When choosing a PR firm, you need to find the right balance of skills and industry experience.
Cole Lawson’s consulting team has award-winning expertise working across many industry sectors, including aviation and aerospace, banking and finance, property and construction, natural resources and energy, consumer products and food, legal affairs, and nonprofit and community services.
Our senior consultants have also worked in-house across industries including investment banking, technology, property, hospitality, gaming, aviation, agriculture and psychology. We combine this industry experience with expertise in public relations, the media and marketing to achieve outstanding results for our clients.
Companies we have worked with
Companies we have worked with to provide crisis management planning, support or advocacy services.
TESTIMONIALS
Discover how we’ve helped our clients promote their business
and protect their reputation.
How we've helped companies in Other
To achieve our goal of 30 pieces of media coverage, 15,000 unique viewers and three interviews with the founder within two months, Cole Lawson developed a list of influencers and media targets. We also assisted with a VIP launch event and provided strategic direction. Fifty media stories were published within the first month, to the delight of The Good Beer Co. By the end of the campaign, all objectives were exceeded and more than $30,000 was raised. Publications included The Huffington Post, Mashable, The Guardian, International Business Times, The Age, ABC, Style Magazines, Australian Traveller and The Courier-Mail.
Cole Lawson executed a brand awareness and issues management strategy for the well-known butcher, regularly releasing news and expert commentary to a tailored media list. We developed media relationships with reporters who had published unfavourable stories and ensured the client communicated factual information to its customers. The Cole Lawson campaign achieved excellent coverage in both television and print media, which led to increased brand awareness. Our client saw a return on investment from its new media profile, which meant the company was able to reduce its paid advertising budget. The company was also named as one of the city’s top butchers by Brisbane Times and Cole Lawson’s strategy was awarded the PRIA’s top national award for issues management in 2012.
Trident’s rebrand started with a new logo, website and corporate collateral, and later included key messages and capability statements. Cole Lawson worked closely with graphic design agency QUAD to showcase Trident’s best-in-class service and support its expansion to the national market. Following the initial communications strategy, Cole Lawson commenced a 12-month media relations and marketing campaign to help Trident reach its goals. The rebrand and communication plan lead to Trident winning two awards at the Australian Security Industry Awards for Excellence for Security Management and Individual Achievement – General Security. Trident Security continued to work with Cole Lawson as it grew and later rebranded again to expand its operations to include cleaning services.
How we've helped companies in Construction and Trade
Cole Lawson worked with Ausco Modular to develop a launch strategy that considered all stakeholders and desired outcomes, particularly capturing the burgeoning oil and gas industry. Managing regional sensitivities and the political landscape was a key component to successfully working with the Northern Territory media and Government. The Stayover in Darwin launch event was attended by local media including NT News, Channel 9, ABC Darwin and Sky News. Cole Lawson secured print, online and television coverage of the opening in regional publications like The Territory Regional and Darwin Sun. We were also successful in orchestrating coverage in a range of long-lead trades such as The Australian Journal of Mining, The Mining Chronicle and The Mining Advocate.
Cole Lawson began by conducting extensive research about the competitor and its product. We pitched the research findings about their questionable practices to a prominent investigative reporter and coverage appeared in a weekend News Ltd publication with a readership of 1.5 million. We also worked with the client to develop marketing communications about their product to be released at the same time the competitor’s story was published to reassure customers of their supply chain. Our client remains the credible, quality market leader in this field while its competitor is still struggling to overcome the damage it did to its own reputation through unethical business practices.
How we've helped companies in Mining and Energy
Cole Lawson worked with Ausco Modular to develop a launch strategy that considered all stakeholders and desired outcomes, particularly capturing the burgeoning oil and gas industry. Managing regional sensitivities and the political landscape was a key component to successfully working with the Northern Territory media and Government. The Stayover in Darwin launch event was attended by local media including NT News, Channel 9, ABC Darwin and Sky News. Cole Lawson secured print, online and television coverage of the opening in regional publications like The Territory Regional and Darwin Sun. We were also successful in orchestrating coverage in a range of long-lead trades such as The Australian Journal of Mining, The Mining Chronicle and The Mining Advocate.
In 2008, Queensland company ERM Power was entering the competitive energy retail market for the first time as a business-to-business supplier. The company needed advice on re-branding and how to position itself as a B2B retailer. Cole Lawson undertook a comprehensive audit to understand the client’s current business strategy, customers, values, messages and culture. We developed new customer communication channels, media relationships and marketing collateral, all geared towards helping the business make progress towards its goals. Our team also helped ERM Power successfully list on the Australian Securities Exchange (ASX) in 2010. In January 2014, the company was independently ranked for the third consecutive year as Australia’s leading business energy retailer for customer service and satisfaction. ERM’s capital raising and listing on the ASX was oversubscribed and commended by The Australian Financial Review for offering “the clearest prospectus of 2010”.
How we've helped companies in Banking and Financial Services
It’s every business’s worst nightmare – online harassment leading to reputational damage and lost sales. Infinity Group Australia suffered a massive blow to its bottom line due to online harassment and falsified reviews that left its reputation in ruins. Cole Lawson worked with consultants, lawyers and news presenters to help turn the company’s tarnished reputation around. The team also worked on some positive campaigning for Infinity Group Australia, which made headway in piecing together its fragmented reputation.
Over three months, $100,000 worth of rediATM cash cards were handed out across Australia in the Big Wednesday Giveaway. The giveaway events were held at nine high-traffic capital city locations – always with a rediATM nearby for easy withdrawal. The Cole Lawson-led campaign was hugely successful, generating 120,000 more transactions per month and exceeding stretch targets with a 25% increase in brand awareness. It also gained national recognition by winning a Golden Target Award for Cole Lawson at the 2015 PRIA awards.
How we've helped companies in Legal
Legal and conveyancing software provider GlobalX approached Cole Lawson to help generate media coverage around its unique products and highly skilled leadership team. Cole Lawson has since worked with GlobalX to provide media training to its spokespeople, identify newsworthy media angles and build relationships with journalists. This has firmly established the profile of both GlobalX and its CEO. High-profile news outlets such as news.com.au and The Australian Financial Review have featured commentary from Peter, who has also appeared on Network Ten and Sky News Real Estate.
How we've helped companies in Property
Legal and conveyancing software provider GlobalX approached Cole Lawson to help generate media coverage around its unique products and highly skilled leadership team. Cole Lawson has since worked with GlobalX to provide media training to its spokespeople, identify newsworthy media angles and build relationships with journalists. This has firmly established the profile of both GlobalX and its CEO. High-profile news outlets such as news.com.au and The Australian Financial Review have featured commentary from Peter, who has also appeared on Network Ten and Sky News Real Estate.
How we've helped companies in Aviation
When aviation entrepreneur GO Light was ready to launch, they approached Cole Lawson for help packaging their technology into a promotional product to entice investment funding. We developed a strategic business and communications plan for this purpose, which included the creation of a product name, logo, website, animation video and key messages that would provide potential investors with a tangible opportunity. To raise awareness of the product, we distributed a launch media release to the international aviation community and assumed press office and PR advisory roles to the client over subsequent months. News of the launch was mentioned in more than 20 local and global trade and news media outlets, including The Naracoorte Herald, Australian Aviation, World Air News, 97.1FM Sydney, ABC Radio and Aviation Business. As a result of our coverage, GO Light received dozens of enquiries and were able to extend their patent and commence partnership talks to begin manufacture.
Our team developed a 12-month communication plan to position Air BP as the industry leader and engage with global media and potential customers. We developed a suite of marketing collateral, including product videos, brochures, case studies, expert profiles and social media content, and provided advice and ideas for advertising, merchandise, industry events and media. Air BP Lubricants successfully maintained its position as the global leader in aviation lubricants throughout 2013-2014, achieving press coverage in international aviation and technical magazines. Coverage included a cover story in Aviation Maintenance Technology and features in the 2014 Engine Yearbook, World Air News, Aviation International News and Aviation Business.
How we've helped companies in Fuel Retail
Puma Energy entered the Australian market in 2013 with the acquisition of three well-known Australian petroleum businesses. To ensure a smooth transition and positive reception, Cole Lawson first conducted a comprehensive risk analysis to advise the client of potential issues and strategies prior to the announcement. We then provided an internal communications plan to support the integration of the three businesses, including a series of integration roadshows throughout its operating regions. The warm welcome received showcased our Brisbane-based firm’s ability to successfully manage national campaigns.
How we've helped companies in HealthCare
When the National Disability Insurance Scheme (NDIS) was introduced in 2016, Queensland Aged and Disability Advocacy (QADA) engaged Cole Lawson to oversee a major rebrand to become a national service provider. The new identity recognised their opportunity to reposition themselves for the national market to align with the new NDIS structure. Cole Lawson developed a comprehensive rebrand strategy that considered a range of stakeholders, drafted key messages, mission and vision statements, and created a new tagline and brand promise. A website was designed to reflect the organisation’s increased offering and ensure easy access and navigation for all users. Regular communications were distributed to stakeholders via direct mail, EDMs and social media to keep them engaged throughout the transition. ADA Australia’s new website was awarded Best in Class at the 2017 Interactive Media Awards (IMA) for excellence in design, development and implementation.
The Cilento family were against the Queensland Government’s decision to rename the state children’s hospital, which would remove their relative’s name from the title. Our crisis management team accompanied the Cilento family to a meeting with the Health Minister, orchestrated letters to parliamentarians, raised awareness with locals through online campaigns and put in calls to media sources to drum up interest in the issue. By shining the limelight on the Lady Cilento name-change dilemma, Cole Lawson was able to generate extensive coverage for the Cilento family from news outlets including ABC News, The Australian, 9 News, Brisbane Times, 7 News, The Courier Mail, News.com.au, 4BC News Talk, South Bank News, QNews and NewsMail.
After several residents at an aged care facility passed away in an unexpectedly short period, the company found that each resident came into contact with the same carer. They launched an internal investigation on the potential administration of a harmful drug, eventually firing the carer and reporting the matter to police. The facility sought Cole Lawson’s advice on the most effective ways to communicate with its stakeholders during and after the investigation. A scenario-based communication plan was developed that allowed for all possible outcomes. Importantly, staff were kept informed about the progress of the issue, which mitigated the risk of rumours as the investigation unfolded. With Cole Lawson’s assistance, the organisation suffered no adverse business or reputational consequences.
How we've helped companies in Education
An incident where a teacher allowed a student to wear a costume depicting a controversial dictator at a school event attracted global media attention for all the wrong reasons. Written and audio statements were immediately issued accepting responsibility and expressing genuine regret. Cole Lawson handled all media enquiries and took temporary control of the school’s social media channels. The situation was brought under control within 24 hours and the school didn’t experience any ongoing negative effects from the event.
“Thanks for your calm and reassuring work. It certainly helped us navigate our way through some treacherous waters. Fortunately, things have calmed down
now and long may it stay that way.” – School principal
How we've helped companies in Non-Profit and Community
QMOW was experiencing a loss in volunteers due to record petrol prices. With the goal of securing additional funding for QMOW, Cole Lawson created, implemented and analysed a 450-person QMOW stakeholder survey. We also delivered media training to QMOW’s spokespeople, ran a comprehensive media campaign and wrote direct funding requests to sponsors and government. Within a week, QMOW received funding of nearly $1 million from the Queensland Government. This campaign was awarded the Public Relations Institute of Australia’s highest award for public affairs in 2009: The Golden Target Award.
When the National Disability Insurance Scheme (NDIS) was introduced in 2016, Queensland Aged and Disability Advocacy (QADA) engaged Cole Lawson to oversee a major rebrand to become a national service provider. The new identity recognised their opportunity to reposition themselves for the national market to align with the new NDIS structure. Cole Lawson developed a comprehensive rebrand strategy that considered a range of stakeholders, drafted key messages, mission and vision statements, and created a new tagline and brand promise. A website was designed to reflect the organisation’s increased offering and ensure easy access and navigation for all users. Regular communications were distributed to stakeholders via direct mail, EDMs and social media to keep them engaged throughout the transition. ADA Australia’s new website was awarded Best in Class at the 2017 Interactive Media Awards (IMA) for excellence in design, development and implementation.
Cole Lawson provides a range of branding services to RSPCA Queensland, including appearing on-camera for media interviews, managing social media live streams at events and publicising fundraising efforts. Representing RSPCA Queensland allows Cole Lawson to deploy our team’s broad range of skills and talents. We have celebrated plenty of wins for this client over the years, not least of which is the Big Adopt Out event – where hundreds of rescue animals find their forever homes. In the non-profit space, every dollar and promotional opportunity must be maximised. We’re proud to have been doing this for RSPCA Queensland for several years now.
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Cole Lawson Communications Level 3, 172 Robertson Street, Fortitude Valley, 4006
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