Mercury Security

Brief

To raise the profile of this family owned private security company in advance of the introduction of new SIA (Security Industry Authority) legislation coming into force in Northern Ireland. 

Response

The SPR team briefed a select group of journalists prior to the organisation of a photocall and the choreographed publication of a series of press releases.  Whilst the need to secure headline coverage for our client was our primary concern, we also needed to be acutely aware of the various agendas of Mercury’s clients and of government agencies, who were also involved in the promotion of the new legislation. 

Results

Significant coverage was secured across a variety of publications, helping to position the company MD, Frank Cullen, as a thought leader within his industry.  News features appeared in The Irish News and The News Letter, in various industry publications such as Neighbourhood Retailer (the NI retail trade is massively affected by the new legislation), and by security industry websites and magazines across GB and Ireland, such as www.secureview.ie and www.prosecurityzone.com.