CASE STUDY

The Challenge

A start-up manufacturer of facility access-control systems markets its technology to airports and other facilities. After the September 11th terrorist attacks, hundreds of companies, including well-known multinational corporations, begin reconfiguring their products to compete in this suddenly burgeoning market. How can a start-up company gain notice and credibility amidst a national media frenzy and intense new competition?

The Strategy

Create a credible forum to attract national media attention and to confer third-party validation for the company and its technology solution. Leveraging its Congressional contacts, Gaffney Bennett Public Relations works with the U.S. Congress to sponsor an airport security technology expo, where GBPR’s client is featured alongside other leading companies in the industry.

The Outcome

Immediately following its participation in the Expo, the company and its technology receive strong coverage in leading national print and broadcast media; gaining status and credibility as an access control solution for airports and other facilities.