Papua New Guinea a Nascent Market
During my short time in the country, I increased program awareness and public diplomacy efforts by developing and implementing a cross channel media engagement calendar suited to PNG’s unique audience. Ensuring all materials were aligned to the Australia Awards global brand and represented the prestigious nature of the scholarships, I commenced earnest interactions with the local traditional media outlets resulting in several articles about Tina Mark Kakini. I encouraged alumni to speak not only about their time studying abroad but about how they translated the lessons learned into positive changes in their communities.
Capacity building was a key component of my integrated marketing communications plan. I trained facility-wide staff in photography, MS Word template usage, public speaking, and other areas which assisted in creating a living brand.
My work with the private sector partners saw an increase in newspaper articles, radio programming, and television segments to recognise of their financial support of the program.
Communications Challenges in Papua New Guinea
90% LACK BASIC INTERNET ACCESS
10% SOCIAL MEDIA LITERACY Rate
12.7% URBANIZATION
LOW-ENGLISH LITERACY RATES
TRIBAL & CORPORATE CONFLICT ZONES
Earned Traditional Media
Papua New Guinea has one of the lowest internet penetration rates in the world. Therefore, traditional media, specifically radio, needed to play a strategic role in developing the media mix for the public relations and marketing campaign. In early August, I developed AAPNG’s first quarterly integrated marketing communications plan aligned with the Australian High Commission in Papua New Guinea’s public diplomacy agenda. While the primary focus was to increase awareness of AAPNG’s contribution to the upcoming 2018 APEC Summit, efforts also covered short course alumni and on-scholarship awardees sponsored by private sector partners. By developing relationships with radio hosts, television producers, magazine publishers, and newspaper journalist, there was some form earned AAPNG media content published or broadcast every week in the lead up to the Summit.
Understanding the Audience
With little to no public data on distribution, audience, or historical organisational data on the efficacy of converting traditional media consumers to website visitors or applicants, I created a baseline for ROMI while establishing relevant data to define success. With a significant increase in traditional and new media output when comparing July–December 2018 over the previous year and the addition of Google Analytics and WordPress tracking codes, the direct relationship between paid adverts versus earned personal accounts were finally measurable. Feedback passed on from the media outlets indicated the public’s appetite for inspirational on-award scholars and alumni stories.
The Results
The program’s staff received crucial training that helped to build the multimedia library, create engaging Facebook posts, conduct and manage their new responsive, lightweight website. The animations were developed from story workshops, and the video is the result of a training session that included shooting, interview techniques, and editing.
Earned Print Media
To foster third-party validation of the rippling positive effects of the over 50 years Australia has provided scholarships to Papua New Guineans, I encouraged my staff to engage with reporters and publishers directly. A resounding success, the push earned original articles about every major event and consistent coverage of alumni success stories.
Weekly Radio Programming
Returned and on-award scholars were given a chance to speak about how they are contributing to PNG’s development with the skills and knowledge learned through Australia Awards long-term study, in-PNG awards, and short courses. The two stations with the largest footprints broadcast the live interviews on Tuesday mornings and Thursday evenings.
Facebook Engagement
I introduced the measurement of more than likes on Facebook. My strategies generated a steady increase in shares and traffic from the optimised Facebook posts to the programme’s website. We also provided the Australian High Commission with shareable multimedia content about alumni who have made a positive contribution since returning from Australia.
