One Laptop per Child Australia
As the media conference was held at a remote location in March 2010, a thorough strategy was developed, which commenced weeks from the event, to ensure that media could be transported to the location. Key messages were gathered and collated from OLPC, as well as from each corporate partner, and circulated to each party to ensure agreement and alignment. The OLPC Australia Executive Director, Rangan Shrikhanta, was media trained so he could communicate key newsworthy messages effectively.
H&K engaged their internal public affairs team to assist OLPC on the correct avenues to engage government minsters to speak at the media conference. All press materials including: press release, backgrounder documents, Q&As and bio's were researched, drafted, approved and standardised. Due to the inaccessibility of the site and minimal telecommunications at Yirrkala, H&K negotiated with Radio Release to record pro-bono radio grabs in advance of the announcement to ensure all broadcast outlets looking to cover the event could include comments from Rangan Srikhanta. Extensive follow up to all media targets began and continued for 14 days prior to the media conference.
Even though Cyclone Paul threatened on the horizon, The OLPC announcement went on and generated significant pick-up across print, online, television and radio outlets - receiving over 35 pieces of coverage including a four minute piece on The 7.30 Report. The activity generated 1,1959,015 impressions across TV, radio, print and online. H&K also secured the then Minister for Employment Participation, Mark Arbib MP to be the key note speaker for the press conference.