Australian Wool Innovation outlines direct digital communications strategy

AWI CEO Stuart McCullough CONTENT delivered direct to wool growers digitally and not via mainstream media is central to Australian Wool Innovation’s communication’s strategy, chief executive officer Stuart McCullough has said. At AWI’s recent annual general meeting in Sydney, Mr McCullough said he wanted to tailor digital content to wool growers directly, “controlling the message” and not relying on mainstream media. He said he will talk to mainstream journalists, but wanted their stories to be “positive” and indicated AWI will isolate journalists and publications perceived to be not giving the wool research, development and marketing company “a fair go”. He confirmed that…

Source: Sheep Central
Australian Wool Innovation outlines direct digital communications strategy