On the surface, our client Harris RF Communications is a leading supplier of tactical radio communications products to governments around the world. But it goes deeper than that. Harris RF makes technology that connects our soldiers, providing them with awareness of their surroundings that allows them to make critical decisions. This not only helps them complete important missions, but in a battlefield environment, access to accurate information can mean the difference between life and death.
In an effort to reinforce the company’s capabilities and position Harris RF as a thought leader in the tactical communications space, Harris RF needed a channel to share stories with customers about how the application of its technology is making a difference on the battlefield.
The answer was Frequency, a tactical radio communications journal dedicated to giving customers a real-life view of how Harris technology is changing battlefield communications. For years, Harris RF has partnered with Martino Flynn to publish Frequency a few times a year, typically aligned with the company’s largest trade shows.
In the beginning, careful consideration was given to the look and feel of Frequency. While identifiable as a Harris RF publication, Frequency was intentionally designed with the look of a third-party magazine to avoid a “salesy” feel that can plague corporate publications and consequently decrease their credibility. In addition, a priority is placed on the quality of the content. While focused on Harris RF technology, the articles are written in a neutral tone. In fact, many of them include third-party perspectives on Harris RF technology as a way to increase credibility and further position the organization as a leader in its industry. As a way to extend the reach of Frequency content, an online version of the publication was also introduced.
For every issue of Frequency, editorial research and planning takes place well in advance of the publication date. Working with Harris RF, our team at Martino Flynn seeks a variety of story types and angles to ensure reader interest. Topics range from firsthand customer experiences to advances in technology and product development, as well as in-depth profiles and industry news and events.
Given its meaningful content, Frequency has emerged as a sought-after corporate publication that is distributed to customers at key trade shows and via sales offices around the world. Editions of the magazine often “sell out” at each trade show, with numerous requests for reprints. In addition, subscriptions to Frequency Online have soared over the last few years, increasing 30 percent over the course of 2011. Site visits also increased by 85 percent during the same time period.
The success of Frequency has helped to set the standard for customer publications within Harris, serving as the model for other Harris business units to follow. Frequency was recognized in June at the 2012 PRSA Rochester Prism Awards, winning a PRism in the magazine category. This is the second year in a row that Frequency has been given this honor, which I think is a testament to the hard work and collaboration between the team at Martino Flynn and our clients at Harris. And who knows? Maybe we’ll shoot for a three-peat.