Public Relations, Communications, and Marketing
P4 Group was responsible for securing nation wide media coverage to highlight the Surf Safe Appeal, Surf Life Saving Queensland’s largest annual fundraising initiative (31 August – 13 September).
While working with Surf Life Saving Queensland, P4 Group developed a comprehensive media strategy to guide all media activities leading up to and during the appeal. This strategy included to generation of positive, timely editorial coverage throughout the state, targeting regional and South East Queensland media outlets.
P4 Group’s public relations campaign focused on the inspiring stories of the dedicated surf lifesavers who volunteer their time to keep our beaches and public waters safe. We identified strong local stories about local people doing extraordinary things and secured the appropriate media outlets to share their stories. The storytelling approach resulted in unprecendented levels of editorial and digital content in Queensland – more than 133 clippings.
To achieve this, we interviewed regional and metro surf lifesavers state-wide and uncovered many inspirational and heart-warming stories. We got to know each volunteer – why they love SLSQ, why they get up to train or patrol and why they’re passionate about the Surf Safe Appeal. We spoke to nippers, life-time volunteers, rescue survivors, club captains and many more. With a strong understanding and knowledge of our local talent, we jumped on the phones to share the incredible stories with local media and we watched with delight as these inspiring local stories rolled out across Queensland.