Experts at the ready

Ringing the BEL for The University of Queensland

The University of Queensland (UQ) is one of Australia’s leading research and teaching institutions, ranking among the world’s top 50 universities.

Aruga has provided public relations and media support to The UQ Business School communications team since 2017 before expanding our remit and lending our expertise to the broader Business, Economics and Law (BEL) Faculty team.

Aruga was engaged to help secure top-tier coverage profiling UQ BEL Faculty experts, positioning them as reputable thought-leaders on timely issues and showcasing new and innovative research across the nation.

The UQ BEL Faculty also tapped into Aruga’s integrated services, from long-form copywriting to media training and LinkedIn workshops to help the Faculty and its experts enhance their media presence.

Results

74

earned media clips

8.9M

potential audience reach

95%

of clips with 100% or dominant UQ focus

17

one-on-one academic LinkedIn training workshops

2

academic social media training seminars

5

long form copy articles

Deliverables

Media Relations

Secured year-round coverage, profiling UQ BEL Faculty academics, positioning experts as reputable thought-leaders and spotlighting newly released research in top-tier media outlets.

Copywriting

Crafted written materials to position key experts as reputable thought leaders across long-form articles, web and LinkedIn copy, and Momentum features.

Media Training

Delivered media training for key experts to fine-tune their media presence, including how to deliver key messages, navigate complex questions and grab the media’s attention for all the right reasons.

Mentoring

Mentored key experts to fine-tune their LinkedIn presence, including how to craft captivating posts and stand out as the go-to thought leaders in their respective fields.

Winning tactics

Aruga consistently nurtures trusted industry relationships with respected media outlets carefully built over the past six years and leverages UQ BEL’s key research areas and academics to generate high-quality news coverage including in The Australian, Forbes and AFR.

Aruga proactively seeks news opportunities for UQ BEL academics and shares relevant, timely and topical media opportunities for academics to leverage. This approach highlights the academics’ expertise and positions them as trusted media sources.

Aruga mentors key experts through in-depth training sessions in both social media and traditional media platforms to equip experts with the tools to draw attention to their work.

Campaign highlights

Aruga facilitated a feature in The Sydney Morning Herald, highlighting gender pay gap and closing retirement savings divide.

Aruga secured a piece with ABC Online, diving into correlation between the election results and the 2032 Olympics.

Australian Financial Review interviewed Dr Natalie Pang, lecturer at UQ Business School about the current retirement benchmarks.

Katrina King GAICD, Co-Chair of the UQ BEL Alumni Ambassador Council was interviwed on Future Women Podcast: 'Katrina King: the culture of accountability'.

The Weekend Australian spoke to UQ Business School's Associate Professor Frederik von Briel about the challenges small businesses have faced in recent years.

• UQ Momentum Magazine: — Aruga developed the long form copywriting piece to feature in UQ Momentum Magazine, speaking to how businesses can avoid 'greenwishing' and create a meaningful net zero plan in 5 practical steps.

“Highly effective, dynamic, results-driven and everything in between, Aruga is a trusted PR partner of The University of Queensland’s Faculty of Business, Economics and Law. They help us scale up and achieve outstanding results, as well as being flexible to our ways of working in a complex organisation, which makes engaging them easy, enjoyable and stress-free.”

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