Smokeshield Security
From early-stage technology launch to Tier 1 news story
Innovation & Technology PR
Smokeshield Security is an Australian security provider specialising in advanced theft prevention and workplace safety systems.
In 2025, the company engaged Beyond & Above PR to support the launch of Smokeshield AI — a behavioural AI platform developed in partnership with US technology company Dragonfruit AI. The platform detects suspicious behaviour in real time, helping retailers prevent theft before it occurs without relying on facial recognition or breaching privacy laws.
The Opportunity
At the time of launch, Smokeshield AI had no local case studies or measurable results in Australia, despite proven results in the United States.
This created a familiar PR challenge: how to generate credible media coverage without demonstrated outcomes in-market.
PR Strategy
The first step was repositioning the launch entirely. Rather than simply announcing a new product, we reframed Smokeshield AI as a response to an escalating national issue — aligning the campaign with Australia’s retail crime surge and the pressure on retailers heading into Christmas.
This shifted the narrative from product announcement to public interest story, opening it up to genuine news media appetite.
The campaign was built around an exclusive pitch to the Herald Sun to maximise impact and speed to publication. The media release was anchored in that public interest angle, supported by academic references to strengthen credibility, as real-world case studies weren’t yet available.
Following the exclusive, broader outreach secured additional coverage with Security Insider: a thought leadership piece on the industry shift from reactive CCTV to behavioural AI.
PR Results
Herald Sun (Print, Page 3) — AI cameras to stop shoplifters
The story ran on Page 3 of one of Australia’s largest metropolitan newspapers, positioning Smokeshield AI as an innovative response to Victoria’s retail crime surge.
news.com.au (Digital) — Pilot Program for New AI Cameras that Detect Telltale Shoplifting Signs Available to Victorian Businesses
A longer-form digital article expanded on the story for a national audience and was syndicated across News Corp’s network of online publications, significantly extending its reach.
Security Insider (Print & Online): From Reactive to Proactive: How Behavioural AI is Reshaping Workplace Risk
This 1,000-word thought leadership article was co-authored by Smokeshield Security’s CEO and Head of Growth. Appearing in a high-profile security industry publication, it positioned Smokeshield Security as a leading voice in the evolution of AI-driven security.
Media Coverage Highlights
The Impact
The campaign delivered Tier 1 metropolitan coverage alongside industry thought-leadership positioning, despite the absence of local case studies.
This media exposure strengthened Smokeshield Security’s credibility with retailers, investors and industry stakeholders, and laid the groundwork for broader national coverage as the technology continues to roll out.
This approach demonstrates how early-stage technology can still achieve Tier 1 media coverage when positioned within a broader narrative.