Promoting a global leader in security

The Challenge

Global Guardian engaged with Pinkston in January 2022 to strategically focus on increasing brand awareness as a leading duty of care provider. Pinkston has since secured more than 387 unique earned media placements, both in the U.S. and around the world.

Global Guardian is a McLean, VA-based global security firm that provides its clients — the federal government, the Fortune 1000 and high net worth individuals — with access to a comprehensive suite of duty of care services. Its capabilities include personnel tracking supported by a dedicated 24-hour Operation Center, a full range of personnel-based security and executive protection services, medical support and transportation, travel intelligence and emergency response and evacuation services in over 130 countries. Global Guardian’s suite of risk mitigation services provides organizations with innovative and cost-effective solutions to help them protect their staff and business operations around the world. 

Global Guardian’s Objective

Global Guardian’s executive team recognized the need for a robust public relations campaign to position them as thought leaders in the duty of care industry and to highlight the work they were doing in an effort to grow their business and eventually seek additional financial investment.

Pinkston’s Approach

Since January of 2022, Pinkston has strategically focused on increasing Global Guardian’s coverage with national, international, regional and niche trade audiences. Pinkston worked to position Global Guardian as an industry leader in major media outlets like The New York Times, The Wall Street Journal, Fox News, Bloomberg, BBC World News, the Wall Street Journal, NPR, the Hill and more. Global Guardian’s CEO has been featured on “Bloomberg’s Balance of Power”, “Fox & Friends”, “Mornings with Maria”, “The Claman Countdown”, CNN International’s “First Word with Julia Chatterley” BBC’s “Business Daily” and NPR.

With a dedicated in-house marketing team already in place, Global Guardian has been able to maximize the impact of the public relations campaign by feeding coverage into email marketing campaigns, social media content and equipping the sales team with media updates to use at third party validators in their efforts to close deals. 

Pinkston’s earned media approach has served as a key driver in customer growth, increased investment and strategic business expansion. 

Following the outbreak of wildfires in Maui, Pinkston set up a pre-recorded interview with The Trey Gowdy Podcast on Fox News for Global Guardian’s CEO to speak about their evacuation efforts. Following the episode, Global Guardian received new business interest from podcast listeners who were interested in a travel safety membership. Following the CEO’s appearance on Pinkston’s “Coffee with Closers” podcast, the CEO of a large medical care company with 140,000 employees reached out to Global Guardian expressing interest in a duty of care membership.

Pinkston has also served as a key partner for Global Guardian throughout the company’s growth. Following an investment of over $100 million dollars, Pinkston set up an interview with Global Guardian’s regional business journal for an exclusive story detailing how the investment will support the firm’s growth and its commitment to their clients.

As a part of this effort Pinkston created a comprehensive media relations strategy, messaging documents for all Global Guardian spokespeople and has provided the executive team with media training and spokesperson development. 

Results

Pinkston’s earned media campaign has resulted in 387 unique earned media placements throughout  the country and abroad and has aided Global Guardian in its quest for customer growth, strategic business expansion and a significant investment of more than $100 million dollars in August 2023.