Transcript
JEREMY PORTER’SPORTFOLIO
A sample of Jeremy’s recent work in strategic communications
I am a communications strategist and writer. I have 13 years experience in strategic communications.
I co-‐founded Creative Conscience, a pro bono communications agency, in 2003 before working in the non-‐profit sector.
I created the digital communications team at Oxfam Australia and ran the digital communications and public relations practice at the Australian Conservation Foundation.
I have worked on five election campaigns with Alex Frankel & Associates for the Australian Greens including the 2013 Australian Federal election.
A little bit about Jeremy Porter
-‐ 13 years experience in strategic communications: client-‐side and agency-‐side-‐ Held leadership positions inside large organizations-‐ Contributed to key campaign victories -‐ notably on environmental issues
-‐ Based in New York, NY;
-‐ Creates communications strategies, develops narrative and messaging, writes;
-‐ Collaborates with agencies and works directly with clients
in non-‐profit, commercial, and political space.
After many rounds of qualitative research across the country, AF&A and I developed the communications strategy with messaging for all 150 House of Representatives races, and the state and territory Senate campaigns.
Throughout the campaign I wrote copy, trained candidates and staff, and provided counsel on advertising and campaign strategy. I also served as communications adviser to Senator-‐Elect, Janet Rice.
Despite a swing to the right, The Greens held all its seats and won an additional Senate seat. The other party on the left, the Australian Labor Party, lost six Senate seats, 17 House of Representatives seats, and ultimately, government.
2013 Federal Electioncommunications strategy and counsel
The Greens had the clearest and most coherent message in its history. The press and voting public picked up The Greens narrative beyond its traditional environmental platform.In 2013 the Australian Greens were facing
numerous challenges. Among them: -‐ there was a mood for change amongst voters;
-‐ the party was not well-‐known beyond its environmental platform;
-‐ they were defending two vulnerable Senate seats and a House of Reps seat.
I was hired by Alex Frankel & Associates (AF&A) to help design, conduct, and analyze the qualitative research and develop the communications strategy.
“ When I want a trusted pair of hands to work with me on a key campaign I call Jeremy Porter. I do it often. He knows how to stay the course and develop a narrative that cuts through. When others are tempted to drift off message, Jeremy is able to bring people in, remind them of the strategy and provide counsel to help people perform in their role. “
-‐-‐ Alex Frankel, PrincipalAlex Frankel & Associates
Political campaignResearch, strategy, messaging
“
”-- Janet RiceSenator-Elect, Victoria
Jeremy Porter worked with me as part of my successful campaign for election to the Australian Senate in September 2013.
Jeremy had two roles in my campaign. As part of his work with Alex Frankel and Associates, Jeremy was central to the research, strategy, narrative and messaging of the overall election campaign for the Australian Greens. I was very pleased with the quality of this work – I believe it was the highest quality communications work that has been done for Greens election campaigns. I found Alex and Jeremy to be personable, engaging and accessible in their work with the party.
Jeremy was also part of my personal communications team. In particular he worked on a number of key speeches for and with me; including the speech that I presented at my campaign launch, other speeches for major campaign events and my speech for election night.
Writing speeches for someone else is a tricky thing. I found Jeremy to be very adept at both undertaking thorough research and then crafting a speech in my voice. To do the latter requires excellent consultation and collaborative skills, and a humbleness as well. Jeremy has the skills required to walk this challenging line.
I thoroughly recommend Jeremy to any potential employer seeking a highly talented communications professional with broad experience working across political and community campaigns.
Oxfam Australia did some amazing work across 29 countries but its digital presence wasn’t up to scratch. I built a multi-‐disciplinary team of nine people and drove the overhaul of Oxfam’s digital presence.
We created the organization’s first content strategy, first social media strategy, and email marketing strategy. We overhauled the organization’ s three largest websites.
The relaunch of the website included the most advanced letter writing tool In Australia. Supporters were able to email or fax every elected member at state and federal level and major CEOs. It became a core part of Oxfam’s campaigning and advocacy platform.
Revamping thedigital presence of a leading internationalnon-profit
My team moved the organization from sub-‐standard digital communications to setting sector standards.
This led to me overseeing the initial development of the Oxfam International Digital Communications Strategy.
Key results
35% increase in average donation amount after website relaunched
14% increase in visits and a 22.5% increase in page views
100,000+ subscribers opted in to email communications
Poverty and international justiceDigital strategy, project management
The Public Interest Law Clearing House (or PILCH) isn’t the best name for an organization improving the lives of thousands of the least fortunate.
As the communications lead for the organization it was clear we needed something simpler.
Rebranding a human rights and justice organization
I oversaw the rebrand project including research and development of the brand strategy. The strategy addressed values, target audience, brand essence, and messaging.
The rebranded organization launched in 2013 as Justice Connect.
Justice, human rightsBranding
A small community fighting a nuclear waste dump“ He won’t listen to us but he answers to you ”
I was the communications lead on the campaign tasked with raising awareness of an under reported issue.
We worked with an advertising agency to create the full page newspaper ad and had a billboard erected in the electorate of the Resources Minister.
We issued a media alert for a press conference and photo op when the Minister again refused to meet the traditional owners. We secured stories on national television, online, and print.
The legislation was delayed despite bi-‐partisan support. After many years it eventually passed, but it is now the subject of legal action. The dump hasn’t been built.
When the Australian Labor Party won government in 2007 they promised they would take a new approach to radioactive waste management: international best practice with full community consultation and consent.
Two years later its “new” approach looked the same as the previous government. They announced that they would build a radioactive waste dump on Aboriginal land.
The government refused to meet the the traditional owners despite our many attempts to secure a meeting.
Environment & Indigenous rightsStrategy, public relations, copywriting
Working with unions to cut pollution and create jobs
When the Labor government wavered on its commitment to cutting pollution and stopping dangerous global warming, an unlikely alliance emerged between the Australian Conservation Foundation and the Australian Council of Trade Unions.
We commissioned independent research to counter the dominant jobs vs. environment frame. The research showed 3.7 million jobs would be created by switching to a clean energy economy. All but one region in Australia would see job growth.
We pitched media outlets with specific job growth numbers for their region. We saw hundreds of media hits in 24 hours across the country: local and national.
Global warming, jobs, environmentStrategy, public relations, digital
We coupled the press strategy with a digital strategy to add pressure on the major political parties. We designed a clean energy map showing how many jobs would be created, where, and in which industries.
There was a call to action for supporters of the Australian Conservation Foundation and ACTU to email their local MP asking for action.
Three months later, the Labor government was re-‐elected by a whisker after hundreds of thousands of votes flowed to the Australian Greens. This was principally because Labor had walked away from cap and trade. One year later, cap and trade became law.
In 2003 I co-‐founded a small pro bono agency of six staff working with small community organizations across the globe.
We redirected our skills and resources to where it was needed, whether it was for orphaned youth in Nepal, or street workers and the homeless in Vancouver.
We built created brand identities, built websites, produced animations, took photos and made short films.
Co-founding a pro bono agency for small organizations
Poverty, homelessness, educationBranding, design, photography, writing
“ Jeremy crafted a strategy for bringing all major political parties together to sign up to a cross-‐party pledge to return water to the river system in one of the most influential states involved in the debate.
The result of the strategy was that every politician from the major political parties signed up to the pledge and supported the largest return of water to the environment that has occurred anywhere on Earth. ”
-‐-‐ Dr. Paul Sinclair, Director of Environmental CampaignsAustralian Conservation Foundation
I commissioned full-‐page ad to run in the local paper naming the MPs and Senators holding out (above left). Working with the media buyer I booked the ad space.
We contacted key MPs showing them the ad that would run in the paper if they didn’t sign the pledge. 24 hours later every MP and Senator had signed on.
A revised version of the ad (above right) ran the next day coupled with an exclusive story we had pitched to the newspaper.
It marked a turning point in the campaign. For the first time there was bi-‐partisan support and water was returned to the river in 2012 — the biggest return of water anywhere in the world.
Drought, the food bowl, and the irrigation lobby
Australia’s food bowl was running dry. Years of too much irrigation, poor land use, and global warming had taken its toll. The river no longer ran to the sea. The irrigation lobby was well organized and had plenty of money.
Representatives of South Australia promised water reform to constituents but did nothing. We had to shine a light on this inconsistency.
We had to show community support for the return of water to the river. I commissioned a poll — we found 86 percent support.
We asked all MPs and Senators to pledge support for water reform. Half refused.
EnvironmentStrategy, polling, advertising
Delivering earnedmedia under pressure
The community consultation process for river reform was nothing short of disastrous. Everywhere the head of the Basin Authority went, he faced protests.
The protests were well organized by the irrigation lobby and received media coverage day after day. Copies of the draft report were burned in the hundreds.
We were losing the debate. The CEO of the Australian Conservation Foundation told us he wanted positive television media by the end of week.
The communications team met on Monday afternoon to discuss how we would do this. With no other news hook I decided we had to create a media stunt. We agreed to stage it three days later to coincide with the Melbourne community meeting.
The stunt was a peaceful, visual protest on outside the State parliament.
I owned the project from start to finish. I managed the project team, sourced the materials required, wrote the media alert, and liaised with press at the event.
We secured positive stories that night across multiple TV networks. This was a circuit breaker in the media coverage.
EnvironmentPublic relations, project management
Work History
Jeremy Porter Communications (2011 — present)Works with clients and agencies. Develops communications strategy, creates messaging and narratives, and follows through to implementation. Clients include political candidates and parties, campaigning organizations, unions, and businesses. Has generated significant earned media gaining new attention to issues and advancing campaign goals. Worked with BerlinRosen Public Affairs on high-‐profile labor campaigns to improve conditions for workers and raise the minimum wage.
Justice Connect — Communications Manager (2011 — 2012)Head of communications for advocacy organization working on housing, homelessness, and human rights. Trained staff and raised the profile of the organization in the press. Oversaw organizational rebranding and fostered a new culture of telling client stories through interviews and imagery. Created the organization’s first communications strategy.Raised profile of the CEO through TV interviews, radio interviews, and print coverage.
Australian Conservation Foundation — Communications Manager (2010 — 2011)Led a team of four advisors in the public relations and digital communications practice. Developed communications strategies and messaging on key environmental campaigns. Worked across all campaign areas: global warming, rivers, oceans, forests, cities, uranium mining, and nuclear waste. Wrote op-‐eds, press releases, briefing documents, advertising copy and scripts, and email campaigns. Contributed to key environmental victories on global warming, Indigenous consent and nuclear waste, marine reserves, and river restoration.
Oxfam Australia — Digital Communications Manager (2007 — 2009)Built a full service, multi-‐disciplinary team of nine people over three years who transitioned the organization from sub-‐standard digital communications to setting new sector standards. Conceived and implemented the complete overhaul of Oxfam’s online communication including website, email, and social media.
Other roles (2001 — 2007)Jeremy Porter Communications — Design and Communications ConsultantCreative Conscience — Co-‐founderGlobal Volunteer Network — Digital Communications CoordinatorJericho Communications — Designer
Jeremy’s work historyand education
Education
Bachelor of Arts, History (2004)Victoria University of Wellington
THANK YOU
Jeremy Porterwww.linkedin.com/in/jrmyprtr
www.jrmyprtr.com
jeremy@jrmyprtr.com(929) 245-‐5888
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