In collaboration with UNICEF Australia, Parents At Work, an organisation providing employee benefits through work and family education and policy advisory services, launched a report called Bridging the Work and Family Divide: Understanding the Benefits of Family Friendly Workplaces. The report explores the outcomes for organisations, employees and their families when family-friendly workplace policies and practices are both promoted and implemented.
Parents At Work partnered with FTI Consulting’s strategic communications experts to help amplify the launch of the report and Parents At Work’s newly launched Family Friendly Workplaces Program (“FFW”), a recognition framework that benchmarks and certifies employers as a “Family Inclusive Workplace.”
Following the launch, more than 20 large Australian employers across industry groups were early adopters of the standards and were the first in the country to be certified as FFWs.
The team gained media traction by securing almost 70 national, metro and trade press mentions, including syndicated broadcast and radio coverage for the report, and 10 interviews for Parents At Work CEO Emma Walsh, with media outlets including the Australian Financial Review, 9News, 7News, Sky News and ABC Radio.
Post-launch, FTI Consulting identified opportunities to leverage spokespeople, key quotations and research findings to secure additional media coverage and exposure for the report.
To date, the estimated total audience reach for the coverage secured for Parents at Work in Australia was around 7.8 million.
FTI Consulting provided a press office function for Parents At Work that extended through the report’s launch and curated a targeted media campaign leading up to the launch of the report, which ultimately aimed to get more public and private companies to seek FFW certification.
Creatively leveraging the report’s research findings and recommendations, our team developed key messages that were shared in press releases, op-eds, articles, FAQs and talking points for the announcement.
Our team crafted compelling media pitches for a range of business, general news, lifestyle and trade media to maximise coverage opportunities and reach decision-makers across a range of industry segments.
To gain media interest and coverage, our team brought together high-profile speakers at the report’s launch event, including the CEO of Parents At Work, the Director of Australian Programs of UNICEF Australia and the Co-CEO and Executive Chair of Impact Institute.
Our team provided social media guidance to Parents At Work advocates to extend and amplify media and event coverage.
FTI Consulting further supported Parents At Work through the creation and implementation of a communications campaign aimed at raising the profile of its CEO and its FFW certification program.
FTI Consulting’s strategic execution leveraged the findings in our report to garner national, wide-ranging print, television and radio coverage. They elevated Parents At Work’s profile as a considered, evidence-based voice in the national conversation regarding the relationship between workplaces and families. FTI Consulting’s strategic communications team provided us with a comprehensive, creative approach to the report’s launch, supporting the promotion our Family Friendly Workplaces certification.”
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