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.