Client: Lockheed Martin
PR Team: In-house with support from US agency Public Strategies
Incorporated
Campaign: Joint Strike Fighter announcement
Timescale: Immediate upon announcement
Budget: Undisclosed
US aeronautical company Lockheed Martin, in partnership with British
Aerospace, was awarded the biggest ever defence contract last month with
a $200bn (£140bn) assignment to build the joint strike
fighter - the first aircraft that will be used by the US navy, air force
and marines at the same time. It will also be used by the Royal Navy and
the RAF.
Objectives
Given concern over civilian casualties in Afghanistan, the extent and
nature of communications were problematic. The company did not want the
story to be part of the war coverage or to be seen as too
triumphalist.
Strategy and Plan
The initial announcement was made by the Pentagon. LM carried a direct
feed of the announcement live on its website and company sites. The plan
was to follow the Pentagon announcement with remarks from the chairman,
who was given alternative speeches for a win, a loss or an indeterminate
outcome. The remarks were scripted to recognise the responsibility the
company had been given and to be restrained in victory or gracious in
defeat.
Measurement and Evaluation
The company had coverage in all the US media markets in what was
described as 'the right tone'. There were 644 pulls from its satellite
feed of the announcement from all over the world. Fifty domestic and
international reporters attended a teleconference after the announcement
had been made and high visibility of the win resulted.
Results
The company took a risk in lining up executives to make a live statement
regardless of the outcome. Externally the company was successful in
achieving coverage for its win but only partially successful in
divorcing it from the war coverage. The company seems to have met all
its internal goals.
