Back in 2009, Howorth developed a PR campaign positioning Hitachi Data Systems as a thought-leader in the information management space by providing a first perspective on the ‘Information Glut’, a report examining the impact of the sharp growth in information.
Two years on, Hitachi revisited the topic to see if attitudes had changed, expanding the scope by commissioning Deloitte Access Economics to assess how the information glut was impeding business productivity, and the benefit of improved information management on performance and the broader economy.
A collaborative Ogilvy project involving Howorth, Impact Communications and Ogilvy Illumination, Hitachi commissioned an independent study conducted by AMR, which found that 40% of organisations in Australian and New Zealand are suffering from too much information, up 5% from 2009. Almost every respondent (95%) admitted they experienced some degree of glut, with a quarter reporting significant impact on organisational performance.
Analysis by Deloitte also found the information glut is affecting Australia and New Zealand’s GDP and therefore their global competitiveness – estimating mismanagement of information is costing Australia’s economy at least $3bn per year and New Zealand $400m per year.
Hitachi has called for businesses to start acting in order to manage the growth of the glut, stressing that Australia can no longer afford to be a nation of business bystanders. This ‘information intervention’ requires organisations to take a big picture look at existing systems and strategically align information management with business imperatives.
Howorth conducted a series of embargoed media briefings with business and technology media to amplify the amount of quality media coverage. A broadcast strategy was devised to help communicate the high-level business messages and impact of the information glut on Australian productivity. The human interest story was communicated via an interview with AAP to extend the conversation through syndications across the regional news websites. The provision of both Australian and New Zealand specific stats also enabled the ANZ publications to customise the content. In addition, the infographic on the 2011 stats supported the content and made the report more visually appealing.
The launch of the report received significant media interest, with eight embargoed interviews, two broadcast interviews and over 20 unique articles appearing in traditional print and online media.
– Neville Vincent, VP and general manager, was interviewed by ABC Lateline Business on launch day, outlining the key findings from the report. A six minute interview with Vincent was also broadcast on Sky Business News’ Tech Report programme.
– 40+ articles appeared in titles such as AAP, News.com.au, Herald Sun, Daily Telegraph, Technology Spectator, iTWire, Computerworld, Computerworld NZ, Computer Daily News, Channel News and The Channel, more than doubling 2009’s coverage.
– The quality of the story was reflected in further reactive enquiries and additional articles by other organisations referencing the Information Glut report to leverage their own product offerings.
You can download a copy of the Great Information Glut 2011 report here