How We Do It

How We Do It

Purser Corporate Communication is a traditional public relations firm offering a tailored, integrated strategic approach. We work with our clients to further their business objectives.

Case Study: Bringing the world to Lake Mac

Lake Macquarie International Children’s Games

Lake Macquarie International Children’s Games

The project:

Strategic media relations

The brief:

The International Children’s Games is the world’s largest multi-sport youth games. In December 2014 it was hosted by the City of Lake Macquarie. Games organisers engaged Purser to develop a strategic and practical media relations campaign. One of the desired outcomes for the City of Lake Macquarie was to position it and the region as a premier tourism, sporting and business destination.

Our strategy:

We developed a strategic media relations plan and called upon our network of contacts to actively engage the media in the Games.


Working as part of the wider Games media team under the Games Director, we developed a full media relations plan and schedule for 6-8 months of engagement before the Games opened. The plan included drafting story ideas and pitches targeted at local, national and international media platforms. The plan focused on consistently using the Games as a ‘news hook’ to talk about the region as tourism, sporting and business destination.

For the duration of the Games, Purser placed an onsite resource to assist in the management of the media team volunteers. The volunteers were tasked with attending events to capture photos and videos, and identify athletes, coaches, spectators and VIPs for interview. Our onsite asset liaised with media, and conducted our own interviews and wrote content for distribution locally, nationally and internationally. We targeted athletes’ home cities and tapped into their media networks.


With more than 20 news articles appearing in local newspapers, daily radio sports wraps and nightly television features over the course of the Games, the media relations plan delivered on its outcomes for the client. Furthermore, we were successful in running stories about the Games and Lake Macquarie in local media in cities across England and Ireland, the US, Canada, New Zealand, and in cities across Australia including Sydney, Canberra and Hobart.

One of the most successful media items was a live-cross interview with the Today Show. Karl Stefanovic and Lisa Wilkinson interviewed two Lake Macquarie athletes and the mayor of Lake Macquarie, Jodie Harrison MP.

Lake Macquarie now has an enhanced reputation as a tourism, sports and business destination and has continued to attract world-class events.


Integrated communication strategy, writing and interviewing, networking

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