Diversity Council Australia

Diversity Council Australia (DCA) is the independent, not-for-profit workplace diversity advisor to business in Australia on matters such as gender pay equity; gender equality and women in leadership; work life balance; cultural diversity; ageing workforce; engaging Aboriginal Australians; and sexual discrimination. Caroline James Public Relations has provided strategic communications, media advice and counsel as well implements the media relations program for DCA. Recent accomplishments include references to Diversity Council Australia and interviews with Nareen Young, its CEO, in The Australian, The Australian Financial Review, BRW magazine and Radio 2UE.

UK Trade & Investment

Caroline James Public Relations assisted the UK Trade & Investment (UKTI) with its Go UK competition campaign by providing public relations support.  UKTI helped more than 40 Australian companies successfully establish themselves in the UK last year and some 1000 Australian companies are already set up and doing business in the region.   To encourage further investment, UKTI launched Go UK - a business plan competition open to Australian and New Zealand businesses with an interest in expansion to the UK.  Winners were announced in March 2012.

Destination NSW (undertook work when Events NSW)

Destination NSW is building a world-class events program for Sydney and NSW.  Caroline James Public Relations provided communications support as a consultant in the role of Corporate Affairs Adviser from late October to mid December 2010. During this time based in Sydney at The Rocks, Caroline worked across a number of high profile campaigns such as "It's On in Sydney", the launch of the 2011 Master Events NSW Calendar and working with various event managers across NSW on their events and programs. Many campaigns during this time involved high profile celebrities and sports identities such as John McEnroe, Pat Rafter, cast from the Jersey Boys Musical, judges from the popular TV program MasterChef and Australian country music identities including Lee Kernaghan and Kasey Chambers.


Australian Trade Commission (Austrade)

Austrade is the Australian Government agency that helps local companies win overseas business for their products and services by reducing the time, cost and risk involved in selecting, entering and developing international markets.  

Caroline James Public Relations has developed communications and media campaigns to raise awareness of Austrade through positive coverage in business media nationally and overseas. 

Caroline provided media and communications support to external and internal stakeholders to ensure the organisation’s business objectives and key messages were communicated effectively. 

Key programs have included The Australian Export Awards, Business Club Australia, Fine Food Australia, Rosemount Australian Fashion Week and profiling the North East Asia region as an international business destination. 


Melbourne International Arts Festival 

Melbourne International Arts Festival is Australia's premier celebration of international performing and visual arts and Melbourne's flagship cultural event. Its theatre, dance, music and visual art performances run for two weeks every October. 

Caroline assisted the 2009 Melbourne International Arts Festival with publicity efforts on both a local and international front. The publicity campaign extended beyond ‘just the arts’ media and Caroline’s responsibility was to raise awareness through more mainstream channels. The purpose to attract crowds as well as but outside the usual arts audiences. By developing a communications strategy that targeted general and mainstream media, Caroline was able to achieve positive media penetration in a cross section of media that helped result in the Festival’s best ever publicity campaign.  


Australian Cenre for the Moving Image (ACMI) 

Caroline continued to stay in contact with peers from the Melbourne International Arts Festival and from this friendly, professional relationship, was offered a two week assignment with ACMI through an old Festival colleague (now at ACMI) to assist the communications and publicity team with tasks and responsibilities around Tim Burton: The Exhibition. The American film director, Tim Burton, was due to arrive in Melbourne along with curators and the Director of the Museum of Modern Art in New York (MoMA), Glenn D Lowry. Caroline assisted with preparations for the VIPs planned visit and for the extensive media schedule around their arrival and involvement. She directed local actors, celebrities and media on the red carpet event ahead of the Opening of Tim Burton: The Exhibition at ACMI. Teamwork, professionalism and a warm personality were paramount for the task. The two week campaign was one of Caroline's favourite assignments having a strong passion for media, the arts, film and theatre as well as working with accomplished and creative people. 


Other brands Caroline James Public Relations works or has worked with:  

RaboDirect (online savings bank) - public relations to leverage its principal partnership of the Melbourne Rebels super rugby side. 

Paul Bram Diamonds - profile positioning of Rebecca Judd as the official face of Paul Bram Diamonds.

The Artisan Collective – promoting the Collective’s theatre work. 

Walter Granek Fine Art - specialising in Modern Australian Works by artists such as John Percival, John Olsen, Charles Blackman, Sidney Nolan, Jeffrey Smart, Albert Tucker and Arthur Boyd. 

Park Lane Cafe - media relations activity to launch new Melbourne 'Hole in the wall' cafe. 

Fella Hamilton - fashion label with focus on the 60 + woman.  

Kmart Wishing Tree Appeal – public relations for Australia's largest Christmas Gift Appeal.  

Business Events NSW - promote Sydney in the media as THE place to do business.



AMI Awards for Marketing Excellence

Winner - National Award for Innovation 2005, Business Club Australia


PRIA Golden Target Awards 

Winner – Multimedia Communications Category, National Youth Week 2000 


PRIA State Awards

Highly Commended – Government Communications, Business Club Australia Beijing 2008 Olympics

Commended – Strategic Partnerships, Business Club Australia 2006 

Winner – Community Communication, Australian Unity Wellbeing Index 2002

Winner - Multimedia Communications Category, National Youth Week 2000 

Highly Commended - Special Event Category, National Youth Week 2000 

Commended - Public Relations New Practitioner of the Year 2000 & 2001


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