas.

Getting in touch — Malachy Kavanagh, Staff Vice President, (646) 728-3495; Patrice Duker, Manager of Media Relations, (646) 728-3496; and Stacey Szluka, public relations coordinator, (646) 728-3497