TheBureau...At Business News we pride ourselves on beingimpartial It’s not up to us to be the...

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The BureauPromoting Western Australian opportunities to the world

At Business News we pride ourselves on being impartialIt’s not up to us to be the referee on decisions made by business or decisions made by our state and federal governments.But sometimes it’s the media’s jobto call things out when things justaren’t right.

Promoting Western Australian opportunities to theworld

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Business News has an ideaThe Bureau –adopted from our South Australian cousins –will promote the ideas, the technology and thebusinesses of Western Australia to the world.As a mechanism to promote Western Australian companies beyond our state at no cost tothe local business community, it ought to be fundedby the state government with a charter of editorial independence to ensure there is no politicalinterference.The Bureau gives a worldwide voice to WA businesses whether they are large, medium or small.

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WA has a big opportunity to leverage

The world already knows WA is a great place to live but to go beyond that we need to shiftthe narrative. Focus on Perth as home to innovative industries, global businesses and real investment opportunities.

We need the world to know:- We compete at a global level, we are creative, innovative and

engaged in more than the basics of primary industry- Western Australia is a well-educated, entrepreneurial society that

makes the most of its best attributes- Diversity in industry and jobs provides for a less volatile economy

and more sustainable future


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Ground-breaking reputational research by Ipsos*

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*Ipsos 2019 for Committee for Perth; see Appendix A from Perth City’s Reputation: SummaryReport


Shift the dialThere is no time like now to let the world know that Western Australia has skills, resources and capacity that make it attractive to investors, researchers and those who want to trade.Content published globally will bust the myth that this state just digs things up and ships them out.

Decision makers beyond WA need to learn that we:- Are open to investment- Have global companies in

many sophisticated niches- Have advanced tertiary

education- Have world-leading

research institutions- Are a hub for start-ups

and innovators- Welcome visitors who

want to learn more about us


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A source for international mediaMedia companies across the world are always hunting for good stories and content to deliver to their readers

When stories come from the government, they are looked upon sceptically

When stories come from public relations agencies or direct corporations, they rewrite to remove any suggested bias

When stories are shared with other reputable and independent media companies they are adoptedalmost in their entirety and at much higher rates because they are trusted


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Changing perceptions with real stories

The Bureau storytelling hub will focus on fieldsof endeavour that enhanceWA’s reputation as a place to visit, study, live, invest and do business

We will communicate to the rest of world and Australia– activity, opportunities, research and innovation in industries such as:

• Energy• Tourism, events and

creative industries

• International education• Mining and METS• Technology and advanced

manufacturing

• Primary industries

The Bureau will proactively push WA stories to the world where they can be accessed, amplified, published and commercialised


Transparent Investment

A minor investment compared to tourism - The state government budgeted more than $100 million to tourism in 2019-20. $12 million in direct international marketing spend in our 10 key tourist markets, to promote holidaying in WA to overseas visitors alone.


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Where the investment goes

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An integrated publishing framework

Local jobs for 2-3 FTE editors, journalists and freelance contributors

Online distribution and reporting system


Integrated publishing framework

An integrated publishing framework built around an editorial culture that creates powerful content to achieve measurable outcomes.


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Local, independent journalism working in WA’s best interestThe Bureau will provide local jobs for 2-3 FTE editors, journalists and freelance contributors:

- Content production and purchase varyingfrom words, photographs, video, podcast,tweets or posts and infographics

- The emphasis will be on articles with pictures which have proven to be enduring inthis age of digitisation

- Experienced and skilled journalists who can tell these stories in a way that readers will want to read, and publishers will want to publish

- Access to intellectual property whichwill ensure stories are written in a way that

attracts attention outside the state and reach the kind of publishers who are likely to use them

- The Bureau content will be published with a creative commons approach toaccessibilityand will be marketed copyright free for international and interstate use in relevant media. The content will also be available to all local Western Australian media to use copyright free. Similarly local stakeholders such as government departments and industry bodies will have fullaccess


Online distributionand reporting system

The establishment and maintenance of the online distribution and reportingsystem.

- A hub for all content available fordownload

- Adatabase of relevantpublishers- Content tracking analytics todetermine usage and impact,including ROI in dollar terms


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The Editorial Charter

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Total independence from government and industry.

To create real, compelling journalism for a global and national audience that tells the ongoing story ofWestern Australia as an outstanding destination for investment, lifestyle and business.


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The Bureau will adhere to the following Editorial Charter:- The Bureau staff and freelancers will employ

honest, independent and impartial journalism that is transparent in all its stories and reporting

- Stories will be commissioned and published ontheir editorial merit in meeting the mission, noton their political or business expediency

- All Western Australian media will have the opportunity to access The Bureau’s content to tell the story of Western Australia

- The Bureau will spearhead and share best practices in new media, including the use of social media and other innovative ways of storytelling

- Talented new journalists will be assistedin their career development

- Established journalists, photographers, videographers and factual storytellers will find The Bureau as a place for their voice and a market for their work

- Stories and facts will highlight Western Australian innovation and leaders, not editorial or opinion articles on party political or industrial relations matters

- When it is necessary to report on those subjects, only proven and established factswill be published, and

- The day-to-day editorial content of The Bureau will be independent of Business News’ editorial, but The Bureau’s editor will be answerable to an editorial board, comprising of the Business News CEO, editor and at least one other senior Business News editorial staff member


The South Australian example | The Lead

Using The Lead as anexample:

11,789 stories have been published in 3rd party media since July 2014

Leading Australian website in the field of clean energy news and analysis

10.5 million unique page views in 2018

320,000 unique website visitors each month


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The Lead is creditedwith playing a key role in securing a five-yearinvestment commitment for the SmartSat CRC, a$295 million project which has helped propel thestate towards becoming the hub for Australia’s space industry.


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Why Business News

Business News has operated for 25 years in WA

A proven integrated publishing framework with an editorial culturethat creates powerful content to achieve measurable outcomes

Knows WA inside and out

Sector agnostic: covers all areas ofeconomy

Established structure and systems todeliver

Established database connections, contributors and partners to identify, generate and attract content

Driven by data and KPI’s

Access to proven editors, journalists and freelancers

Sustainable business model – Consistent double digit subscription growth year on year for the past 2 years when most other media is decliningBusiness News has strong staff development and retention with an average time for an editorial staff member being 7.4years!


Independent and effective reputationPerforming a service for all Western Australians

Editorial independence from government andindustry

Ensures content is editorial news not promo pieces

Gives credibility to every piece of content

Encourages use by quality mediaoutlets

Business News is a proven, established and respected news organisation:

• Systems are proven• Invested in technology• Infrastructure in place

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Exclusive relationship with The LeadBenefit from The Lead’s proven performance in South Australia

Exclusive relationship with Solstice Media – operator of TheLead

Leverage Solstice Media experience and intellectual capital from:• The Lead• InDaily• The NewDaily

Tested operational and distribution framework

Proven charter for editorial independence– having worked with both parties inSA government.

Established system of placement, evaluation and reporting


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We can start now

With Business News’ own experience and the relationship with The Lead we can reachmore than 5,000 international publishers and editors providing a rapid delivery of objectives leading to value for money.


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Over a year of fighting to get The Bureau up and running

• Lobbying state government ministers with widespread support on both sides

• Ensuring opposition would not be an issue for thestate government

• Letters of support from Leader of the Liberal Opposition in WA Hon. Liza Harvey and Leader of the National Party WA Hon. Mia Davies.

• Support from key WA industry groups

• Support from key WA corporate leaders

• Substantial time and moneyspent going through WA government’s Market Led Proposal process with the Department of Premier and Cabinet - prior to finding out that less than 5% of these proposals are successful. Ultimately our proposal was rejected for funding as it had notmet the requirement for being an “exclusive” idea

We have exhausted all other avenues

We had a choice to let itgo or fight more publicly for The Bureau.

We chose to fight becausewe believe it is an opportunity to gain substantial investment and trade in Western Australia and we should not give up easily.


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We need your help

Our businesses need The Bureau more than ever and we want WA to succeed, nationally andinternationally. We are seeking to give aworldwide voice to WAbusinesses whether they are large, medium or small.

You can help support and make The Bureaua realityby signing our petition (or helping us to collect signatures) or by joining WA’s business and political leaders in writing a letter of support.

Find out more at www.thebureau.com.au23


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