News & Commentary Straight from Think HQ

  • News June 27, 2017

    Census for communicators - what you need to know

    By Stefan Delatovic

    “Know your audience” is one of the golden rules of communicating well, which is why the release of a new Census is greeted with such excitement by those of us looking to connect with Australia.

    And, FYI, it’s not just those of us with ‘communications’ written on our business cards that should be paying attention. In a world of fake news, fragmented digital media and collapsing trust in institutions, we all need to be cutting through the noise. You can only do that by connecting with people’s values, so you need to know what they are.

    This is particularly true for the non-profit, government and community-building sector, where publicly living your values is the best way to project a great reputation. Knowing your audience makes sure you’re all in synch.

    Results from the 2016 Census have been released by the Australian Bureau of Statistics (ABS) today. Here’s what you need to know:

    The data is usable

    You may recall that last year’s Census was a bit fraught, with...

    Read More
  • Commentary May 24, 2017

    Meet Stefan

    Stefan is a recent addition to Think HQ, joining the team from the SES. Experienced in crisis communications and a savvy ex-journalist and editor, Stefan brings years of knowledge to the team.

    You began your career in journalism, and worked your way up to the role of Editor. What was the most challenging story in your journalism career?

    Well, for most of my career I was working on a daily paper, which is about having a blank slate each morning, and getting your stories from idea to finished product all in one day. It’s full on - especially when news breaks late in the day - but in a really fun way. One thing I liked about that is, no matter how challenging the story, or upsetting the topic, you lived in it for the day, gave it your full attention and effort, and then you could leave it when you left for the night.

    So one of my most challenging yarns, I think, was the longest. I covered a NSW Government inquiry into the local council that went through a series of public hearings and...

    Read More
  • Commentary May 24, 2017

    Media Relations 101

    We recently hosted a media relations workshop for current clients, in-house communications practitioners, students and entrepreneurs.

    For those who missed it, we’ve detailed some of the key questions and take-outs below.

    What’s the difference between proactive and reactive media relations?

    Proactive media relations refers to when you’re actively seeking to engage with the media, like when you’re promoting an event, or sharing an announcement. It usually involves sending out materials, such as a media release or alert, to target publications. Reactive media relations, on the other hand, refers to a situation where the media comes to you (for example, if you’re a spokesperson for an organisation or an industry expert, and a journalist calls for you to comment on a relevant story or issue that’s already in the news).

    What should I include in a media release?

    Put the most important information at the top, and aim to cover the who, what, where, when and why in the first couple of...

    Read More
  • Commentary May 24, 2017

    PR's place in the digital age

    Fairfax Media recently announced it would cut 115 journalist jobs across its four major mastheads. As with previous cut backs, this ‘editorial restructure’ is a bid to help cut costs by $30m annually, following a decline in advertising and print circulations.

    As print numbers for major mastheads decline, digital readership continues to grow (in March, the Sydney Morning Herald’s online readership was more than triple than its print edition).

    (To view the most recent stats on digital readership: http://www.roymorgan.com/industries/media/readership/cross-platform-audiences-newspapers)

    This shift towards digital has changed the way traditional media outlets operate. It has also influenced how organisations/PR people are approaching media relations with many seeking out more targeted channels and outlets.

    While some organisations will struggle to see past a piece in print as the be-all and end-all of campaign coverage, there plenty of other ways to deliver a message to your target...

    Read More
  • Case Studies May 24, 2017

    Jean Hailes for Women's Health

    In 2017, Think HQ was contracted by Jean Hailes, an Australian women’s health not-for-profit, to provide strategic communications support for the launch and promotion of the Jean Hailes Women’s Health survey.

    OUR WORK INVOLVED

    • Development of creative concept, key messages and stakeholder engagement pack for survey promotion

    • Stakeholder engagement – identifying and reaching out to organisations to provide in-kind support to ensure survey participation

    • Social media content development

    • Social media advertising – reaching women currently underrepresented in past surveys.

    OUR IMPACT:

    The survey was completed by over 10,000 women, a 209% increase on the 3,236 responses in 2016 and 125% to the 2017 target of 7,500 participants. 17 organisations provided in-kind support by sharing internally and/or externally including Mamamia, Optus, Medibank and Woolworths.