© Gold Coast 2018 Commonwealth Games Corporation ABN

Tamara Morris 25 November 2014 Public Relations Institute of Australia Conference

Agenda Setting the scene Stakeholders Communications objectives Communications strategy Programs, tactics and tools Issues management

The Commonwealth Games Conducted by the Commonwealth Games Federation (CGF) every four years since Hamilton, Canada in They aim to unite the Commonwealth family through sport. They are a unique, multi-sport event featuring world class competitors and an integrated Para Sports program. They bring together members of the Commonwealth of nations to compete on a level playing field in a spirit of friendship and fair play often referred to as the ‘friendly games’. The Games reflect the CGF’s core values of humanity, equality and destiny.

Glasgow 2014

GC2018 6,500 athletes and team officials Up to 15,000 volunteers Approximately 1,000 workforce – up to 30,000 contractors 17 sports and an integrated para sports program 71 nations and territories 1.5 billion cumulative broadcast audience 11 days of competition from 4 – 15 April 2018

Stakeholders and target audiences

Key stakeholders Commonwealth Games Federation and Commonwealth Games Associations International and National Sporting Federations Athletes and officials Local, State and Federal Government Sponsors, broadcasters, suppliers and licensees Workforce (including volunteers) Media – local, state, national and international Spectators

Community Business Community Education Ambassadors

Communication objectives

Objectives Generate GC2018 awareness, excitement and brand equity. Inform and educate communities. Realise and manage the expectations of stakeholders, partners and the community. Uphold GC2018’s brand values and personality and the reputation of GOLDOC and its workforce. Be vigilant in identifying areas of opportunities and threats. Professionally service the media.

4 -15 April 2018 Largest event in Australia this decade 6,500 athletes and officials 71 nations and territories competing 17 sports 18 competition venues 1.5 million tickets 15,000 volunteers $2 billion economic impact $535 million in general transport infrastructure GC2018: Key messages

Enhanced positioning for the Gold Coast and Queensland in Australia and worldwide Outstanding new infrastructure Positive social outcomes for the Gold Coast and Queensland community Status of the Commonwealth Games movement enhanced globally

Communication strategy Phased approach to communication PhaseDescriptionTiming Phase one – Connect (strategic planning) Connect with the target audience via introductory correspondence and provide high level updates about strategic plans for GC2018 at information sessions, briefings and networking events. FY14-15 Phase two – Connect and inform (operational planning and mobilise) Continue to connect with the target audience and also provide information about GC2018 programs and planning at information sessions, briefings and networking events. FY15-16 Phase three – Involve (mobilise and readiness) Inform the target audience about operational plans for GC2018 at information sessions, briefings and networking events and involve the target audience in specific GC2018 programs for example, volunteering and Queen’s Baton Relay. FY16-17 Phase four – Engage (readiness and legacy) Inform the target audience about mobilisation and readiness for GC2018 at information sessions, briefings and networking events and actively engage with the community via specific GC2018 programs, events, activities and festivals. FY17-18

Programs, tactics and tools

Programs Community Sentiment research Speakers Bureau Key milestones (‘years to go’, campaign launches) Commonwealth Day ‘Connect’ programs – Education, University, Community and Business, Indigenous, Media Ambassadors Internal and external communication support for 40 other Functional Areas

Five years to go

Glasgow 2014 Queen’s Baton Relay

Four Years to Go

Headline talent announcements

Student artwork announcement

Canvas artwork for CGAs

Tactics and tools E-News and internal newsletter Presentations Media releases Media calls Fact sheets Website Social media Community activations

Issues management

Research and understand areas where negative media attention will be focussed. Manage negative media without drawing too much attention and resources from core programs and messaging. Timely action and response to refute and rebuff misleading information. Pre-prepared accurate and relevant facts and figures. Ready to use media statements. Positive news stories. Daily media monitoring.

Evaluation

Community Sentiment Research Media monitoring Source: Commonwealth Games Community Sentiment Research, Wave IV, August Colmar Brunton Note: Survey conducted May 2014, prior to Glasgow 2014

Questions

© Gold Coast 2018 Commonwealth Games Corporation ABN