PR Leadership through global change and Brexit
The Australian British Chamber of Commerce (ABCC) is the oldest chamber in Australia and consists of a hard-working team keen on connecting its members with key influencers in the community here and overseas while fostering trade and relations between the two countries. The Chamber regularly hosts high profile dignitary visits, CEO lunches, conferences, trade missions, fun events and high-level networking events. These are high-calibre and hugely successful events for the ABCC and consistently attract top-level speakers from UK or Australian parliamentarians to top CEOs of multinational organisations.
Executive level media training
Most CEOs may be seasoned and comfortable to answer most questions thrown at them by reporters. However, handling and dealing with the media on global, time sensitive, ground-breaking announcements is not your average media conference or usual interaction with the media.
ABCC’s CEO David McCredie, an already confident and eloquent speaker, engaged Taurus for media mentoring and to assist sharpen the ABCC’s key messages.
Since July 2016, David McCredie has grown as a National commentator and thought-leader on all things British and Australian.
Putting structure and purpose around media and brand building
Taurus set out to develop a strategic PR plan, took over responsibility for the media office to save ABCC time and focused on making strategic, tactical lasting media connections.
The initial strategy consisted of pitching David McCredie for interviews on Britain-Australia relations and Brexit. This was a winning strategy and secured regular tier one broadcast, print, online and radio interviews.
Since then, Taurus strategy has been to strengthen and develop David McCredie’s relationships with key journalists ensuring he is the ‘go-to’ thought-leader in his field and is expanding his media influence.
“The ABCC has benefited from a long and successful relationship with Taurus. As our business has grown and adapted to the change in political landscape, so too has the offering from Taurus.
Thanks to Taurus’s hard work, the Chamber has been presented with opportunities to share our insights into issues including Brexit, infrastructure and fintech, and speakers at our events recently garnered significant media attention through our platform. I look forward to continuing to work with Taurus in 2018. ”
David McCredie, CEO, ABCC
Taurus and the ABCC achieve consistent, high-level, Tier one coverage
With a strategic plan for media outreach Taurus has achieved a reach to over 8 million online and print readers, listeners and viewers in less than a year. The Taurus team has secured regular interviews on Sky News programs – The Perrett Report, Beattie and Reith Show and Ticky and ABC News 24.
Taurus also secured interviews with mainline dailies, The Australian, The AFR, Dynamic Business, The Guardian and news.com.au amongst others.
Along with securing Tier one coverage, Taurus has managed and helped the Chamber’s Melbourne office by supplying them with media contacts for outreach, and strategic advice on PR.