Grains Research and Development Corporation
challenge
The Grains Research and Development Corporation (GRDC) is a leading national rural research, development and extension organisation, managing large portfolios of research projects across the country. A high priority is encouraging farmers to take up the latest research and technology advances in grain production that come from these projects, to improve their businesses and the future of the industry. To facilitate this process, regional communicators work with the GRDC, scientists and technical experts to prepare stories for hundreds of industry, rural, regional and metropolitan media outlets across Australia. Porter Novelli was appointed as communicator for the southern region covering SA, Victoria, Tasmania and southern NSW in 2003.
solution
Porter Novelli researches, writes and distributes more than 170 media products each year on grain research, coordinating a team of writers and photographers across four states.
Developing the trust and support of scientists, researchers and technical advisers to provide story leads and generate credible information easily absorbed by farmers has been critical to the program. Porter Novelli’s links with rural media across Australia, our ability to deliver media-friendly material before deadlines and our strong experience in farm extension communications and the Australian grain industry, are also being leveraged to generate coverage and increase grower awareness about the latest technologies and best management practices.
An extensive network of regionally-based freelance writers and photographers sources story ideas, gathers on-the-ground intelligence and generates articles from across the southern region. Porter Novelli liaises regularly with the GRDC’s Communications, Customer Service and Capacity Building management team, as well as research program managers, the Southern Panel and the northern and western communicators, to coordinate our activities and deliver comprehensive service.
As a GRDC communicator, Porter Novelli also produces specific articles and support material for Groundcover, the GRDC’s flagship publication which is distributed to more than 50,000 people.
resuts
Porter Novelli has built positive working relationships with program leaders and scientists, and achieved significant media coverage for GRDC and its research projects since taking up the role as southern communicator. Our extensive experience in every aspect of the grains industry has provided strategic insight, and the team has immersed itself in understanding the technical issues involved. Because of the results achieved, the consultancy was recently reappointed to the position of southern communicator for another three years.