Services

Strategic Advocacy

In a world where everyone has a story to tell, successful advocacy that reaches and influences behaviour is much more than just public relations. Successful advocacy marries the best of PR, lobbying, marketing and storytelling in a consolidated and strategic approach that promotes your strengths and defends your interests. It takes advantage of tactical opportunity when it finds it and creates new opportunities and relationships as and when then are needed. Successful advocacy presents your story so that it is well understood by government, policymakers and clients. contentgroup will help your organisation achieve its corporate or government program objectives with considered and effective advocacy campaigns.

Communication Strategies

Communication strategy is about being thoughtful and considered about what it is you want to achieve and how you want to achieve it. It’s about identifying objectives and the right communication tactics and activity to achieve it. contentgroup has helped many companies and government agencies to develop and implement effective communication strategies, build brands and most importantly, achieve objectives. contentgroup works with clients to identify their unique story and to convey that story to inform audiences, build influence and foster positive attitudes. The contentgroup team has demonstrated local, national and international strategic communication experience, from the building of the Brumbies brand from its very beginnings to the development and implementation of strategies to promote Australia and Australian capability across the world.

Media Relations

contentgroup is a media company. Our long experience in journalism and production means that we understand what the media needs to do their job. Our role is to help organisations to work productively with the media. Our approach combines traditional media, websites and social media.

Our media events are well timed and reliable. Our supporting materials-alerts, releases, fact sheets, questions and answers-are comprehensive, factual and precise. We will help you develop and focus your messages in such a way that your story is understood and acted upon. We then measure and evaluate your media coverage. If needed, we can also help you prepare for media interviews.

The growing influence of social media has created new opportunities for direct engagement with communities of interest thus reducing reliance on traditional media. contentgroup devises and implements social media strategies that can help you win new advocates for your organisation, products and services.

Reputation Management

Your reputation is your most precious asset. It takes years to build but can be lost in minutes. contentgroup has extensive experience helping organisations, companies and individuals to build and maintain reputation. From sports teams to the Sydney Olympics, from government agencies to fashion houses, contentgroup has advised a broad range of clients on how to build and sustain a positive reputation whilst protecting against the risks of reputation damage.

Issues Management

contentgroup will help you identify and manage sensitive or emerging issues. We can help you understand the policy environment, deal with media pressure, prepare reports, submissions and media materials that will convey your position with clarity and precision.

contentgroup has assisted clients manage sensitivities around such issues as poor behaviour in Olympic sports, change management in high profile organisations, environmental sustainability, water management, food security, road safety, health and welfare and complex and emotive issues like problem gambling.

Education and Training

Telling your story in a complex and rapidly changing communications environment requires new skills and new expertise. contentgroup can help you to develop those skills through our education and training programs.

We provide training in clear and effective writing. We can provide training in issues analysis and persuasive writing to help you to make your case effectively in written submissions.

We can assist you to build the skills you need to tell your story using text, podcasts, vodcasts, digital storytelling and stills photography. We can help you to understand how to use social media effectively so that you can tell your story directly to your audiences.

Social media

Social media provides new and exciting opportunities for advocacy and promotion. contentgroup is training many organisations to work more effectively with social media tools. Our clients include government, industry, media, science, universities, health, and the private sector. Our courses are delivered by qualified trainers with a passion for helping others understand and use social media in pursuit of their business objectives. We believe that social media is at its most effective when it is run from within an organisation. Our aim is to embed social media capability into our clients’ organisations.

Sites like Facebook, Twitter, blogs and YouTube have changed the way we communicate. Social media platforms provide organisations with the capacity to publicise and control their own stories, bypassing traditional media intermediaries. They provide new and immediate channels to directly build and engage audience, including on sensitive issues; and they provide new opportunities to encourage more people to become advocates of your organisation, its services and activities.

The mobile utility of these sites provided via ‘smartphones’ and mobile computing makes it possible for people to source information about your business or organisation immediately, wherever they may be, and to tell their stories about your services in ‘real-time’. It can allow for good news to spread quickly but also for critical commentary to be ‘broadcast” that can damage reputation if not addressed promptly.

contentgroup’s training is designed to help you understand the social media maze and to create a cost-effective social media presence. contentgroup training provides businesses and organisations with an introduction to the risks and opportunities presented by the rise of social media. It helps participants to develop an appropriate social media policy, understand the elements of a robust and practical social media strategy and provides participants with a practical working knowledge of sites like Facebook, LinkedIn, Twitter, YouTube, WordPress and Flickr. We also include a focus on how to measure and evaluate the success of your social media efforts.

contentgroup training helps participants to:

integrate social media into existing corporate communications strategy;
use the new tools to become more effective communicators to build reputation and brand;
use the tools to keep up to date in fields of professional interest;
use these new fast growing platforms to build constituencies and communities of interest;
mitigate the risks to reputation of misuse and abuse

contentgroup can also provide high level media training for executives and business leaders, especially those needing to appear on television and in interviews

Content

Creating your own content is the most cost effective and efficient way to tell your own story.

It helps you to accurately present your story with the information and images that best represent what you are trying to say.

With the growth and increasing use of digital media platforms, organisations have the opportunity to talk directly to the audiences they are seeking to influence.

In today’s crowded market, where everyone has a view and the means to express it, quality content can set organisations and their stories apart.

Today, more than ever, organisations need the skills and capacity to generate appealing, informative and engaging content.

contentgroup can assist you to produce the material you need to lift your issue above the crowd.

written

contentgroup’s professional journalists and writers can help you prepare compelling written material that will engage your audiences.

audio/video/stills

contentgroup’s team of professional videographers, photographers and directors can assist you prepare lively and informative images, podcasts and videos for your website, Youtube and Vimeo channels, as well as for broadcast or print.

online content

contentgroup can assist you to identify how to engage actively with your online audiences to build and increase your community of supporters

Measurement and Evaluation

contentgroup knows obtaining value for money is a key consideration for government and business . We share our clients’ expectation that contracted services will add strategic value to the business bottom line. Our strategies include clear benchmarks against which to assess progress and results.

We measure, evaluate and audit the activities we undertake for clients, from the quality, reliability and timeliness of our advice, the impact of our public relations efforts, the professionalism of our client and media liaison to the appeal of the content we provide.

Our evaluations assess whether our activities were properly focused, well-constructed and appropriately aligned to our client’s overarching corporate objectives. We evaluate whether we have reached and engaged our target audiences by employing the latest technology in ROI measurement. We assess whether our efforts impacted thinking, shaped conversations, delivered sales or new leads, created new advocates and promoted public expressions of support.

We also assess the dollar value of the results examining whether the return on investment made the activity worthwhile. Nothing is left to chance.