Building National Awareness Through Regional Media Stories
A Homeland Security company wanted national exposure. They had contracts with key defense agencies, but these users did not want to want to talk to the media. Upon hearing their story, Planet decided that, with no national level customer to focus on, the best way to build to national story would be through regional coverage (bottom-up instead of top-down).
Results:
As a result, this story is attracting national media attention. Fox National News shot a section for a series on port security (not yet aired), and Associated Press TV has expressed interest in covering it.
How We Did It:
Accordingly, we worked with Management, to create “media
tours” for local press whenever the sales team was conducting product
demonstrations in different
We began to build good local TV and print coverage that both
raised awareness of the product and the indispensible role it would play in any
complete security profile. Coverage
included key segments on the evening news in
Coverage included:
KRON TV, San Franciso, story focusing on the product and technology as it was called in for security at the All-Star Game
New Underwater Security Will
Debut During All-Star Game
NY 1, the
The Florida Times Union wrote a cover story on the technology and how it is being deployed in the region.