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Tabcorp Wins National Public Relations Campaign of the Year Award

Tuesday 30, Oct 2018

Tabcorp has won the Public Relations Institute of Australia Golden Target Award for the 2018 National Public Relations Campaign of the Year at the PRIA Awards presentation dinner held in Sydney on 30 October. Tabcorp also won the Award for the best Internal or Change Management Campaign.

The Award was for the communication campaign conducted by Tabcorp to inform business stakeholders and employees who were affected by the merger of Tabcorp and Tatts to create one of the world’s largest gambling entertainment groups.

The dual purpose of the campaign was to explain the benefits of the merger to stakeholders in terms of business improvements through synergies and allay employees concerns about their future prospects with the new entity, particularly Tatts employees who were concerned about being ‘taken over’.

Titled ‘Surround sound in the first 100 days of a merger’ the campaign addressed the confusion and disaffection caused by a very long takeover process complicated by legal challenges and a rival bid that made employees cynical about the merger.

The campaign strategy was to use a wide variety of different forms of both internal and external communication to consistently and positively deliver the same open and honest messages for 100 days after the merger was completed to enable employees to fully understand the reasons for, and the nature of the change, and become more positive about their future.

The Public Relations Institute of Australia has run the Golden Target Awards for excellence on public relations practice for 42 years. PRIA National President Sylvia Bell said “The Awards are now open to both PRIA members and non-members making them truly national awards for outstanding best practice in PR. They are judged by panels of public relations leaders and industry sector experts and awards are made at both the State and National levels.”

Awards are offered in various categories representing the depth and diversity of modern public relations practice. The full list of the 2018 Golden Target Award winners in the different categories attached illustrates this diversity.

In addition to the Golden Target Awards Thomas Parkes FPRIA, Chair of the PRIA College of Fellows received the PRIA National President’s Award for outstanding service to the PRIA.

In presenting the Award, PRIA National President Sylvia Bell said, “This award acknowledges Thomas Parkes’ wise counsel and advice, and his dedication to the PRIA College of Fellows.”

Contact for more information and to arrange an interview with Sylvia Bell FPRIA, PRIA National President and Chief Judge for the 2018 Golden Target Awards PRIA National Office - Email:; Phone: 02 9331 3346