PR and Communication strategy, media management
Regional and statewide media management, talent coordination and media copywriting and distribution.
Goodwill Wine is an award-winning social enterprise wine merchant donating 50% of their profits to charity. The social enterprise grew out of funding support from the Black Saturday Bushfires and founder David Laity soon found himself with a winning business model in need of a strategic media plan to share segmented messages.
David has a highly analytical and astute approach to contemporary topics ranging from ethical employment, social enterprise development, credibility and certification, gender equality, charitable giving, civic action supporting charities, natural disasters and impacts, as well as the wine region and produce of Australia.
This provided me with a media-worthy backdrop for strategic media communications, topics and tactics. I worked closely with David to develop a suite of Media Releases and a strategy that identified target media and timelines for relevant connection and publicity. David was keen to continue on with communications himself, but was after a suite of tools and over-arching strategy. I helped him drill down to specific issues and create copy that media or industry writers could move forward with for individual interview/broadcast directions.
- 12-month media plan featuring timelines, tactics, and targets for the client to undertake
- 8 targetted and thematic media releases
- Australia wide media exposure on ABC radio, Ch 9 and 7 News, Herald Sun, regional press, industry and philanthropic press and blogs