My client’s organisation had a fantastic mission: pushing for future-focused policy for a future-focused Australia.

But how do they publicly push for this without some groups feeling like they’re on the sidelines?

How do they show that future-focused policy benefits all, and that you’re a non-partisan organisation?

Political apathy/disengagement can make members of the public distrust any politician, no matter their beliefs. This belief is something Foundations for Tomorrow tries to fix by providing hope.

My client’s goal was to achieve high media coverage of her For Our Future campaign; but coverage that does not come across as non-partisan or biased.

As the Managing Director, she was also incredibly busy running all her organisation’s teams: she needed someone to lead her public relations strategy.

• Ensuring we have specific, strategic media contacts to increase our chance of being talked about

• Have a solution-focused tone, and be solution-focused, in our media release copy and media kit

• Ensure our political, industry, and civil contacts are good spokespersons for the campaign

• Back up what we say with credible research

• Show how being future-focused benefits all

• Ensure that all media assets adhere to news principles and values: the KISS (Keep It Simple Stupid) principle, the ABC (Accuracy, Brevity, Clarity) principle, and the 6 news values (timeliness, conflict, impact, proximity, prominence, and human interest)

• My team and I researched all recent, relevant, and similar news stories that we can shape news article hooks and content around

• We then developed key public relations assets of a high quality: press releases, media kits, strategic article angles

• Next, we developed a spreadsheet narrowing down on the mainstream and new media companies whose readership would appreciate our campaign.

• We worked with other team members to also list contact details of specific, strategic media employees of said companies

• Finally, we tailored each media release to each media company