Example: reaching out to Members of Parliament
Jeans for Genes is an independent not for profit organisation that raises funds and awareness for the Children Medical Research Institute’s (CMRI) continued research into childhood diseases.
Recognition PR and its sister company Outsource worked closely with Jeans for Genes and CMRI on public relations and marketing activities. For Jeans for Genes, these activities included a politicians outreach campaign and managing the in bound enquiries, orders and fulfilment for ‘Genies’ – volunteers who help to sell merchandise and raise money on Jeans for Genes Day.
Following a successful campaign in 2008, which saw a high level of involvement by Federal Members of Parliament and Cabinet Members, Recognition launched an outreach program to further raise the profile of Jeans for Genes among politicians and to encourage greater involvement in 2009.
A kick-off event was held at Parliament House in February 2009 to showcase the groundbreaking research conducted by the CMRI and to encourage MPs and senators to sign up to participate in Jeans for Genes Day activities in their electorates.
A denim invitation accompanied by a denim-clad notebook, pen and a ‘hold the date’ card were sent to all federal MPs and senators. Through direct liaison with the politicians’ media advisors and diary managers, Recognition secured 70 RSVPs to the kick off event.
The event generated a lot of enthusiasm from attending MPs and senators with many signing up on the spot to participate in Jeans for Genes Day.
In the lead up to Jeans for Genes Day, Recognition sent letters to all federal politicians and personally followed up with each to secure involvement.
In total, 45 MPs and senators participated in Jeans for Genes Day. Activities included promoting the event via social media, visiting schools, holding events and selling merchandise at train stations and shopping centres.
The Hon Bob Baldwin MP, Federal Member for Paterson NSW, was heavily involved in the campaign. Having his own personal experience with childhood diseases, Mr Baldwin made a speech at the kick-off event and his passion for the cause drove his office to raise 65% more funds in 2009 than it did in 2008.
Example: positioning a client as an employer of choice
Melbourne-based IT services company OBS was named one of the top 10 places of employment by the Great Places to Work Institute in 2009.
OBS engaged Recognition PR to implement a media program to leverage this position.
Tying in to the timely news of the global financial crisis, Recognition developed a fact sheet on what makes OBS an employer of choice in a time of economic downturn, a vibrant profile of its CEO, Brian Cook, and targeted upcoming features on employment and retention/performance strategies.
The campaign has secured for OBS:
- a four-page article in Human Resources Leader
- an article on ‘Improving the quality of your workplace’ on www.dynamicbusiness.com
- Brian Cook, CEO, OBS, quoted in ‘The lowdown on best practice and benchmarking’ in Recruitment Extra
- a news article titled ‘OBS named an Employer of Choice’ on www.itbrief.co.nz.
In addition, as part of an ongoing media relationship-building exercise, Recognition secured face-to-face meetings between Brian Cook and several journalists.
Example: media hospitality event
Quest Software highly values its relationships with the local media and analysts so to further these relationships Recognition proposed half yearly media hospitality events. As a result, two events were held in 2009 – Dylan Moran’s What it is and the Sydney Theatre Company’s Streetcar Named Desire.
For each event, Quest Software invited 10journalists and analysts and their guests to a pre show function followed by the show. For the Dylan Moran comedy show at Sydney’s State Theatre the pre show function was held at the State Bar while for the Streetcar event guests enjoyed harbourside views as they had canapés and champagne at Ottoman Restaurant.
The groups were joined by several Quest Software representatives and their guests.
Recognition encouraged journalists and analysts to bring guests to reiterate that the event was a social occasion and relationship building exercise. Among the attendees for both evenings were Bill Dawes IDM, Merri Mack Voice and Data, Mahesh Sharma The Australian, Jenny Eagle CRN, Nadia Cameron ARN, Matt Rodgers CIO, Brian Corrigan MIS, Josh Gliddon Computerworld, Alex and Angus Kidman, Michael Warrilow Hydrasight and Kat Czubaki IDC.
The events struck a chord with a number of guests, with positive comments received throughout the evenings. For example during the Dylan Moran event, Bill Dawes, IDM, said, “kudos to whoever’s idea this was!”
And freelance journalist Angus Kidman Tweeted about the Dylan Moran event during the whole performance.
Following the events Recognition and Quest Software received a number of thank you emails and phone calls from journalists who attended the evenings, with requests for news from Quest and meetings with managing director Laurence Cole.
As a result of the media hospitality event, the following interviews were scheduled:
- Bill Dawes, editor, IDM
- Merri Mack, editor, Voice and Data
- Matt Rodgers, editor, CIO
- Matthew Sainsbury, journalist, ARN
- Trevor Clarke, editor, Computerworld
- Mahesha Sharma, IT journalist, The Australian
As a result of the response to the 2009 hospitality events, Quest will be conducting similar events in 2010.
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