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

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