Wordskills Australia

Government / Media Relations / PR Strategy and Campaigns

Project: Worldskills Australia Public Relations Strategy

Challenge

WorldSkills Australia’s purpose is to encourage Australians to celebrate vocational education and training, to shift perceptions about choosing a skill-based career. Through its skills competitions and leadership programs, WorldSkills celebrates excellence and showcases the nation’s vocational education and training, trades and apprenticeships.

 

Truth Agency has been engaged by Worldskills Australia to develop and deliver public relations, media acquisition and major media announcements. This included in the lead-up to, during, and after the 2018 National WorldSkills Championships and Skills Show 2018, which were held in early June 2018 in Sydney.

Solution

Truth has worked closely with Worldskills Australia to achieve widespread dissemination of key messages about the importance of skills to the Australian economy, and the pathways offered by vocational education and training.

 

With a focus on the individual competitors, their educational institutions, their regions, their trades and their aspirations, more than 100 tailored media releases were distributed nationally. The competitors’ stories created strong content with local and regional appeal.

 

The trade media and metropolitan media were also targeted, through tailored approaches and generic media releases.

Outcomes

The 2018 WorldSkills National Championships and Skills Show 2018 attracted outstanding media coverage, reaching a cumulative audience of about 7,000,000. Results included:

 

  • TV coverage nationally on Channel Seven’s Weekend Sunrise, and on many news bulletins including WIN News, NBN TV and Prime 7;
  • Print coverage across News Corp publications nationally;
  • More than 220 articles in metropolitan, regional and local newspapers, and more than 230 online articles. Most contained WorldSkills’ key messages and quotes; and
  • Live interviews with the WorldSkills Australia CEO and numerous competitors on radio stations around Australia, including 3AW, ABC Melbourne, ABC Canberra, ABC Hobart and 2CC. There were also numerous mentions on FM and AM radio news bulletins.