Public Relations Awards

Why Media Relations Are Still Relevant, by a Stevie Awards Winner

Posted by Michael Gallagher on Fri, Feb 14, 2014 @ 11:45 AM

5W Public Relations, in New York, New York, USA was named Public Relations Agency of the Year in the PR awards categories of The 2013 American Business Awards. (Entries to The 2014 American Business Awards are now being accepted.  Get your entry kit here.)  Agency founder Ronn Torossian shares with us his views on the relevance of media relations today.

Ronn TossorianEvery year, the argument of how “PR firms are overrated” or “You don’t need a PR firm” floats about, usually thanks to an influencer who doesn’t see the results he anticipated or because of an article in the mainstream press. As the CEO of a large PR firm, I am not angered by these comments; rather I appreciate the discussions they foster. As 2014 begins, we media relations experts must continue to showcase our ability to lead the communications discussion and execution by understanding the following:

1. Crisis communications issues are magnified.  In the past, a company could botch an order, have an employee do something stupid, make a big quarterly loss, or experience some other major dilemma, then simply wait for the crisis to blow over. Now, mostly due to the advent of the Internet, crisis issues can destroy companies if they aren’t handled correctly.

It can begin as a blog post that is tweeted and is then seen by a small town reporter who writes an article that gets picked up by a wire service … the next think you know—BOOM!—a horrible story about your company is on the front page of the Huffington Post and your competitors are stealing your clients and customers.

So, what role can media-relations experts play? They can navigate these waters by speaking with the blogger and getting the post revised, or maybe they can jump on the phone with the small town reporter and explain where the blog post erred in its reporting and why it’s NOT a story.

Someone without a communications background may be ill equipped professionally to tackle these issues. 

2. Everyone is a reporter… literally. Because we all have blogs, Facebook pages, Twitter handles, LinkedIn profiles, and more, companies need to tread lightly around sensitive issues, yet be aggressive in their promotion of positive ones.

Understanding who are the correct bloggers to reach out to, or which introductions to make at conferences or trade shows—not to mention who to respectfully stay away from—are not skills learned overnight. I cannot emphasize enough the importance of crafting smart messaging—and delivering that message to the correct people.

Companies that adhere to the “any publicity is good publicity” adage are often found by outsiders to have inconsistent messaging and confusing company structures.  This can sometimes result in missed stories that should have been big—or small, negative stories that should have been killed. Being able to discern the difference between an opportunity and a pitfall are two things that any media-relations expert can identify. 

3. … While influential Print/Radio/TV reporters are getting harder to find. While it is true that these days everyone and their neighbor is a reporter, the truly influential traditional reporters still exist. Your parents are not crazy, and many people do still read publications like The New York Times, Rolling Stone Magazine, Entrepreneur, and The Wall Street Journal cover to cover—and not on their Kindle. EVERY industry—no exceptions—has at least four or five reporters from whom all the experts, bloggers, specialists, etc. take their cues. 

Knowing who these influencers are, and having the relationships to make introductions and to generate coverage that moves the needle, are the most important reasons for companies to hire a public relations firm.

4. SEO is of high importance. This should come as a shock to no one. An entire industry has been built around search engine optimization and online reputation management, and the connection between these and public relations cannot be ignored.

Having online media results that rank very highly—especially when these reflect company messaging or are a ringing endorsement of your company—such results will not go unnoticed, particularly when third-party members of the media draft them. Prospective buyers, clients, and partners do perform due diligence, and having the online reputation to support your business is what makes the difference between an incoming lead or a phone that doesn’t ring.  And its just as important to have the volume of online content to battle negative reviews, false stories, and other content deemed detrimental to ones brand.

These objectives can all be met by having a media relations team in place to build positive online search results filled with media coverage. 

5. Content marketing both requires and creates a need for PR. Yes, even in 2014, people still use brochures and one-pagers for marketing. They also use—perhaps more than ever—webinars, white papers, video, and e-mail marketing.  These are all tools most marketers keep in their work belt.

Public relations outreach is often what drives people to download, sign up, or request more information for content marketing tools. More importantly, once that e-mail address is captured or that trade show is booked, something needs to be delivered. This is where media articles, videos, and sound bytes can best be utilized. Rather than sending out an email blast telling your prospective leads how great your company is, you can send out that same blast with a Forbes article, which will do all the telling for you.

Public relations experts know that media results speak for themselves—and they know how to use them to get results from your marketing practices.

Read more on the 5W PR Agency’s blog.

About Ronn Torossian
Ronn Torossian is the founder, president, and CEO of New York-based 5W Public Relations (5WPR), a top 25 US PR Agency with more than 100 employees.  Ronn is known for his resourceful, results-focused approach and for his close relationships with members of the media, influencers, decision makers, politicians, and celebrities. Under his leadership, the firm has become one of the fastest growing agencies in the industry, with work that spans global interests, corporate entities, high-profile individuals, regional businesses, government agencies, and academic institutions, managing both their routine public relations matters and extremely sensitive issues. 

Ronn has been recognized as a semi-finalist for Ernst & Young's Entrepreneur of the Year and named to the "40 Under 40" lists of both PR Week and Advertising Age. The country's most influential media frequently feature Ronn's commentary and opinion on reputation management issues. His book, For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations, was released in 2011. Ronn is a regular lecturer at universities and conferences, a member of the Young Presidents Organization (YPO), and serves as a board member of numerous non-profit organizations. Ronn was born and raised in New York City and resides with his family on Manhattan's Upper West Side.

About 5W Public Relations
5W Public Relations is a full-service PR agency known for innovative programs that engage with businesses, individuals, and ideas. With over 100 experienced professionals serving clients in industries spanning Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit, Corporate Communications and Reputation Management, Public Affairs, Crisis Communications, and Digital Strategy, 5W provides leading organizations and individuals with a resourceful, creative and results-oriented approach to communications.

Tags: communications awards, business awards, PR awards, stevie awards, agency of the year, public relations awards

Call for Entries for 22nd IPRA PR Awards for Excellence

Posted by Michael Gallagher on Tue, Jan 21, 2014 @ 10:54 AM

stevie_ipragwa_sitelogo_newThe 22nd edition of the International Public Relations Association's Golden World Awards for PR Excellence is now accepting entries.

You may access the entry kit here.

The GWAs are the world's top international public relations awards competition, featuring a wide variety of categories for agencies and communications departments.  All organizations and individuals worldwide are invited to submit entries. 

The Golden World Awards initiative, established in 1990 by the International Public Relations Association (IPRA) and now managed by the Stevie® Awards, recognizes excellence in public relations practice worldwide.  There is no more prestigious international public relations awards program.

Here is the calendar for the 2014 competition:

14 April is the early-bird entry deadline with discounted entry fees.

5 May is the final entry deadline.

19 May is the last day that late entries will be accepted with payment of a late fee.

Judging will take place: 1st Round in early June, 2nd Round on 26 June.

The winners celebration will be held in fall 2014, date and setting to be determined.

If you have questions about how to prepare or submit entries after you've reviewed the entry kit, please don't hesitate to contact us.

GWA@thestevies.com
+1 703-547-8389
www.StevieAwards.com

 

Tags: communications awards, business awards, PR awards, stevie awards, public relations awards, IPRA

PR Awards Winners Announced in 21st IPRA Golden World Awards

Posted by Michael Gallagher on Thu, Sep 12, 2013 @ 11:39 AM

Winners have been announced in the 21st annual IPRA Golden World Awards, the top international public relations awards competition.

See the full list of 2013 winners here.   Among the top winners with multiple awards are Bacardi Limited, Citi, MSLGroup, and Weber Shandwick.

IRA GWAThe IPRA Golden World Awards for Excellence offer world-wide recognition and acclaim to world-class public relations programmes. The 2013 competition, conducted by the International Public Relations Association, was open to local, regional, national or international public relations programmes carried out or completed in 2012/2013.

The number of categories in the GWA doubled this year, with separate categories for Agency and for Inhouse entries. Entrants may submit any number of nominations to any number of categories, which include: Community Relations, Corporate Communications, Crisis Management, Digital Media Relations, Event Management, Internal Communications, Launch of a New Product, PR on a Shoestring, Publications, Social Media for PR, and Technology, among others.

Entries submitted to the Golden World Awards competition were judged by an international panel of senior practitioners.

The GWA are managed on behalf of IPRA by the Stevie® Awards, which organizes the world’s premier business awards programs including The International Business Awards, The American Business Awards, and the forthcoming Asia-Pacific Stevie Awards. Questions about IPRA’s Golden World Awards may be directed to GWA@thestevies.com.

Entries for the 2014 edition of the Golden World Awards for PR Excellence will open in January.  Join the mailing list to ensure that you are emailed the entry kit as soon as it's available.


Tags: communications awards, business awards, PR awards, stevie awards, public relations awards, IPRA

Overcoming Global Challenges: Advice on International Communications, From a Stevie® Awards Chair

Posted by Liz Dean on Thu, Jul 11, 2013 @ 11:11 AM

Kevin Read, Managing Director of Bell Pottinger Business & Brand in London, U.K., will Chair the Corporate Communications Awards and PR Awards Final Judging Committee in The 2013 International Business Awards, the world's premier business awards competition. (Judging for the 2013 IBAs is now underway and we invite you to apply to be a preliminary-round judge. If you qualify, you will be able to judge over the Internet at your convenience.) Here we talked with Kevin about his thoughts on the world of international communications.

Kevin Read, Managing Director, Bell PottingerAs managing director of an international public relations company, what advice do you have for corporations on how PR can solve international communications challenges?
One of the great strengths of PR consultants, especially those involved with international work, is that they can simplify the way that global corporations seek to express themselves. Equally, they are past masters of finding solutions that will illustrate the core points of a business’s products and services.

Many corporations—even significant global brands—need PR consultants to help them distil and deliver crucial messages to their target audience. Highly experienced PR professional are culturally sensitive to the ways in which a message needs to be delivered.  They are acutely aware of the modern need to balance the emotional with the rational, and the visual with the verbal.

What item of news recently caught your eye and why?
I have been fascinated by the recent business news about the appointment of a Canadian as the new Governor of the Bank of England, one of the most traditional and conservative positions in the world. The media—with a little help from the Chancellor of the Exchequer—chose to portray Mark Carney both as the best man in the world for the job and as a new broom for a dusty old institution that has maybe felt too comfortable behind its giant stone walls. As Mr. Carney settles in to the job, it will be fascinating to measure any gains from improved communications with the outside world against the risks of market reactions to more regular interaction.

Do you have a favorite app that you use for business purposes?
One of the great pleasures of working on international PR campaigns is not only visiting many fascinating and vibrant cities but also having the opportunity to sample the cuisine of different cultures. The free and highly reliable OpenTable app has on many occasions—and usually at the last minute—provided me with fantastic recommendations and allowed a very smooth and easy booking process; and the ability to flick back from time to time to see where you last ate in a particular city is a great plus for the next time you visit.

If you could choose another profession, what would it be?
Most of my career in public relations has focused on trying to resolve urgent yet complex communications challenges in different fields.  I’ve frequently had to spend long hours studying a wide range of different topics in order to get up to speed as an expert in each of these fields. I would therefore very much enjoy the opportunity to work within academia where perhaps I could instead focus on just one issue and spend time looking into it in greater depth.  I would like to make a tiny contribution to the world’s total knowledge of one particular subject.

As someone at the top of your profession, what keeps you inspired or makes you hit the ground running in the morning?
There are two things about public relations which I still thoroughly enjoy: the first is coming into the office in the morning and a having a brand new brief land on my desk in an area about which I know very little, then spending the rest of the day trying to unravel the intricacies of something totally new; the second is that I still relish the process of pitching—the ideas, the structure, the performance, and, of course, winning … although it does on rare occasions involve losing.

About Kevin Read:
Kevin is a former political speechwriter and management lecturer. His main focus is on resolving complex, international communications problems, shaping fresh, modern strategies, and implementing integrated solutions that are typically spearheaded by PR.

He has more than 15 years’ senior consultancy experience and specializes in strategic planning and providing senior level business counsel. He has worked extensively for leading global brands (HSBC, British Gas, Unilever), a wide array of industry bodies (nuclear, food, telecommunications, cosmetics, beverages), government departments, NGOs, and professional services firms. 

About Bell Pottinger Private:
Bell Pottinger Private is an international, full-service communications business. The company has business experience in 60 countries, advising world leaders in politics and business, supporting communications executives in every industrial and commercial sector, and managing reputations and brands in every communications medium.  For more information go to www.bell-pottinger.co.uk.

 

Tags: communications awards, International business awards, PR awards, Kevin Read, Bell Pottinger, international public relations

Finalists Announced in IPRA's Golden World PR Awards

Posted by Michael Gallagher on Wed, Jul 03, 2013 @ 10:55 AM

Finalists are announced in the 21st annual IPRA Golden World Awards, the top international public relations awards competition.

See the list of Finalists here.

IPRA LogoThe IPRA Golden World Awards for Excellence offer world-wide recognition and acclaim to world-class public relations programmes. The 2013 competition, conducted by the International Public Relations Association, was open to local, regional, national or international public relations programmes carried out or completed in 2012/2013.

The number of categories - and entries - in the GWA doubled this year, as now there are separate categories for Agency and for Inhouse entries. Entrants may submit any number of nominations to any number of categories, which include: Community Relations, Corporate Communications, Crisis Management, Digital Media Relations, Event Management, Internal Communications, Launch of a New Product, PR on a Shoestring, Publications, Social Media for PR, and Technology, among others.

Finalists were determined by an international panel of senior practitioners. Final judging to determine the overall category winners will take place in Cologne, Germany on July 12.

The 2013 GWA are managed on behalf of IPRA by the Stevie® Awards, which organizes the world’s premier business awards programs including The International Business Awards and The American Business Awards.  Questions about IPRA’s Golden World Awards may be directed to GWA@thestevies.com.

Tags: communications awards, PR awards, stevie awards, public relations awards, IPRA

2 Weeks to IPRA's Golden World Awards Final Extended Entry Deadline

Posted by Liz Dean on Tue, May 21, 2013 @ 10:55 AM

The final extended entry deadline for the 21st annual IPRA Golden World Awards, the top international public relations awards competition, is 4 June. No additional late penalties or fees will be charged in association with the deadline extension.

IPRA LogoThe IPRA Golden World Awards for Excellence offer world-wide recognition and acclaim to world-class public relations programmes. The 2013 competition, conducted by the International Public Relations Association, is open to local, regional, national or international public relations programmes carried out or completed in 2012/2013.

To begin your submission process, you should:

1. Request an entry kit.
The entry kit will have all of the information you need regarding entry preparation and submission.

2. Review the 2013 categories.
The number of categories in the GWA has doubled this year, as now there are separate categories for Agency and for Inhouse entries. Entrants may submit any number of nominations to any number of categories, which include: Community Relations, Corporate Communications, Crisis Management, Digital Media Relations, Event Management, Internal Communications, Launch of a New Product, PR on a Shoestring, Publications, Social Media for PR, and Technology, among others. For a full list of categories, visit the GWA website at www.ipra.org/gwa.

3. Submit your entries.
To submit your entries, review the entry kit and website for complete instructions on how to choose your categories and prepare your entries. When you are ready to submit your entries, begin here.

Entries submitted to the Golden World Awards competition will be judged by an international panel of senior practitioners. In considering entries, the judges may grant one, several or no awards in each category.

The 2013 GWA are managed on behalf of IPRA by the Stevie® Awards, which organizes the world’s premier business awards programs including The International Business Awards and The American Business Awards.  Questions about IPRA’s Golden World Awards may be directed to GWA@thestevies.com.

Don't hesitate to contact us with your questions about how to participate in the 2013 edition of IPRA's Golden World Awards for Excellence.

Tags: business awards, PR awards, stevie awards, public relations awards, IPRA, International Public Relations Association, Stevie Awards and IPRA Partnership, Golden World Awards

6 Days to IPRA's Golden World Awards Final Entry Deadline

Posted by Liz Dean on Tue, May 14, 2013 @ 10:29 AM

Monday, 20 May is the final entry deadline for the 21st annual IPRA Golden World Awards, the top international public relations awards competition. Request the entry kit here and you will receive it right away.

IPRA LogoThe IPRA Golden World Awards for Excellence offer world-wide recognition and acclaim to world-class public relations programmes. The 2013 competition, conducted by the International Public Relations Association, is open to local, regional, national or international public relations programmes carried out or completed in 2012/2013.

Entries submitted to the Golden World Awards competition will be judged by an international panel of senior practitioners. In considering entries, the judges may grant one, several or no awards in each category.

The number of categories in the GWA has doubled this year, as now there are separate categories for Agency and for Inhouse entries. Entrants may submit any number of nominations to any number of categories, which include:

  • Community Relations
    For community relations campaigns not conducted by government / local authorities.
  • Corporate Communications
    For excellence in enhancing a company’s overall reputation through corporate communications.
  • Crisis Management
    Example of excellent communications management during a crisis.
  • Digital Media Relations
    For the successful use of digital media relations in a PR campaign.
  • Event Management
    For the planning and delivery of a successful event with a public relations dimension.
  • Internal Communications
    For a creative internal communications campaign that engaged and informed personnel.
  • Launch of a New Product
    For well-planned PR activities around the launch of a product.
  • PR on a Shoestring 
    For an imaginative PR campaign done on a small budget.
  • Publications
    For PR publications such as newsletters or magazines that showed excellence and imagination in communicating with stakeholders. This can be in a print or electronic format.
  • Social Media for PR
    For excellence in the use of social media as a public relations tool.
  • Technology
    For the effective use of public relations in the technology sector, including business-to-business and consumer campaigns.

For a full list of categories, visit the GWA website at www.ipra.org/gwa.

To submit your entries, review the entry kit and website for complete instructions on how to choose your categories and prepare your entries. When you are ready to submit your entries, begin here.

The 2013 GWA are managed on behalf of IPRA by the Stevie® Awards, which organizes the world’s premier business awards programs including The International Business Awards and The American Business Awards.  Questions about IPRA’s Golden World Awards may be directed to GWA@thestevies.com.

Contact us with your questions about how to participate in the 2013 edition of IPRA's Golden World Awards for Excellence.

Tags: business awards, PR awards, stevie awards, public relations awards, IPRA, International Public Relations Association, Stevie Awards and IPRA Partnership, Golden World Awards

Enter IPRA's Golden World Awards Today to Avoid Late Fees

Posted by Liz Dean on Mon, May 06, 2013 @ 10:39 AM

Today, 6 May, is the entry deadline for the 21st annual IPRA Golden World Awards, the top international public relations awards competition. You'll avoid the £50/entry late fee if you submit your entries before 10:00 am GMT tomorrow. Late entries will be accepted through 20 May with payment of the late fee.IPRA Logo

Get Your Entry Kit Here.

The IPRA Golden World Awards for Excellence offer world-wide recognition and acclaim to world-class public relations programmes. The 2013 competition, conducted by the International Public Relations Association, is open to local, regional, national or international public relations programmes carried out or completed in 2012/2013.

The number of categories in the GWA has doubled this year, as now there are separate categories for Agency and for Inhouse entries. Entrants may submit any number of nominations to any number of categories, which include:

  • Community Relations
    For community relations campaigns not conducted by government / local authorities.
  • Corporate Communications
    For excellence in enhancing a company’s overall reputation through corporate communications.
  • Crisis Management
    Example of excellent communications management during a crisis.
  • Digital Media Relations
    For the successful use of digital media relations in a PR campaign.
  • Event Management
    For the planning and delivery of a successful event with a public relations dimension.
  • Internal Communications
    For a creative internal communications campaign that engaged and informed personnel.
  • Launch of a New Product
    For well-planned PR activities around the launch of a product.
  • PR on a Shoestring 
    For an imaginative PR campaign done on a small budget.
  • Publications
    For PR publications such as newsletters or magazines that showed excellence and imagination in communicating with stakeholders. This can be in a print or electronic format.
  • Social Media for PR
    For excellence in the use of social media as a public relations tool.
  • Technology
    For the effective use of public relations in the technology sector, including business-to-business and consumer campaigns.

For a full list of categories, visit the GWA website at www.ipra.org/gwa.

Entries submitted to the Golden World Awards competition will be judged by an international panel of senior practitioners. In considering entries, the judges may grant one, several or no awards in each category. To submit your entries, review the entry kit and website for complete instructions on how to choose your categories and prepare your entries. When you are ready to submit your entries, begin here.

The 2013 GWA are managed on behalf of IPRA by the Stevie® Awards, which organizes the world’s premier business awards programs including The International Business Awards and The American Business Awards.  Questions about IPRA’s Golden World Awards may be directed to GWA@thestevies.com.

Contact us with your questions about how to participate in the 2013 edition of IPRA's Golden World Awards for Excellence.

Tags: business awards, PR awards, stevie awards, public relations awards, IPRA, International Public Relations Association, Stevie Awards and IPRA Partnership, Golden World Awards

One Week to IPRA's Golden World Awards Entry Deadline

Posted by Liz Dean on Mon, Apr 29, 2013 @ 12:49 PM

The entry deadline for the 21st annual IPRA Golden World Awards, the top international public relations awards competition, is 6 May. If you haven't yet done so, you can get your entry kit here. (Late entries will be accepted through 20 May with payment of a £50/entry late fee.)

IPRA LogoThe IPRA Golden World Awards for Excellence offer world-wide recognition and acclaim to world-class public relations programmes. The 2013 competition, conducted by the International Public Relations Association, is open to local, regional, national or international public relations programmes carried out or completed in 2012/2013.

Entries submitted to the Golden World Awards competition will be judged by an international panel of senior practitioners. In considering entries, the judges may grant one, several or no awards in each category. Entrants may submit any number of nominations to any number of categories, which include:

  • Community Relations
    For community relations campaigns not conducted by government / local authorities.
  • Corporate Communications
    For excellence in enhancing a company’s overall reputation through corporate communications.
  • Crisis Management
    Example of excellent communications management during a crisis.
  • Digital Media Relations
    For the successful use of digital media relations in a PR campaign.
  • Event Management
    For the planning and delivery of a successful event with a public relations dimension.
  • Internal Communications
    For a creative internal communications campaign that engaged and informed personnel.
  • Launch of a New Product
    For well-planned PR activities around the launch of a product.
  • PR on a Shoestring 
    For an imaginative PR campaign done on a small budget.
  • Publications
    For PR publications such as newsletters or magazines that showed excellence and imagination in communicating with stakeholders. This can be in a print or electronic format.
  • Social Media for PR
    For excellence in the use of social media as a public relations tool.
  • Technology
    For the effective use of public relations in the technology sector, including business-to-business and consumer campaigns.

For a full list of categories, visit the GWA website at www.ipra.org/gwa.

To submit your entries, review the entry kit and website for complete instructions on how to choose your categories and prepare your entries. When you are ready to submit your entries, begin here.

The 2013 GWA are managed on behalf of IPRA by the Stevie® Awards, which organizes the world’s premier business awards programs including The International Business Awards and The American Business Awards.  Questions about IPRA’s Golden World Awards may be directed to GWA@thestevies.com.

Please don't hesitate to contact us with your questions about how to participate in the 2013 edition of IPRA's Golden World Awards for Excellence.

Tags: business awards, PR awards, stevie awards, public relations awards, IPRA, International Public Relations Association, Stevie Awards and IPRA Partnership, Golden World Awards

How to Use Shock Tactics to Reach Your Audience, From a Stevie Awards Winner

Posted by Liz Dean on Thu, Apr 18, 2013 @ 11:55 AM

Burson-Marsteller in Sydney, Australia received the Gold Stevie® Award for Best PR Campaign of the Year in Community Relations in the PR awards categories of The 2012 International Business Awards, the world's premier business awards competition. (The entry deadline for the 2013 IBAs is 15 May. If you haven't yet done so, you can request your entry kit here.) Here we look at the surprising way a health message was communicated.

“Show Us Your Lungs” campaignSeven million Australians are estimated to be at serious risk of lung disease, a growing health issue that causes 350,000 hospitalizations in that country annually. The Australian Lung Foundation (ALF) had been trying to educate the public about this problem since 1990, but had been finding it a major challenge.

In 2011, Burson-Marsteller (B-M) encouraged the ALF to try a completely different approach. The result was the “Show Us Your Lungs” campaign, which engaged more Australians, through more mediums, than any ALF campaign before it.

Background
After five years of working with the ALF, B-M wanted to re-invigorate the annual ALF campaign to encourage Australians to take action against the symptoms of lung disease, but felt that a fresh approach was needed to achieve the necessary cut-through in public attention.

The concept that B-M developed embodied a cheeky call to action—“Show Us Your Lungs!”—With a serious message that would resonate with all audiences, but especially health professionals, patient groups, and consumers.

To ensure support from campaign stakeholders, B-M presented the initial strategy and creative concepts to approximately 40 key medical opinion leaders and corporate funding bodies.  It was accepted with resounding applause.

The project was implemented and run between July – October, 2011.

Background Research
In order to highlight the risks to the public of ignoring their lungs, research was undertaken in the form of a survey into general consumer attitudes towards lung health.

Celebrity Stakeholders
High profile Australians were partnered with to communicate key campaign messages, including Australia’s best-known GP, Dr. John D’Arcy, TV vet Dr. Harry Cooper, and actor John Jarratt, star of the popular Australian show Wolf Creek.

Teaser Campaign
B-M directed a quirky teaser video and full-length community service announcement, featuring John Jarratt and a couple of “flashers” in trench coats, who “flashed” people on the street, only to reveal healthy and unhealthy lungs painted on their bodies. These videos spearheaded the digital element of the campaign and were hosted on the ALF YouTube channel.

Using the findings of the initial survey to communicate how many Australians are at risk of lung disease, B-M developed a multi-media news release, which included media materials, research findings, and visual and audio content from the spokespeople. In addition to celebrities, the spokespeople included lung-disease patients and leading medical experts.

Flashing in Public
A public “flashing” event was held to launch the campaign on October 10, 2011. Actors in trench coats “flashed” commuters, revealing their body-painted lungs. This event had the dual purpose of engaging directly with the public to deliver campaign messages, and providing media visuals to support the national and state-based media outreach.

Collateral Material
A range of promotional campaign material was produced that encouraged people to take the ALF’s lung health checklist, visit online resources, and/or seek medical advice.

Outcomes

  1. The campaign reached nearly a quarter of all Australians with an estimated reach of 5.5 million. This included 540 pieces of coverage across television, radio, print, and online outlets, including over 3,600 views of the YouTube videos.
  2. Traffic to the ALF website doubled during the campaign launch, and there was a huge spike in social media activity.
  3. The ALF received feedback from health care providers that there was a significant increase in enquiries about lung health over the duration of the campaign.

About Burson Marsteller Sydney:
Burson-Marsteller Sydney is a leading public relations and public affairs firm that has provided strategic communication services to some of Australia's largest and most reputable companies since 1980.  The agency has the benefit of a global, resource-rich network, while retaining a local, flexible, and nimble offering in Australia, making it a partner of choice to both large and small businesses.

Tags: International business awards, PR awards, Burson Marsteller Sydney, “Show Us Your Lungs” campaign