Spotting an opportunity for a good story before a journalist does will always give you an edge on the competition.

After all, public relations is a two-way street – a good idea and well-constructed pitch can be extremely helpful for a journalist on deadline.

Staying true to this, Primary Communication recently identified an opportunity for a proactive news pitch around the one-year anniversary of the high-profile JBS Cyberattack, which left Australia’s largest meat processor out of action for five days with a $14.2M ransom to pay.

Consequently, cybersecurity client Claroty – an expert on the topic – was able to speak on the key trends and statistics which provided great insights and learnings for businesses who could be at risk of a similar cyberattack.

Specifically, Claroty’s ANZ Regional Director, Lani Refiti, spoke about why Australia’s Food & Beverage industry is still so vulnerable to attack, and how recent geopolitical conflict has heightened cyber risk in general.

This strategic move – as simple as it sounds -resulted in 66 stories and articles across primetime radio, TV programs and newspapers including 2GB Radio, ABC, The Canberra Times and WIN News TV.

Here are just some examples of coverage:

• The ABC: JBS Foods cyber attack highlights industry vulnerabilities to Russian hackers
• The Canberra Times: One year on from the JBS cyber attack, critical infrastructure remains a target
• The Newcastle Herald: One year on from the JBS cyber attack, critical infrastructure remains a target

The moral of the story is: it’s easy for busy PR professionals to slip into a reactive mindset, but that one proactive idea can generate amazing outcomes.

That’s the kind of PR agency you should have on your side!

By Renee de la Motte

Renee is a Senior Account Manager specialising in tech who also brings experience in digital marketing and event management.

A uniform swing of 3.7% saw Labor win a one-seat majority with 77 seats in the House of Representatives, the Coalition 58 seats, and the crossbenches 16 seats.

Of the 151 seats, 58 (37%) are held by women. However, in the Senate, women hold 43 (57%) of the 76 Seats.

Labor was indeed rewarded following a positive and disciplined, albeit “small target” campaign.

So, what’s next?

One of Labor’s biggest challenges now is maintaining that discipline as it navigates the volatile economic circumstances of increasing inflation and higher interest rates.

The government also has to present a coherent energy policy on the back of east-coast energy disruptions and the commitment to reduce emissions without being outflanked by the Greens who want to stretch them further than their election commitments.

The Coalition – on the other hand is left to lick its wounds and work out how to win back the voters they lost.

As is the case with any loss, vested interests are arguing about the future direction of the party.

Some argue that a move further to the Right will provide a clear conservative contrast to a progressive Labor government, while others maintain it was the conservative approach that alienated voters therefore, a move to centre is a better approach.

A challenge for the moderates is who to best lead the party in such a direction – following the decimation of their ranks by the Teal independents.

Conservative leaning Opposition leader, Peter Dutton has indicated that rather than trying to win back the predominately higher socio-economic coastal seats now held by the Teals, the Opposition should be targeting the traditional Labor-leaning outer suburban metropolitan seats,
with the promise of rewarding aspiration, reflecting a tactic that worked well for former Liberal Prime Minister John Howard.

While all of this is going on, it’s been interesting watching Anthony Albanese shift gears into governing in a measured and optimistic manner, which – if maintained -will make his team a formidable force to be reckoned with come the next election.

By Duncan Bremner

Duncan is Primary’s Senior Counsel, public affairs, with extensive and trusted networks in business politics, government, and media

The Australian Public Service prepares sets of briefs for the parties most likely to form government. Work on the Red Book (Labor) and the Blue Book (Coalition) began before the election was even called.

Each outlines key issues for a new Government, what commitments were made in the campaign and how they can be delivered.

Incoming Prime Minister Anthony Albanese received his first transitional download from senior bureaucrats before the election, and a further briefing on Sunday.

He was sworn in today, along with four of his most senior ministers – Richard Marles (Defence and Deputy PM), Penny Wong (Foreign Minister), Jim Chalmers (Treasurer) and Katy Gallagher (Attorney-General).

Putting an interim cabinet in place enabled the PM and Minister Wong to fly to the Quad meeting in Tokyo and has been common practice since Gough Whitlam’s “It’s Time” election of 1972.

While the PM is away, you can expect the Labor Party factions to negotiate the distribution of portfolios, with the ALP Caucus due to meet and confirm all jobs on 30^th May.

Ministers will be sworn in immediately after and briefed by their department heads about any issues they need to know about or appointments they need to make.

Life doesn’t stand still for the losers. The Ministerial Wing of Parliament House is buzzing to the sounds of personal documents being shredded, with official Cabinet records and departmental assets being handed over to the bureaucracy.

Thus is the nature of transition of power in our well-functioning democracy.

Craig Regan, Senior Account Director

Former Federal Liberal Party Director, Brian Loughnane, and Labor Party consultant and former Prime Ministerial confidante, Bruce Hawker, gave the assembled crowd some telling insights into the campaign, which is moving through its second-last week.

The session was conducted under Chatham House rules so we won’t reveal anyone’s precise view about the likely verdict.

It’s fair to say, however, that the informed consensus in the room was that Labor has the less difficult path to victory.

Both speakers had a chance to deliver their overview before joining host Sally Loane in a Q and A session.

Brian said we will see plenty of surprises and seat swaps between the major parties with the preferences of independents likely to be crucial in electorates where the incumbent has a low primary vote.

Bruce reflected that the shift away from major parties is a worldwide occurrence, and in some ways, the rise of the so-called Teal candidates is a mirror image of Donald Trump’s activation of his own “deplorables”.

The night provided a fascinating download from both guests and was another feather in the cap of Business Sydney’s Paul Nicolaou, who is surely the city’s best-connected business networker. Primary Comms Group was delighted to be the sponsor.