If you are a regular reader of my column, you know I frequently promote the importance of doing all we can as an industry to present a strong, positive image to the consumer world.

I have discussed how we should put together a public relations campaign similar to “What’s for Dinner” and “Got Milk?” The problem is that these types of public awareness efforts, particularly when they include television ads, are very expensive to produce and maintain. Therefore, the key issue is finding a way to raise awareness about our industry without breaking the bank.

Recently, while watching an episode of TV’s “American Chopper,” I thought to myself: “Boy, would I like to have one of those!” I then realized how influential this program has been in propelling the current motorcycle craze.

Taking it a step further, consider what “reality” shows such as “Extreme Makeover” and “Dr. 90210” have done for the dental and plastic surgery industries. Dentists and plastic surgeons are making a killing thanks to the popularity of these shows. They couldn’t ask for better publicity at any price, let alone free! Seems everyone now wants white teeth and bigger … well I’ll leave that to your imagination.

Last February, I caught a glimpse of another reality program that was quite different from any other I had ever seen or heard about. This one exposed security flaws by unleashing ex-crooks to size up, break in and ransack a home as the homeowners watched via a video feed. These naive homeowners were amazed and stunned by the speed and destructiveness of a burglar.

I was very impressed by the show’s real-world sensibility. This was especially the case when they gave the property a full home-security makeover, reworking everything from locks to landscaping.

I thought to myself, “Wow, what a great way to bring safety awareness to the general public, and in such a positive and enlightening way!”

Discovery Channel’s “It Takes a Thief” does an effective job of literally robbing a person blind to open their eyes! The program may prove to be just the ticket to do for the electronic security industry what those other shows have done for dentistry and plastic surgery. Best of all, it’s free!

I believe this program offers our industry a tremendous opportunity. As a lifelong electronic security geek, I can’t just stand idly by on the sidelines; no sir, when an opportunity presents itself, one must take advantage of the situation and use it constructively!

To that end, our magazine has a taken leadership role by making an exclusive arrangement with the producers of “It Takes a Thief.” In an effort spearheaded by SSI Eastern Sales Manager Steve Peterson and myself, we have teamed up with Reed Exhibitions and ISC East New York to allow you to see and hear in person the show’s behind-the-scenes story directly from those responsible for the Discovery Channel series (see “Industry Pulse”).

As ISC’s official media sponsor, SSI will moderate this very special keynote presentation that is not to be missed. Afterwards, you will be able to meet the show’s actors and hosts on the exhibit floor at SSI’s booth.

Keep an eye out for our August ISC Show Issue as Editor-in-Chief Scott Goldfine presents an exclusive, in-depth cover story featuring those from in front of and behind the cameras of “It Takes a Thief.” The article will look at how the show was conceptualized, developed and ultimately produced, as well as its impact on the industry and the public. We sincerely hope our participation in this landmark event will contribute substantially to providing our entire industry with the positive image it so richly deserves.

For more information, logon to: www.securitysales.com or www.isceast.com.

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