Australian Federal Government: Winning the media battle ground

Challenge
A major Australian federal social policy agency – dealing one-on-one with 6 million Australians – was an easy target for its client’s misunderstandings that were often mirrored in media negativity. A poor media environment worked against client-staff communication in branches throughout the country.

Solution
Mediascape completed an agency-wide communications audit and installed an individually tailored media and stakeholder tracking system. Analysis output focused staff media resources by identifying and prioritizing key issues for attention. Further opportunities for productivity gains for communications staff were highlighted through the identification of syndicated broadcast station networks of particular programs and hosts. Precise, accurate issue and stakeholder intelligence gave spokesperson staff more confidence to rapidly respond to media.

Return On Investment (ROI)
Within two years agency share of voice trebled while, more importantly, media favorability improved by 420%. The agency regained control of its policy agenda in the Australian news media as new item volumes climbed threefold, generating publicity value at over $22 million p.a. Enhanced communications staff productivity saved the agency the cost of an additional 20 salaries.