PAREXEL International - Public Relations Event

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Company: PAREXEL International, Waltham, MA
Company Description:  PAREXEL is a leading global biopharmaceutical services organization that helps clients prevent and cure disease by supporting their drug development efforts. PAREXEL has helped bring 95% of the 200 top-selling drugs to market and works with all 50 large and the top 30 small/emerging biopharmaceutical companies. PAREXEL supports 1,700+ clinical projects in 20 therapeutic areas.
Nomination Category:  Live Event Categories
Nomination Sub Category: Best Public Relations Event

Nomination Title: PAREXEL Opens New Global Decision Making Hub in Dublin

The date on which this nominated production was first presented: July 27, 2015, Kilmainham (Dublin), Ireland

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words): TEXT REDACTED FOR PUBLICATION

To better serve our worldwide customers, in July, 2015, PAREXEL opened a global decision-making hub in time zone-friendly Dublin (Kilmainham) to play a pivotal role in PAREXEL’s growth and business strategy. With 70 employees already in place, we planned to increase our local team to 200 in 12-18 months, at all levels and across all businesses, including: clinical, tech, legal, consulting, and logistics. To generate awareness of PAREXEL, generate the application volume needed, and continue to meet business objectives, the Communications team created a grand opening event.

In opening our global decision-making hub, PAREXEL had two specific communications objectives: Increase awareness of PAREXEL as a multinational employer of choice with significant job opportunities in Dublin and increase consideration of PAREXEL by jobseekers.

Coordinating with PAREXEL’s senior management and talent acquisition teams, we identified and targeted three distinct audiences for the opening of our new decision-making hub: Ireland government officials, active job seekers, and current PAREXEL employees. All have diverse needs and engage with PAREXEL in different ways. Based on the diversity of the audience and through a media analysis of similar announcements by other corporations, we determined a press conference event with participation by Irish government officials would ensure reach to all audiences.

The Communications team developed three key messages for the event that tied to our overall corporate narrative and brand promise.

The team threaded the messages throughout all interviews, speeches, and signage.

With a small budget and only five weeks to plan, the project team conceived the event as a press conference. The team knew if they got the press interested, they would achieve objectives under budget. With effective project management, the team, located outside of Ireland, created detailed workplans, aligned internal and external stakeholders, and engaged locally-based employees and IDA Ireland for logistical support.