Work Sample: L-3 Communications

Problem: Post-9/11, no industry was more scrutinized than airport security. In 2004, L-3 Communications Security & Detection Systems was the world’s leading supplier of X-ray security screening systems and one of two companies that were TSA-certified to screen checked baggage. But when the company failed to respond to an aggressive marketing campaign from its key rival and a highly critical article in an influential trade publication, it also suffered a damaging crisis of confidence.

Solution: L-3 SDS engaged my team at Burson-Marsteller to contain the crisis and reposition the company among customers, industry influencers, and the federal government, which controlled airport screening technology purchases. Through a coordinated effort that leveraged media outreach, intensive customer relationship building, trade shows, and even testifying before Congress, we not only prevented the crisis from deepening, but also transformed L-3 SDS into a respected industry leader.

Results: The company’s willingness to proactively engage key stakeholders resulted in a turnaround in perception, restored confidence in their technology, more than 70 media stories, and direct sales impact when the TSA placed an order worth $33 million. The repositioning campaign earned PR Week’s B2B Campaign of the Year in 2005.