Overview
In the summer of 2006, CoCo Communications, a pioneer in the emergency communications arena, engaged The Herald Group to assist them in rolling out a first in the nation network that provided first responders with secure, interoperable voice, video and data communications.  Since the tragedy of 9/11, billions of dollars had been spent in attempts to achieve interoperable communications between varying responders such as local police and fire departments, federal and state agencies and other civil stakeholders to no avail.  Where other companies had focused on developing new hardware devices and building out new capital intensive telecommunications infrastructure programs, CoCo Communications designed software technology that allowed responders to utilize their existing communications devices (radios, laptops, cameras, etc.) via a wireless network that tied together existing networks.  While achieving an unprecedented national milestone, CoCo Communications lacked the broad visibility of the large incumbent telecommunications companies working on similar, but less successful programs.

Objectives and Strategies
Funded by the U.S. Department of Homeland Security, CoCo Communications was set to debut the network at a technology ceremony in the City of Dallas, Texas, where it was first implemented.  The Herald Group recommended a broader, national strategy positioned against recent airport security threats and the escalating political anxiety over the lack of needed security safeguards being met throughout the U.S.  As a result, the initiative was elevated to engage national press opportunities in advance of the Texas event by leveraging live demonstrations in Washington, DC and New York that tapped directly into the communications network established at Dallas Love Field.  Key national security and technology media were able to then experience the network’s secure, interoperable audio, voice, video communications capabilities via sample devices such as laptops, mobile phones, PDAs and handheld radios similar to those used by thousands of first responders.

Results
Advance briefings and demonstrations with national media included the Associated Press, Business Week, Cox News Service, Knight-Ridder (DC Bureau), Reuters, Wall Street Journal, Washington Post and others.  The outreach held before the planned event in Dallas, TX, added great momentum for the program, ensuring universal coverage among local broadcasters and print media. Additionally, the success of the advance national media campaign helped to secure a number of federal, state and local government officials’ participation in the onsite event, which was then amplified via press releases and commentary issued from their respective public offices.