Brisbane Festival
It’s purely academic, but not just for purists
UQ Business School
Public Relations
They did the research, we found the audience
When The University of Queensland Business School wanted high-profile local and national media opportunities for its researchers, academics and staff, we put on our thinking caps.
For the last three years, Aruga has positioned University of Queensland Business School academics and researchers as pioneers in their fields, leveraging timely industry trends and obtaining high-profile national coverage for the faculty’s events, academic achievements, award-winning MBA program and alumni.
Despite COVID-19 disruptions, we achieved 123 unique articles in 2020 and recorded a 50% increase in audience reach to 9 million. Our successful three-year partnership has led to engagement by other university faculties, including UQ’s Institute for Molecular Bioscience and Faculty of Business, Economics and Law.
Results (2020)
123
media clips
9M+
audience reach
$3.7M
estimated equivalent advertising value
Deliverables (2020)
Opinion editorials
development of opinion editorials and thought leadership articles
Feature articles
creation of long-form feature articles and insight pieces for external and university publications
Blog articles
development of blog articles for UQ's owned channels
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Leaning into the breaking news cycle instead of fighting against it.
Building and maintaining strong relationships with key academics, allowing for a quick turnaround of coverage on complex topics.
Adopting a quality-over-quantity approach, using retainer hours on timely, well-researched opportunities.
What UQ Business School had to say
“Aruga defines the word 'collaborative' – acting as a true team player and extension of The University of Queensland Business School's media efforts for the past three years. While many PR firms operate in a siloed way, Aruga integrates to knowledge-share, cross-pollinate opportunities, open up contacts and react fast to provide support and innovative approaches that cut through media noise.”
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