ADT Government Systems: Public Relations

Public Relations Challenge:

For its eighth annual Security Technology Exposition, ADT Federal Systems desired an expanded presence from both the trade and national press. To that end, the government security integrator launched a dedicated public relations initiative, a first in the event’s history.

Strategic Solution:

Given a mere two weeks to operate, The Borenstein Group expeditiously identified SecTech’s pivotal constituencies, then matched each audience with its optimal media outlet. By emphasizing the hands-on, experiential nature of the exhibition, Borenstein pitched the event as something more enticing than a tradeshow: an interactive landscape of diverse security integration. The tactic helped to secure numerous interviews, which led to feature articles in Congressional Quarterly and The Washington Times, plus ongoing coverage in Homeland Security Daily Wire. In fact, the overall initiative proved so successful, Borenstein continued to field frequent media inquiries, weeks and months after the event had transpired.

Results:

Due to Borenstein’s efforts, trade and national media coverage of the SecTech 2008 and 2009 more than tripled from previous years.