Establishing a “known fact” – it’s all in the homework

Wood heater manufacturers needed to demonstrate the clean-burning benefits of modern heaters – but they lacked the definitive research to prove it. By cross-referencing all the available research, we were able to show that a modern heater produced at least 85 per cent less smoke than an open fire for a given amount of heat. We trimmed it to a conservative 80 per cent, announced it at an air quality conference and issued a media release. To this day, it remains a “known fact” – even quoted by authorities such as the EPA.

A sponsorship in the hand is worth two in the bush

The client (a “household name”) wanted to sponsor a Victorian community organisation, but its five-figure budget was a zero short of major sponsorship for the big organisations it had in mind. Instead, we found a low-profile but otherwise perfect organisation to sponsor – and we attached the client’s well-known name to the fund we established to implement the sponsorship. As a result, the community organisation has boosted not only its coffers but its profile – and the client has 100% recognition for its support of a very worthy community cause.

The price of success is eternal vigilance (plus planning and organisation)

An Australian manufacturer was staging an inspection tour and technical conference for its biggest export customers and its key supervising executives from the overseas parent company. We organised (among other things) venues, dinners, factory visits, prayer rooms, entertainment, staging, audio-visual, buses, hire cars, airport arrivals and departures, water taxis and simultaneous translation. Nothing happened without one of our people on the spot to ensure it went without a hitch, and we accommodated many changes of plan by the guests – even a medical emergency.

The early bird catches the (brand new) Premier

No sooner had we confirmed then-Premier Jeff Kennett to open our client’s new facility, than said Premier called an election, and the question arose: what if he’s not Premier any more when our event happens? While the world watched and wondered who would be Premier, we contacted the Opposition Leader’s office and ensured we were “in the diary” with both potential Premiers. After a drawn-out process of electoral counts and re-counts, Steve Bracks became Premier – and immediately confirmed the date already in his diary for his very first corporate event as Premier.

A multi-million dollar “soft sell” to head office

When the Australian subsidiary of a multi-national company needed head office approval for its new corporate HQ, it asked for a video that would persuade the parent company’s directors (without looking as though the video itself was expensive). Scripting, interviews, production, approvals and translation were completed in a handful of days in complete secrecy and the video was used as a key part of the presentation. The video showed both the shortcomings of the existing premises and the business advantages of the proposed new premises – and the new HQ is now nearing completion.

Flagship magazine wins award – and readers too

A large government department sought to launch a flagship magazine that would be respected for its credibility and educational value while promoting the department’s major achievements. The resulting magazine covered the spectrum of the department’s activities in each issue, and the quality of its writing was recognised when one of its feature articles won a Golden Serif Award from the Society of Business Communicators. An even great recognition was the request from the geography teachers association for extra copies of the very same article to be used as a key reference on the topic.

Clients win awards on the strength of well-written submissions

Two clients were looking to win business awards, so we identified the right awards for each –Yellow Pages Business Grants and Micro Business Network Awards respectively – and prepared submissions to suit. Each submission was tailored to match the criteria for the respective awards, and the result was that both clients became award finalists and enjoyed all the prizes and business contacts that such awards can bring. Both clients had good stories to tell, but the challenge was tell those stories in exactly the form required for the purpose.

24 hours from zero to hero – getting the priorities right

When a client wanted PR for a joint-venture exhibition, key magazines were on or just past deadline, so speed was essential. Top priority was to gather the key facts and pics, then write the main media release, get it approved by the three event partners and send it to media, followed by a phone call to ensure some leeway where deadlines were already past. Within 24 hours, the most urgent media task had been done, and only then was it time to begin all the other urgent, but not quite so urgent, PR jobs.