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Excellence in Media Relations - International

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Finalist

The Power of the Press Office: Elevating EASL's Reputation

by Cohn & Wolfe for European Association for the Study of the Liver


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.


Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.