Public Relations

Public Relations, or managing the two-way communication between an organisation and its multiple audiences, can be complex.  What works for one company is entirely inappropriate for another.

n2n helps its clients communicate effectively with journalists, bloggers, analysts, customers, partners, government agencies, regulators, influencers, community groups, consumers and employees throughout Australia, New Zealand and the Asia Pacific region.

Our Public Relations toolkit includes:

  • Communications Strategy – determining the right approach to achieve quantifiable objectives
  • Key Message Development – identifying what differentiates an organisation from its competitors and translating it into strong messages with powerful proof points
  • Media and Analyst Relations – working with industry influencers so they can represent your organisation accurately
  • Stakeholder Communications – identifying all of the publics affected by an organisation or issue, and crafting communication models that are appropriate for their area of interest
  • Executive Profiling – strategies to promote senior executives ranging from speaking engagements and association memberships to media platforms
  • Issues & Crisis Management – preparation, management and minimisation of issues
  • Corporate & Social Responsibility – programs to sustain an organisation’s reputation and role in society
  • Partner & Channel Communications – helping organisations engage partners and sales teams
  • Training – media training, key message training, PR training, social media training and more

Success Stories

Sun Microsystems

Green IT Communication Strategy

Challenge
This campaign took Sun Microsystems from low awareness as a developer of industry-leading ecological computing products to being recognised as an Australian leader.

Solution
The comprehensive program included research, internal staff communications, stakeholder communications (government, customers, and analysts), events, e-mail and online marketing and media relations.

Result
The result was a significant change in awareness of Suns green credentials and products (among customers and analysts as measured by survey) and an increase in sales of green products.

Staff and customer perceptions were positively influenced and a number of major sales were directly linked to the awareness and leads generated by the campaign.

From an output perspective, the campaign generated more than 50 pieces of national media coverage including The Australian Financial Review, The Australian, BRW, The Age, The Sydney Morning Herald, Boss Magazine, CIO Magazine, and IT trade media.

n2n was subsequently asked to support the drafting of Suns submission to the Whole-of-Government ICT Plan based on its green credentials.

Winner of the 2008 Public Relations Institute of Australia Business to Business Communications Award, the campaign exceeded all of the set objectives.

As a communications campaign, it successfully positioned Sun as leading the agenda in a critical topic. n2n came up with the idea of the survey which not only delivered a great news opportunity, it actually provided huge insights into the current perceptions of our customers. The resulting media coverage was phenomenal, way beyond what we expected and is still coming in. Whats more, the news coverage was very material in shaping customers perceptions and a number of key deals won can be directly linked to the awareness it created. Rosanna Cordova, Sun Microsystems Marketing Director

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