ABCC partners with Taurus for marketing strategy, PR and thought leadership
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.
ABCC works with Taurus for growth strategy and PR for the first time
The ABCC had never worked with a PR agency and was looking to boost its brand by putting the CEO David McCredie front and centre of the Anglo-Australian community.
At the height of Brexit in July 2016, the ABCC became the go to resource for news and Taurus was enlisted to help free up its marketing team and create a strategy through announcements and a tailored PR plan.
“Australia and the UK have very complementary markets, a Westminster political system and a great deal of cultural crossover from rule of law to comedy. An Australian deal would give the UK a good footing to discuss more complex agreements.”
– David McCredie, CEO, ABCC
Executive level media training
Most CEOs may be seasoned and comfortable to answer most questions thrown at them by reporters. However, dealing with the media on global, time sensitive, ground-breaking announcements is not your average media interaction.
David, an already confident and eloquent speaker, engaged Taurus for media mentoring and to assist sharpen the ABCC’s key messages.
Since July 2016, David 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 and took over responsibility for the media office to save ABCC time and focused on making strategic, tactical lasting media connections.
Taurus and the ABCC achieve consistent high-level Tier one coverage
With a strategic plan for media outreach Taurus achieved a reach of over 8 million online and print readers, listeners and viewers in less than a year. The Taurus team secured regular interviews on ABC News 24 and Sky News programs – The Perrett Report, Beattie and Reith Show, and Ticky.
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.
The initial strategy consisted of pitching David 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, the Taurus strategy has been to strengthen and develop David relationships with key journalists ensuring he is the ‘go-to’ thought leader in his field and expand his media influence.
“Like Australia, the UK has been evolving as an economy. Australian businesses have been successful in entering the market in the UK, particularly where they have been able to leverage innovative and disruptive business models, as well as in areas of the UK market that have been slower to evolve.”
– David McCredie, CEO, ABCC
What Taurus did for ABCC
- CEO media training
- PR strategy
- Taurus Social™
- Taurus Profile™
- Acted as outsourced media office
- Handled all proactive media outreach
- PR thought leadership counsel and execution
- Sourced and wrote contributed articles
- Sourced coverage
- Media reporting
- Crisis comms
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