Families in Australia — life during COVID
Collaboration, integration, value for money.
We developed an overarching PR narrative, pulling out elements that had the most potential for major mainstream and broadcast appeal.
The Australian Institute of Family Studies (AIFS) is a statutory authority of the Australian Government and the key family research body and advisor on family wellbeing.
Think HQ collaborates with AIFS researchers and the communications team to develop and implement national media relations campaigns for key research, often within tight timelines.
Midway through 2020, AIFS released a series of reports in quick succession, highlighting findings from their Families in Australia Lfe During COVID-19 survey, which aimed to pain a picture of how everyday Australian families were coping with and adjusting to significant changes to home and work life during the Coronavirus pandemic.
We created and implemented a national media campaign for the first instalment of the research. Report No. 1: Early findings. The objective was simple – deliver the key findings to as many Australian families as possible in the tight time frame and ideally achieve mainstream media coverage likely to grab the attention of key policy makers and service providers that work with and for Australian families.
We had less than two weeks to create and execute the media relations strategy.
We developed an overarching PR narrative, pulling out elements that had the most potential for major mainstream and broadcast appeal. More targeted, granular angles were developed for specific audiences and media segments.An embargoed media release was created and pitched to a targeted media list ensuring all coverage landed with a similar timeframe. We worked with AIFS to source case studies that aligned to different media outlets and managed briefing of all talent for secured interviews.
We also engaged Radio Release as an efficient and cost effective broadcast distribution channel which helped us achieve far reaching broadcast coverage, particularly in regional and remote areas.
- Generated 256 media clips
- Front page coverage in The Sydney Morning Herald (syndicated across every major Nine Entertainment Co. metro online
- Stories in The Australian, 7News Sydney and Women’s Agenda and broad coverage across ABC radio in both regional and metro locations
In summary, our work with AIFS demonstrates collaboration and integration; agility and value for money