Government / PR Strategy and Campaigns
The first report of the Family Violence Reform Implementation Monitor (FVRIM) was tabled in Victoria’s State Parliament on the 10th May 2018. The report was delivered into a politically charged environment, a week after the State Budget and six months from the next election.
Against this backdrop, the report had the potential to be viewed as controversial. Some of the findings were critical of the way the Government had been handling the reform process. It was also important for the Monitor to ensure the Government, the family violence sector and the general public were aware of the issues surrounding the reform process to date.
FVRIM appointed Truth Agency to assist with PR advice around the report’s release.
Truth and the FVRIM worked together to ensure any commentary around the release of the report remained evidence-based, non-partisan, measured and authentic.
Truth provided a comprehensive media plan, strategy and supporting materials to the FVRIM in order to better manage the public release of the report. The focus was on the importance of highlighting how the reform process can be improved to ensure better outcomes for current and future victim-survivors.
The tabling and press conference attracted strong media coverage within hours. Online stories with The Australian, The Age, the Herald Sun and AAP. ABC radio also ran some stories and there were some hard copy versions in the press the next day.
Angles chosen by the media were in line with FVRIM messaging.
An explanimation produced for FVRIM’s website explained the role of the Monitor and the findings of the first report.
Through the report, briefings and media coverage, FVRIM established itself as a strong and independent voice, committed to the task of monitoring the reform process.