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Established in 1976, the annual Golden Target Awards recognise excellence in public relations and celebrate the achievements of PRIA members.
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Recognising Excellence in Communications
Message from the Judges’ Chairperson 2
About the Golden Target Awards 3
Award Categories 4
Winners & Commendations 6
Category 1 – Government Sponsored Campaigns 6
Category 2 – Public Affairs 11
Category 3 – Issues Managment and Crisis Communication 13
Category 4 – Community Relations 17
Category 5 – Internal/Change Management Communications 22
Category 6 – Investor Relations 24
Category 7 – Consumer Marketing 25
Category 8 – Business-to-Business Marketing 29
Category 9 – Sustainability/Corporate Social Responsibility 33
Category 10 – Health Organisations 35
Category 11 – Low Cost/Pro Bono 38
Category 12 – Best Use of Analytics 40
Category 13 – Emerging PR Practitioner of the Year 41
Category 14 – PR Consultancy of the Year 45
Category 15 – In-House PR Team 48
Category 16 – PR Educator of the Year 50
Category 17 – Campaign of the Year 52
Public Relations Institute of Australia
Level 5 - 83 York StreetSydney, 2000Phone: (02) 9331 3346Email: [email protected]: (02) 9279 3888
Copy compiled with assistance from University of Technology Sydney students: Cassandra Coyle, Isabel Lister, Estelle Tsaur.
Published by:
Editorial
Editor: Bridget Sweeney
Artwork
Studio Manager: Byron BaileyArt Direction & Layout: Amanda BennettDesign Team: Byron Bailey, Carol Taylor
Advertising
National Sales and Marketing Manager: Trish RileySales: Ally LazogasProduction Controller: Brooke Travers
Contact Details
PO Box 824 Surfers Paradise QLD 4217Phone: 1800 063 150Email: [email protected]: www.crowtherblayne.com.au
Printed by: PrintCraft
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CONTENTS
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Message from the Judges’ Chairperson
The Golden Target Awards celebrate Australia’s most outstanding
public relations and communication campaigns. The awards
recognise exceptional work and those best of the best practitioners.
The Golden Target awards remind us that the PR profession has
much to give our community. Winning entries tackled homelessness,
championed the rights of women who are victims of violence,
communicated the health benefi ts of exercise and promoted time
saving technology. The success of such work reminds us that this
is vibrant industry fi lled with creative people whose work affects
communities on day-to-day basis. It’s an industry to which I’m proud
to belong and that’s why I am proud to have chaired the Golden
Target Awards this year.
The 2014 winning campaigns all shared one major attribute; they were highly successful, but not just in
generating media or communications outputs. The winning campaigns moved the needle and made a real
and lasting difference to their clients and their communities. The Golden Target Awards fi rst and foremost
celebrate the contribution of PR in making a real world difference.
Successful campaigns did not rest in assumptions. Practitioners interrogated the brief, challenged clients’
understanding and brought new insights to the communications problems faced. As a result, their campaigns
were strategically sound, with better output and excellent results.
The Golden Target Awards recognise creative thinking that cuts through to audiences bombarded with
communication from fragmented and constant media sources. Winning PR practitioners did not regurgitate old,
formulaic campaigns. They brought bright ideas, creative responses and clever concepts to communications
problems. They galvanised their audiences, making both the media and communities pay attention.
Our smart practitioners were channel-agnostic, refusing to be bound by the old fashioned rules regarding
earned media. Winning practitioners eagerly took on the challenges of amplifying PR campaigns in owned and
paid media too. These practitioners became content creators and amplifi ers, working digitally as well as using
traditional PR techniques. The Golden Target Awards recognise that PR is ultimately about conversations. Our
best of the best know this and own the conversation.
MESSAGECreative ideas and innovative responses win not just awards, but also client and company respect. As result,
clients are increasingly turning to PR companies to lead those other agencies operating in the marketing mix.
As well they should, the entrants to the Golden Target Awards show they best understand how to create
brands, engage customers and publics, guard reputation and engender loyalty. It is through the brilliant work
of our members that PR is being recognised as a sophisticated and subtle tool to which the blunt instruments
of other marketing disciplines should pay homage.
As PR professionals direct and lead marketing efforts, it is vital that we develop and speak a common language
with not just those in the marketing team, but also with the CFO, the COO, the CEO and the board. Successful
entrants used best practice evaluation techniques to measure their results and to communicate them. More
than one winning entry set the benchmark for PR efforts in international markets or proved indispensable at
board level.
This year, judges toughly debated each entry, scrutinising its merits. While all entries proved worthy, judges
raised the bar to recognise and reward truly stellar campaigns. The Golden Target Awards recognises
those entries.
Not only does this book celebrate excellence, it provides an invaluable resource for public relations practitioners
everywhere. The winning communications professionals are role models for us all and their work sets a
benchmark for the rest of the industry.
Allison Lee 2014 Golden Target Chair
The Public Relations Institute of Australia would like to acknowledge, with thanks:
Artwork and graphic design sponsored by
Jason Gemenis DesignTrophies subsidised by
Etchcraft
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The Golden Target Awards
The Public Relations Institute of Australia (PRIA) is the industry body for public relations and communications
professionals, representing public relations and communication practitioners nationwide.
For 63 years it has been PRIA’s role to promote and enhance the profession on behalf of its members.
PRIA members commit to maintaining the highest standards of ethical practice and promote excellence in
the industry.
Established in 1976, the annual Golden Target Awards recognise excellence in public relations and celebrate
the achievements of PRIA members.
All Golden Target Award categories recognise the achievements of an individual entrant and the person who
created and managed the campaign. The Consultancy and In-house Team of the Year Awards recognise the
managing director/principal/team leader. Team members and clients can be nominated to receive certifi cates
in the event of success at state or national level.
Golden Target Award entries are judged by a panel of leaders in the PR profession and industry
sector representatives.
The Golden Target Awards
Golden Target Executive Committee
• Chairperson Allison Lee, IMPACT Communications Australia Founder and Fellow
• James Wright, Red Agency/Havas Managing Director and 2013 Campaign of the Year winnerAssociate Professor
• Gwyneth Howell, University of Western Sydney and 2013 PR Educator of the Year
• Claire Salvetti, 2014 Cannes PR Lion Judge and Mango Managing Director Sydney
Government Sponsored
• Judging Panel: Geoff Michels, Michelle Hutton, Lorelei Baum and Paul Matthews
Public Affairs
• Judging Panel: Donald Alexander, Alain Grossbaird, David Donohue
Issues Management and Crisis Communication
• Judging panel: Grant Smith, Robyn Sefi ani, Jane Jordan Meier
Community Relations
• Judging Panel: Pippia McIntosh, Sheila O’Sullivan, Kathryn Ogilivie
Internal/Change Management Communication • Judging Panel: Frances Dwyer, Eva Ford Murphy,
Jackie Oates
Investor Relations
• Judging Panel: Anthony Tregoning, Stephen Woodhill, Susan Redden Makatoa
Consumer Marketing
• Judging Panel: Claire Salvetti, Tarnya Durning, Jackie Crossman, Maria Ferreira
Business to Buisness
• Judging Panel: Ava Lawler, Cait Tynan, David Leahy
Sustainability/CSR
• Judging Panel: Brigitte Claney, Katarina Farrell, Jorn Sanda
Health Organisations
• Judging Panel: Lelde McCoy, Rena Richmond, Kate Dorrell, David Leahy
Low Cost/Pro Bono
• Judging Panel: Marie Lousie Hunt, Matthew Gain, Peter Taylor
Best Use of Analytics
• Judging Panel: Lee McLean, Vicki Bamford, Michael Ziviani
Emerging PR Practitioner of the Year
• Judging Panel: Katharina Wolf, Taree Dayman, Jo Eime, James Wright
PR Consultancy of the Year
• Judging Panel: Allison Lee, Gwyneth Howell, Claire Salvetti
In-house PR Team of the Year
• Judging Panel: James Wright, Vanessa Liell, Allison Lee
PR Educator of the Year
• Judging Panel: Gwyneth Howell, Jim Macnamara, Mike Watson
Campaign of the Year
• Judging Panel: GTA Executive Committee
ABOUT JUDGING PANEL
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Category 1 – Government Sponsored Campaigns
Programs funded by government departments and agencies, including defence, police and health, that advance public
understanding of a societal issue, problem, concern or initiative. Entries are open to government departments and
organisations that conduct programs on behalf of the government. Note: similar programs conducted principally to
enhance an organisation’s standing or to otherwise directly service its’ interests fall in Category 2 – Public Affairs.
Category 2 – Public Affairs
Short-term programs specifically designed to influence public policy and/or affect legislation, regulation or political
activities – at local, state or international government levels – so that the entity funding the program benefits.
Category 3 – Issues Management and Crisis Communication
Programs or campaigns aimed at dealing with a crisis, issue or emerging issue that could have an extraordinary or critical
effect on an organisation’s operations, either in the private or public sectors, or the wellbeing of a community. This may
include a disaster or other unpredicted emergency, as well as political, financial or business issue that impacts on the
reputation of an organisation or its ability to deliver services to its communities. Campaigns aimed at assisting in recovery
efforts may also be included in this category.
Category 4 – Community Relations
Programs aimed at those in one or more particular community in which a company, organisation or institution has a
special presence or interest. Includes programs that seek to win the support or cooperation of, or that aim to improve
relations with, people or organisations in specific geographic location or locations in which the sponsoring organisation
has an interest, need or opportunity.
Category 5 – Internal/Change Management Communications
Programs designed to improve employee relations within the organisation or those aimed at change management
initiatives. This may include programs designed to increase efficiency, address OH&S issues, enhance or create
awareness of changes in policies or programs aimed at improving or changing stakeholder knowledge or morale or new
initiatives being undertaken by the organisation.
Category 6 – Investor Relations
Programs intended to influence present and prospective investors and the financial community in companies listed
on a stock exchange or about to be listed. These programs can also include merger and acquisition communication.
Category 7 – Consumer Marketing
Programs promoting a consumer services which is new or existing to the marketplace. These programs can include
initiatives to introduce business services to the community or programs that are designed to enhance sales, as well as
the profile of an organisation in a community, and can include social marketing techniques and approaches.
Category 8 – Business-to-Business Marketing
Programs that promote sales of business-to-business products or services, which are new or existing to the
marketplace. This could include anything from new software development to services being offered by a professional
group or business to clients, and can include social marketing techniques and approaches.
Category 9 – Sustainability/Corporate Social Responsibility
Programs designed to deliver or support an organisation’s corporate social responsibility programs or to promote
sustainability. Programs may be short-term or support long-term goals. These campaigns should seek to have a defined
benefit to society. This category should also include programs dealing with environmental initiatives.
Category 10 – Health Organisations
Programs designed and implemented by government departments/organisations, hospitals, patient associations,
medical research institutes and medical charities and other similar entities dedicated to the improvement of health and
wellbeing in the community. If the campaign relates to prescription medicines, the campaign must highlight significant
benefit to the community and its assistance in promoting the health and wellbeing of the community. It must also have
client or company endorsement in the entry process.
CATEGORIES
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Category 11 – Low Cost/Pro Bono
A campaign designed and implemented for not-for-profit organisations by PR students or practitioners. Professional fees
for the campaign should be less than $2000.
Category 12 – Best Use of Analytics
This category award will go to the campaign, project or program that demonstrates the most effective use of research,
insights and evaluation. As well as media evaluation, the judges will expect to see evidence of how research amongst target
audiences (qualitative or quantitative or both) was used to create a compelling strategy and execution plan.
Category 13 – Emerging PR Professional of the Year
Open to all PR professionals under the age of 30 on 1 July 2014. Nominations are accepted from employers and should
contain detail regarding the nominee’s career history. In addition to the submission, a 500 word statement should also be
included from the person nominated outlining why they feel they should win this award. The judges will look for evidence of
outstanding achievement in the PR profession, with a particular focus on the nominee’s role in the creation and execution of
one or more PR campaigns. A focus on research, insight, creativity and proven results should form part of the submission.
Category 14 – PR Consultancy of the Year
Open to any PR consultancy in Australia (regardless of size). In case of owned groups, any single office may enter the
category. Submissions should include a company history, profile of employees, profile of key clients, two years fees and
profit data and outline of the consultancy’s market offering. Judges will look for evidence of growth appropriate to the
consultancy profile, client list growth and profile, client retention, talent retention/development and PR innovation.
Category 15 – In-house PR Team of the Year
Open to any in-house team within the private and corporate sector, this category is designed to recognise excellence within
organisations. The judges will assess evidence of success in executing campaigns or programs in support of business and
marketing goals. For this category, the team may be large or as small as one member.
Category 16 – PR Educator of the Year
Self-nominations for PR Educator of the Year must come from PRIA members who have had a full-time, part-time or
sessional contract at an Australian tertiary institution in the 2013/2014 financial year. Entrants must submit a portfolio that
will be judged on teaching and learning, research and service to education and the profession.
Category 17 – Campaign of the Year
The Campaign of the Year will be chosen from those declared winners of a Golden Target Award in categories 1 to 11. A
separate panel of judges will score those entries against the published criteria used for judging the Golden Target Awards,
and the ‘best of the best’ will be declared winner of the Campaign of the Year Award.
WINNER
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Category 1
Government Sponsored Campaigns
Porter Novelli Melbourne Victoria
PRIA Member Peter Kent
Porter Novelli is one of Australia’s longest established public relations
agencies, tracing its heritage to the industry’s beginnings more
than 40 years ago. It is part of a global network of 90 offices in
60 countries.
Porter Novelli’s work in Australia, particularly in Melbourne, crosses
many sectors, but the agency always recognises the importance
of informing and supporting change. It mixes social marketing,
corporate communications and consumer marketing with
contemporary smarts, and an emphasis on government, corporate,
health, FMCG/retail and not-for-profit sectors.
Porter Novelli is part of Clemenger Group Limited, Australasia’s
largest, most successful marketing communications company. It
has been recognised five years running by the Australian Business
Awards as an Employer of Choice.
THE CAMPAIGN
Every Greyhound has a Story
Greyhound Racing Australia sought a communications strategy
to educate Victorians about the existence and benefits of their
Greyhound Adoption Program (GAP). With the number of retiring
greyhounds outnumbering the number of adopted ones, this
strategy aimed to dispel myths about having greyhounds as pets.
The primary audience was people who would enjoy the attributes of
greyhounds as pets, with a secondary audience of people who had
already fostered or adopted greyhounds. These audiences were
engaged with the goal of increasing greyhound adoptions by an
average of 10 per month in the 2014 financial year.
The campaign’s centrepiece was its Every Greyhound Has a Story
exhibition, featuring more than 40 professionally shot images. This
was paired with extensive coverage across all media platforms,
incorporating paid, earned and social media, as well as engaging
key opinion leaders such Victorian Premier Dr Denis Napthine.
The campaign proved to be a turning point for greyhound adoption
rates in Victoria. The exhibition’s launch welcomed more than 100
guests, and overall more than 1200 guests viewed the exhibition
and interacted with onsite GAP dogs. There were more than 10 on
the spot adoption inquiries and greyhound adoptions increased from
an average of 32 per month in the 2013 financial year to 45 in 2014.
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HIGHLY COMMENDED HIGHLY COMMENDED
tactics such as engaging students through social media,
media outreach and thought leadership, leveraging WSI’s
ambassador and other high profile personalities, profiling
student success stories and establishing an issues
management protocol.
The campaign proved to be successful, and all objectives
and goals were met or exceeded. It received overwhelmingly
positive media coverage in NSW and WSI dominated the
media landscape in comparison to other TAFE institutes.
Student inquiries increased by 700 per cent in 2013-14
and strong positive relationships were established with
senior journalists at multiple news outlets.
TAFE Western Sydney Institute & Sefiani Communication Group New South Wales
PRIA Member Robyn Sefiani
Sefiani is a leading Australian corporate, financial and
issues management firm with a growing and successful
consumer practice. Led by an experienced team of
directors, Sefiani offers smart thinking and strategic counsel
backed by industry expertise, deep commercial insight and
strong networks.
A multiple award-winner, Sefiani has a proven record
for delivering communication programs that make a real
difference to clients’ success. The agency works with
CEOs, boards and senior executives to shape tailored and
integrated communication programs.
THE CAMPAIGN
Raising the Profile of TAFE NSW – Western Sydney Institute
In early 2013 the NSW Government introduced its
Smart and Skilled reform program, which saw increased
competition across the VET sector and reduced funding for
some TAFE courses. For the TAFE NSW-Western Sydney
Institute (WSI), this meant developing a communications
strategy to strengthen its position in the market as the
number one VET provider.
The campaign’s objective was to raise awareness of WSI
within western Sydney, and reinforce its position as the
top VET provider in the region. This was done through
Category 1
Government Sponsored Campaigns
with a reduced budget, Insight launched November as
National Asbestos Awareness Month.
To increase awareness, Insight delivered a strategic
national campaign utilising traditional and non-traditional
tools and innovative tactics. Public relations, marketing,
digital, stakeholder engagement, education and fundraising
forums, experiential communication, events and Community
Service Announcements combined to engage multiple
target publics.
Insight’s 2013 Asbestos Awareness Month significantly
exceeded all goals and objectives, increasing national
awareness of the dangers of asbestos.
Insight Communications New South Wales
PRIA Members Clare Collins and Alice Collins
Insight Communications is a full-service boutique
public relations and communications agency providing
strategic public relations, event and communication
management services for cause, culture, community and
health organisations.
Founded in 2008 by directors Clare and Alice Collins, Insight
has won nine Australian public relations industry awards
including the Public Relations Institute of Australia’s Golden
Target Award in 2013 for Asbestos Awareness Week 2012.
Insight’s effective public awareness campaigns have also
been recognised in NSW Parliament as having made a
significant contribution to improving community health.
Clare and Alice make a unique mother-daughter team,
offering more than 30 years collective experience in all
aspects of communication management. Their clients have
included Ovarian Cancer Australia, Cystic Fibrosis Australia,
the RPA Transplant Institute, Dry July, The Big Issue,
Bravehearts Inc, the Asbestos Diseases Research Institute
and the Asbestos Education Committee.
THE CAMPAIGN
2013 Asbestos Awareness Month Campaign
By 2050, 25,000 Australians will die of mesothelioma, an
incurable cancer with a latency period of 30-40 years and
a life expectancy post-diagnosis of 6-18 months. The only
known cause is asbestos fibre exposure.
To build on Insight’s multi-award winning 2011 and 2012
Asbestos Awareness Week Campaigns, although working
Category 1
Government Sponsored Campaigns
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HIGHLY COMMENDED COMMENDED
The goal was for n2n was to ensure the smooth transition
to digital-only television through a targeted campaign that
raised awareness, understanding and conversion. The PR
strategy focused on: key messages that addressed the
audience’s barriers and drivers; effective engagement of
stakeholders and media; creative stories and events that
drove coverage and maximising digital technology to scale
the campaign.
By December 2013, 98 per cent of 8.7 million
of Australian households had successfully and
smoothly switched to digital television. The campaign
was acknowledged as a resounding success
from both sides of the Australian Parliament and
key stakeholders.
n2n communications New South Wales
PRIA Member Vanessa Liell
n2n communications is one of Australia’s largest
independent public relations agencies. Founded in 1996,
the agency has built a reputation for outstanding results,
quality senior consultants and best-practice communication
strategies and campaigns.
The agency delivers fully integrated campaigns that
encompass communication strategy, public relations,
marketing communications, stakeholder relations, issues
and crisis management, and digital and social media.
n2n communications is committed to continuous growth,
as well as development and investment in the team to
ensure it is at the forefront of innovation in the industry.
The team at n2n consists of communication professionals
who are passionate about technology and innovation, have
deep business and consumer knowledge and, more than
anything, love a challenge.
THE CAMPAIGN
Australia’s Digital Switchover
The switch from analogue to digital television was a major
Australian Government initiative that had implications for
all Australian households. While advertising played an
important role at the outset of the campaign, by 2013
awareness had reached saturation levels. The role of
n2n communication was critical to ensure hard-to-reach
audiences were ready in time.
Category 1
Government Sponsored Campaigns
key partners such as the AIDS Council of NSW (ACON),
Local Health District and SydPath. The pop-up centre was
brightly decorated with AstroTurf and deck chairs to provide
a welcoming arena to combat the anxieties associated with
traditional HIV testing.
The campaign resulted in extensive and on-message media
coverage, including publication in three medical journals. At
the site, 503 people engaged to talk about HIV and hours
even had to be extended to meet demand. Testing was
carried out at capacity, and the NSW HIV Quarter 1 2014
Data Report showed a 7 per cent increase in HIV testing
from Quarter 1, 2013.
NSW Health New South Wales
PRIA Member Samara Kitchener
NSW Health oversees the biggest public health system
Australia, with more than 220 public hospitals and around
105,000 dedicated staff as part of the health workforce.
NSW Health released the HIV Strategy 2012-2015: A
New Era on 1 December 2012 which refocuses efforts to
dramatically drive down the number of new HIV infections.
Through advances in HIV testing and treatment and the
continued promotion of safe behaviour, the means to
virtually eliminate HIV transmission by 2020 is now possible.
THE CAMPAIGN
HIV Pop Up Testing: Changing the HIV Testing Landscape Across NSW
2012 saw a 24 per cent increase in HIV infection rates in
NSW. Although HIV testing technologies have advanced
greatly, these have not been paired with new testing
models outside medical settings. NSW Health aims to
end HIV transmission by 2020, and hence developed a
communications strategy to combat this increase. The
strategy aimed to deliver the premier pop-up HIV testing site
in NSW and involve key opinion leaders in its promotion.
This was implemented in Taylor Square in the lead up to
world AIDS day 2013.
After promotion in a number of paid, earned and
donated media channels, as well as heavy social media
engagement, the pop-up testing centre was launched
by the Health Minister and established in conjunction with
Category 1
Government Sponsored Campaigns
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government, opposition and other minor parties to increase
funding allocated to Interface Councils.
The campaign involved developing a clear, evidence-
based business case to be used for the election campaign
with strong support from residents, businesses and key
stakeholders. Using research, an evidence-based business
case was developed and translated into a range of material,
including the Fairer Funding Report. Councils descended
on Parliament House during ‘Interface Week’ to meet
Ministers and opposition and meetings were held with local
members of parliament.
The campaign goal was achieved with more than $1 billion
in promised spending allocated to the interface areas.
Socom Victoria
PRIA Member David Hawkins
Socom is a multi award-winning agency with more than
20 years’ experience in assisting organisations achieve its
goals. It is recognised as an industry leader in delivering
effective and innovative stakeholder engagement and crisis
management strategies.
Socom’s award-winning strategies are based on best
practice. It continually works to ensure the knowledge and
professional development of staff to stay abreast of the
latest and most effective trends in communication.
From local and state governments to private companies,
schools and community groups, Socom has successfully
assisted organisations and industries develop
effective campaigns.
THE CAMPAIGN
Fairer Funding for the Outer Suburbs
2011 census data revealed in the last decade substantial
growth had occurred in the outer suburbs of Melbourne
(Interface Councils). Thanks to this growth, Interface
Councils accounted for 25 per cent of Victoria’s population.
Predictions estimated this would grow to more than 1.7
million people by 2031.
This level of growth was too much for local governments
to sustain without state government support. Community
indicators showed residents were geographically isolated
from social support programs and suffered from inevitable
social consequences. Socom’s goal was to convince
Category 1
Government Sponsored Campaigns
this. The best way to do this was to focus on the highly
visual nature and unique appearance of these insects with
wearable technology. High-resolution images were taken of
the bees on flowers and high definition video content was
filmed to offer media, but also feature on CSIRO’s social
media channels including YouTube.
The resulting inquiries from around the world led to CSIRO
establishing the Global Initiative for Honeybee Health. This
local research project became a global program to protect
one of the world’s most underrated insects, while also
promoting CSIRO’s development of a platform technology,
which can be applied across numerous industries.
CSIRO Queensland
PRIA Member Adam Harper
The Commonwealth Scientific and Industrial Research
Organisation (CSIRO) is the federal government agency
for scientific research in Australia. It was founded in 1926
originally as the Advisory Council of Science and Industry.
This is the country’s national research organisation, working
across the globe to provide new ways to improve quality
of life, as well as the economic and social performance of
Australia’s industries. The CSIRO seeks to have a profound
and positive impact on the most significant challenges and
opportunities facing Australia and humanity.
CSIRO delivers science through its nine research
‘Flagships.’ The Flagships deliver benefits by forming large-
scale multidisciplinary research partnerships with Australian
universities, publicly funded research institutions, the private
sector and international organisations.
THE CAMPAIGN
Bees with backpacks
In a bid to try and help protect dwindling worldwide
honeybee populations, the CSIRO initiated a research
program in Hobart. Miniature sensors glued to the backs
of wild bees would help record their movements for
computer modelling to understand their movements in the
environment. These sensors affectionately became known
as backpacks.
A communication campaign was developed to help raise
the profile of the plight of the humble honeybee, but also to
promote the micro technology being developed to deliver
Category 1
Government Sponsored Campaigns
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COMMENDED
presence, as well as a dedicated website that provided a
range of educational information.
As the campaign’s centrepiece, the ‘blog-a-van’ attended
nearly 140 locations to provide direct engagement
opportunities with more than 5,343 individuals. A total
of 266 video blogs were captured and promoted online,
allowing participants to share their own personal insights
and experiences of youth violence.
The campaign met all objectives and a post-campaign
survey identified that 80 per cent of participants would
walk away from a violent confrontation as a result of
the campaign.
Leverage PR South Australia
PRIA Member Adam Thomson
Established by Strategic Communications professional
Adam Thomson in 2012, Leverage Public Relations is an
Adelaide-based strategic communication management
consultancy that provides a wide range of professional
corporate affairs and public relations services to a diverse
range of South Australian, interstate and national clients.
Managing Director Adam Thomson has more than 15
years’ experience working across public relations in
corporate and government environments and in print and
broadcast journalism.
As well as being a regular lecturer on public relations for
UniSA, he is a former PRIA State President and recently
completed a two year term as the National Deputy President.
He is a current member of a Media and Communications
Advisory Panel for UniSA.
THE CAMPAIGN
Great Night Out
Following a number of violent assaults, the South Australian
Government announced nearly $1 million of funding for the
development of an awareness and education campaign to
curb incidents of alcohol-related violence.
After a pre-campaign research phase involving more than
1700 young people, Great Night Out ran until 30 April 2014
to reinforce that it is not socially unacceptable to go out
drinking and get into a fight.
With a primary target audience of 18-30 year old males,
the campaign had a prominent online and social media
Category 1
Government Sponsored Campaigns
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The newly named Coalition for Working Women (CWW)
members included:
• Women on Boards (WOB Pty Ltd)
• National Foundation for Australian Women (NFAW)
• Financial Services Institute of Australasia (FINSIA)
• Young Women’s Christian Association (YWCA)
• Australian Local Government Women’s Association
• Business and Professional Women Australia
• National Council of Women of Australia
• Women’s Electoral Lobby
• Diversity Council of Australia
• The Work and Family Policy Roundtable
• Local Government Managers Australia NSW
Through a comprehensive short-term public affairs program
leveraging the CWW’s political relationships and public
influence, CallidusPR and the CWW retained the gender
reporting requirements.
HIGHLY COMMENDED COMMENDED
government, opposition and other minor parties to increase
funding allocated to Interface Councils.
The campaign involved developing a clear, evidence-
based business case to be used for the election campaign
with strong support from residents, businesses and key
stakeholders. Using research, an evidence-based business
case was developed and translated into a range of material,
including the Fairer Funding Report. Councils descended
on Parliament House during ‘Interface Week’ to meet
Ministers and opposition and meetings were held with local
members of parliament.
The campaign goal was achieved with more than $1 billion
in promised spending allocated to the interface areas.
Socom Victoria
PRIA Member David Hawkins
Socom is a multi award-winning agency with more than
20 years experience in assisting organisations achieve its
goals. It is recognised as an industry leader in delivering
effective and innovative stakeholder engagement and crisis
management strategies.
Socom’s award-winning strategies are based on best
practice. It continually works to ensure the knowledge and
professional development of staff to stay abreast of the
latest and most effective trends in communication.
From local and state governments to private companies,
schools and community groups, Socom has successfully
assisted organisations and industries develop
effective campaigns.
THE CAMPAIGN
Fairer Funding for the Outer Suburbs
2011 census data revealed in the last decade substantial
growth had occurred in the outer suburbs of Melbourne
(Interface Councils). Thanks to this growth, Interface
Councils accounted for 25 per cent of Victoria’s population.
Predictions estimated this would grow to more than 1.7
million people by 2031.
This level of growth was too much for local governments
to sustain without state government support. Community
indicators showed residents were geographically isolated
from social support programs and suffered from inevitable
social consequences. Socom’s goal was to convince
Category 2
Public Affairs
CallidusPR New South Wales
PRIA Member Viv Hardy
CallidusPR is a full service corporate communications
company specialising in the legal, professional, financial
services and corporate sectors.
A background in Federal Government public affairs and
almost 50 years experience responding to complex
business issues, very often in a challenging commercial
and political environment, has positioned CallidusPR as
the corporate communicators for both short and long term
public affairs campaigns, where it knows how to make
an impact.
THE CAMPAIGN
Gender Reporting is Not Red Tape
In April 2014, the Federal government planned to amend
Schedule 1 of the Workplace Gender Equality Act 2012 to
remove gender and other reporting requirements from the
Act, to reduce ‘red tape’ for business.
Australian women’s groups believe reporting of gendered
metrics on pay, recruitment, retention and promotion
is critical to improving workplace equality and female
participation in the workforce, particularly in management
and leadership roles.
CallidusPR approached Women on Boards and suggested
they form a coalition to compel the government to retain the
gender reporting requirements.
Category 2
Public Affairs
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COMMENDED
The Pharmacy Under Threat campaign was designed to
assist the Pharmacy Guild of Australia to communicate
the issues linked to the PBS changes and to secure a fair
deal from decision-makers. The campaign was executed
in a challenging timeframe of eight weeks during the 2013
election campaign.
It succeeded in enlisting strong participation from
community pharmacies and industry partners across
Australia. The centrepiece of the campaign was a petition to
decision-makers that attracted 1.2 million signatures – the
largest petition ever presented to parliament. This was then
combined with radio advertising, a social media campaign
and direct political lobbying to achieve maximum support.
BBS Communications Group Queensland
PRIA Member Lisa Nixon
BBS Communications Group is a full-service consultancy
operating across Australia, New Zealand and the
Pacific Region.
Chairman and Chief Executive Jane Edwards AM
established BBS in 1989 and fostered the creative and
professional culture still underpinning the business today.
The firm is run by a four-person executive management
team: Jane Edwards, Lisa Nixon, Matthew Hart and
Tracey Rhys.
In the area of stakeholder engagement, BBS is the
only consultancy where every member of staff holds
an international qualification certified by the International
Association of Public Participation (IAP2). BBS has
evolved to become an industry leader, recognised
nationally for innovative and results-driven professional
communications practice.
THE CAMPAIGN
Pharmacy Under Threat
In August 2013, the Federal Government, to the surprise
of the industry, announced changes to the Pharmaceutical
Benefits Scheme (PBS) that would seriously impact
community pharmacies.
While pharmacists support cheaper medicines, this
announcement meant the government had broken its
contract with the pharmacy sector in accelerating price
disclosure mechanisms to the detriment of more than
5,000 pharmacy businesses nationally.
Category 2
Public Affairs
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WINNERCategory 3
Issues Management and Crisis Communication
Financial & Corporate RelationsNew South Wales
PRIA Member Anthony Tregoning
Financial & Corporate Relations (FCR) is a leader in corporate,
financial and investor communication, providing counsel and
assistance to directors and senior management.
FCR combines skills in media and public relations, issues and crisis
management, marketing, research, writing, and graphic design and
production under one roof.
Since 1985, FCR has built a reputation for creative and effective
corporate, investor and financial communication. This has been
based on detailed knowledge of a wide range of business sectors
and issues, sound analysis, and direct experience of assisting clients
to overcome just about every challenge that a company can face.
THE CAMPAIGN
Successfully Navigating Troubled Waters
The client was Captain Hossny of National Navigation Company
(NNC), Egypt’s government-owned shipping line. He explained that
the NNC received negative media coverage when Egyptian sailors
on one of NNC’s coal-carrying vessels, Wadi Alkarm, had gone on
strike while visiting Port Kembla and made false allegations about the
company. Hossny requested that FCR arrange media interviews with
the aim of restoring reputation by refuting the allegations.
Extensive research revealed that NNC’s problems were more
complex. Australian maritime industry leaders were taking the
allegations very seriously, leading to the blacklisting of Wadi
Alkarm by Port Kembla Coal Terminal (PKCT) and of all NNC
vessels by Gladstone Ports Corporation (GPC). As these are two
of Australia’s main coal ports, the consequences for NNC were
extremely damaging.
Hossny was subsequently prepped for meetings with key
stakeholders. He communicated that everyone was misled and
that the NNC acknowledged its communication management
failures and were currently making improvements. FCR persuaded
PKCT’s manager to arrange a special meeting so Hossny could
state his case for the lifting of the blacklisting. After this success with
the PKCT, FCR worked closely with GPC stakeholders until it was
confirmed that the Gladstone blacklisting was also lifted.
FCR gave interviews with media that had covered the story. This
resulted in factual articles with supportive quotes from earlier critics
of NNC. The campaign successfully lifted the blacklisting of a foreign
company – an unprecedented achievement in Australian PR.
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Pesel & Carr was appointed to manage internal and
external communications.
Staff were notified of the VA prior to any external
communications, with a detailed explanation and Q&A
distributed to clarify the process. All stakeholders were
notified with within 18 hours of VA announcement, with 100
per cent of media coverage generated featured Bevilles’ key
message of their intent to restructure.
On 2 May 2014, the Beville family announced that its
bid to reacquire the business and retain the brand was
successful; 16 out of 28 stores were saved in three states
and more than 250 employees retained.
Pesel & Carr Victoria
PRIA Member Barbara Pesel
Pesel & Carr is all about success and striving for
extraordinary outcomes.
As an independent communications, digital and creative
firm, it works with market leading organisations across three
key areas: health and wellbeing; industry and innovation;
and people and action.
A diverse team, Pesel & Carr employs specialists in
journalism, strategic advice, public relations, branding and
marketing, publishing, investment banking, stockbroking,
corporate affairs and public and private board positions.
Pesel & Carr has helped to grow reputations and build
leadership positions since 1997 by managing perceptions,
generating exposure, creating connections and delivering
positive results.
THE CAMPAIGN
Bevilles’ Brilliance Cuts Through: Stakeholder Communication During Voluntary Administration
In early 2014, Australian jewellery and giftware chain
Bevilles faced a dilemma. Business had improved through
rebranding and tighter retail strategies, but costs were still
high and a need to expedite the changes was critical.
The decision was made to enter voluntary administration
(VA), allowing the Beville family to restructure the business,
reduce costs and bid to retain the 80-year old brand.
Category 3
Issues Management and Crisis Communication
received, the most surprising aspects were the unknown
advocates, such as CBD businesses using the shutdowns
as marketing opportunities and external organisations
commenting publicly on the communications campaign.
Measuring the campaign’s results against the initial
objectives clearly shows the tactical communications plan
set out what it initially aimed to achieve.
John Holland/Public Transport Authority/Transperth/Perth City Link Rail Alliance Western Australia
PRIA Member Michelle Ferrari
Announced in March 2011, the Perth City Link Rail Alliance
of the Perth Transport Authority, John Holland and GHD
is designing and constructing the first stage of the Perth
City Link.
The Perth Transport Authority brings its knowledge of the
operating rail system, while John Holland and GHD brings
a long history of delivering major projects locally and
nationally. Together, their vision is to lay the foundation for
revitalising Perth.
THE CAMPAIGN
Perth City Link Rail Alliance: Major Train Shutdowns 2013
The Public Transport Authority, Transperth and Perth City
Link Rail Alliance worked collaboratively to communicate two
unprecedented six-day rail closures for the Perth City Link,
impacting 40,000 passengers, more than 100,000 CBD
visitors each day of the shutdowns and a western derby
AFL match. To widely communicate the shutdowns with
the limited budget, the strategy was to tailor communication
activities to targeted stakeholder groups.
The results were phenomenal. Aside from the unexpectedly
low number of complaints and high number of compliments
Category 3
Issues Management and Crisis Communication
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A key element was communicating with all audiences.
Verbal communication with unions, employees and
customers became increasingly important while decisions
were being made about the future of the business and with
64 peoples’ jobs and the reputation of the company on
the line.
Using this approach, with the right messaging, resulted
in what could have been national news limited to two
articles in Whyalla publications that ran the story based
on the facts. As a sideline, all 64 employees have since
found employment.
Leighton Contractors South Australia
PRIA Member Cait Tynan
Leighton Contractors, a wholly-owned subsidiary of
Leighton Holdings Limited, is one of Australia’s leading
contracting and project development groups, with over
$13 billion work in hand and employing more than 14,000
people across Australia, New Zealand, Papua New Guinea
and Africa. The company delivers projects for clients across
the infrastructure, telecommunications, civil construction,
industrial, energy, health and services sectors.
THE CAMPAIGN
Whyalla – Closure of Operations Case Study
Leighton Contractors has been proactively building its
reputation in South Australia as a leading contractor
with the $1.85 billion new Royal Adelaide Hospital and
other projects.
In July 2013 a head office decision meant its Whyalla division
would be sold or closed. Closure meant a loss of 64 jobs
for people who had lived and worked in Whyalla all their
lives. The community impact and the potential reputational
issues this would present ran deep and wide. The ultimate
objective of this campaign was minimising impact on the
reputation of the business.
The communication approach had to be simple enough
to be effective and adaptable to the circumstances as
they unfolded. At the core was the engagement and
communication with all key stakeholders to establish
credible relationships with employees.
Category 3
Issues Management and Crisis Communication
panic that saw many countries block all dairy products from
New Zealand.
Weber Shandwick’s crisis team worked tirelessly to
develop communication strategies that informed and
reassured the public, health professionals and other
important stakeholders. Danone Nutricia’s Managing
Director underwent intensive media training to prepare
her for multiple press conferences and ensure accurate
information was disseminated to concerned parents.
Weber Shandwick Australia New South Wales and New Zealand
PRIA Member Ava Lawler
Weber Shandwick is one of Australia’s leading public
relations agencies, providing communications counsel
and support to some of the most recognised brands in the
country. It is an agency of researchers, analysts, strategists,
copywriters, editors, videographers, digital producers,
speechwriters and creative directors.
Weber Shandwick Australia has called Sydney home since
2001. In Australia, the agency has been noted for its ability
to develop new services ahead of the curve. In 2010 it
established one of first digital practices in the firm’s Asia
Pacific operations. It set up a highly regarded public affairs
and issues and crisis management practice in 2012 and
established a new digital studio that provides digital and
content development services the following year.
THE CAMPAIGN
Danone Nutricia Contamination Crisis
In August 2013, New Zealand dairy giant Fonterra sparked
a global food safety scare when it admitted there could be
bacteria in one of its milk whey products that could cause
botulism, a severe and often lethal form of food poisoning.
A number of Danone Nutricia’s Karicare infant formula
products were falsely implicated in the scare, prompting a
series of product recalls across international markets.
The impact of the scare was unprecedented, causing
the New Zealand dollar to drop and instigating a wave of
Category 3
Issues Management and Crisis Communication
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In 2011, Chatterbox Marketing was engaged to develop
and implement a three-year PR campaign for Marysville to
generate interest in the rebirth of the town. An Instagram and
PR campaign was launched was called There’s Something
About Marysville. As part of the campaign, Chatterbox
Marketing set up an Instagram account for Marysville,
a tailored hashtag and provided a series of Instagram
workshops for local Marysville businesses.
Instagrammers and bloggers were invited to Marysville and
asked to share their experiences Instagram, Facebook,
Twitter, Pinterest and Google+. The campaign results were
phenomenal attracting a longstanding online presence for a
town that had been through so much.
Chatterbox Marketing Victoria
PRIA Members Meg Law and Matt Jones
Chatterbox Marketing was founded in 2009 and is a thriving,
imaginative and energetic boutique agency focusing on
providing innovative solutions to all marketing, media and
PR related ventures for a number of clients from Melbourne
and regional Victoria.
The agency has a strong entrepreneurial spirit and delivers
varied creative projects within the tourism, lifestyle and
education sectors.
With a well-rounded, strategic approach to increasing
visitation, driving membership and marketing campaigns,
improving business profiles and generating strong brand
awareness for all clients, Chatterbox always ensures clients
receive a solid ROI and have fun along the way.
THE CAMPAIGN
Black Saturday Bushfire Recovery – Marysville, VIC: A Tale of PR Success on How a Regional Destination Rebuilt Its Reputation Within a Changing Media Landscape
The Black Saturday bushfires created another chapter
of history in Marysville, Victoria when over five years ago,
devastation hit the town, with 45 lives lost and 90 per cent
of the town’s buildings destroyed.
Category 3
Issues Management and Crisis Communication
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WINNERCategory 4
Community Relations
Professional Public Relations WA Western Australia
PRIA Member Carla Shearman
Professional Public Relations WA is the largest and most experienced
communications agency in Western Australia, with four specialist
business groups comprising of corporate, investor relations,
consumer and digital communications. In 2013 it was awarded the
inaugural PRIA WA Agency of the Year.
PPR’s clients operate across a range of industries and include not-
for-profit organisations, state government agencies, high-profile
international and national companies and publicly listed entities.
PPR established its Perth office in 1996 and currently employs
nearly 50 staff, including 40 professional PR consultants with a
diverse range of professional experience and specialised career
backgrounds. Founded by Chairman Peter Lazar AM in 1970,
PPR is part of WPP, the world’s largest integrated communication
services group.
THE CAMPAIGN
St Bart’s Homeless for a Day
Western Australia has one of the highest rates of homelessness
in the country, with women over the age of 55 the fastest growing
demographic. PPR worked with St Bart’s to raise awareness of the
issue and to raise funding for a new housing facility in East Perth
for women aged 55 years and over who are currently, or at risk of
becoming homeless.
PPR wanted to make homelessness relatable by promoting the
message that it can happen to anyone. They did this by enlisting
high profile businesspeople to take part in the social experiment
Homeless for a Day.
The event took place over two days in October 2013, in which six
people were transformed into appearing like vagrants, after which
they were dropped at several locations in Perth’s CBD. PPR utilised
social media to record the event and capture their experiences.
Today Tonight and the West Australian’s WestBusiness Insider
magazine documented the event, allowing the Homeless for a
Day project to reach not just Perth’s business community but the
public as well. The project raised enough donations to begin the
development of the new housing facilities and elevated St Bart’s
reputation and the awareness of the Perth community.
Photo courtesy of Ian Gillespie
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resulted in broad community support and confidence in the
project’s delivery.
The Alliance is proud to have designed and constructed the
Robinson Road Open Level Crossing Replacement Project,
while minimising construction impacts and proactively
engaging with stakeholders about works.
Geebung Overpass Alliance Queensland
PRIA Member Krysten Booth
Following a joint funding agreement between Brisbane City
Council and the Queensland Government in mid-2012,
Council was charged with delivering the Robinson Road
Open Level Crossing Replacement Project by late 2014.
In October 2012 the Geebung Overpass (GO)
Alliance, comprising Council, BMD Constructions
and SMEC Australia, formed to design and construct
the project, including managing communication and
stakeholder engagement.
The Alliance’s commitment to considering the community
when planning construction works and proactively
engaging with stakeholders delivered positive outcomes
for the project and the Geebung community. Mitigating
and managing community concerns fostered high levels
of community support for the project, which allowed all
milestones to be met.
THE CAMPAIGN
Robinson Rd Open Level Crossing Replacement
The Alliance facilitated dialogues by establishing a
Community Reference Group and investing in one-on-one
engagement with impacted stakeholders, and minimised
impacts by tailoring work methodologies and hours.
Despite an intensive construction program delivering new
road and pedestrian bridges in a constrained urban area, the
Alliance’s commitment to best practice community relations
Category 4
Community Relations
• Traffic disruptions in an already congested CBD
• Citiplace Childcare Centre playground closure
• Pedestrian disruption with early removal of a key CBD-
Northbridge connection
• Cumulative effect of previous and concurrent
CBD construction
The increase in awareness, maintaining project support
despite the number of disruptions and low number of
complaints surpassed all expectations. The PTA/Transperth
considered the community engagement a huge success,
with commendations from the project team through to the
Transport Minister.
Perth City Link Rail Alliance (PTA, John Holland and GHD) Western Australia
PRIA Member Natasha Guerinoni
Announced in March 2011, the Perth City Link Rail Alliance
of the Perth Transport Authority, John Holland and GHD is
working together to lay the foundation for revitalising Perth.
The Perth Transport Authority brings its knowledge of the
operating rail system, while John Holland and GHD brings a
long history of delivering major projects locally and nationally.
Together, they aim to minimise the impact of works
during construction.
THE CAMPAIGN
Perth City Link Rail Alliance
The Perth City Link Rail Alliance of the Public Transport
Authority, John Holland and GHD designed and delivered
the first stage of the Perth City Link, sinking the Fremantle
Line and associated upgrades within the busy Perth Station.
From the very beginning community engagement was
recognised as one of the project’s biggest challenges.
The scale of the impact was unprecedented. 40,000
passengers and hundreds of thousands CBD visitors
walked within metres of the construction site every day and
a number of other community issues, including:
• Numerous public transport disruptions, including
shutdowns and station layout changes
Category 4
Community Relations
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HIGHLY COMMENDED COMMENDED
and emergency, ambulance and the Minister for Police and
Emergency Services Mr Jack Dempsey MP.
A selection of new and vintage service vehicles were
on display in King George Square, paying homage to
ambulance, police and fire services past and present.
There was widespread media coverage for the awards
program, reaching more than 3.7 million Queenslanders.
Queensland Police Credit Union Queensland
PRIA Member Anna Streater
QPCU strongly believes that its members are everyday
heroes in the community and is dedicated to offering
exclusive member-only products and services to those who
protect and serve Queenslanders.
IIt supports many community organisations and
individuals through various programs and initiatives with
the Queensland Police Service, Queensland Fire and
Emergency Services, Queensland Ambulance Service and
other groups. QPCU is committed to supporting those who
serve our communities so bravely.
THE CAMPAIGN
QPCU 50th Anniversary
As part of its 50th anniversary celebrations during 2014,
Queensland Police Credit Union (QPCU) launched an
inaugural awards program aimed at recognising the work of
everyday heroes in the Queensland community.
Nominations were opened across five categories
in the QPCU Everyday Heroes Awards 2014 to all
Queenslanders who had made an outstanding contribution
to the community or had given meritorious service to
their association. The five awards categories were:
Dedication, Working Together, Excellence, Ownership
and Achievement.
An awards ceremony was hosted at Brisbane City Hall,
attended by Commissioners from Queensland police, fire
Category 4
Community Relations
External research undertaken informed the communications
strategy and highlighted stakeholders’ preferences for
face-to-face, grass-roots community relations. To ensure
consistency and enable long-term relationships to be built,
an area-based strategy was developed with community
relations team members allocated to geographic areas to
implement the chosen tactics.
The positive outcomes of focusing on targeted and individual
communications, rather than mass communications tactics
on major infrastructure projects, proved to be successful
for Legacy Way.
Brisbane City Council and Transcity Joint Venture Queensland
PRIA Member Teresa Henderson
Brisbane City Council (BCC) is Australia’s largest local
government authority, investing $1 billion in infrastructure in
the 2014/15 financial year. Council is delivering Legacy Way
as part of this investment and has a strong commitment
to best practice community relations across the city’s
many projects.
Council contracted Transcity, a joint venture between
Brisbane’s local experts BMD Constructions (BMD), Italian
tunnelling specialists Ghella and Spanish tunnelling and
civil infrastructure giant Acciona Infrastructures to design,
construct and maintain Legacy Way.
Combining more than 30 nationalities and 10 languages,
Transcity fosters a culture that centres on international
experience and the expertise of its partners.
THE CAMPAIGN
Delivering Legacy Way with the Community in Mind
Legacy Way is Brisbane City Council’s $1.5 billion flagship
project comprising twin tunnels connecting the Western
Freeway at Toowong with the Inner City Bypass at
Kelvin Grove..
January 2013 to June 2014 was the peak of construction
activities, with three surface work sites, underground
tunnelling and 45 underground worksites for cross
passages and substations.
Category 4
Community Relations
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BBS undertook research to gauge the reaction of the
community, which guided media story pitches, targeting
project needs and enhancing coverage. The overarching
strategy was to communicate with key stakeholders
honestly, transparently and regularly.
BBS’ communications strategy supported the client to
deliver the project ahead of schedule and to set Brisbane
sales records in a post-GFC environment. The performance
of the construction team was acknowledged with a National
Award for Residential Construction from the Australian
Institute of Building.
BBS Communications Group Queensland
PRIA Member Lisa Nixon
BBS Communications Group is a full-service consultancy
operating across Australia, New Zealand and the
Pacific Region.
Chairman and Chief Executive Jane Edwards AM
established BBS in 1989 and fostered the creative and
professional culture still underpinning the business today.
The firm is run by a four-person executive management
team: Jane Edwards, Lisa Nixon, Matthew Hart and
Tracey Rhys.
In the area of stakeholder engagement, BBS is the
only consultancy where every member of staff holds
an international qualification certified by the International
Association of Public Participation (IAP2). BBS has
evolved to become an industry leader, recognised
nationally for innovative and results-driven professional
communications practice.
THE CAMPAIGN
Hamilton Harbour
The $550 million Hamilton Harbour development presented
communications challenges for developers Leighton
Properties and Devine Limited. The mixed-use precinct
comprised residential, retail and commercial developments,
Key issues included neighbours who had issues with the
development, building defects and a depressed sales market.
Delivery of clear communication was required to a large and
complex mix of stakeholders, including 2,290 neighbours and
residents, 900 workers and 90 joint venture stakeholders.
Category 4
Community Relations
for campaign creative) and Bain Media (responsible for
Western Australian of the Year branding).
Two major strategies were critical to the success of the
campaign, both set under the unifying theme of ‘We Are.’
The first was media partnerships with Channel 7, The West
Australian and West Regional Publications to reach a large,
diverse and widespread audience. The second was a
digital campaign orchestrated through social media.
The 2014 campaign exceeded the key objectives and
continued to build a sense of pride around WA Day. The
coverage reached approximately 4.32 million people,
which contributed to a participation increase in excess of
20 per cent.
Clarity Communications Western Australia
PRIA Member Anthony Hasluck
Clarity Communications is a fully integrated communications
agency servicing clients’ public relations, social media,
digital and graphic design requirements through the
latest in communication methods, branding approaches
and technology.
Clarity is the largest Western Australian owned and based
communications agency. Since 1999 it has provided a
full corporate communications service across a range of
industries from mining and resources, agriculture, property,
health and not-for-profit.
Clarity is owned and operated by four directors: Anthony
Hasluck (Managing Director and PR Director), Daniel
Carroll (Design Director), Angie Lidbury (Digital Director) and
Kellie Hasluck (Chairperson). The Clarity team members
combine their skills to help clients build their reputations,
profile and ability to communicate with stakeholders ranging
from the media, local communities, investors, customers
and employees.
THE CAMPAIGN
WA Day Integrated Community Campaign (Celebrate WA)
In 2012, the State Government established the WA Day
long weekend as an inclusive celebration of the State’s
diversity and culture. In 2013, Celebrate WA engaged
Clarity Communications to build awareness of the weekend.
In 2014, Clarity was supported by The Shed (responsible
Category 4
Community Relations
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profile in the community. Creating a tailored marketing
campaign for each feeder primary school paid off, as did the
media relations and relationship building programs, which
engaged the community grapevine in supporting the school.
Results to date have exceeded expectations in terms of
enrolments, stakeholder support and positive feedback.
Already, there are increased enrolments of 70 per cent
more for 2015 over 2014.
There has been a high level of inquiries about enrolments,
over 200 families have taken school tours and around
500 people attended the open day. The principal has
presented to a number of local groups and has been
invited to be part of initiatives by Melbourne, Swinburne and
Deakin universities.
Mendleson Communication Victoria
PRIA Member Nicola Mendleson
Mendleson Communication is a small, responsive and
proficient communications agency that has been providing
a broad range of communications services to corporate,
government and not-for-profit clients for more than
16 years.
Its services include public relations, media relations,
communications management, stakeholder engagement,
community relations and consultation, issues management,
crisis management, marketing and writing and editing.
Mendleson’s work crosses a broad range of industries but
specialises in health and community, financial and business
services, engineering and infrastructure, resources
and sustainability.
THE CAMPAIGN
Launch of the Auburn High School
In January 2014, the Victorian Government launched
Auburn High School, a new coeducational secondary
school. Mendleson Communication partnered with the
school to deliver a comprehensive communications
program to facilitate a smooth transition and launch.
Government schools don’t usually market themselves
beyond open days and school tours. This campaign
developed a new approach to marketing government
schools in a highly competitive environment, creating
dynamic and striking branding and materials, and a high
Category 4
Community Relations
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WINNERCategory 5
Internal/Change Management Communications
Phillips Group Queensland
PRIA Member Scott Maclean
Phillips Group is one of Australia’s leading strategic communication
consultancies – multi service and fully integrated.
The firm’s close client relationships, executional excellence and
innovative thinking has resulted in it winning more than 170 industry
awards, including 20 coveted international awards.
Phillips Group is a founding partner in the world’s largest independent
communication network, WORLDCOM Public Relations Group, with
128 offices globally.
THE CAMPAIGN
Queensland Health Payroll Self Service
In March 2010, Queensland Health had replaced the ageing
ESP Kronos rostering system and LATTICE payroll system with
the Workbrain rostering system and SAP HR payroll system. After
implementation, many staff experienced under and/or overpayments
which resulted in significant media interest. In 2012, an online
system, the Payroll Self Service (PSS) was introduced. Feedback
sessions revealed that while staff did not trust payroll, they did trust
their managers and not everyone has access to computers.
The campaign was delivered in four stages between 1 March 2013
and 1 July 2014:
• State-wide rollout release of PSS was phased geographically
over twelve weeks to allow high level communication and
hotline support
• Self-initiated repayments and removal and paper payslips.
Release of self-initiated repayments functionality and formal
approval to stop paper payslips for PSS registered staff
• Registration drive and PSS access review. Refreshed registration
campaign creative materials and an organisation wide review of
computer access
• Rebranding for future service and improved access. Re-
branded and renamed PSS for future services beyond payroll,
and planned the introduction of computer kiosks for staff
without access
On 21 January 2014, the Minister of Health profiled this campaign in
the media as a key success. 84 per cent of the staff have registered
for PSS with 94 per cent of registered staff say the new system was
easy to access.
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HIGHLY COMMENDED HIGHLY COMMENDED
Within six months the App was downloaded 412 times by
40 per cent of the estimated audience of 1050. Views by
unique monthly visitors grew from 50 to 290.
Creative Territory developed the first app deployed for
internal communication on a mine site anywhere in the
world. Other companies are now looking to develop
similar tools.
Creative Territory Northern Territory
PRIA Member Tracy Jones
Creative Territory is based at the remote community of
Dundee Beach, located 150km south west of Darwin.
Principal Tracy Jones delivers public relations counsel to a
select group of clients across a range of industries including
mining, manufacturing, retail and government.
THE CAMPAIGN
McArthur River Mining Community
McArthur River Mine (MRM) is located in the remote Gulf
of Carpentaria. The extended community includes 700
employees and contractors who work on a fly-in/fly-out
basis and their families back home.
The need for new communications channel was realised
when telephone outages left workers onsite unable to
contact their families and management unable to get
messages to the community, including cyclone warnings.
Creative Territory developed MRM Community, an app
that could be downloaded and used by anyone working
or visiting the site and their families. As the site’s mobile
telephone tower continues to operate when other systems
fail, the app offered continuous service.
The app was promoted in the quarterly staff magazine,
toolbox talks, posters and at presentations to staff. A
user guide was developed and QR codes made it easy
for people to download. Regularly updating content gave
people a reason to keep using the app and engaged the
community on a more personal level.
Category 5
Internal/Change Management Communication
An end-to-end communications strategy drove enrolment
and leveraged leadership communications to overcome
resistance to online training.
One in four staff enrolled, making it the most popular training
course ever. The training measurably improved participating
employees’ communications skills, enabled them to better
serve customers, and was followed by a 3 per cent
increase in the number of customer advocacy ratings for
employee communications.
Telstra New South Wales
PRIA Member Sandra Hilmer
Telstra is Australia’s leading telecommunications and
information services company, offering a full range
of communications services and competing in all
telecommunications markets. The company employs close
to 32,000 people, facilitates access to more than 1,900
points of presence in 230 countries and territories across
the globe and has one of Australia’s largest shareholder
bases, with 1.4 million shareholders.
Telstra has a diverse range of customers and strives to
put them at the centre of everything it does. In Australia, its
services are offered through Telstra-branded retail stores,
Telstra Business Centres, Telstra business and enterprise
partners and are distributed by thousands of retail points of
presence managed by its partners.
THE CAMPAIGN
Connecting with Words
IImproving customer advocacy is Telstra’s number one
strategic priority.
A review of internal data and customer survey feedback
revealed an opportunity to improve customer advocacy
by improving employees’ communication skills. Telstra
recognised that changing the way it communicates with
customers and colleagues would improve customer relations
with Telstra, positively impacting customer advocacy.
This led to the introduction of two voluntary online
communications training programs for 30,000 staff called
Connecting with Words.
Category 5
Internal/Change Management Communication
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WINNERCategory 6
Investor Relations
Buchan Consulting Victoria
PRIA Member Rebecca Wilson
As an integrated public relations and communication agency, Buchan
Consulting develops strategies that effectively cut through the clutter.
It combines traditional and digital strategies to bring campaigns to life
through meaningful brand engagement and exposure.
Buchan works with clients across corporate and public affairs,
health, consumer, technology, investor relations, financial services
and energy sectors. Buchan is a business partner of Waggener
Edstrom, representing this international communications group
in Australia and extending representation for clients through Asia-
Pacific, North America and Europe.
THE CAMPAIGN
dorsaVi: a cure for the IPO hangover
dorsaVi listed on the ASX in December 2013. Buchan entered
late in the IPO process, with the challenge to maintain and attract
further interest to ensure the stock stayed above its issue price
following listing.
dorsaVi has developed wearable sensor technology used to
measure and assess movement. This applies to three markets
consisting of sport, health and safety, and medical.
The strategy was to:
• Develop positioning that capitalised on the elite sports aspect
of the company to engage a different cohort of potential
investors via direct outreach and a multi-faceted and exhaustive
media campaign
• Stimulate competitive tension in the market to generate on-
market buying
The strategy was to use an integrated PR and IR media campaign
that combined news relating IPO with creative story angles to drive
in-depth news coverage. An innovative strategy was to invest in a
sport event at the Sydney Cricket Ground and undertaking a live
demonstration of the products at investor meetings.
Volumes increased following the investing in sport event held on July
10 2014, peaking on July 24 with 707,000 shares traded and a
record price of $0.49c. There were 66 articles featured in the media.
Exclusive media coverage was also secured with A Current Affair,
Australian Financial Review and the Herald Sun Business.
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WINNERCategory 7
Consumer Marketing
The Red RepublicQueensland
PRIA Member Fleur Madden
The Red Republic (formerly Red PR) is one of Australia’s leading
national lifestyle and consumer PR agencies with offi ces in Sydney
and Brisbane. Specialising in communications for property,
hospitality, fashion, travel, beauty and special events industries,
the agency has a large portfolio of high quality work and boasts an
enviable client list.
Created by experienced television and print journalist Fleur Madden
in 2004, The Red Republic team comprises of vastly experienced
professionals from diverse backgrounds who aren’t afraid to push
the boundaries. The Red Republic’s approach is always creative
and the agency is known for delivering great return on investment
for clients big and small.
The Suncorp Bank runPositive campaign was led by Account
Director Mia Hamilton in collaboration with Senior PR Executive
Ambre Harford Birkett and Account Manager Justine Clementi.
THE CAMPAIGN
Suncorp Bank runPositive
Suncorp Bank has sponsored Australian running events for over 10
years. However, it was found that the public did not see a clear link
between banking and health and fi tness. The Red Republic saw that
there was an opportunity for Suncorp to engage event participants
in a more sincere way and educate the wider community about the
sponsorships, ultimately strengthening Suncorp’s brand position.
The strategy was to create a mechanism to support participants,
listen to their stories and help them achieve their goals. Because a
majority of event participants got information from social media, The
Red Republic created an online campaign that would provide a hook
for wider media coverage.
The Red Republic developed a virtual community using an
application on Facebook. Runners could join runPositive, make a
profi le, share stories, goals, fundraising pages and send supportive
messages. They could win money for their charity and the fi rst 5,000
could create a free personalised singlet with their reason for running
on the front.
The campaign created a successful online community of over 4,500,
reaching 3,176,896 Australians through Facebook. Additionally, 154
runPositive participants were profi led in traditional media. 96 per cent
of all media coverage on runPostive included Suncorp branding,
reinforcing the brand alignment.
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HIGHLY COMMENDEDHIGHLY COMMENDED
the product any more; it was about convincing the public
that Flora pro-activ has worked for real people.
The Floraville Cholesterol Challenge focused on the
small community of Floraville just outside Newcastle. By
encouraging people to incorporate one tablespoon of Flora
pro-activ into their diet every day for three weeks, 84 per
cent of participants lowered their cholesterol.
This was a great news story and securing early commitment
from A Current Affair allowed them to follow the activity from
start to finish.
Res Republica New South Wales
PRIA Member Melissa Cullen
Res Publica was founded in 2003. Since then, it has
established itself as one of Australia’s leading PR agencies,
recognised through various industry awards.
It has worked with some of the world’s leading companies
and best-known brands on a wide variety of projects,
helping to build brands and reputations, moulding the
legislative landscape and successfully steering clients
through major issues and crises.
Res Publica is committed to building and protecting the
reputation of its clients and their brands. The award-winning
Res Publica team has international experience and uses an
unflappable, realistic and straightforward approach to their
work to get the best results.
THE CAMPAIGN
Flora pro-activ, From Floraville to the Nation
In a first for Flora pro-activ in Australia, rather than invest
solely in a full scale advertising push, the marketing team
tasked Res Publica to create a campaign which put PR
firmly in the driving seat.
Consumer research indicated some major barriers to
purchase. People were not only confused about cholesterol
lowering products, but also sceptical.
Furthermore, Res Publica were working with a product that
has been in the market for years. It wasn’t just about selling
Category 7
Consumer Marketing
Edelman disguised Best&Less clothes with new labels and
inflated prices and watched secretly while shoppers made
their selections.
When they reached the checkout, it was revealed that the
clothes were actually from Best&Less and that the price
was far more affordable than they were originally willing
to pay.
Through primetime news media coverage, the LAB story
reached one in three Australians. The LAB pop-up store
sales outperformed the best performing Best&Less store
sales by 1733 per cent, giving Australians a reason to think
again about the price they’re paying for fashion.
Edelman Australia New South Wales
PRIA Member Matthew Gain
In 1952, Dan Edelman planted the seed for a new kind
of company – one that would redefine the role of public
relations. 60 years later, it continues to push the boundaries
of what PR can do. Dan founded Edelman Australia on the
values of quality, integrity, respect, entrepreneurial spirit and
mutual benefits, and they remain at the core of the agency’s
culture today.
Grounded by core values and strengthened by its
independence, Edelman Australia evolves, promotes and
protects its clients’ brand and reputation.
Edelman in Australia has offices in Sydney and Melbourne,
with partners in every other major capital city, employing
close to 100 professional consultants across a range of
practices, sectors and specialties.
THE CAMPAIGN
The LAB experiment – Best&Less
The fashion industry runs on the perception that higher
prices and designer labels mean that you’ll look more stylish.
Standing against this myth is low-cost Australian retail chain
Best&Less, who believe that fashion should be affordable
for everyone. The problem was that some Australians would
be mortified at the idea of being seen in a Best&Less store.
They wouldn’t go to Best&Less, so Edelman took
Best&Less to them in disguise by creating LAB – a new
store in the heart of Sydney’s high-end fashion district.
Category 7
Consumer Marketing
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their image to the Canon Shine website accompanied
by a 50 word description of how they wished to change
perceptions with their image. In return, Canon would assist
them in changing the perceptions of the nation through a
documentary on their winning story.
Canon Shine received 220 pieces of coverage from
launch, reaching over 187 million unique visitors, and the
social media buzz generated by PR activity alone reached
2,154,754 people. There were a total of 2,438 entries and
64,786 online shares received over the six weeks, making
the campaign a resounding success.
Ogilvy PR and Canon Australia New South Wales
PRIA Members Kieran Moore, Ogilvy PR and Andrew Giles, Canon Australia
Canon is the world’s leading imaging brand that actively
inspires with imaginative ideas that enable people to
connect, communicate and achieve more than they
thought possible through imaging solutions for business
and consumers.
Canon’s Australian R&D company, CiSRA, develops and
exports digital imaging technologies for use in Canon
products worldwide. Canon has ranked among the top-four
US patent recipients for the past 22 years, and had global
revenues of more than $US35 billion in 2013.
Canon Australia also operates Canon Finance Australia,
which offers one-stop shopping for customers wanting
leasing or finance services.
THE CAMPAIGN
Canon Shine
The rise of social media and smartphone photography has
contributed to an avalanche of ‘selfies’ and smartphone life-
documenting snaps, which Canon believes are drowning
out meaningful images. Photos are plentiful, not powerful.
The challenge of this campaign was to reinforce Canon’s
position and relevance as the authentic photography brand
in the Australian market.
The solution was Canon Shine, a platform for everyday
Australians to shine a light on what matters to them through
a powerful photograph. Australians were asked to submit
Category 7
Consumer Marketing
COMMENDED
The campaign aimed to educate Australians about eBay’s
Christmas offer via earned media to increase traffic and
transactions over the Christmas shopping period. One of
the most stressful aspects of Christmas is knowing what
to buy your family and friends. Red Agency’s strategy was
to emphasise that eBay’s range allows you to search by
interest and create a list of meaningful items.
eBay had a very merry Christmas. The number of buyers
grew significantly year on year and, over the peak of the
campaign, eBay had its biggest three weeks on record,
including the highest number of buyers in a single week.
The PR component generated significant earned media
including key messages and a call to action.
Red Agency New South Wales
PRIA Member Rachel White
Red Agency is a multi award-winning public relations,
experiential and social media agency with offices in Sydney,
Melbourne and Brisbane. The agency’s mission is to make
its clients’ brands famous through storytelling and to be a
leading light in strategic creativity.
“We have the coolest offices in the business, the funkiest
hairstyles and the hippest attitudes. Basically, we are the
James Bond of PR. Other agencies want to be us and
clients want to be with us. We certainly like to both shake
and stir things up, and have a license to write cheesy lines
like this one. We occasionally fight tigers and eat bears
for breakfast.”
THE CAMPAIGN
Know What They Like, Find What They Love
Online retailers have a number disadvantages versus
the high street when it comes to shopping at Christmas.
Delivery times mean that you need to be well prepared if
you want everything wrapped and under the tree in time.
Christmas shoppers also prefer the random browsing
experience of physical stores to the category-specific world
of online retail. As a result of this, online retail sales as a
whole stay steady or drop off while traditional retailers thrive.
Although eBay lists millions of new products from a large
range of merchants, the perception remains that the site
is a great place for second-hand items sold in the auction
format. This reality gap meant that Australians had no reason
to consider eBay as a solution to their Christmas needs.
Category 7
Consumer Marketing
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a handful of adults as they’re asked to write about what
makes their mums so special, then in a surprising twist, are
asked to call their mums to read their cards out. Both sides
of the conversation are recorded.
The video was distributed via an e-newsletter to endota’s
database of customers, linking to the brand’s Facebook
page where the video was hosted. In a first for the brand,
endota also took out cinema and radio advertising to
promote the campaign.
Keep Left was engaged to secure earned media
opportunities for the video by editorialising the story to catch
the media’s attention.
Keep Left Public Relations Victoria
PRIA Member Caroline Catterall
When you combine creative left field thinking with strategic
left brain processes, you get the Keep Left philosophy:
great ideas executed well.
An independent cross–media agency, Keep Left has been
helping brands and businesses successfully communicate
with their audiences since 2001. The team firmly believes
in the fundamentals of traditional media relations, while
simultaneously bringing clients into the right digital and social
media conversations.
Now an agency of sixteen consultants, Keep Left specialises
in six key areas: food and drink; retail and lifestyle; social
change; property; corporate; and franchising.
THE CAMPAIGN
endota spa’s Mother’s Day Experiment
Mother’s Day presents endota spa with its second largest
sales opportunity every year. However, the occasion is
cluttered and it’s a challenge for beauty brands to secure
ownership and cut through in this space.
This year, the beauty franchise realised it needed to strike
a chord with consumers on an emotional level to truly
resonate and hold their attention for longer.
The idea behind the endota loves mums campaign was
born and with it, a video experiment documenting Australia’s
feelings towards our mums and the barriers which keep us
from expressing these feelings directly to them. It follows
Category 7
Consumer Marketing
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JOINT WINNERCategory 8
Business-to-Business Marketing
Edelman Australia Victoria
Established in the early 1950s, Edelman is the world’s largest
communications marketing firm, with more than 5,000 employees in
67 cities, as well as affiliates in more than 35 cities.
In Australia, where the company has operated for over 20 years,
Edelman has its main offices in Melbourne and Sydney and employs
some 70 people.
Edelman Australia’s support stems from expertise in corporate
communications, public affairs, stakeholder engagement, corporate
social responsibility, sustainability and B-to-B and B-to-C brand
marketing, along with specialty expertise in strategic planning and
creative execution, advertising, design, content marketing, research,
social media, digital and traditional media relations.
THE CAMPAIGN
Fonterra Proud to be a Chef: Driving Awareness and Entries From Apprentice Chefs with Fonterra Proud to be a Chef
For 14 years, Fonterra had run its annual Proud to be a Chef
(PTBAC) competition, providing the chance for apprentice chefs
to receive extensive culinary master classes from Australia’s
leading chefs, with one apprentice winning an international
culinary scholarship.
Edelman identified that the commitment funnel for entrants had a
high degree of leakage through the path to entry. Edelman therefore
designed the PTBAC Facebook community to be a single-source
destination, facilitating information sharing, community cheer-leading
and helping applicants submit their entries directly via a custom-built
Facebook application.
The 2013 PTBAC competition beat previous years’ entries with 143
apprentices entering (and 23 People’s Choice nominations). The
entrant pool included applicants from every state and territory, with
a competition-best intake from Western Australia. More than 12 per
cent of entrants represented pubs and clubs, cafes, healthcare and
accommodation food service providers.
During the campaign period, Fonterra developed 40 new
relationships within the catering industry and new reference contacts
at 50 educational institutions around Australia. For the first time in
PTBAC history, 14 per cent of nominations were driven directly
through social media nominations by friends and families.
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JOINT WINNERCategory 8
Business-to-Business Marketing
Edelman Australia Victoria
PRIA Member Clare Gleghorn
In 1952, Dan Edelman planted the seed for a new kind of company
– one that would redefine the role of public relations. 60 years
later, it continues to push the boundaries of what PR can do. Dan
founded Edelman Australia on the values of quality, integrity, respect,
entrepreneurial spirit and mutual benefits, and they remain at the core
of the agency’s culture today.
Grounded by core values and strengthened by its independence,
Edelman Australia evolves, promotes and protects its clients’ brand
and reputation.
Edelman in Australia has offices in Sydney and Melbourne with
partners in every other major capital city, employing close to 100
professional consultants across a range of practices, sectors
and specialties.
THE CAMPAIGN
GE Capital Australian mid-market report 2014
Australian Mid-Market businesses represent the great untold story of
the Australian economy. GE Capital has been championing this high
performing sector for some time.
Its annual Mid-Market Report checks the pulse of Mid-Market
businesses, conducting in-depth analysis of sentiment, seeking
to understand the challenges and opportunities that drive the Mid-
Market so GE Capital can provide better products and services.
But like many research reports, its hardcopy format was tired; GE
Capital worked with Edelman to develop fresh and innovative ways
to engage this important customer group.
Working with the communications, digital and sales teams, an
entirely new platform was developed, with compelling content at
its core, bringing to life elements of design, digital, animation, video,
traditional PR, social, paid and media partnerships.
This B2B marketing project not only drove increases in qualified
business leads and greater engagement with customers and
partners, it gave GE Capital permission to embark on a new
kind of B2B relationship, laying the foundations for ongoing
business growth.
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HIGHLY COMMENDED HIGHLY COMMENDEDCategory 8
Business-to-Business Marketing
video series to assist Brother in educating its channel and
retail partners on its new printer range.
Following numerous interviews with Brother staff, additional
research and analytics of the audience, Bite advised against
the video series in favour of creating a training app.
The result is greater alignment of marketing and sales and,
crucially, partners and sales teams being more confident
in selling the right Brother solution to their customers. After
six months in the field, the app is being rolled out across
all product lines in Australia, with discussions underway for
international markets.
Edelman designed and built GEreports.com.au in October
2013 as a dynamic and responsive content platform for
timely and relevant stories about GE’s technologies. A
client-agency editorial team was assembled, comprising
media relations experts, social media strategists, journalists
and designers.
Content is published daily and amplified through GE social
channels. To date, GEreports has driven baseline increases
in reputation tracking. It has also contributed to tripling of
GE’s social community since launch.
Bite New South Wales
PRIA Member Karen Coleman
Bite provides global marketing services for companies
that are innovating in their fields, disrupting markets and
changing the world. Reflecting the evolving needs of clients
in a rapidly changing marketing and communications
environment, Bite today offers services in five core service
areas. While its services go far beyond traditional public
relations, the unrivalled power of content and storytelling
to engage customers and influence actions remains at the
heart of Bite’s work.
Bite’s culture and core values of teamwork, creativity,
passion, courage and fun have played a significant role in
providing continuity and a sense of purpose throughout this
period of dramatic transformation to create a model agency
for the always-on world.
THE CAMPAIGN
The Brother Partner Training Tool
The key objective of this campaign was to improve sales
enablement between Brother Partner Account Managers
and their retail and channel partners’ sales teams.
Although brand awareness for Brother products was high
and the brand recognised for quality, Brother maintained a
sizeable field team to support retail partners in educating
customers. Research had shown that often the product
brochures created to support this education process were
ignored and therefore a new training tool was needed. To
assist in this process, Bite was commissioned to develop a
Edelman Australia New South Wales
PRIA Member Matthew Gain
In 1952, Dan Edelman planted the seed for a new kind
of company – one that would redefine the role of public
relations. 60 years later, it continues to push the boundaries
of what PR can do. Dan founded Edelman Australia on the
values of quality, integrity, respect, entrepreneurial spirit and
mutual benefits, and they remain at the core of the agency’s
culture today.
Grounded by core values and strengthened by its
independence, Edelman Australia evolves, promotes and
protects its clients’ brand and reputation.
Edelman in Australia has offices in Sydney and Melbourne
with partners in every other major capital city, employing
close to 100 professional consultants across a range of
practices, sectors and specialties.
THE CAMPAIGN
GEReports.com.au – General Electric
General Electric (GE) is a brand steeped in history. It is the oldest
listed company on the New York Stock Exchange. Today, GE
continues to innovate with a diverse portfolio and a significant
footprint in Australia.
Demonstrating the scale and scope of innovation to players
from a variety of industries was a challenge for GE in Australia,
especially in a shrinking traditional media environment. GE
Global Reputation Research pointed to a need for the American
company to enhance its reputation as an innovative player.
Category 8
Business-to-Business Marketing
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HIGHLY COMMENDED COMMENDEDCategory 8
Business-to-Business Marketing
effective branding strategy. The agency studied numerous
quantitative and qualitative research reports, including the
Investment Trends ETF Report, ASX Monthly Funds Reports
and ATO SMSF asset allocation figures.
The overarching goal was to build a strong and trusted
corporate brand for Market Vectors in Australia. We
achieved this via a two-fold strategy, which involved
cutting through noise in the media by commenting on
economic data relevant to Market Vectors ETFs and
communicating the benefits of purpose-built indices versus
traditional indices.
The campaign was designed as a multi-pronged marketing
campaign, encompassing PR, advertising, strategic
partnerships, networking, speaking engagements, joining
industry think tanks, awards programs, marketing collateral
and signature events.
Evaluation of the program was established at
commencement and would focus on the basic principles
of who, what, when and how much impact would be
expected from the program. The focus was on achieving
outcomes rather than just clippings. The ultimate goal was
to create an increase in awareness of pitt&sherry to help
achieve key business goals.
Financial & Corporate Relations New South Wales
PRIA Member Anthony Tregoning
Financial & Corporate Relations (FCR) is a leader in
corporate, financial and investor communication,
providing counsel and assistance to directors and
senior management.
FCR combines skills in media and public relations, issues
and crisis management, marketing, research, writing, and
graphic design and production under one roof.
Since 1985, FCR has built a reputation for creative and
effective corporate, investor and financial communication.
This has been based on detailed knowledge of a wide
range of business sectors and issues, sound analysis, and
direct experience of assisting clients to overcome just about
every challenge that a company can face.
THE CAMPAIGN
Establishing a New ETF brand in the Australian Market
The Exchange Traded Funds (ETF) market is extremely
competitive, with over 80 ETFs listed on the Australian
Securities Exchange (ASX). Market Vectors appointed FCR
to launch its brand in the Australian market and differentiate
its ETFs from competitors based on purpose-built indices.
FCR undertook research to ascertain investor trends
and appropriate target audiences, and to formulate an
Mendleson Communication Victoria
PRIA Member Brigitte Claney
Mendleson Communication is a small, responsive and
proficient communications agency that has been providing
a broad range of communications services to corporate,
government and not-for-profit clients for more than
16 years.
Its services include public relations, media relations,
communications management, stakeholder engagement,
community relations and consultation, issues management,
crisis management, marketing and writing and editing.
Mendleson’s work crosses a broad range of industries but
specialises in health and community, financial and business
services, engineering and infrastructure, resources
and sustainability.
THE CAMPAIGN
pitt & who?
pitt&sherry is a leading Australian multi-specialist
infrastructure consultancy. The overarching challenge
was that there was little or no awareness of pitt&sherry
outside their home state of Tasmania. To meet their
business objectives, pitt&sherry needed to build a strong
national profile.
This campaign was developed to align with pitt&sherry’s
business objectives, which primarily evolved around
growing the business nationally. The overarching objective
of the program was to raise the profile of pitt&sherry
nationally and highlight their capabilities in a range of
target industries.
Category 8
Business-to-Business Marketing
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WINNERCategory 9
Sustainability/Corporate Social Responsibility
Weber Shandwick Australia New South Wales
PRIA Member Ava Lawler
Weber Shandwick is one of Australia’s leading public relations
agencies, providing communications counsel and support
to some of the most recognised brands in the country. It is
an agency of researchers, analysts, strategists, copywriters,
editors, videographers, digital producers, speechwriters and
creative directors.
Weber Shandwick Australia has called Sydney home since 2001.
In Australia, the agency has been noted for its ability to develop
new services ahead of the curve. In 2010 it established one of first
digital practices in the firm’s Asia Pacific operations. It set up a highly
regarded public affairs and issues and crisis management practice
in 2012 and established a new digital studio that provides digital and
content development services the following year.
THE CAMPAIGN
Nespresso Project Upcycle
Australians reportedly spend more than $150 million per year on
capsule coffee. As the country’s love affair with coffee grows, so
does its toll on the environment. Weber Shandwick was tasked with
increasing awareness and participation in Nespresso’s, capsule
recycling program without revealing confidential sales figures or the
number of capsules recycled.
Project Upcycle involved challenging six leading Australian designers
and artists to create an artwork made entirely from recyclable
materials, including Nespresso capsules. A media strategy was
developed to target the print and online news, lifestyle publications
and social media consumed by Nespresso Club Members.
Key tactics included:
• Issued an eDM and distributed 150 recycling bags to employees
• Targeted Club Members with eDM’s and geo-targeted Facebook
content so they could follow the Project Upcycle ambassadors.
• Invited Club Members to recycle used capsules in-store to claim
a free recycling bag
• Sent recycling canisters to Nespresso-loving celebrities so they
could share the news with their social networks
• Undertook local and national media outreach. Top-tier
lifestyle titles attended the official launch at the Museum of
Contemporary Art
The project reached over 3.5 million Australians and received 14,000
unique hits to the Project Upcycle website. More than 80 articles
were published in mainstream media and on sustainability blogs,
Sales of Nespresso recycling bags and canisters also increased by
367 per cent. The campaign was recognised by other Nespresso
markets around the world as best-practice.
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HIGHLY COMMENDED COMMENDEDCategory 9
Sustainability/Corporate Social Responsibility
Red Agency created a Coalition of Climate Communicators,
bringing 30 NGOs/organisations together to deliver agreed
messages from the report to target political and social
influencers, used plain language that people will understand,
tapped into issues Australians care about from the research
and delivered the facts about how they will be impacted.
In 12 months there has been a noticeable change in
climate change media coverage, social conversation and
overall confidence from these groups speaking up. Climate
sceptics in Australia have effectively been made to look
like the ‘Flat Earth society,’ silenced by the vast number of
positive media reports. This is an exciting step in the right
direction for the whole country.
To launch the app, Buchan employed a multi-faceted
approach to target communication to different audiences.
This involved linking with reptile and animal bloggers
and websites, liaising with researchers and establishing
communications with journalists to bolster support.
The Australian venomous bites and stings story generated
extensive and consistent multi-platformed national media
coverage, resulting in an increased awareness of the
dangers of the country’s venomous creatures and increased
understanding of the value of knowing first aid in case of
emergency. The campaign’s call to action to download the
app received an overwhelmingly positive response and
indicated outstanding key message penetration.
Red Agency New South Wales
PRIA Member James Wright
Red Agency is a multi award-winning public relations,
experiential and social media agency with offices in Sydney,
Melbourne and Brisbane. The agency’s mission is to make
its clients’ brands famous through storytelling and to be a
leading light in strategic creativity.
“We have the coolest offices in the business, the funkiest
hairstyles and the hippest attitudes. Basically, we are the
James Bond of PR. Other agencies want to be us and
clients want to be with us. We certainly like to both shake
and stir things up, and have a license to write cheesy lines
like this one. We occasionally fight tigers and eat bears
for breakfast.”
THE CAMPAIGN
United Nations Foundation – Changing the conversation on climate
Red Agency’s role was to support the release of the
Intergovernmental Panel on Climate Change (IPCC) report
approved by 195 governments. This campaign aimed
to improve the quality of conversation and coverage on
climate change, which had been overwhelmingly sceptical
and negative.
Research conducted by the agency showed that Australians
are confused about climate change and concerned about
the impact on the economy if the country moves away from
fossil fuel usage.
Buchan Consulting New South Wales
PRIA Member David Leahy
As an integrated public relations and communication
agency, Buchan Consulting develops strategies that
effectively cut through the clutter. It combines traditional
and digital strategies to bring campaigns to life through
meaningful brand engagement and exposure.
Buchan works with clients across corporate and public
affairs, health, consumer, technology, investor relations,
financial services and energy sectors. Buchan is a
business partner of Waggener Edstrom, representing
this international communications group in Australia and
extending representation for clients through Asia-Pacific,
North America and Europe.
THE CAMPAIGN
Australian Bites & Stings
In late 2013 Australia’s sole producer of antivenom, bioCSL,
engaged Buchan Consulting to launch its new Australian
Bites & Stings smart phone app. The app was developed
as part of bioCSL’s community commitment to education.
Anecdotal research showed native venomous creatures
have long been a fascination for Australians but this wasn’t
matched by awareness on what to do when bitten or stung.
With the need established, Buchan Consulting worked
closely with bioCSL, their partners and leading clinicians
to provide media a rounded story highlighting the app’s
availability, while also providing accurate information on
treatment and first aid.
Category 9
Sustainability/Corporate Social Responsibility
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WINNERCategory 10
Health Organisations
NSW Health New South Wales
PRIA Member Samara Kitchener
NSW Health oversees the biggest public health system Australia,
with more than 220 public hospitals and around 105,000 dedicated
staff as part of the health workforce.
THE CAMPAIGN
HIV Pop Up Testing – Taking Testing to the People
2012 saw a 24 per cent increase in HIV infection rates in NSW.
Although HIV testing technologies have advanced greatly, these have
not been paired with new testing models outside medical settings.
NSW Health aims to end HIV transmission by 2020, and hence
developed a communications strategy to combat this increase.
The strategy aimed to deliver the premier pop-up HIV testing site
in NSW and involve key opinion leaders in its promotion. This was
implemented in Taylor Square in the lead up to world AIDS day 2013.
After promotion in a number of paid, earned and donated media
channels, as well as heavy social media engagement, the pop-up
testing centre was launched by the Health Minister and established
in conjunction with key partners such as the AIDS Council of NSW
(ACON), Local Health District and SydPath. The pop-up centre
was brightly decorated with AstroTurf and deck chairs to provide a
welcoming arena to combat the anxieties associated with traditional
HIV testing.
The campaign resulted in extensive and on-message media
coverage, including publication in three medical journals. At the site,
503 people engaged to talk about HIV and hours even had to be
extended to meet demand. Testing was carried out at capacity, and
the NSW HIV Quarter 1 2014 Data Report showed a 7 per cent
increase in HIV testing from Quarter 1, 2013.
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HIGHLY COMMENDED HIGHLY COMMENDEDCategory 10
Health Organisations
The subsequent program was called Loud House. Edelman
developed a single 70 second piece of video content that
played on the concept of the Loud House and told the story
of a ‘30-something year old’ daughter’s troubles with her
father, who did not realise his hearing loss was isolating him
from the outside world.
The result was a funny, shareable piece of content that
resonated with the influencer, offering a story that many can
relate to on a daily basis. Overall, the Loud House campaign
delivered a 120 per cent increase in calls to the Australian
Hearing consumer inquiry line, a 12 per cent increase
in traffic to the Australian Hearing website, a 7 per cent
increase in new client identification and an astounding 128
per cent sales target for the duration of the campaign period.
media about how donations would help secure the future
of the service.
Celebrity spokesperson Matt Wright, from TV’s Outback
Wrangler, was secured. Matt aligned with the campaign’s
message of the crucial health services provided to the
outback, where he lives and works. Sponsorship was
secured with Qantas to sell patches of sky as part of their
frequent flyer program.
Over the campaign’s two-month period and working within
a $10,000 budget, Red Agency achieved 130 media
pieces. The website achieved 40,000+ views and 15,000
new Facebook fans. RFDS received large donations, with
62 per cent of those from the target demographic.
Edelman Australia New South Wales
PRIA Member Matthew Gain
In 1952, Dan Edelman planted the seed for a new kind
of company – one that would redefine the role of public
relations. 60 years later, it continues to push the boundaries
of what PR can do. Dan founded Edelman Australia on the
values of quality, integrity, respect, entrepreneurial spirit and
mutual benefits, and they remain at the core of the agency’s
culture today.
Grounded by core values and strengthened by its
independence, Edelman Australia evolves, promotes and
protects its clients’ brand and reputation.
Edelman in Australia has offices in Sydney and Melbourne
with partners in every other major capital city, employing
close to 100 professional consultants across a range of
practices, sectors and specialties.
THE CAMPAIGN
Loud House – Hearing Australia
While Australian Hearing is a major player in the hearing
space, it set out to do something new with its marketing.
They decided to change their strategy and focus on
reaching the “influencer” of the hearing loss sufferer.
Edelman recognised that a traditional media relations
program simply would not achieve the outcomes proposed
by the client and as a result developed a media program
that tapped into digital story-telling, social and traditional
media engagement, as well as targeted online content and
paid analytics.
Red Agency New South Wales
PRIA Member James Wright
Red Agency is a multi award-winning public relations,
experiential and social media agency with offices in Sydney,
Melbourne and Brisbane. The agency’s mission is to make
its clients’ brands famous through storytelling and to be a
leading light in strategic creativity.
“We have the coolest offices in the business, the funkiest
hairstyles and the hippest attitudes. Basically, we are the
James Bond of PR. Other agencies want to be us and
clients want to be with us. We certainly like to both shake
and stir things up, and have a license to write cheesy lines
like this one. We occasionally fight tigers and eat bears
for breakfast.”
THE CAMPAIGN
The Royal Flying Doctor Service – Buy the Sky
The Royal Flying Doctor Service (RFDS) relies on
donations, but its donor base is limited to an aging, rural
demographic. The charity needed to engage a younger,
metro-based, online donor. The brief was to connect city
people with this outback service and create a sustainable
fundraising platform.
Red Agency’s strategy focused on the idea that donors
could buy a patch of virtual sky on flight paths, making them
part of the RFDS team.
Donors received a certificate with their sky coordinates and
received weekly alerts detailing the number of times RFDS
had flown through their patch. Red Agency liaised with
Category 10
Health Organisations
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COMMENDEDCOMMENDED
cannot be promoted by brand name to Australians. The
challenge therefore was to encourage those seeking anti-
wrinkle treatments to request the genuine product, without
promoting the brand name. Edelman developed a long-
term strategy and campaign, coined Informed Beauty.
Edelman also secured the support of HCPs and media
to advocate on its behalf, built and designed a highly
successful digital platform. Informed Beauty generated real
ROI, with Allergan recording an increase in unit sales by
4.5 per cent, and maintained 70 per cent market share of
BOTOX® during the campaign period.
TV, digital, outdoor, and print advertising, as well as social
media, public relations, and an state-wide experiential
‘make-under’ road show. Miss Universe Australia 2009 and
campaign ambassador Rachael Finch underwent a ‘See
the Future You’ ‘make-under’ showing what she would look
like in the future if she smoked.
Qualitative research carried out at the ‘make-under’ pop-
ups found they were highly successful in supporting the
campaign’s messages with the recommendation to revisit
the concept.
Edelman Australia New South Wales
PRIA Member Matthew Gain
In 1952, Dan Edelman planted the seed for a new kind
of company – one that would redefine the role of public
relations. 60 years later, it continues to push the boundaries
of what PR can do. Dan founded Edelman Australia on the
values of quality, integrity, respect, entrepreneurial spirit and
mutual benefits, and they remain at the core of the agency’s
culture today.
Grounded by core values and strengthened by its
independence, Edelman Australia evolves, promotes and
protects its clients’ brand and reputation.
Edelman in Australia has offices in Sydney and Melbourne
with partners in every other major capital city, employing
close to 100 professional consultants across a range of
practices, sectors and specialties.
THE CAMPAIGN
INFORMED BEAUTY – Allergan
There is only one BOTOX® and there are no generic
versions. However, the brand name is so firmly associated
with the product, that in many countries consumers, the
media and even some healthcare professionals (HCPs)
believe that all anti-wrinkle injections are “botox.” The brand
was also facing competition from alternative and counterfeit
cosmetic products being introduced into the country, further
heightening confusion around real BOTOX®.
Allergan approached Edelman with a brand protection brief.
There was, however, a dilemma: prescription products
Queensland Department of Health Queensland
PRIA Members Jennifer del Mundo and Phillip Storkw
Queensland Health is the state’s largest healthcare provider.
It is committed to ensuring all Queenslanders have access
to a range of public healthcare services aimed at achieving
good health and well-being.
Through a network of 17 Hospital and Health Services, as
well as the Mater Hospitals, Queensland Health delivers
a range of integrated services including hospital inpatient,
outpatient and emergency services, community and mental
health services, aged care services and public health and
health promotion programs.
THE CAMPAIGN
Young Females Quit Smoking Campaign – If You Smoke, Your Future’s Not Pretty
Queensland Health market research has found that young
female smokers were aware of the negative health effects
of smoking but were generally not concerned. They did
not feel that the long-term health risks of smoking, like lung
cancer, applied to them. However, the physical effects of
smoking like smelly clothes and hair, ‘smoker’s breath’ or
damages to their looks resonated well.
The $1.5 million campaign aimed to give young women
a compelling incentive to quit smoking now. It included
Category 10
Health OrganisationsCategory 10
Health Organisations
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WINNERCategory 11
Low Cost/Pro Bono
Pesel & Carr Victoria
PRIA Member Barbara Pesel
Pesel & Carr is all about success and striving for
extraordinary outcomes. As an independent communications, digital
and creative firm, it works with market leading organisations across
three key areas: health and wellbeing; industry and innovation; and
people and action.
A diverse team, Pesel & Carr employs specialists in journalism,
strategic advice, public relations, branding and marketing, publishing,
investment banking, stockbroking, corporate affairs and public and
private board positions.
Pesel & Carr has helped to grow reputations and build leadership
positions since 1997 by managing perceptions, generating
exposure, creating connections and delivering positive results.
THE CAMPAIGN
Her Name Was Tracy And She Was Loved
On 21 July 2013 sex worker Tracy Connelly was found brutally
murdered in her home – a van on Greeves Street in St Kilda.
Although similar to the murder of Jill Meagher, few media stories
appeared, and those that did mentioned Tracy’s profession rather
than her name.
Not-for-profit organisation St Kilda Gatehouse, which operates a
safe house for sex workers, believed the lack of respect and interest
from the media was because they considered this attack normal and
that in some way she ‘deserved’ it. Gatehouse wanted to change
the perception of sex workers portrayed in the media, as well as
highlight their rights and the potential for violence against women in
any profession.
Pesel & Carr used Tracy’s murder as a catalyst to reframe the story.
Their strategy was to humanise Tracy by releasing her photograph
and name, using a candlelight vigil held as a focus for the campaign.
The goal was for people to identify with Tracy, not an anonymous sex
worker. It allowed other women in violent situations, their friends and
family to identify with her and consider acting on their own situation.
Social media generated by traditional media drove the online
commentary. The story gathered momentum and more than 50
articles subsequently appeared. Of these, 80 per cent included
Tracy’s name in the headline, with her story also featured on channels
9, 7, 10, ABC and SBS. Nearly a thousand people attended the
candlelight vigil, including actress Rachel Griffiths. Tracy Connelly and Tony Melissovas
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HIGHLY COMMENDED COMMENDEDCategory 11
Low Cost/Pro Bono
media about how donations would help secure the future
of the service.
Celebrity spokesperson Matt Wright, from TV’s Outback
Wrangler, was secured. Matt aligned with the campaign’s
message of the crucial health services provided to the
outback, where he lives and works. Sponsorship was
secured with Qantas to sell patches of sky as part of their
frequent flyer program.
Over the campaign’s two-month period and working within
a $10,000 budget, Red Agency achieved 130 media
pieces. The website achieved 40,000+ views and 15,000
new Facebook fans. RFDS received large donations, with
62 per cent of those from the target demographic.
beyond the arts pages and create opportunities within
mainstream media, extending its reach and broadening
its audience.
Strategy implementation included media calls, photo
opportunities and feature interviews and pitches around key
features of the festival, while delivering day-to-day media and
promotion for events across the three weeks of the festival.
Interest in the 2014 Midsumma Festival increased
significantly, with coverage achieved in all mainstream print
and television news, as well as significant support in local,
arts and LGBTQI media.
Red Agency New South Wales
PRIA Member James Wright
Red Agency is a multi award-winning public relations,
experiential and social media agency with offices in Sydney,
Melbourne and Brisbane. The agency’s mission is to make
its clients’ brands famous through storytelling and to be a
leading light in strategic creativity.
“We have the coolest offices in the business, the funkiest
hairstyles and the hippest attitudes. Basically, we are the
James Bond of PR. Other agencies want to be us and
clients want to be with us. We certainly like to both shake
and stir things up, and have a license to write cheesy lines
like this one. We occasionally fight tigers and eat bears
for breakfast.”
THE CAMPAIGN
The Royal Flying Doctor Service – Buy the Sky
The Royal Flying Doctor Service (RFDS) relies on
donations, but its donor base is limited to an aging, rural
demographic. The charity needed to engage a younger,
metro-based, online donor. The brief was to connect city
people with this outback service and create a sustainable
fundraising platform.
Red Agency’s strategy focused on the idea that donors
could buy a patch of virtual sky on flight paths, making them
part of the RFDS team.
Donors received a certificate with their sky coordinates and
received weekly alerts detailing the number of times RFDS
had flown through their patch. Red Agency liaised with
Fenton Communications Victoria
PRIA Member David Micallef
Fenton is a leading Australian strategic communications
agency with an integrated approach. It combines in-house
expertise in strategic planning, public relations, digital,
stakeholder engagement, marketing communications and
visual design.
Fenton works with clients to engage with their target
audiences, putting the audience in the centre and building
valuable relationships.
Fenton believes the best reputations are owned by
organisations that do what they say they do. With more
than 25 years’ experience working with clients in sectors
that impact the Australian community, it combines deep
knowledge with diverse skills to build reputations based
on authenticity.
THE CAMPAIGN
Midsumma Festival 2014
Fenton’s pro-bono support of the 2014 Midsumma Festival
saw it deliver a media strategy to promote the 131 events
that highlight the diversity of queer culture in Victoria. The
Midsumma Festival is a key part of Melbourne’s culture, and
a major event in its festival and arts calendar. Midsumma
organisers approached Fenton to help build awareness of
the festival through the media.
Fenton created a strategy with a dual focus: promoting
Midsumma as a key part of Melbourne’s festival calendar,
and promoting the individual events that made up the 2014
three-week program. The approach was to take Midsumma
Category 11
Low Cost/Pro Bono
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HIGHLY COMMENDEDCategory 12
Best Use of Analytics
Tools and tactics used to deliver these outcomes included
targeted online campaigns, identification of internal SMEs
to drive online conversations through channels, industry
related Q&As, content generation strategies, including
podcasts and video, boosting posts and monthly reporting
to refine strategies when required.
As a result of the new strategies employed, Leighton
Contractors saw a 907 per cent growth in the number of
Facebook followers, while LinkedIn and Twitter saw a 387
and 170 per cent growth in followers respectively.
Leighton Contractors Queensland
PRIA Members Lauren Coar and Eva Ford-Murphy
Leighton Contractors are more than just contractors,
delivering solutions spanning every stage of the project
lifecycle, from finance to project management, design
and construction, right through to long-term operation
and management.
It is structured to consolidate core areas of capability within
businesses that are directly aligned with clients’ projects.
From its original construction business, the company has
grown to now deliver its projects and services across
infrastructure, oil and gas, mining, telecommunications and
services sectors.
Today, Leighton Contractors is an organisation of more than
14,000 people delivering over $13 billion worth of projects
for clients across Australia, New Zealand, Papua New
Guinea and Botswana – all backed by parent company
Leighton Holdings.
THE CAMPAIGN
Leighton Contractors ‘Social Media Facelift’
Six months after launching its social media channels,
Leighton Contractors (LCPL) conducted research using
metrics within the social media channels to gain a better
understanding of the audience. The aim was also to
increase engagement, create a stronger online presence
and contribute to external positioning objectives.
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WINNERCategory 13
Emerging PR Practitioner of the Year
Ishtar Schneider Palin Communications New South Wales
Ishtar fell in love with Australia in 2011 after leaving the University of
San Francisco to spend a semester abroad at Boston University’s
Sydney campus. While on exchange she took the first steps towards
realising her dream of becoming a successful PR professional when
she landed a job as an intern at Edelman’s Sydney office. She
instantly fell in love with the unique and frantic world that is public
relations in Sydney.
After completing her degree, Ishtar returned to Sydney, landing a
job as an Account Executive at Palin Communications, a specialised
healthcare PR agency. Since then, she has worked on a number
of exciting campaigns, including new product launches, non-
profit disease awareness campaigns, clinical trials and industry
conferences. She has made a significant contribution in improving
the agency’s pitch rate success and the general expansion of the
business. Ishtar also kick started Palin’s online course in healthcare
PR (supported by PRIA), giving young consultants a taste of the
niche industry.
Ishtar has a knack for connecting relevant campaigns with
spokespeople, particularly celebrities, to bring a high level of value
to clients. She previously secured the late Charlotte Dawson as an
advocate and spokesperson for a cutting-edge stem cell therapy
treatment for people with osteoarthritis.
COMPANY PROFILE
Palin Communications is an independent Australian public
relations consultancy that has been promoting health-related news
opportunities to the Australian media and managing health promotion
assignments for more than 15 years. The team has developed a
sharp news sense and a wealth of media and stakeholder contacts
from that experience.
The agency operates exclusively in the healthcare sector and
provides strategic communications counsel and media relations
services to pharmaceutical companies, not-for-profit foundations,
industry bodies, nutrition-focused organisations and other players in
the health and wellness sector.
The Palin team is close-knit and consultants are hand-chosen for
their understanding of media relations, keen interest in social media
and, most importantly, genuine interest in the healthcare sector.
The PR services Palin Communications provides are deeply
specialised and have been fine tuned to deliver exceptional health-
focused communications. The Palin Communications team helps
clients raise awareness of their issues, expand referral networks and
change behaviour related to their issues and services.
It is where evidence based PR drives health-related change.
Palin Communications congratulates our very own Ishtar Schneider on her award as the
“Emerging PR Practitioner of the Year”
at the 2014 NSW PRIA Golden Target Awards
“The most talented and committed teams will always generate the best results for clients. Ishtar’s award shows
that Palin Communications continues to attract and develop the very best talent in healthcare PR.” - Martin Palin
Martin Palin, Managing Director, Palin Communications
Ishtar Schneider, Account Manager, Palin Communications
To find out how we can help you visit
www.palin.com.au or contact [email protected]
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HIGHLY COMMENDED COMMENDEDCategory 13
Emerging PR Practitioner of the Year
The agency delivers fully integrated campaigns that
encompass communication strategy, public relations,
marketing communications, stakeholder relations, issues
and crisis management, and digital and social media.
n2n communications is committed to continuous growth,
as well as development and investment in the team to
ensure it is at the forefront of innovation in the industry.
The team at n2n consists of communication professionals
who are passionate about technology and innovation, have
deep business and consumer knowledge and, more than
anything, love a challenge.
communicate et al takes pride in offering the personalised
service of a boutique agency supported by the resources of
a national consultancy. The handpicked team of 20 focuses
on truly partnering with clients to get results. The agency’s
values of grounded, tenacious, progressive and genuine
underpin everything it does. communicate et al’s growing
list of local, national and international clients continues to
offer diverse and interesting work.
Alison Whealing n2n Communications New South Wales
Alison started her PR career in 2010, the same year as the
launch of a small photo-sharing app called Instagram. In
2013 the app was purchased by Facebook for $1 billion,
and now has 200 million active monthly users. In Alison’s
four years at n2n, she has gone from a nervous graduate
to a confident, senior consultant, working hands-on in the
digital world.
A three-month secondment to CommBank to develop and
execute a social media risk and governance project threw
her into the digital world headfirst. CommBank is regarded
as the most sophisticated Australian organisation in regards
to its social media strategy, pioneering methods yet to be
adopted by others. During her time at n2n, Alison has earnt
the trust of senior executives within the agency’s clients’ list
and is in high demand by the agency’s teams to work with
them on their clients.
“Alison is a thinker who can take complexity and identify
the issues and opportunities that matter. She has a unique
talent to then articulate these observations into a plan that
makes sense and can be implemented,” said Vanessa Liell,
the Managing Director of n2n Communications.
COMPANY PROFILE
n2n communications is one of Australia’s largest
independent public relations agencies. Founded in 1996,
the agency has built a reputation for outstanding results,
quality senior consultants and best-practice communication
strategies and campaigns.
Amber Thompson communikate et al South Australia
After graduating from UniSA with a PR degree in 2009,
Amber was eager to gain practical experience in the industry
and took on regular internships and volunteering roles.
Her determination led to her joining communikate et al as
a receptionist and consultant support officer, where she
gained vital insights into the workings of an agency and life
as a PR practitioner. She later took on extra work, including
assisting with internal communications, event coordination,
copywriting and publicity.
Since starting out as a receptionist, Amber made it clear
that her sights were set on a position as a consultant, but
never allowed this to dilute the focus on her administrative
role. Rather than treating the position as a stopgap, Amber
used it as an opportunity to learn new skills and prove
herself. Amber now applies those same traits to her work
as a consultant.
COMPANY PROFILE
Founded in 1995, communikate et al is a national
marketing, public relations and digital agency with offices in
Adelaide and Brisbane. It creates integrated campaigns that
help organisations to actively connect with their customers
and clients using a tailored mix of marketing, PR and digital.
Category 13
Emerging PR Practitioner of the Year
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COMMENDEDCOMMENDEDCategory 13
Emerging PR Practitioner of the Year
What really sets Rowland apart is its ability to couple
creativity and strategic thinking to deliver insightful,
innovative outcomes that maximise results and exceed
expectations. Added to this, its inquisitive nature and
collaborative approach underpin productive partnerships;
every challenge is tackled with energy and enthusiasm.
The agency delivers fully integrated campaigns that
encompass communication strategy, public relations,
marketing communications, stakeholder relations, issues
and crisis management, and digital and social media.
n2n communications is committed to continuous growth,
as well as development and investment in the team to
ensure it is at the forefront of innovation in the industry.
The team at n2n consists of communication professionals
who are passionate about technology and innovation, have
deep business and consumer knowledge and, more than
anything, love a challenge.
Rebecca Schrauf Rowland. Pty Ltd Queensland
Rebecca is a remarkable and mature PR practitioner, as
well as a wonderful friend and colleague to those that know
her. She gives her time freely as a Council Member of PRIA
(Queensland), a reflection of her commitment to both her
professional development and to the industry as a whole.
Her personal approach to public relations and business
is to ensure open and frequent lines of communication.
Rebecca is meticulous in documenting activities and
providing regular work-in-progress status updates, which
is reflected in the positive feedback often received from
clients and line managers, expressing their confidence that
projects are being progressed, actions undertaken, and
deadlines are being met.
“She is an extraordinary young practitioner with a rare
combination of technical excellence and emotional
intelligence. She has a bright future in our industry and
will make an outstanding contribution to public relations
practice,” said Helen Besly, Managing Director of Rowland.
COMPANY PROFILE
Rowland’s PR philosophy is simple: think, advise, integrate
and inspire.
Rowland brings together communication consultants,
business advisors and a creative studio to offer integrated
client solutions. So much more than the sum of its parts,
Rowland is in the business of helping clients achieve their
business goals and corporate objectives.
Nick Creevey n2n Communications New South Wales
Nick is most energised when working on things that
matter. He loves using his skills and experience to brands
and organisations that need it and that are doing things
in which he genuinely believes in. In joining n2n, he was
able to pursue that passion, as well as utilise his skills in
the consumer and corporate spaces to own and execute
public relations campaigns and media strategies for world-
leading and innovative brands. Nick has since established
himself as a strong and valued consultant and achieved
significant results for his clients cross the span of media
relations, issues management, strategic counsel and
creative and proactive campaign generation.
Managing Director of n2n Communications Vanessa Liell
says Nick impressed from his very first interview with his
passion and drive.
“His energy is infectious and a significant motivator to
everyone around him – he’s a big, creative thinker and
shows outstanding determination and persistence to get
results,” she said.
COMPANY PROFILE
n2n communications is one of Australia’s largest
independent public relations agencies. Founded in 1996,
the agency has built a reputation for outstanding results,
quality senior consultants and best-practice communication
strategies and campaigns.
Category 13
Emerging PR Practitioner of the Year
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WINNERCategory 14
PR Consultancy of the Year
Red Agency New South Wales
PRIA Member James Wright
The team at Red Agency set themselves the goal of winning eight
awards at five shows over a 12-month period. The aim was not only
to draw in new clients, but also to retain the best talent. This was
based on the belief that with the best talent, the agency is able to do
its best work and in turn deliver commercial success.
To deliver this the agency set about pioneering a major shake-up
of the traditional PR agency structure that focuses on compelling
storytelling, social engagement, brand experience and content
creation, all of which is embedded in audience insight and brilliant
creative. This is a radical move away from traditional PR organisational
models, and one that is more agile and attuned to the needs of
today and clients.
Using this model, Red Agency sought to create campaigns that are
‘deliberately shareable’ and that audiences feel compelled to talk
about. This has been demonstrated through a bank of more than
10 powerful case studies that showcase how the model has come
to life with incredible outcomes. Over the past year, the agency has
won more than 30 international and domestic awards with this new
model, including three Grand Prix and a D&AD Black Pencil, one of
the world’s foremost creative awards.
Red Agency has also developed a range of special offers
according to the various needs of clients. During the 12 month
period, Red Agency experienced incredible staff retention rates,
helping the agency beat its growth and revenue targets. It was also
showcased globally as an agency that embodies what PR means in
today’s world.
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PR Consultancy of the Year
Key results for 2014:
• 36 per cent increase in revenue – 14 per cent above
the target � gure
• Grew core clients Samsung by 64 per cent, eBay Inc
(PayPal, Gumtree and eBay) by 69 per cent, Sano� by
67 per cent and KFC by 72 per cent
• 50 per cent of the agency’s total revenue came from
Top 10 clients
• Retained 98 per cent of identi� ed top talent and 90 per
cent of all staff – higher than the industry norm
• Increased digital work by 65 per cent
• More than 40 per cent of revenue from expanded
service offering
Edelman AustraliaNew South Wales
PRIA Member Matthew Gain
Today, the speed of change is unprecedented. Edelman
Australia understands that a business cannot continue to
be successful by doing things the same way. To evolve and
stay ahead of the competition is the only way to maintain
relevancy and breakthrough in today’s market.
Being an independent agency network means Edelman
can take more risks, allowing it to drive the company and the
industry in new directions. It has also allowed the agency to
make investments where it’s most important: in its people.
All of this change opens the door for more creative thinking,
resulting in innovative work for our clients. 2014 was the
year Edelman decided to chase down opportunities
with not only the PR departments, but direct with the big
spending CMOs.
With this new philosophy in mind, Edelman’s key objectives
were to:
• Retain and grow existing core clients
• Retain high-performing talent
• Grow digital as a core offering
• Expand services and capabilities
• Deliver a 20 per cent increase in revenue
• 2014 has proven to be a stellar year for Edelman
Australia.
Sauce Communications Pty LtdNew South Wales
PRIA Member Liane Sayer-Roberts
Sauce Communications is an independent full-service and
multi-award-winning public relations and events agency
based in Leeton in rural New South Wales. Sauce’s team
specialises in working with organisations that are based in,
represent or need to reach audiences in regional and rural
Australia. With a clearly de� ned service offering in a dynamic
niche, Sauce is the only registered consultancy of its kind to
be headquartered in the bush with satellite of� ces and staff
in three capital cities.
Sauce has experienced substantial growth over the past
18 months, including adding Devondale-Murray Goulburn,
Australian Pork Limited, Rural Councils Victoria and
Gundagai Meat Processors to its already impressive client
list; opening a Melbourne of� ce; increasing staff retention;
and securing three award wins. Underpinning these
outcomes are impressive 2013/14 commercial results, in
which Sauce diversi� ed its earnings while delivering its 10th
successive year of revenue growth, averaging a 23 per cent
increase per annum since 2010, a year-on-year 15 per cent
gross pro� t uplift and a 32 per cent increase in the agency’s
client base.
Sauce’s consultants are passionate advocates for rural
and regional Australia and together have lifted the agency’s
pro� le in, and contribution to, this sector.
Category 14
PR Consultancy of the Year
Experience life at The Australian National University through ANU Reporter
Available on your tablet and in print
To find out more visit http://bit.ly/anureporter
Download the app via the Apple App Store or Google Play
ANU Reporter is produced by
Experience life at The Australian National University through ANU Reporter
Available on your tablet and in print
To find out more visit http://bit.ly/anureporter
Download the app via the Apple App Store or Google Play
ANU Reporter is produced by
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WINNERCategory 15
In-House PR Team of the Year
The Australian National UniversityAustralian Capital Territory
PRIA Member Jane O’Dwyer
The Australian National University is like no other university.
Established by the Australian Government in 1946 as a nation
building institution, it has a unique national and global mission in
research, education and public policy.
The university is consistently ranked among the best universities
in the world. In 2011, 94 per cent of research from ANU scholars
was rated above world standard or well above world standard
by the Australian Government’s Excellence in Research for
Australia initiative.
The University is home to more than 4000 staff, 16,000 students, 45
per cent studying at the postgraduate level. ANU also attracts people
from around the world, with roughly one quarter of its students
coming from overseas and its staff drawn from every corner of
the globe.
.
THE CAMPAIGN
ANU Strategic Communications and Public Affairs
Strategic Communications and Public Affairs (SCAPA) was
established in 2013 to build a stronger capacity for The Australian
National University to engage with its communities.
From the beginning SCAPA defi ned itself as a team of innovative
professionals who lead the country in university communications and
public affairs by questioning practices, refi ning business strategies
and experimenting with new techniques.
The skills that the team brings to its public relations remit have
been applied to developing responsive and open relationships
with campus leadership, staff and students. These relationships
have allowed SCAPA to change the way ANU thinks about
public relations.
By approaching this mission with energy and creativity, SCAPA
can now confi dently say it refl ects in our work the excellence that
defi nes ANU.
Photo courtesy of Stuart Hay
49
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HIGHLY COMMENDED COMMENDEDCategory 15
In-House PR Team of the Year
Gavin McLeod, a show-stopping Priscilla moment on Mardi
Gras morning and the biggest ever boot-camp at sea – the
team has helped make cruising the talk of the town.
But it’s more than spreading the good news. The Carnival
Australia Corporate Affairs team is also responsible for
government relations, issues and crisis management,
sustainability, staff engagement and community partnerships.
In fact, a partnership established by this team just 18 months
ago is now raising close to half a million dollars a year to
build kindergartens and aid posts for the Pacifi c Island
communities that so warmly welcome cruise passengers
year after year.
This was a turning point and eventually was the catalyst
for a total branch review. There was a clear expectation
from the Mayor, 12 Councillors, Chief Executive Offi cer
and four Deputy CEOs that the team would reduce the
number of negative stories in the media, increase tenfold
the number of positive stories and turn around the city’s
perceived reputation.
Thanks to a focus on relationship building, Council has
increased and improved coverage across local, state and
national media platforms, achieving more than $10 million
worth of positive and neutral coverage for the city.
Carnival AustraliaNew South Wales
PRIA Member Peter Taylor
Carnival Australia was formed in July 2004 to meet the
growing demand for cruising and the number of Carnival
Corporation & PLC cruise companies home-porting ships
from Australia and New Zealand.
Since then, Carnival Australia has led the rapid expansion
of the industry, which has tripled in the past fi ve years alone
and now sees more than 800,000 Australians take a cruise
holiday each year.
Today, Carnival Australia operates three home-ported
brands in Australia – Carnival Cruise Lines, P&O Cruises
and Princess Cruises – as well as another four international
cruise brands that operate in the region seasonally –
Cunard Line, Holland America Line, P&O Cruises World
Cruising and Seabourn.
THE CAMPAIGN
Carnival Australia
Today, close to 900,000 Australians cruise each year and
the number is growing, making cruising the fastest growing
category of Australian tourism.
Dominating the cruise market, with seven distinct cruise
brands, the eight-member Corporate Affairs team at
Carnival Australia is kept very busy and lives by the mantra,
Go Big Or Go Home.
In the past year they’ve done just that.
From the world’s fi rst TV program broadcast live from the
open ocean, to a visit from everyone’s favourite Captain,
Logan City CouncilQueensland
PRIA Member David Shaw
Logan City Council is a local government organisation
south of Brisbane in Queensland, responsible for providing
community services and infrastructure to more than
300,000 residents across 63 suburbs. The city is the
fi fth largest in Australia by population, following boundary
changes in 2008, which took the city’s population from
175,000 to 260,000 overnight and tripled the city’s land
area to 957 square kilometres.
It is a city with 215 cultures represented, hundreds of parks,
a mix of rural and urban lifestyles, a warm and involved
community and a range of educational, industrial and
business opportunities.
THE CAMPAIGN
Logan City Council Media and Communications Team
Logan City Council’s dedicated seven member Media and
Communication Branch has a genuine passion for the city
and is fi rmly focused on its mission to ensure the media
fairly and honestly refl ects the Logan that many people
call home.
The Media and Communication Branch addressed what
was arguably its most challenging situation in January
2013, when the so-called Woodridge “race riots” resulted
in unfavourable national news coverage that continued for
a number of weeks, repeating old issues and reinforcing
negative perceptions of Logan.
Category 15
In-House PR Team of the Year
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WINNERCategory 16
PR Educator of the Year
Association Professor Christine Daymon
Murdoch University
Christine Daymon’s approach to teaching is based on over 20 years
of expertise in postgraduate and undergraduate course design,
curriculum development, innovative teaching methods, international
education research and significant academic leadership. She
believes students learn best by critically reflecting through the lens of
theoretical frameworks on their PR experience, be it in the workplace,
through research, or via stakeholder or activist roles.
Christine chaired Murdoch University’s MA Communication
Management to 2013, introducing rigor, relevance and practicality
to its design. Accredited by PRIA, it is now the core postgraduate
course in the School of Arts. She has more than 17 years of
experience supervising multiple doctoral and masters students and
mentoring PR academics.
Christine’s teaching combines experiential-based activities via
case studies, theoretical analysis and application, and research to
ensure that the process of student learning is characterised by rigor,
relevance, and practicality.
Recognising that PR is now a global practice, Christine leads
international, government-funded project to develop global education
resources and strategies so PR academics might develop greater
proficiency in cross-cultural, academic environments.
In 2012, Christine was awarded a large government grant to lead
an international education project to develop education resources
to assist lecturers to support Chinese postgraduates entering
Australian postgraduate study. The project involves universities in
China, Australia, the UK and USA. It brings together PR academics
from Victoria, Deakin, Canberra, Monash, and Murdoch universities.
Since 2011, Christine has published nine books, chapters
and journal articles. She has made 14 conference and
seminar presentations.
Her latest book, Gender and Public Relations, was awarded the
2013 Outstanding Book of the Year by the Public Relations Division
of the National Communication Association. Her previous book,
Qualitative Research Methods in Public Relations and Marketing
Communications, made a major international contribution to the
uptake and development of qualitative research in public relations.
To date, it has had over 600 citations and multiple positive reviews
in international journals. It is used as a core text on PR research
courses in the UK, Europe and USA.
UNIVERSITY PROFILE
Murdoch University has more than 22,500 students and over 2,600
staff, including 2,000 overseas students from around 100 countries
studying in Perth and another 6,500 studying offshore. That’s more
than 25,100 unique stories, backgrounds and ways of thinking that
help to make a difference in the world.
In Western Australia, the South Street campus has a range of
facilities including a comprehensive vet hospital (with WA’s only
equine operating theatres), engineering pilot plant, a chiropractic
clinic, media arts centre and more. Murdoch also has campuses
in Singapore opposite the National Library in the education hub and
in Dubai, where students use state-of-the-art TV and radio studios,
newsrooms and editing suites.
Murdoch is recognised as one of Australia’s leading research
institutions, as more industries place their belief and resources into
projects to provide Murdoch’s research candidates and scientists
with the opportunity to make amazing discoveries.
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WINNERCategory 17
Campaign of the Year
Financial & Corporate Relations
PRIA Member Anthony Tregoning
Financial & Corporate Relations (FCR) is a leader in corporate,
financial and investor communication, providing counsel and
assistance to directors and senior management.
FCR combines skills in media and public relations, issues and crisis
management, marketing, research, writing, and graphic design and
production under one roof.
Since 1985, FCR has built a reputation for creative and effective
corporate, investor and financial communication. This has been
based on detailed knowledge of a wide range of business sectors
and issues, sound analysis, and direct experience of assisting clients
to overcome just about every challenge that a company can face.
JUDGES’ COMMENTS
Successfully Navigating Troubled Waters
Successfully Navigating Troubled Waters shows a highly
sophisticated approach to issues management. Not only did FCR
manage the media reaction to the National Navigation Company’s
industrial relations, it challenged the client to recognise the larger
issues of stakeholder management. In doing so, FCR made
a significant impact on the ability of the company to operate in
Australian waters.
The campaign was sophisticated and well executed at every level.
It sets a benchmark in issues and reputation management. Judges
recognised Successfully Navigating Troubled Waters as Campaign
of the Year for its insightful approach, excellent implementation and
its overall efficacy.
In the age of digital media, managing stakeholder relationships and reputational risk is more complex than ever. The importance now being placed on strategic resourcing of the corporate and public affairs function is an essential component to sustaining competitive advantage.
Against this backdrop, we can advise on the best executive search and selection strategy, managing all aspects of the assignment from initial briefing to successful negotiation and placement. In addition, with our years of experience specialising in these functions, we are well placed to advise on best-practice organisational structures, role definition, assessment and remuneration planning.
For more information please call Lucinda Attrill on (02) 9947 9718 or visit www.saltshein.com.au
Call us today for a confidential discussion.
In the age of digital media, managing stakeholder relationships and reputational risk is more complex than ever. The importance now being placed on strategic resourcing of the corporate and public affairs function is an essential component to sustaining competitive advantage.
Against this backdrop, we can advise on the best executive search and selection strategy, managing all aspects of the assignment from initial briefing to successful negotiation and placement. In addition, with our years of experience specialising in these functions, we are well placed to advise on best-practice organisational structures, role definition, assessment and remuneration planning.
For more information please call Lucinda Attrill on (02) 9947 9718 or visit www.saltshein.com.au
Call us today for a confidential discussion.
INTAKES: Semester 1 & Semester 2, 2015DURATION: 1 year full-time or equivalentSTUDY MODE: Available face-to-face and online
GET MORE INFORMATIONTELEPHONE: 1800 864 226EMAIL: [email protected]
CANBERRA.EDU.AU
Learn from leaders in communication research and alongside peers
master of STRATEGIC COMMUNICATIONFACULTY OF ARTS & DESIGN
UCDOM02
47
As a communication specialist you know the industry is constantly developing, expanding and changing with globalisation, advances in technology and breakthroughs in research.
The University of Canberra’s � exible Master of Strategic Communication has been developed to re� ect the need for professional practitioners to work at a strategic level in this changing environment.
The Master of Strategic Communication can be studied online, face-to-face or a mixture of the two. The program combines academic and industry-based teaching with the choice to major in either marketing or strategic issues communication and the ability to use real issues from your workplace for assignments.
“Understanding how a top-level communication strategy can successfully deal with signi� cant marketing and public
policy issues facing an organisation, gives our Masters’ students a strategic focus beyond tactical day-to-day media centric practice,” Course Convenor and PRIA Life Fellow, James Mahoney, says.
The University of Canberra Master of Strategic Communication provides the knowledge and skills needed to advance your career as a strategic issues, or marketing, communication expert in the business, public and not-for-pro� t sectors.
One graduate who has done just that is Maria Fleming. One of the � rst graduates of the Master of Strategic Communication program in 2013, Maria has used her degree to advance her career.
“Now that I have a Master’s degree, I feel more con� dent about branching out into other areas of work,” Ms Fleming says.
Ms Fleming has been selected to undertake a special project in Japan on Japanese -Australian bilateral relationships in education.
In the Master of Strategic Communication program you will study with leaders in research, who shape communication education, alongside your peers in senior professional communication positions around Australia and the world.
If you are a professional communicator who wants to further you professional education through � exible study, and to focus on a strategic approach to issues facing your organisation, enrolling in the Master of Strategic Communication at the University of Canberra is the right step for you.
University of Canberra.indd 1 17/11/2014 4:13 pm
INTAKES: Semester 1 & Semester 2, 2015DURATION: 1 year full-time or equivalentSTUDY MODE: Available face-to-face and online
GET MORE INFORMATIONTELEPHONE: 1800 864 226EMAIL: [email protected]
CANBERRA.EDU.AU
Learn from leaders in communication research and alongside peers
master of STRATEGIC COMMUNICATIONFACULTY OF ARTS & DESIGN
UCDOM02
47
As a communication specialist you know the industry is constantly developing, expanding and changing with globalisation, advances in technology and breakthroughs in research.
The University of Canberra’s � exible Master of Strategic Communication has been developed to re� ect the need for professional practitioners to work at a strategic level in this changing environment.
The Master of Strategic Communication can be studied online, face-to-face or a mixture of the two. The program combines academic and industry-based teaching with the choice to major in either marketing or strategic issues communication and the ability to use real issues from your workplace for assignments.
“Understanding how a top-level communication strategy can successfully deal with signi� cant marketing and public
policy issues facing an organisation, gives our Masters’ students a strategic focus beyond tactical day-to-day media centric practice,” Course Convenor and PRIA Life Fellow, James Mahoney, says.
The University of Canberra Master of Strategic Communication provides the knowledge and skills needed to advance your career as a strategic issues, or marketing, communication expert in the business, public and not-for-pro� t sectors.
One graduate who has done just that is Maria Fleming. One of the � rst graduates of the Master of Strategic Communication program in 2013, Maria has used her degree to advance her career.
“Now that I have a Master’s degree, I feel more con� dent about branching out into other areas of work,” Ms Fleming says.
Ms Fleming has been selected to undertake a special project in Japan on Japanese -Australian bilateral relationships in education.
In the Master of Strategic Communication program you will study with leaders in research, who shape communication education, alongside your peers in senior professional communication positions around Australia and the world.
If you are a professional communicator who wants to further you professional education through � exible study, and to focus on a strategic approach to issues facing your organisation, enrolling in the Master of Strategic Communication at the University of Canberra is the right step for you.
University of Canberra.indd 1 17/11/2014 4:13 pm
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THE PUBLIC RELATIONS INSTITUTE OF AUSTRALIA
GOLDEN TARGET AWARDS 2014
Recognising Excellence in Communications
THE PUBLIC RELATIONS INSTITUTE OF AUSTRALIA
GOLDEN TARGET AWARDS 2014
