Popcom are thrilled to announce that they have won a coveted CPRA Golden Target award for Public Affairs and Advocacy campaign of the year for 2024!

“It is an honour to have been shortlisted in two categories at this years Golden Target Awards, and to win in the Public Affairs and Advocacy Campaign of the year category is excellent,” says Amanda Lacey, founder and director at Popcom.

The bronze prize was awarded to Popcom for their work with Community and Pharmacy Support Group (CAPS) called “The truth campaign”. Popcom and CAPS took on the federal government of Australia, opposing the 60 Day dispensing policy dropped on the industry without consultation in 2023.

“It was a hard campaign; we were up against government media spending but we achieved a lot of attention for the Community Pharmacy cause, and ultimately a great result in bringing the 8CPA negotiations forward,” said Amanda.

The Truth Campaign was also shortlisted for Media Relations Campaign of the year at the Golden Target Awards and the Media relations led campaign of the year at the Mumbrella awards in 2024.

10 amazing years in business! Founder Amanda Lacey asks the team about the changes and opportunities of the last ten years in the public relations industry.

🎉 A Decade of Success — Thank You! 🎉

This year marks a major milestone for Popcom as we celebrate 10 years in business! Over the past decade, we’ve witnessed incredible shifts in the way content is created, consumed, and distributed — both in Australia and across the globe.

The last ten years have been a journey of growth, innovation, and meaningful connections, and we couldn’t have reached this milestone without the support and dedication of our clients and our team.

🙏 A Huge Thank You to Our Clients

To the clients who have trusted us, partnered with us, and believed in our vision — thank you. Your continued support and collaboration have been the foundation of our success. We’ve learned from each project, each challenge, and each triumph, and we’re incredibly grateful for the opportunity to work alongside you.

💼 The Popcom Team

To the Popcom team — past and present — thank you for your passion, creativity, and dedication. You are the heart and soul of this company. It’s your hard work, your brilliance, and your unwavering commitment to excellence that has shaped who we are today. We are a strong, diverse, and talented team that pushes the boundaries of what we can achieve.

As we look back on the past 10 years, we celebrate all that we’ve accomplished together. And as we look ahead, we are more excited than ever for the future — a future that we’ll continue to build with you, our clients and our team.

Here’s to many more years of success, growth, and collaboration!

Thank you for being part of our journey. We couldn’t have done it without you.

– Amanda Lacey, Founder/Director
@amandalaceypr

After 10 years of running a PR agency, one trend has become increasingly clear: video content is queen. From short clips to live streams, videos are capturing the attention of audiences worldwide, transforming the way brands communicate and engage with their followers. But what makes video content so dominant on social media platforms? Is video as effective for internal channels? What will be next? Let’s explore the key reasons behind life online in 2024.

A multi-sensory experience

Videos are inherently more engaging than static images or text. They combine visuals, sound, and movement to create a multi-sensory experience that captures viewers’ attention quickly and more effectively. Imagine when we can somehow combine smell and touch.

The dynamic nature of video content encourages users to pause, watch, and interact, and relate – leading to higher engagement rates. For this reason, social media algorithms, which prioritise content that retains user attention, often favour video, further amplifying its reach, thus creating a need to create video. 

If a picture says a thousand words, a video is a novel.

The ability to tell a compelling story is at the heart of effective communication, and video is the perfect medium for storytelling. Brands can convey their message, showcase products, and connect with their audience on an emotional level through video narratives. Whether it’s a behind-the-scenes look at a company (because we all synchronise dance around the water cooler) or a customer testimonial, videos allow brands to create authentic and relatable content that resonates with viewers, and is highly convincing, making viewers a part of the experience.

Increased Accessibility – have Iphone, will record.

The proliferation of smartphones and high-speed internet has made video content more accessible than ever before. Users can easily record, edit, and share videos from their mobile devices, democratising content creation. This accessibility has led to a surge in user-generated content, with individuals and brands alike leveraging video to share their stories and reach wider audiences, with a goal to mimic word of mouth.

Increased accessibility has affected not only how we are marketed to, but also how we receive news. Next time you pass the scene of an accident, you might note more people are filming than helping; anyone with a smartphone is now a news reporter, and the distribution channel is social media. 

Higher Conversion Rates

Videos have been shown to drive higher conversion rates compared to other forms of content on most digital channels. Whether it’s a product demonstration, a tutorial, or a testimonial, videos provide potential customers with a clearer understanding of a product or service. This increased clarity and engagement can lead to more informed purchasing decisions and ultimately boost sales. Add in the additional layer of a brand ambassador or influencer recording the video, and you are going to have a strong brand asset to inform and influence audiences. 

Adaptation to Consumer Preferences

Consumers today prefer consuming content that is quick, easy to digest, and visually appealing. They want to feel connected and they want to be entertained. Videos meet these preferences by delivering information in a concise and engaging format, available wherever you like to view. 

As attention spans become shorter and the demand for instant gratification grows, video content aligns perfectly with modern consumer behavior. I do question how short attention spans can get, and how long until we see a pull back from digital and a switch back to in real life content – even then, those events will be recorded and broken into a short and sweet beautiful reel designed to be shared and create FOMO.

Does video work for internal audiences? Yes and no

We have had a lot of success for clients wanting to improve their internal communications, by creating an external communications channel. The same can be said for recruitment. By this I mean building a social media platform that is open to the public, but features mostly content developed by and for the internal audience of an organisation. The goals of these channels are generally culture related and also a fast way to reach a vast number of people. Content created is personalised and relevant and designed to engaging/encouraging of comments and shares.

Less successful has been the CEO company-wide recorded video; outside of the pandemic times. During those 2020-2021 years company-wide video updates were strong, now they are less so. The reasons behind this I believe is that this style of content is often not entertaining. It is dull, and we are conditioned to see highly curated and produced content designed to evoke a response. The CEO update is also not usually designed to be a conversation, where the audience has the ability to comment and create that two way communication channel. 

If the CEO is delivering a message whilst completing a dance challenge, it would be more compelling but not necessarily good for reflection on their personal brand!    

What’s next and should you invest in video?

The dominance of video content on social media is a testament to its effectiveness in capturing attention, telling stories, and driving engagement. As social media platforms continue to evolve, video will remain a crucial component of any successful digital marketing strategy. Brands that embrace video content can expect to see increased visibility, stronger connections with their audience, and ultimately, greater success in the digital realm. We know video converts. 

My prediction over the next five years, as we are seeing a lot of AI on our screens, is that there will be a pull away from social media full stop. No longer will it be seeing is believing, it will be IRL is believing, with in person events increasing in popularity. Bridging this gap between a pull-back from highly curated social media will result in an increase in live streams, and more ‘raw’ looking content which we are already starting to see. Video certainly won’t disappear altogether, it will just be less trusted. Long live the queen of content. 

Want to know more? Reach out to Amanda on info@popcom.com.au.

In today’s fast-paced business environment, a company issue or crisis can emerge, and become public at any moment, threatening your company’s reputation and operations.

At POPCOM, we specialise in helping navigate turbulent waters with confidence. With over 20 years of industry experience, the POPCOM team excel in public relations, issues management, and creating effective communication strategies to turn potential disasters into opportunities for growth.

Understanding Crisis Management

What is a Crisis?

A crisis is a significant, often unexpected event that poses a threat to the organisation, its stakeholders, or its reputation. It typically requires immediate attention and action to mitigate damage. Crises can disrupt operations, harm reputations, and have long-term impacts if not handled properly. Examples include major product recalls, natural disasters affecting operations, or scandals involving company leadership.

Key characteristics of a crisis:

• Urgency – Requires immediate response and action.

• Potential for harm – Can cause significant damage to the organization’s reputation, operations, or financial standing.

• Unpredictability – Often unexpected, making preparation challenging.

• Public attention – Attracts media and public scrutiny, necessitating transparent communication.

What is an Issue?

An issue, on the other hand, is a more manageable situation or concern that can develop over time and may not require immediate action. Issues are typically less severe than crises but can escalate into crises if not addressed properly. They often involve ongoing matters that need monitoring and strategic communication to prevent escalation. Examples include customer complaints, regulatory changes, or emerging industry trends.

Key characteristics of an issue:

• Manageability – Can be addressed through regular strategic planning and communication.

• Potential for escalation – If ignored, can develop into a crisis.

• Predictability – Often identified through monitoring and analysis.

• Focused attention – May attract attention from specific stakeholders or interest groups.

The Importance of Preparedness

Preparation is key to effective crisis management. Having a well-thought-out plan in place can mitigate damage and ensure a swift response. This guide provides the essential steps and best practices to develop a robust crisis management strategy. An identified crisis management team should be implemented at a board level and all people included should be informed.

Step-by-Step Crisis Management Plan:

1. Risk Assessment and Identification

   – Identify potential risks and vulnerabilities specific to your industry.

   – Conduct regular audits and scenario planning exercises.

2. Developing a Crisis Management Team

   – Assemble a team of key personnel responsible for crisis response.

   – Define roles and responsibilities clearly.

3. Crafting a Crisis Communication Plan

   – Develop a clear communication strategy for internal and external stakeholders.

   – Create templates for press releases, social media posts, and internal memos.

4. Training and Simulations

   – Conduct regular training sessions and simulations to keep your team prepared.

   – Update your strategies based on feedback and new developments.

Effective Communication During a Crisis

Internal Communication

Keeping your team informed and aligned is crucial. Ensure that all employees know the plan and their roles within it.

External Communication

Transparency and honesty are vital when addressing the public and media. Provide timely updates and take responsibility where necessary to maintain trust.

Leveraging POPCOM’s Expertise

At POPCOM, we bring a wealth of experience and a holistic approach to crisis management. Don’t face the storm alone. Our services include:

Strategic Planning – We help you develop comprehensive crisis management plans tailored to your unique needs.

Media Relations – Our team excels in media pitching and managing press coverage to control the narrative. We have been working in the media for decades and have deep crisis experience.

Reputation Management – We provide ongoing support to rebuild and maintain your brand’s reputation post-crisis. Planning early will speed up recovery.

Training and Workshops – Equip your team with the skills and knowledge to handle crises effectively through our specialized training programs.

Case Studies and Success Stories

Navigating a crisis requires expertise, preparation, and clear communication. With POPCOM by your side, you can turn potential threats into opportunities for growth and resilience. Contact us at info@popcom.com.au to learn more about how we can support your business.

Client: Community and Pharmacy Support Campaign

PR Lead – Amanda Lacey and Freddie Fletcher

Shortlisted for:

Mumbrella CommsCon Media Campaign of the year 2024

CPRA Golden Target Awards Media Relations Campaign of the year 2024

CPRA Golden Target Awards Public Advocacy Campaign of the year 2024

The Truth Campaign

Economist Henry Ergas AO estimated that the Australian Government’s 60-day dispensing policy (60DD) would result in the pharmacy industry suffering a $4,500,000,000 loss in the first four years of its implementation. 

The Community and Pharmacy Support Group (CAPS), composed of pharmacists across Australia, united against 60DD, looking to draw attention to their belief that the policy had a disproportionate impact on independent pharmacies. 

CAPS engaged Popcom to assist in voicing their concerns on a wider platform. We highlighted the lack of consultation with pharmacy bodies in the development of 60DD, which would lead to revenue loss, staff hour cuts (pharmacy has a high percentage of female employees), reduction of free services, and price increases across the industry.

Our Approach

The concerns around 60DD were widespread and the issue was primarily political. This meant that it was important to unify CAPS members and engage prominent politicians at both a state and federal level to affiliate with the campaign. 

Rallies were held in Sydney and Canberra, with attendances of 1,800 and 4,000 pharmacists, patients, and politicians respectively. 

Both events generated strong media coverage and a high level of engagement.

Results

The campaign dominated news headlines and directly led to the Pharmacy Guild and Australian Government initiating early negotiations for the 8th Community Pharmacy Agreement. Health Minister Mark Butler conceded the damage of his policy, bringing forward negotiations by one year.

“I’ve taken the view and I’ve heard the soundings from the Pharmacy Guild that we need to deliver that business certainty to pharmacies sooner than that.” – Mark Butler MP

The Sydney and Canberra rallies made enough noise in the media to facilitate media interviews, TV coverage, radio coverage, social media coverage, and fierce political discourse.

The Truth Campaign is a 2024 Mumbrella CommsCon finalist for Best Media Relations-Led Campaign of the year and the CPRA Golden Target Awards for Media Relations Campaign of the year and Public Advocacy Campaign of the year.

For more information please contact Amanda@popcom.com.au

Are you looking to be a valued member of a team? Do you want a role delivering outstanding social media campaigns with real growth opportunity?

POPCOM is growing and we are looking for someone to grow with us!

Working across B2B and B2C brands, the social media manager role is important to our organisation. Working closely with Popcom director Amanda Lacey, and all members of the team, this role will have oversight of a portfolio of clients.

Working model: Hybrid – office on Mon-Wed; usually home on Thurs-Fri.

Our office is in a new commercial building in a great Pyrmont location.

Position description: We create strategic PR programs that are a mix of social media, earned media, web content, promotions, and direct communications/edm’s. We also do activations and events – everything we need to do to raise profile. The more creative the idea the better.

We are looking for a social media manager who values delivering consistent, quality work and who loves everything social media. Knowing the current trending hashtag (#PissedAsaNat) and a solid understanding of the right platform for the right audience is essential, as is an appetite to take our social media offering to the next level.

We are looking for ideally a full-time candidate but will consider pro rata to 4 days per week/9am – 2pm or other flexible arrangements. 

Key responsibilities:

• Social media (we call it digital PR) strategic planning

• Social media coordination and scheduling for clients

• Writing social media and basic design

• Preparing proposals and reports

• Social media event/activation coordination (photoshoots, launch days etc)

• Contribute to brainstorm sessions to maximise PR and Social media presence for clients

Essential requirements:

• Bachelor of Business, Marketing, Communications or Journalism

• Excellent written and verbal communication skills

• Confident with Microsoft Office suite

• Confident across Facebook, Instagram, LinkedIn, TikTok, X

• A curious mind and a can-do attitude

• Experience with video editing (premier pro) highly desirable but not essential

• Experience in Canva.

Personality profile:

• Creative and able to think outside the box

• Excellent communications skills and attention to detail

• Able to work independently 

• Presentable and polished

• Eager to contribute new ideas

• Able to keep confidential information confidential. 

If this sounds like you, please reach out on amanda@popcom.com.au