Accolades for the NFF
For a fourth straight year the NFF won an ACT Gold Award under the Public Relations Institute of Australia's 2010 'State Awards for Excellence', winning the Special Event campaign category for its '1st National Congress' - incorporating the inaugural Innovation in Agriculture Awards - held in June 2009.
"To integrate the event into the overall long-term strategy to change perceptions about Australian farming is commendable. The Congress itself seems to have been well managed, successful and rewarding."
In 2009 the NFF completed a hat-trick winning the ACT Gold Award under the PRIA 'State Awards for Excellence' for a third consecutive year, with its Public Affairs campaign 'Pacific Solution to Labour Shortages on Australian Farms'.
"This campaign achieved great outcomes for all concerned. Aiming to develop awareness, knowledge and support for the proposition, the communications professional working for the National Farmers' Federation was able to achieve all this and more.
"The communications strategy and planning were comprehensive and provided insights into the broad range of activities public affairs can encompass.
"A fine example of the effectiveness of professional communication in delivering on wider organisational objectives. The budget breakdown was detailed and a useful model for others. The situation analysis, research, and evaluation reached high standards, too."
In 2008 the NFF won the ACT PRIA 'State Awards for Excellence' Gold Award for the NFF's Public Affairs campaign 'Drought Preparedness in a Changing Climate'.
The NFF followed up the State Award by taking out the Highly Commended Award at the subsequent national 2008 PRIA 'Golden Target Awards'.
"An astute campaign underpinned by political realities. Made good use of the extensive research to understand attitudes and find trigger points among target audiences. A highly successful campaign."
Two State Awards
The NFF won two state PRIA Awards in 2007 - including the Gold Award in Public Affairs for the 'Farmers: Australia's Environmental Stewards' campaign, and the Highly Commended Award in Community Relations for the 'Campaign for Australian Agriculture'.
The NFF then went on to win the Commended Award for the 'Farmers: Australia's Environmental Stewards' campaign at the subsequent national 2007 PRIA 'Golden Target Awards'.
The PRIA judges’ noted of the 'Farmers: Australia’s Environmental Stewards' campaign:
"A highly successful campaign to reposition farmers as environmental stewards. This was clearly a well targeted, well planned and well executed strategy which used research to good effect."
Of the 'Campaign for Australian Agriculture', the PRIA judges said:
"This entire document demonstrated high standards of professional work, especially in the areas of: goals and objectives, target publics, communication strategy and plan and implementation.
"This entry achieved a score of seven (excellent) for the situational analysis, which clearly explained the context of the campaign and the significance of the project. Overall, a well developed idea and a very successful campaign."
In 2006 Client Solutions – a Canberra-based public affairs and lobbying consultancy – published the results of its survey of federal politicians, which ranked the NFF among the top five most effective special interest groups in Canberra.
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