In October 2012, more than 1,000 injury prevention experts from around the world made their way to Wellington for the Safety 2012 World Conference on Injury Prevention and Safety Promotion.
The conference was a project initiated by the World Health Organization, and co-organised by ACC. It was an opportunity for leading injury prevention and safety researchers, practitioners and advocates to build knowledge in injury prevention and safety promotion worldwide. Timed to coincide with ACC’s Safety Week 2012, it was also an opportunity to raise awareness of injury prevention across the country and demonstrate New Zealand’s expertise in this field.
SenateSHJ was asked by ACC to generate national media coverage of the conference. The objective was to achieve positive media coverage of both the conference, and the safety messages, in as many media outlets as possible.
Using the conference programme as a starting-point, we identified a host of speakers whose presentations and expertise might interest media. We then made targeted pitches to media in the build-up to the conference, offering different stories to different journalists. We were able to secure a number of stories ahead of the conference itself.
During the week of the conference, daily advisories highlighting the next day’s agenda were distributed to national and specialist media – and there were continued pitches to specific journalists. Story angles emerged as the experts delivered their presentations which were pitched into media, and journalists were invited to the conference to find stories themselves.
Media coverage exceeded expectations. In total, there were 90 stories in New Zealand media either covering the conference itself, or the speakers.
In the week of the conference alone, stories appeared on TVNZ’s One News and Breakfast; TV3’s Campbell Live and Firstline; The Dominion Post, The New Zealand Herald and Herald on Sunday; Radio New Zealand’s Morning Report, This Way Up and Kim Hill. There were also regular news items and interviews on Radio Live and Newstalk ZB, as well as coverage in regional papers and specialist publications throughout New Zealand.