By Kerry I’Anson
National Brand and Corporate Relations Manager
Optometry Australia is becoming a primary source for comment for media. We are fielding more calls from media and adding to media commentary through the distribution of quality press releases.
Since mid-March, the organisation has distributed five releases. The topics were nutrition for eyes, new myopia research on the importance of spending time outdoors daily, the launch of our new consumer campaign, the sector’s Federal Budget position, and Optometry Australia’s response to the Federal Budget.
This financial year, almost 240 online, print, television and radio media clippings have been generated nationally on a range of eye health topics. Consumer angles achieved 83 per cent of this coverage, Optometry Australia’s role within the sector eight per cent, and the remaining coverage was delivered in medical publications.
Children’s vision and myopia was the focus of 56 per cent of this coverage, aligning with Optometry Australia’s continuing focus on screen time versus green time with the underlying theme of motivating regular eye examinations throughout life.
Coverage on eye health dangers associated with laser pointers and eyeball tattooing accounts for a further seven per cent of coverage, and eye health in general for the remaining consumer-related editorial.
The majority of coverage to date has been released online through major news portals, followed by print publications, television then radio.
All media releases are uploaded to optometry.org.au.
The organisation is reviewing media release templates available to members to release to their local press. Members are encouraged to visit the Marketing section of the member portal regularly for these updates.