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Client: Enterprise Ireland
Service: Full-Service PR Retainer
Duration: Ongoing

Enterprise Ireland, the Government of Ireland’s enterprise development agency, supports Irish-owned companies in their global ambitions. With 40 international offices, the Australia/New Zealand region is managed from Sydney and Melbourne, where the primary goals include promoting Irish innovation, securing market entry for clients, and showcasing the impact of Irish companies across diverse sectors.

 

The Challenge

Enterprise Ireland needed to:

  • Showcase Irish Innovation: Highlight Ireland as a global hub for innovation and entrepreneurship.

  • Increase Visibility: Elevate the profile of Irish enterprises in the Australian and New Zealand markets.

  • Support Market Entry: Provide PR and communication support for client companies entering and scaling in these regions.

  • Manage Diverse Sectors: Handle PR activities across a wide range of sectors, including financial services, industrial technologies, agritech, and healthcare.

 

Our Approach

  • Three Pillars of Engagement: Developed strategies to profile, educate, and showcase thought leadership, aimed at increasing the visibility of Ireland and its enterprises among potential buyers, clients, and industry networks.

  • PR and Communications Strategy: Executed a robust mix of earned, owned, and digital activations, leveraging major events for maximum media coverage.

    • St. Patrick’s Month: Managed a comprehensive communications plan for March, involving two Irish Government Ministers, multiple city engagements, and extensive media coverage across Australia and New Zealand.

    • Fieldays: Led a strategic PR push during the Southern Hemisphere’s largest agricultural show, securing significant media coverage for Irish agritech companies.

  • Content Development: Created and managed digital content calendars for LinkedIn, monthly e-zines, and Market Advisor profiles, employing a mix of infographics, photography, text, and video content.

  • Client Story Amplification: Supported clients in gaining permission and coverage for proactive media stories, leading to strong earned content across sectors like wind energy, digital health, and cybersecurity.

“PR with Purpose’s proactive and professional approach has made them a key extension of our team.

Louise and her team were instrumental in driving our communications plan, ensuring that Irish innovation and enterprise were prominently featured across Australia and New Zealand.”
— Lydia Rogers, Director, Australia/New Zealand, Enterprise Ireland

Results & Outcomes

  • St. Patrick’s Month 2024:

    • Events Covered: Multiple events across 5 cities, including 4 Advisory Panels, 2 Business Lunches, and various site visits.

    • Media Engagement: Secured extensive media coverage across mainstream and trade outlets, with LinkedIn engagement rates up 48-100%, and click through rates up 50 - 110%.

  • Fieldays 2024:

    • Media Coverage:

      • 6 media interviews (TV, online, print)

      • 13 articles published across national and trade media

      • Featured in key publications like Rural News & Dairy News, Farmers Weekly, NZ Herald Newstalk

    • Client Showcasing: Highlighted Irish agritech innovation through multiple preview articles and media releases.

  • Overall Impact:

    • Irish Export Growth: Exports from Irish companies in Australia and New Zealand reached €464m in 2023, a 6% growth from the previous year and a 47% increase since 2020.

    • Sector-Specific Growth with strong PR Activity:

      • Technology and Services exports grew by 27%.

      • Industrial and Life Sciences exports increased by 21%.

 

Media Coverage

 
“The significant growth in Irish exports in our region is a testament to the effective PR and communications strategies implemented by Louise and her team.

Their work has been pivotal in showcasing Irish innovation and driving demand for our clients.”
— Lydia Rogers, Director, Australia/New Zealand, Enterprise Ireland

Key Takeaways

  • Strategic Impact on Export Growth:
    PR and communication activities directly contributed to significant growth in Irish exports, particularly in key sectors like Technology, Services, and Life Sciences.

  • Elevated Market Presence:
    Successfully raised the profile of Irish enterprises in Australia and New Zealand, positioning them as leaders in innovation and entrepreneurship.

  • Effective Event and Media Management:
    Leveraged flagship events like St. Patrick’s Month and Field Days to secure extensive media coverage and industry recognition.

  • Long-Term Value Creation:
    The sustained visibility and brand-building efforts have positioned Irish companies as key players in their respective markets, creating ongoing opportunities for growth and expansion.