Finalist
The Power of the Press Office: Elevating EASL's Reputation
Summary of work
The International Liver Congress (ILC) is the largest liver congress worldwide. The agency has managed the press office since 2009, increasing attendance by 26 per cent and doubling article generation.
Developing and maximising a comprehensive suite of press activities was the key enabler for ILC 2011 to reach a wider audience and for EASL to establish its reputation further as the worldwide leader in liver research and education. The agency was tasked with the organisation, co-ordination and management of all official press activities for the congress.
Outcomes show how a targeted approach can yield far-reaching results. Results from 2011 showed a 33 per cent increase in attendance at the official ILC press conference with nearly 10 per cent more journalists attending the conference overall compared with 2010. Some 761 articles were generated in total – a 95 per cent increase on 2010 and overall audience reach was about 100 million.
Judges’ comments
The multi-channel approach of this campaign was evident on every front. The outcomes were brilliant: impressive results showing year-on-year growth. It showed good digital engagement and gained validation from affiliates‘ creation of a microsite.
