Client
The Australian Information Industry Association (AIIA) is the industry peak body for Australia’s ICT industry. The AIIA is committed to the environment and sustainability and one of its strategic directions is to educate the market on how ICT can be used to reduce their respective industry’s carbon footprint. To create a platform to drive awareness and discussions about environmental issues impacting the world and the drivers for sustainability, the AIIA organises the Sustainable Futures Forum (SFF), an annual event that examines environmental issues impacting the world and how the ICT industry can take the lead in driving sustainability through the products and services it offers.
Challenge
Many companies were not aware about the role the ICT industry could play in addressing some of the environmental and sustainability challenges they faced in their respective industries. As an industry association with a limited marketing budget, the AIIA relies heavily on media publicity to increase stakeholder’s awareness and interest in the SFF.
Solution
Max developed a strategic media outreach program to educate and inform the broader stakeholders. As the AIIA had limited funds and time, Max determined that a media roundtable would achieve the AIIA’s goals most efficiently. We initiated research on a topic that would resonate with both ICT and non-ICT audiences.
After evaluating the expertise of various speakers in the SFF, Max selected speakers that would be able to drive a media roundtable discussion that would draw the attention of metropolitan media and create awareness for the SFF.
The media roundtable examined the impact of the Carbon Pollution Reduction Scheme on the ICT industry and what organisations can do to reduce their carbon footprint. Max conducted a full briefing for speakers including making recommendations to speakers on talking points that would drive a robust debate. By drawing on a group of speakers from the SFF, Max provided a ‘curtain raiser’ on what attendees could expect at the upcoming conference. The media roundtable also allowed the AIIA to position itself as a thought leader by encouraging speakers to address the lack of awareness for this issue and to raise the visibility for the SFF.
By leveraging the media as a conduit, Max could ensure the messages were being delivered to the wider audience of decision makers the AIIA was targeting as potential attendees for the SFF.
Max organised the attendance of IT and major metropolitan journalists to participate in person or through an audio conference bridge. We also developed a media release to summarise the roundtable discussion and distributed this to journalists who were unable to attend the event.
Benefits
Through the media roundtable, Max positioned the AIIA as a thought leader by organising and facilitating the media roundtable with the AIIA’s CEO, Ian Birks, acting as the moderator.
The targeted media outreach for SFF increased the event’s media visibility, attracted new sponsors and delegate numbers to the event. Articles about the SFF and the media roundtable appeared in major metro newspapers and online publications including AAP, The Australian, Australian Financial Review, Canberra Times and The Age.
Max’s work on the SFF was recognised by the Public Relations Institute of Australia and it received a Highly Commended award for the 2009 NSW State Awards for Excellence and a Commended award for the 2009 PRIA Golden Target Awards.
Client
The Australian Information Industry Association (AIIA) is the industry peak body for Australia’s ICT industry. The AIIA is committed to the environment and sustainability and one of its strategic directions is to educate the market on how ICT can be used to reduce their respective industry’s carbon footprint. To create a platform to drive awareness and discussions about environmental issues impacting the world and the drivers for sustainability, the AIIA organises the Sustainable Futures Forum (SFF), an annual event that examines environmental issues impacting the world and how the ICT industry can take the lead in driving sustainability through the products and services it offers.
Challenge
Many companies were not aware about the role the ICT industry could play in addressing some of the environmental and sustainability challenges they faced in their respective industries. As an industry association with a limited marketing budget, the AIIA relies heavily on media publicity to increase stakeholder’s awareness and interest in the SFF.
Solution
Max developed a strategic media outreach program to educate and inform the broader stakeholders. As the AIIA had limited funds and time, Max determined that a media roundtable would achieve the AIIA’s goals most efficiently. We initiated research on a topic that would resonate with both ICT and non-ICT audiences.
After evaluating the expertise of various speakers in the SFF, Max selected speakers that would be able to drive a media roundtable discussion that would draw the attention of metropolitan media and create awareness for the SFF.
The media roundtable examined the impact of the Carbon Pollution Reduction Scheme on the ICT industry and what organisations can do to reduce their carbon footprint. Max conducted a full briefing for speakers including making recommendations to speakers on talking points that would drive a robust debate. By drawing on a group of speakers from the SFF, Max provided a ‘curtain raiser’ on what attendees could expect at the upcoming conference. The media roundtable also allowed the AIIA to position itself as a thought leader by encouraging speakers to address the lack of awareness for this issue and to raise the visibility for the SFF.
By leveraging the media as a conduit, Max could ensure the messages were being delivered to the wider audience of decision makers the AIIA was targeting as potential attendees for the SFF.
Max organised the attendance of IT and major metropolitan journalists to participate in person or through an audio conference bridge. We also developed a media release to summarise the roundtable discussion and distributed this to journalists who were unable to attend the event.
Benefits
Through the media roundtable, Max positioned the AIIA as a thought leader by organising and facilitating the media roundtable with the AIIA’s CEO, Ian Birks, acting as the moderator.
The targeted media outreach for SFF increased the event’s media visibility, attracted new sponsors and delegate numbers to the event. Articles about the SFF and the media roundtable appeared in major metro newspapers and online publications including AAP, The Australian, Australian Financial Review, Canberra Times and The Age.
Max’s work on the SFF was recognised by the Public Relations Institute of Australia and it received a Highly Commended award for the 2009 NSW State Awards for Excellence and a Commended award for the 2009 PRIA Golden Target Awards.