In the past ten years, I solved challenging issues for clients in media, communications, social impact, tech, university education & have depth in:
Speaking & facilitation
Communication strategy
Social impact branding partnerships
Event curation
PROJECTS
A selection of Petra's innovative solutions designed & executed for her GLOBAL clients:
1. Communications Strategist, Branding Partnership Lead:
Uluru Statement from the Heart Campaign
Sydney
The challenge: Lack of clear messaging for a social justice campaign run through a university law school and to drive engagement with non-legal audience across video and social
The solution: I devised and implemented the social media strategy for the Uluru Dialogue Leadership team who is guiding implementation of the Uluru Statement from the Heart, a campaign to reform the Australian Constitution for a First Nations representative Voice to Parliament, led by Professor Megan Davis, Pro Vice-Chancellor Indigenous at UNSW and Patricia Anderson AO, Co-Chair.
Using my knowledge of the legal technicalities, I researched, hosted and produced “The Voice“, an IG Lives interviews series with prominent Australian celebrities and influencers who are supporters of the Uluru Statement. This series aimed to convey the core themes of the Statement in an entertaining, engaging, interview-style.
I also hosted academic seminars, managed stakeholder engagement with prominent Australian corporations, individuals and benefactors.
Branding partnerships: Critically I devised, proposed and spear-headed a digital educational campaign with Australian fashion brand Witchery for the fourth anniversary researching and drafting all written collateral which the social team of Witchery then posted on 27 May (day of the anniversary) through their IG account with 500K followers.
Finally, I concepted, and facilitated an official merchandise relationship with The Iconic, after I identified the lack of storage option of t-shirts sitting at the University, limited sales channel as the purchase portal was hidden through the University website and had minimal penetration. The collaboration with The Iconic has been instrumental in increasing the reach of the campaign, and for a youth demographic to be on board with the messaging #staytruetouluru.
2. Innovation Facilitator, Event MC:
Huawei Europe
Berlin
The challenge: Huawei Europe was searching for a native English Speaking Facilitator/MC based in Germany and fluent in German to MC its various events across Europe covering themes of Big Data, Innovation, Industry 4.0, Cloud Technology. They were searching not only for a polished MC for the plenaries , gala dinners and fireside chats but also a competent event curator, to help plan the event together with the Marketing team who was based in Shanghai, China.
The solution: Together with the Huawei Marketing team in Shanghai, I curated a seamless event experience for the client . This went beyond independently researching and writing my own MC/Host scripts in English, as well as hosting the events with international delegates from between 200 - 10,000 people and undertook detailed industry research for various events including the European Rail Summit, Hannover Messe, CEE Prague. A large part of the pre-event work included cultural briefings on German business norms, media outreach and English conference etiquette.
3. Speechwriter,
German Delegation to G20 Summit China
Berlin
The solution: I prepared an in-depth research methodology, technical drafting, and editing of key expert's speeches on poverty reduction policies, economic and development targets, climate change. I was then able to accurately draft succinct and compelling talking points in English for the roundtable /Q +A discussion with other G20 leaders/delegates and provide coaching on simple interviews in English with media.
4. Digital Creator
NATIVES business communication
Berlin
The solution: I devised a new social media management system including refreshing the twitter and fb handle to improve audience engagement. Other achievements include:
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Blog development: interviewed guests and staff and drafted weekly blog posts profiling their lives, hobbies, quirky facts about the interviewee
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Brand support: workshop prep for their clients, reviewing docs/tenders, outgoing correspondence, press releases, pitching
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Narrative/conceptual: created content for their new workshops, talking points for media interviews, newsletter content
5. English Language Editor
"Smart Guide to Utopia“, Le Cool publishing Barcelona (commissioned by smart )
Berlin
The challenge: Time-critical editing required for a book launch featuring 100+ ground breaking European urban projects and initiatives on Sustainability Design, Social Entrepreneurship, Startups, Renewable Energy.
The solution: I devised a project timeline to ensure timely delivery of the draft to the Publisher in Spain
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Narrative/conceptual: created content for their new workshops, talking points for media interviews, newsletter content
6. Innovation Facilitator
rethink Media Publishing GmbH
Berlin
The solution: I crafted, executed and delivered innovation workshops based on dia trends research and analysis (in German) to deliver to clients in design and language coaching sectors. In tandem with development of a communications platform consisting of tender preparation, and pitch writing skills.
7. Startup Campaign Manager
Small World Social Media
Berlin
The solution: I devised a complete brand support approach including completion and submission of the in-bound investment tender documents, application and due diligence liaison with local Berlin law firm for company’s German government. Communications collateral were also overhauled: including Website copy,high-level press releases ,media placement, social media account management: Facebook & Twitter handles, hashtags, audience engagement