How do you close a credibility gap for an entire profession?
Challenge
As the peak body for human resources in Australia, the Australian HR Institute (AHRI) represents more than 15,000 members navigating one of the most volatile workplace periods in decades. Rapid shifts in AI adoption, productivity pressures and high-impact legislative change placed HR at the centre of organisational decision-making.
Despite this, HR practitioners were often perceived as administrative support rather than strategic partners. Without stronger credibility in mainstream business and economic media, HR leaders risked being excluded from boardroom conversations at a time when workforce strategy was fundamental to organisational performance.
Our approach
Mahlab implemented a proactive, data-led media relations program designed to establish AHRI as the definitive authority on Australia’s workforce and workplace trends.
Building a sustained source of authority
- We shifted AHRI from reactive commentary to a structured program anchored in proprietary research.
- Four Quarterly Work Outlook Reports and two themed research reports were developed to provide consistent, evidence-based insight into the forces shaping Australian workplaces.
Leading with evidence
- Each report was grounded in survey data from HR professionals, ensuring credibility and relevance.
- Insights were framed through a business lens, connecting workforce issues to productivity, performance and economic impact.
Reaching senior decision-makers
- We prioritised Tier one business and national media to ensure AHRI insights reached executive and board-level audiences.
- AHRI CEO Sarah McCann-Bartlett was positioned as the primary spokesperson to deliver a consistent and authoritative voice.
Designing for clarity and reach
- Multimedia press kits, including radio grabs and data summaries, were developed to support uptake across broadcast, print and digital outlets.
- This ensured complex workforce issues were communicated clearly and accessibly without diluting their significance.
The program repositioned AHRI from an industry observer to a trusted authority on the Australian workplace.
HR perspectives became embedded in mainstream business reporting, strengthening the influence of HR leaders and reinforcing the value of AHRI membership.
- 196 Tier one media mentions in 2025, exceeding target by 9%.
- 758 million total estimated earned media reach.
- $7.9 million in advertising value equivalent.
- 85% of senior HR leaders reported AHRI content better equipped them to meet boardroom challenges. Website engagement increased by 25%, directly supporting AHRI’s certification pipeline.