hughes public relations corporate profile

CORPORATE PROFILE

HUGHESPR.COM.AU THE POWER TO INFLUENCE ACTION AND OPINION 03

In all that we do, we

aim to add value to

our clients’ businesses,

dramatically enhance

the effectiveness of

their communication

efforts and build their

reputation capital.

Contents.

Hughes Public Relations 04

Why communicate? 05

Our people 06

Our services 10

Global perspective and reach 16

Professional participation 17

Community commitment 18

Our clients 19

04

Hughes Public Relations

Focus on

outcomes.

Hughes Public Relations is an

Adelaide-based communication

management consultancy

providing professional services

to a diverse range of local,

national and global clients.

We do our best work for organisations with

a clear understanding of their business goals.

We employ a full range of public relations

techniques to help our clients achieve those

goals. This may start with an audit of current

communication activities including analysis

of all stakeholders; research to establish clear

benchmarks for measuring success; and then

the development of a comprehensive and

strategic communication plan addressing

internal and external audiences. Our team

will then employ the full scope of public

relations techniques to achieve our agreed

outcomes - including “front foot” publicity and

media liaison and reputational management

including issues and crisis communication

planning and implementation, if necessary.

In all that we do, we aim to add value to our

clients’ businesses, dramatically enhance the

eff ectiveness of their communication eff orts

and build their reputation capital by focusing

our eff ort on measurable outcomes.

Since the consultancy’s establishment in

1992, this approach has served clients in the

professions, banking and fi nance, mining and

resources, defence, manufacturing, property,

education, retailing, food and hospitality as

well as local, State and Federal government.

We would welcome the chance to work

with you to help your organisation reach

its business goals.

s

g

Tim Hughes


Why communicate?

Public relations is not

just about publicity.

Public relations is also about

reputation management -

enhancing a reputation among

consumers, employees, business

partners and government -

and protecting a reputation

when issues arise.

In a skills-strapped environment, strategic

communication can be used to attract

and keep employees by positioning an

organisation as an employer of choice.

It’s called PR for HR, and it applies

across a broad range of sectors.

For companies in the defence industry,

communication requirements extend well

beyond the Department of Defence to

potential and existing employees, business

partners, and other levels of government

responsible for regulation and business

development. Our consulting team - with

expertise in the defence industry, government

and community relations - can help.

Why would a mining company need

communication expertise? To reach the

communities its operations may impact; to

communicate its environmental credentials

and to manage any issues as they arise.

That’s what we do.

For a business centred on Fast Moving

Consumer Goods, it makes good sense not

to rely on advertising. There are audiences

paid advertising can’t reach - at least with

credibility. By including PR in the marketing

mix, our clients maximise marketing impact

and cost eff ectiveness.

SUCCESS SNAPSHOT. ADELAIDE CONVENTION CENTRE .

Hughes PR implements an integrated communications strategy for Adelaide

Convention Centre that includes reputation management, stakeholder engagement,

crisis management, event promotion, social media, media engagement and publicity.

Key outcomes have included generating significant media coverage for the

Centre’s $350 million expansion, publicising and engaging stakeholders in the

milestone of the Centre contributing $1 billion to the South Australian economy,

and achieving record attendances and engagement through social media for

the Cellar Door Wine Festival.

06

Our People

Committed to providing

the highest levels of service.

As public relations professionals, all with strong media backgrounds, our team has the strategic, planning, creative and project management skills necessary to develop and implement programs to deliver successful outcomes for our clients.

Tim Hughes

The consultancy’s principal, Tim Hughes

has more than 30 years’ experience in

journalism and public relations.

A graduate of Flinders University, he began

his career in current affairs journalism with the

Australian Broadcasting Corporation and later

worked for The Advertiser. Over the past two

decades he has advised clients in South Australia

and internationally on a range of communication

issues, driving strong award-winning brand

building programs for diverse clients and

establishing a sound reputation for his issues

and crisis management counsel. Tim is a Fellow

of the Public Relations Institute of Australia and

is a regular lecturer on public relations for the

University of South Australia’s MBA course.


Mark Williams brings to Hughes PR unparalleled

experience in media and public relations at a national

level, including as an adviser to former Minister for

Defence, Senator Robert Hill. Mark’s skill set spans public

relations, media management, research and analysis, the

development and implementation of communication

strategies, and issues and crisis management.

Kieran Hall has 15 years’ experience as a journalist,

editor and public relations practitioner. Since joining

Hughes PR in 2007, he has achieved excellent

communications results for dozens of leading

businesses including the Adelaide Development

Company, CIC Australia, Coles, Hines Property,

Lifestyle SA, Petratherm and Scotch College, as well

as governments and not-for-profit organisations.

Madeleine Angel joined Hughes Public Relations in

2008, bringing extensive administration, marketing

and customer service skills gained working in

the retail sector and while studying Commerce at

Flinders University. Maddie optimises our client

service and undertakes day-to-day administration to

maximise the effectiveness of our consulting staff.

Simon Hatcher has highly respected project

management skills in marketing and communications as

well as publicity, media and event management. Simon

previously ran SA-based marketing and communications

firm hamrahead before it was integrated with Hughes

Public Relations. His experience includes managing

the SA market entry for IKEA and the development

of high-profile national campaigns for clients in

the health, property and wine industries.

Catherine Bauer has more than 20 years experience in

SA’s media, communications and public relations sector.

She has been a local government and State political reporter

with The Advertiser, State Government media adviser,

health sector public relations manager and a columnist

and sub-editor at Messenger Newspapers. Her skills in

journalism, media management and government relations

assist clients with ongoing communications, reputation

management and brand development.

Kate Potter provides a unique skill set to

the consultancy’s clients. With a degree in

Communication, Kate worked as a senior manager

with Australia’s largest media monitoring

organisation, gaining a valuable understanding of

how our communication programs can tap into the

depth and breadth of Australia’s traditional and

online news media to the benefit of clients.

Alissa Nightingale brings to the consultancy experience in

marketing, public relations, events and fundraising. Before

joining Hughes PR, she led the marketing and development

activities at the University of Adelaide’s Robinson Institute.

Key to this role was establishing the Institute’s brand and

launching a Foundation to support medical research.

In addition to working with our clients, Alissa spearheads

Hughes PR’s business development and marketing program.

Natalie Ciccocioppo joined Hughes Public Relations with

public relations experience spanning the corporate and not-

for-profit sectors including the arts, destination marketing,

tourism, and major events. With a Bachelor of Arts degree

in Communications, Natalie has broad experience in event

management, media liaison and publicity, publications,

social media, change and issues communication and events.

Emily Whitham produces the consultancy’s online video

content. With her journalism and communication skills,

creativity and knowledge of video production, she aims to

assist clients to enhance their online presence by utilising

video content. Before joining Hughes PR, Emily helped

launch a local television current affairs program in

North East Victoria with Southern Cross Austereo,

where she developed production skills in filming and editing.

Her passion lies in developing content for social media.

Maya Rana leads the consultancy’s digital and social media

capability. With a depth of knowledge across traditional and

digital PR, Maya ensures the integration of digital media

into communications strategies and campaigns delivered

by the consultancy. Prior to joining the team, Maya worked

with Ogilvy Public Relations Worldwide’s Melbourne arm,

across consumer and social marketing practices leading

and supporting a range of media relations and integrated

campaigns, many with a strong social media focus.

PRESENTATION PARTNER

Ron Kandelaars has conducted media training courses for our

clients for more than 15 years. With a career spanning political

reporting and analysis for ABC TV, commercial television

news reporting and public relations consulting for corporate

and government clients, Ron’s practical approach to training

has proved its value for many of our clients in refining and

delivering key messages to media or live audiences and also

protecting reputations in the face of corporate issues or crises.

SENIOR COUNSEL

Daryl Warren is one of Australia’s most respected

public relations practitioners. He was the co-founder

of a successful national public relations and design

consultancy (since sold). His expertise has been

sought over 30 years by major clients across the

private and public sectors. Daryl joined Hughes

Public Relations in 2008 as Senior Counsel and also

sits on the company’s Advisory Board.

Our Team. Hughes Public Relations has an experienced and diverse team of capable, professional staff committed to providing the highest levels of client service and maintaining an established track record of consistent success for clients.


We do our best work with

a clear understanding of

our clients’ business goals

and employ a full range of

PR techniques to help our

clients achieve those goals.

10

Our Services

To a spectrum of corporate, professional

and public sector organisations.

As a respected PR firm with

over 20 years’ experience,


provides a variety of public

relations and communications

services to a broad spectrum

of corporate, professional

and public sector organisations

in Adelaide and beyond.


The consultancy has proven and extensive

experience in publicity, issues and crisis

management, community engagement,

social media management, event

management, publications and strategic

planning and problem solving.

We have access to a network of specialist

resources through external consultancy

services and affi liate consultancies

internationally. The consultancy’s knowledge

of these complementary disciplines and its

long-standing relationships with external

suppliers and consultants ensures seamless

results for clients.

We are also able to off er you advice

on digital communications including

digital and social media strategies.

Publicity.

The consultancy has extensive and varied

experience in publicity. As experienced

journalists, we are adept at preparing and

placing news releases, feature articles and

general media briefi ng documents. Daily

involvement with media nationally enables

the consultancy to maximise opportunities

for publicity on our clients’ behalf, eff ectively

and cost-effi ciently.

Issues and Crisis Management.

The consultancy has been recognised

nationally by the Public Relations Institute

of Australia for its extensive experience in

issues and crisis management. We work with

clients and other consultants to analyse crisis

scenarios and to develop and implement

strategies to overcome potential areas of

diffi culty or sensitivity quickly and eff ectively.

While we strongly advocate active crisis

preparedness programs for clients, our team

is also on immediate call to implement

programs for emerging situations.

Publications.

The consultancy applies its range of skills

in the research, writing and production

coordination of marketing documents

such as newsletters, brochures and major

submissions; promotional vehicles such

as audio and video presentations; and

statutory documents such as annual

reports and prospectuses.

IN THEIR OWN WORDS… ADELAIDE AIRPORT LIMITED

“Hughes Public Relations has become an integral part of

our corporate aff airs team and is seen as a trusted partner

in all aspects of our operations. Hughes PR delivers a

valuable resource to manage all of our communications

opportunities and challenges that come with running one

of Australia’s major domestic and international airports.”

Mark Young Managing Director, Adelaide Airport Limited.

12

Promotional Event Management.

The consultancy has extensive experience

in planning and managing special events

including product launches, project

announcements or other promotional

opportunities. We work with clients to

identify the most suitable form of event;

devise and implement plans to make

these events memorable and eff ective;

and manage them to maximise the

impact and outcomes.

Community Relations.

We have experience in working to

improve community relations through

communication. This includes developing

and undertaking research and consultation

programs and implementing appropriate

communication vehicles to improve

relations between organisations and

their communities.

Research.

Eff ective communication relies on a two-way

fl ow of information. The consultancy has

strong skills in collecting – as well as

disseminating information. This includes

attitude studies, qualitative research

among target audiences, desktop research,

confi dential inquiry and pilot research to

inform and enhance quantitative research.

Employee Relations.

All organisations depend absolutely on the

motivation, skills and integrity of their

workforces. The consultancy is experienced and

expert in applying the rules of best practice

communication to ensure that employee

relations are based on planned, eff ective

two-way information fl ow between

management and workforce.

PR for HR.

Having the right people working for your

organisation is critical to its success. But in

today’s highly competitive labour market,

traditional methods of attracting and

retaining talent are not necessarily

relevant or eff ective.

We are experienced in the development

and implementation of cost-eff ective

public relations strategies - working

in a focused manner or by leveraging

off broader migration or recruitment

campaigns undertaken by government or

industry groups - to not only increase your

organisation’s profi le but also to assist with

recruitment campaigns in target markets

both interstate and overseas.

Our Services

To a spectrum of corporate, professional

and public sector organisations.

SUCCESS SNAPSHOT. MCDONALD’S .

Hughes PR has been working with McDonald’s since 2008 to

provide ongoing public relations support in South Australia

for its national and local initiatives.

As one of only four Australian PR agencies retained by McDonald’s,

we work across a diverse range of activities including restaurant

openings and developments, new menu launches, leveraging

community engagement and sponsorship, brand protection and

providing PR support for Ronald McDonald House Charities.


Communication Audits.

Communication practices risk becoming

just a management process unless they are

reviewed regularly for impact and cost-

eff ectiveness. An audit of communication

attitudes and media can often result in

reinvigoration of the communication

process, rationalisation of media used and

substantial cost savings. The consultancy

is skilled and experienced in audit projects.

Digital Media and Web Development.

Digital communication, including social

media management, is an eff ective brand

building and reputation management

tool which must be integrated with an

organisation’s overarching communications

strategy if it’s going to eff ectively contribute

to achieving business outcomes.

Hughes Public Relations can help you

understand digital communications

and social media and the far reaching

opportunities they present. In addition,

we have expertise in other digital tools

including websites, blogs, search engine

optimisation and electronic direct marketing.

Online Media Content.

Globally, four billion videos were viewed

online in 2011, suggesting online video

is not just a trend; it’s a juggernaut.

Strong evidence suggests that to

remain competitive in today’s corporate

communications, incorporating online

video content is critical.

Hughes PR can help develop this extra

element to add to your communications

strategies by creating video for social

media, blogs, news releases and websites.

Stakeholder Relations.

In many instances projects fail or are

blocked because the relevant information

about impact and benefi ts were not

successfully communicated to all relevant

audiences. The consultancy is skilled and

experienced in researching, identifying,

categorising and prioritising stakeholder

groups and individuals and managing

targeted communication to either

change or neutralise their attitudes.

Project Management.

We have access to an extended network

of specialist resources through external

and affi liate consultancies. The consultancy’s

knowledge of these complementary

disciplines and our long-standing

relationships with external suppliers

ensures the highest results for clients.

Whether undertaken in-house or externally,

these services are personally supervised from

commencement to completion with absolute

commitment to quality, cost eff ectiveness

and speed of service. Services include:

• Digital media programs

• Graphic design

• Printing

• Website development and management

• Photography

• Advertising

• Video production

• Market research

• Community engagement

• Government relations

• Direct marketing

SUCCESS SNAPSHOT. SCOTCH COLLEGE.

Hughes PR has worked closely with Scotch College for over

15 years providing strategic communications support.

The consultancy has gained regular media coverage for the College

across a wide range of state newspapers, television and radio to

promote the achievements of its staff and students. In addition

we have designed and implemented online communications

tools including an e-newsletter for parents and advised on how to

engage with key audiences effectively and safely via social media.

Digital and social media training

Social media has phenomenal potential

to engage the increasing number of

stakeholders who now view it as their

number one place to go when seeking

up-to-the-minute information, news

and opinions. People are talking about

what matters to them, networking

and sharing recommendations.

Corporate reputations are increasingly made

or lost in a blink of an eye in the digital

environment. Intelligent organisations are

communicating with their stakeholders

away from their offi cial websites, and

instead channelling eff orts into a myriad of

online platforms to deliver their messages.

When you engage in social media, you’re

going where the people are. It’s your chance

to plug into what the community is saying,

what the media is reporting, to look at

competitors, to assess what leaders in

your fi eld are saying, to gain ideas and

to have your say.

We can deliver bespoke one-to-one or

group training covering areas as diverse as:

• What is social media? An insider’s guide

• Step by step guide to creating a strong social media brand presence

• How to establish a social media policy and guidelines for your organisation

• Search engine optimisation

• How to write for the web

• Facebook

• Twitter 101

Media training

Ron Kandelaars has been the media training

partner for Hughes Public Relations for more

than 15 years and has shared his wealth

of media and public relations experience

through media and presentation training

courses for the past 20 years.

His practical ‘hands on’ approach to training

has proved its value for many of our clients in

refi ning and delivering key messages to media

or live audiences and also protecting reputations

in the face of corporate issues or crises.

Ron’s practical half-day media

training sessions include:

• Background, theory and practical media management experience, including time in front of the camera.

• A focus on equipping up to three or four participants at a time with the skills to manage issues or promote their business through the media in a positive way.

14

Our Services

Media, digital and

social media training.


An important element in committing to work with a public relations team is establishing clearly at the outset how we will measure and value the public relations input and its contribution to your communication eff ort and reputation capital.


encourages clients to take a

measurement approach and seeks

to agree performance indicators

at the start of each project. This

ensures shared expectations and

provides a framework for the

recognition of performance.

A traditional measure of public

relations has been publicity. While

valuable, it measures only one

important element of what we

do. Other measurements of the

whole communication process

may include sales, visitor numbers,

inquiries or complaints.

The best measure of

communication effectiveness

is research and we are always

keen to discuss and design research

that can accurately measure the

change in attitudes among key

audiences to our clients’

reputations, goods and services.

Measuring PR

16

Our Affiliates

Global perspective

and reach.

Hughes Public Relations is an

affiliate of major international

public relations firm Edelman

Public Relations, and maintains

a national network of

cooperating consultancies with

offices in all states and territories

Edelman Australia is a growing part of

a global consultancy, privately owned

but multinational in nature and reach.

As an organisation, Edelman believes

public relations will be the communications

discipline of choice in the 21st century.

In a world where trust in established

institutions is declining, peer-to-peer

conversation – facilitated by the ease

of ‘new media’ communication – is

increasingly replacing the traditional

top-down, one-way fl ow of information.

This revolution is creating opportunities

for companies and organisations to engage

audiences in the development of their

brands and their corporate purpose.

Our particular strengths include:

• Consumer and B2B marketing

• Healthcare

• Corporate communications

• Issues and crisis management

• Employee engagement

• Public and Government Affairs

• Scientific and medical education

To this end, Edelman helps its clients build

relationships with those who can infl uence

their business success. We help consumers

generate their own content around clients’

brands; enabling corporations to engage

with customers and employees; we partner

with credible third parties including

traditional critics such as non-government

organisations on behalf of clients; and as a

result, protect, grow and enhance each of

our clients’ reputations and businesses.

Edelman’s Australian leadership team average

more than 15 years experience each in the

communications discipline. The consultancy

fosters an entrepreneurial culture, coupled

with a rigorous global program development

process called Pioneer Thinking.

We also have a fi rm point of view, based

on regular research and insight from

those we seek to build relationships

with on behalf of our clients.

For further information visit:

www.edelman.com

17HUGHESPR.COM.AU THE POWER TO INFLUENCE ACTION AND OPINION

IN THEIR OWN WORDS… BANK SA

“The team at Hughes PR are highly

professional and have a strong

understanding of the key strategic

issues facing the banking industry.”

Jane Kittel General Manager, BankSA.

Hughes Public Relations has

been built on the highest

level of professional expertise

and ethical integrity, which

we are committed to

maintaining both as an

organisation and as individuals.

Hughes Public Relations is a member of

the Registered Consultancies Group of

the Public Relations Institute of Australia,

the peak organisation for public relations

professionals in Australia.

A number of our consultants also are

members of the Media Entertainment and

Arts Alliance. In addition to the professional

development and network opportunities

available through the PRIA and MEAA,

the consultancy stays abreast of the

latest national and international trends

in communication through our affi liation

with Edelman – one of the world’s largest

public relations consultancies.

We also encourage and assist the career

aspirations of young people by providing

regular work experience and internships

to secondary and tertiary students.

Hughes Public Relations is also a

member of the following professional

and industry organisations:

• South Australian Chamber

of Mines and Energy

• South Australian Defence Teaming Centre

Professional Participation

Commitment to professional

and ethical integrity.

18

Recipients of the consultancy’s support currently include:

Ronald McDonald House

Ronald McDonald House is a low cost home away from home for the families

of seriously ill children being treated at major women’s and children’s hospitals.

www.rmhc.org.au

Operation Flinders

Wilderness adventure programs for young offenders and young people at risk. Providing

an opportunity to break away from their past and grow as members of the community.

www.operationflinders.org

The Robinson Institute

By focusing on the earliest stages of life, the University of Adelaide’s

Robinson Institute is looking at preventing disease and promoting health

in children and adults across generations through medical research.

www.robinsoninstitute.edu.au

IN THEIR OWN WORDS… BEERENBERG

“We have trusted Hughes for many years. Sometimes

big problems or opportunities are thrown at you

and you need someone close with a safe pair of

hands. Often we are too close to our business and

we don’t say clearly enough what needs to be said.

Hughes can be trusted to be there when it counts.”

Anthony Paech Managing Director, Beerenberg.

Community Commitment The Hughes Public Relations team is committed to supporting the community

which supports us. Each year, the consultancy lends its time to worthwhile charities

through the provision of professional or personal support on a “no fee” basis.

Guide Dogs SA/NT

Guide Dogs SA/NT provides high quality integrated

services to individuals who require sensory support.

www.guidedogs.org.au


We thank these leading organisations for trusting their reputations to us.

Phone +61 8 8412 4100

Fax +61 8 8224 0089

[email protected]

Level 1, 187 Rundle Street

ADELAIDE SA 5000

hughespr.com.au

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