Future Fibre Technologies (FFT) is an Australian company that manufactures and markets a range of fibre optic intrusion detection and location systems - amazingly effective solutions for securing high value assets and critical infrastructure.

Focused totally on the security industry, FFT is a world leader in fibre optic perimeter intrusion detection, detecting third party interference (TPI) on oil and gas pipelines, and protecting sensitive data communications cables.

Early in 2008, FFT engaged Connecting Images for an initial media campaign to support the company’s presence at the IFSEC tradeshow in the UK, where it showcased its unique perimeter protection products.
With little or no previous media awareness of FFT, our brief was to identify appropriate media, build relationships with relevant journalists, introduce them to the FFT products and capabilities with the view to achieving editorial exposure. The outcomes were most rewarding, and FFT has now appointed Connecting Images as its marketing and PR agency on a 12 month retainer.

FFT’s fibre optic perimeter intrusion detection systems protect hundreds of critical infrastructures around the world - including some airports.

While spending on explosive detection and passenger screening at major commercial airports around the world has increased massively in the years since the terrorist attacks on September 11, nothing has changed regarding the security surrounding Australia’s major airports themselves.

Connecting Images developed a media campaign around this issue, securing great media uptake and interest. Recently three more European airports commissioned FFT Secure Fence(tm) - this single system protects an entire airport perimeter and can pinpoint intrusions to within 25 metres.

Our focus now is on developing more web content, quarterly newsletters and regular blogs, strengthening FFT’s online presence and SEO, maintaining a prominent presence in national and international target publications, and supporting the company with its marketing and promotional activities at trade shows around the world. FFT is represented in English, Arabic, Chinese, French, Russian, Spanish and Japanese translations.

FFT is also very progressive with its customer induction and training. Our first project in 2009 will be to work with FFT to develop a new 2 hour training DVD, designed to enable integrators of the FFT systems to install them in the most effective manner, thus reducing the need for direct FFT involvement in installations. This training video will be available to all FFT installers - both new and existing.

There is a misconception that effective PR is all about the fantastic media contacts we maintain. This must lead to increased editorial content, right?
Not necessarily. While maintaining relationships with media contacts is important, obtaining editorial coverage will always come down to what the journalist thinks will be newsworthy to their audience. If journalists are dedicated to their jobs, their number one priority is to maintain a standard of quality content, after all this is what sells papers or magazines.

Editorial content is often considered more credible and effective than advertising in delivering your message, hence forms part of the strategy in communicating with your business’ stakeholders. But crafting a story and getting it published is somewhat of an art.

Identifying the news worthy angle of any story, even identifying if there really is a story worth telling, and then creating a media release that ‘works’ is a rare skill and one that our clients value when dealing with Connecting Images.

To maximise your chances of getting exposure from your next editorial campaign call Merilyn on (03) 9819 2566 to discuss our media relations service.

Communicating in an over-communicated world is an on-going challenge.

Ensuring your customers “hear what you are saying” by development key messages is vital to the success of any marketing campaign. By sending a targeted message to your audience you significantly increase your chances of obtaining the results you’re aiming for. Here are a few useful tips in creating purposeful and effect key messages:

• Use a maximum of three key messages throughout your campaign - it is important to limit the number of key messages contained in a campaign to avoid confusion and competing objectives within your communications.

• When developing your three key messages, try to keep in mind at all times: what is in my audience’s self interest?

• It is important to keep ethical dilemmas in mind whilst establishing key messages. For example: when dealing with a crisis, your key messages should be solidly grounded in the truth. This avoids any further disasters and damage to your business’ reputation, such as when the real truth is revealed – and most likely will be!

“Nothing like that would happen to my bussiness.” We don’t mean to sound ominous, but are you sure?

When so much hangs on the good reputation of your business, which has taken significant investment over time to build, being prepared with a sound procedure in case an ill wind should blow through your company door makes sense!

It can be as simple as being misquoted in the media, or as monumental as an urgent recall of your highly visible product, a major accident in the workplace or a revolt by employees about some company ‘transgression’.

There is always a huge commercial impact if your business reputation is not well managed.

Research from the Queensland University of Technology reveals that “…around 60% to 80% of company crises are smouldering, with the company oblivious, or choosing not to act.”

IF IT HAPPENS:

• Take responsibility and apologise for any company transgression –sincere regret for any wrong doing, or adverse impact on employees, shareholders or other stakeholders is essential
• Ensure that your company is not hiding anything – transparency is crucial, and if the media scrutiny is sustained ultimately all will be revealed
• Have a competent and media savvy company spokesperson available to speak to the media
• Prepare a comprehensive, informative and factual media release – ensure media has accurate information or they will fabricate a story anyhow, based on speculation and circumstantial evidence
• Prepare a ‘question and answer sheet’ – make sure this explains how the situation arose
• Make sure your website is immediately updated with all relevant and current information
• Distribute release to select media if necessary – sometimes it is best to sit tight and take no proactive initiative. But you do need to be prepared
• Arrange a 24-hour hotline
• Brief employees
• Prepare an advertisement for the daily papers – in the case of a major crisis
• Undertake further investigation
• Remain calm – if your response is managed well, the fallout can be minimal

On August 30, our long-term client ASSA ABLOY Australia, the company behind leading lock brand Lockwood®, held the public launch of its multi-million dollar site redevelopment in Oakleigh, Victoria. Designed by respected Victorian architects Baldasso Cortese, the new site includes a ‘Centre of Design Excellence’ for the research and development of innovative technologies, and an expanded manufacturing facility. ASSA ABLOY’s investment ensures that its icon lock brands will remain on Australian shores, signifying a commitment to both its people and the Australian economy. The facility will play an integral part in ASSA ABLOY’s global manufacturing process.

Connecting Images worked alongside ASSA ABLOY to manage the event launch. We developed the event theme ‘Local Skill – Global Strength’, designed and produced the stylish invitations (complete with individual ‘swipe cards’ signifying the technological advances in locks since the Lockwood® brand was established more than 60 years ago), implemented the invitation mail out, managed the RSVP database, assisted with the welcoming and registration on the day, handled the speech writing, and conducted a successful media campaign.

We attracted a range of targeted media contacts to the site launch with a variety of story angles to appeal to business media, architectural and trade publications, online media and local, state and national major daily newspapers. We prepared releases for human interest media about the extraordinary long-term work and personal relationships forged at ASSA ABLOY (more than 60% of ASSA ABLOY Australia’s employees have been with the company for more than 10 years), and for business media about ASSA ABLOY finding it cheaper to manufacture some products here in Australia, than in China or India!

This successful media campaign generated more than 20 confirmed articles.