The survey, conducted in association with Massey University, gives people the chance to give anonymous feedback on what their workplace is really like, often highlighting how people's perceptions differ within the same organisation. As well as providing interesting information for the companies taking part and employment and human resources professionals, the findings provide interesting angles for mainstream media.
The Wright approach
To achieve national coverage to encourage more people to take part in the survey and highlight the results, a key to Wright Communications' strategy was developing a media partnership. Wright Communications identified the Sunday Star-Times as the ideal partner, giving them the opportunity to publish the results before the findings were released to other media.
Input was also given by Wright Communications on the questions contained in the survey, particularly around the theme, which changes each year, to ensure news value. Key findings were provided to the Sunday Star-Times as they came to hand from the researchers, giving them plenty of time to gather further information and interview both Jane Parker from Massey University and Chief Executive Officer Clare Parkes.
Following the full page, front section coverage of The Great New Zealand Employment Survey in the Sunday Star-Times, other media including TVNZ's One News picked it up as a brief, and sector, regional and business publications covered it based on relevant angles pitched by Wright Communications.
Clarian's Clare Parkes was delighted with the results of the media relations work around The Great New Zealand Employment Survey, seeing the benefit of the strategy of having a media partner, and opted to carry the partnership on in 2013.