EO AUSTRALIA

Recipe
Written By Rachel Abad

POSITIONING ENTREPRENEURS’ ORGANIZATION AS A THOUGHT LEADER IN AUSTRALIAN ENTREPRENEURSHIP

Entrepreneurs’ Organization (EO) Australia set out to elevate its presence within the national business landscape, shifting from a niche network built on word of mouth only, to a credible voice on entrepreneurship and leadership.

With a global ambition to double membership from 19,000 to 35,000 by 2030, EO recognised the need to build brand awareness, media visibility, and audience connection through a national communications strategy. I was engaged to design and deliver a comprehensive PR and communications approach to grow national visibility and drive future member growth across EO’s five Australian chapters.

Initially, I laid the groundwork and developed a four-month national strategy to position EO as a thought leader on entrepreneurship – recognising founders as nuanced individuals rather than statistics. The approach leaned on EO’s unique access to thousands of business owners running ventures valued over $1.5 million, translating this collective intelligence into credible, insight-driven storytelling. 

To bring this to life, I designed and delivered the inaugural State of Entrepreneurship Report – a national study capturing insights from 79 EO members to uncover the realities of entrepreneurial life in Australia. I then synthesised quantitative and qualitative findings into media-ready narratives centred on burnout, leadership pressure, and the value of community support.

Download the report here.

Country Road Group offices, Richmond.

OUTCOMES

  • 4.1 million total reach across AFR, ABC Sydney, Dynamic Business, Knowledia, and The Australian Business Journal

  • AFR front-page feature heroing key EO members

  • Created a scalable framework for ongoing national PR

  • Developed and delivered a new national state of entrepreneurialism report

Rachel Abad
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