Audience Reach
Media Stories
190 + nationally
ASR
$82,313
The Australian Institute of Health and Safety is the national peak body for occupational health and safety professionals. It advocates on behalf of 4,000 members, and works with industry, governments, regulators, unions, and universities to improve regulations, influence policy, and gather evidence to enhance workplace health and safety across a range of industries.
In 2024, the AIHS senior leadership team underwent media training with Adoni Media. Adoni’s team helped the AIHS to understand its media potential and the legacy it could create through media coverage. AIHS decided to increase brand awareness and showcase its advocacy work to members through media coverage, engaging Adoni Media for strategic Public Relations support.
THE BRIEF
Adoni Media was originally engaged to conduct an in-person media training session with 12 of AIHS’ senior leaders and board members. From this, the brief evolved into creating an overall strategic communications plan, including a PR calendar that identified proactive and reactive media opportunities.
Key media assets were also created, including a media kit to provide journalists with background information on the organisation and its key spokespeople, key messaging, holding statements, and media releases and alerts.
The AIHS has a rich, 75-year history, but its media coverage was limited, primarily focused on the annual awards it runs. This gave Adoni a “clean slate” to build the profile of the organisation, its work, and its people, helping to reinforce AIHS’ status as the nation’s leading occupational health and safety body.
THE RESULTS
Adoni Media’s PR team has utilised knowledge of news, gained from first-hand experience as journalists, to inform and create an effective strategy to secure media coverage for AIHS in consumer news, as well as industry-specific publications.
We’ve leveraged the expertise of the AIHS Chair and CEO to position both as thought leaders on a range of topics, from working in extreme weather conditions through to the heightened health risks experienced by agriculture and transport workers. Adoni Media has referenced data from Work Safe to discuss industry trends and bring awareness to the industries with the highest number of workers losing their lives, as well as the causes of injury and death.
AIHS has been the driving force of multi-faceted campaigns which continue to build momentum, including a focus on raising awareness among car drivers and holidaymakers that roads are workplaces too; and calls for Standards to be made free.
In seven months, there were just shy of 200 media stories referencing the AIHS, with a combined audience reach of more than 26,000 and an ASR (value) in excess of $82,000. Coverage has included statewide TV news bulletins, national print, live radio programs and news coverage, and industry publications including Truck and Bus News, Safe to Work, Inside Small Business, and Build Australia.
The AIHS has been able to amplify the ‘halo’ effect of being featured in the news by sharing the high-value coverage across its social media channels and member communication to further engage audiences and increase reach. The posts regularly receive comments from members, and the AIHS has shared positive feedback from members who say they are proud to be part of an organisation that is gaining coverage for its industry insights, innovation, and trends.
Adoni Media looks forward to continuing to work as an extension of the AIHS team to further inform Australian workers how to stay safe, and to raise the profile of the AIHS so it may continue to work on behalf of its members and create change.