Australia faces widening ‘productivity gap’

Australia’s productivity gap – the difference between productivity expectations and action – has widened from 29 per cent in 2009 to 34 per cent this year, according to new Telstra research.

Underlining the findings of the Government’s Intergenerational Report, the Telstra Productivity Indicator research found that improving customer service and productivity are the key priorities for Australian organisations, ranking 78 per cent and 76 per cent respectively

The Productivity Indicator also found that only 42% of decision makers measure productivity, have a target and know what that target is compared with 49% in last year’s report.

The Telstra Productivity Indicator was the brainchild of Howorth and sister agency Parker&Partners and is now in its second year.  The report has already received widespread media coverage in Australia.

For more information please visit http://www.interactivemediarelease.com/back/productivity

Howorth shortlisted for Asia Pacific PR Awards

Howorth has been shortlisted for the 2009 Asia Pacific PR Week Awards for its work with Telstra.

The campaign, Identifying Australia’s Productivity Gap, positioned Telstra as a thought leader in the area of business challenges and the supporting role of IT and telecommunications.  The PR driven idea led to an integrated campaign for the Telstra including events, above the line advertising and direct mail.

Winners will be announced in a presentation ceremony held on the 11th November in Hong Kong. Stay tuned for more.

Showcasing mission control – Telstra Enterprise and Government

On behalf of Telstra Enterprise and Government, Howorth launched the Managed Network Operations Centre (MNOC), highlighting the customer benefits of its multi-million dollar world class networking facility in Sydney’s CBD. This led to significant top tier media coverage in:

• ITNews
• Two articles on Computerworld
• Sky Business News
• Communications Day
• Voice and Data
• ZDNet

The MNOC is a mission control style ‘flight deck’ that enables Telstra’s 42 network engineers to monitor their network’s ‘health’.

The media launch of the operations centre reinforced Telstra’s dedication to delivering network reliability to its customers.

To obtain positive media coverage of the MNOC launch, Howorth invited top tier technology and business journalists to attend the event. The trade publications targeted were the most relevant media to the C level executives and IT managers of companies that Telstra Enterprise and Government’s MNOC serves.

Key components of the media interaction

• Media were educated on the importance of network performance, the technical details of the MNOC and Telstra’s Next G and Next IP networks
• A tour of the centre and a live demo of how it functions in the incident room
• One-on-one interviews with Nerida Caesar, Mark Gehan and Michael Rocca – key leaders within Telstra responsible for the creation of the centre.

The Telstra Productivity Indicator

What are the opportunities and gaps in business productivity? The Telstra Productivity Indicator sought to provide insights into this question. Howorth’s strategy of selected top tier media pre-briefs under embargo paid off in nearly 30 pieces of quality coverage for the launch of Telstra’s groundbreaking research on business productivity in Australia.

Coverage highlights included:

•    An interview on Sky News
•    A fifteen minute podcast on BNet
•    Full page article in the Australian Financial Review
•    The Australian IT section
•    iTNews
•    The Age
•    The Sydney Morning Herald online
•    Business Spectator
•    Communications Day
•    CIO

The successful strategy

Howorth’s strategic approach involved inviting senior, key media to interview lead Telstra spokespeople under embargo, one week prior to the launch:
•    David Thodey, group managing director of Telstra Enterprise and Government
•    Geoffrey Sims, chief economist.

Importantly, this helped journalists gain a deeper understanding of key Productivity Indicator drivers and implications before results were revealed to all media.

This approach facilitated Telstra’s priority journalists taking ownership of the report and covering it.

Bridging the productivity gap to reach your productivity potential

Telstra commissioned an independent study that was conducted by Sweeney Research, in an effort to find out more about business productivity in Australia. The report surveyed 300 Australian directors, senior executives and managers of medium to large organisations. It found that while 78 per cent of Australia’s largest organisations say improving productivity is a high priority, only half have any systems in place to measure improvements or set targets.

Addressing this ‘productivity gap’ and understanding Australian organisations’ productivity potential involves accurately measuring and managing productivity, as well as leveraging ICT tools to deliver benefits, according to Telstra’s report.

Summary

Howorth successfully bridged the ‘media gap’ by securing superior coverage of a landmark study into business productivity through a strategically planned campaign.

Howorth helps Telstra cement the link between sustainability and ICT

Telstra and WWF launched a sustainability white paper outlining climate change, its implications for Australian industry and how information and communications technology (ICT) can help organisations reduce their carbon footprint. The white paper also included a set of tools for organisations to evaluate the environmental and financial benefits of ICT investments.

Howorth invited key business, technology and environmental writers to attend the launch, conducted via high definition video conferencing. Over 15 journalists in Sydney, Melbourne, Canberra and Adelaide attended, with key spokespeople including:

• Senator the Hon Penny Wong, Minister for Climate Change and Water
• Greg Bourne, Chief Executive Officer, WWF Australia
• David Thodey, Group Managing Director, Telstra Enterprise & Government
• Hugh Saddington, General Manager, Market Strategy and Analytics, Telstra Enterprise and Government

Howorth maximised media interest by leveraging the Australian Government’s proposed Carbon Pollution Reduction Scheme effective in 2010. The proposed changes in carbon pricing will also encourage organisations to seek alternatives to energy use and travel. Howorth recognised the implications for businesses and used this as an avenue for Telstra’s white paper to make headlines. This also helped to position Telstra as a credible technology supplier in helping business reduce their carbon emissions.

High impact targeted coverage appeared following the event including pieces in the following outlets:

• SBS
• The Australian Financial Review
• The Sydney Morning Herald
• The Age
• ABC News Radio