Hughes Public Relations, Adelaide

Projects

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• Petratherm
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Petratherm - Launch of flagship Paralana project

The situation. In August 2009, ASX-listed Australian pioneer of geothermal energy development Petratherm officially commenced major drilling at its flagship Paralana project in South Australia’s Far North.

Hughes Public Relations was asked to help organise a “Ministerial Launch” event for Petratherm and its joint venture partners Beach Energy and TRUenergy Geothermal, including Federal Minister for Resources and Energy Martin Ferguson, SA Premier Mike Rann and SA Minister for Mineral Resources Development Paul Holloway.

The consultancy was also asked to invite and coordinate media at the launch with a view to boosting the profile of the Paralana project among Petratherm’s target audience, including the business and investment communities and renewable energy sector.

Objectives. Petratherm’s Paralana project is located approximately 700km north of Adelaide in SA’s remote northern Flinders Ranges near Arkaroola, which presented a major logistical challenge in organising activities for the Ministerial Launch. Key strategic objectives of the event included:

• To officially commemorate the commencement of major drilling at Petratherm’s flagship Paralana JV project in South Australia’s Far North;
• To position Petratherm as the leading geothermal company in Australia; and
• To promote the credentials of Petratherm’s management team, major shareholders and joint venture partners Beach Energy and TRUenergy Geothermal.

Elements. Extensive planning and coordination was required in the lead-up to the Ministerial Launch and on the day of the event to ensure Petratherm’s objectives were met. Key activities included:

• Coordination of Ministerial Launch through the development and regular update of a comprehensive Event Brief, which was managed in conjunction with Petratherm. Specific activities included arrangement of photographer and videographer as well as assistance in organising charter flights for media, government representatives and VIPs;
• Invitations distributed to all major media to attend the full-day event, including national press, radio and TV outlets;
• Developed and distributed news releases and supporting materials (including fact sheets, corporate brochures) for media;
• Coordinated media materials and content with Petratherm’s joint venture partners Beach Energy and TRUenergy Geothermal, as well as Federal and State Government departments involved in the launch;
• Hosted media representatives throughout the day and helped facilitate interview and photo opportunities; and
• Assisted in the coordination of key government attendees on the day, including Federal Minister for Resources and Energy Martin Ferguson, SA Premier Mike Rann and their respective aides.

Outcome. Despite the challenges of attracting and transporting a large number of journalists (and photographers/camera crews), government ministers and key industry stakeholders to a full-day event in such a remote location, the Paralana Ministerial Launch proved to be a major success for Petratherm and the company’s joint venture partners.

A better than expected number of VIPs attended the day to witness the formal commencement of major drilling on-site, including a full media contingent which Hughes Public Relations was able to coordinate and help secure positive and informed coverage of the event.

Media outlets to attend the launch included The Australian, The Advertiser, The Age and Independent Weekly, plus ABC radio and TV news crews from the ABC, Channel 7, Channel 9 and Channel 10. Strong coverage was also received through trade publications and online outlets.

Overall, the event was judged by the client as an outstanding success which contributed to strengthened ties with key government representatives (Federal and State), industry stakeholders, project partners, the local community and media.

Since the Ministerial Launch, Petratherm has continued to develop a positive public image and respected reputation as a viable and strong renewable energy developer among its target audience. Significantly, Hughes Public Relations continues to provide communications assistance to Petratherm today, including ongoing support with publicity, event coordination and media liaison.