World Security Report 2023

Client: G4S

Media relations considerations were at the heart of the World Security Report from conception to launch. The goal was to generate considerable, positive media coverage globally, to position the company as THE experts on corporate physical security.

It was a mammoth undertaking requiring meticulous planning and extensive stakeholder management. In close collaboration with FTI Consulting, we compiled the report, created and executed a strategic global media plan to support its publication, spanning a three-month period. 1,775 Chief Security Officers from large, global companies in 30 countries with combined revenue of more than USD$20 trillion were surveyed on the big themes in security - emerging and evolving threats, people, technology and the future of security - giving us a wealth of data to capture the attention of the globe’s media. We produced one global, five regional and 18 country press releases, in 16 languages. To get further traction, we actively sought out major stories to newsjack; the rise in shoplifting is one example. We have so far achieved 1,040 articles and broadcast interviews, more than three times our original target. Highlights include an interview by Reuters with our Global CEO Steve Jones and a TV interview on CNBC with Executive Chairman Ashley Almanza, followed by a further 14 exclusive interviews by our leaders in countries around the world. Our crowning achievements were being referenced by MI5’s National Protective Security Authority in its latest guidelines on insider threats and creating more than 1,500 new business leads for the company.