December 2006

Network PR flies FedEx into first place in 2006 Australian media

Long time Network PR client, FedEx, has gained the lion’s share of Australian media coverage in its industry sectors for all quarters in 2006, with an average share of voice  far in excess of its competitors.

The achievement demonstrates Network PR’s experience in working with B2B clients.

 “With aggressive competitors such as DHL and TNT vying for media attention, this is an outstanding result,” said Network PR Managing Director, Grant Common.

 “More importantly it reinforces the need for B2B companies to not only use their specialist industry media as a prime tool to maintain keep top-of-mind awareness with their potential customer base, but also to take advantage of special opportunities in publications that are normally less interested in your brand."

For FedEx in Australia the core media sectors in which it constantly achieves coverage includes logistics, export and specialist verticals such as manufacturing.

However, in 2006 the Network PR team deliberately added to the pr program an objective to obtain media outreach of a more corporate nature that would gain FedEx more meaningful coverage in tier one and two publications. This meant FedEx had to be prepared to become involved in issues commentary and Thought Leadership initiatives.

 “A typical example of this approach was what we pitched to the Australian Financial Review back in February,” said Common.  “Australian Customs had been taking a lot of blows on their software re-engineering program, and this had become a hot issue in the media.  FedEx, when we asked them, claimed to have no problems and had indeed worked closely with Customs to ensure a smooth transition to the new system to the point where they were seeing benefits of the implementation.”

The result was a full page in the Strategy section of the Australian Financial Review, with FedEx seen as a global industry leader with strong local relevance.

More recently FedEx’s local Managing Director made himself available for a fun photo shoot with sponsored tri-athlete Courtney Atkinson.  The photo caption article gained wide coverage in business, trade and marketing publications.

Network PR has been handling PR for FedEx for close to a decade and during that time has been awarded FedEx’s regional Agency of the Year plaque for outstanding results.

* Media measurement based on criteria established by FedEx worldwide.

View FedEx media coverage

Contact Network PR to hear more about how we can gain considerable share of voice for your product or service

Network PR optimises brand appeal by matching messages to individual markets and mapping a communication ‘Network of Influence’ to ensure messages are delivered with clarity & credibility