About This Project



The Australian Lottery and Newsagents Association (ALNA) advocates for the largest non-franchised family owned business sector in Australia. ALNA utilises its industry and government relationships to provide advocacy and support to its members, and as the peak industry body, is the only lottery and newsagent association with ACCC authorisation to represent its members nationally.


How we work


ALNA CEO, Ben Kearney

ALNA needed a communications strategy that covers member communication as well as stakeholder, government, media, and internal relations.


On the media side, Pure Public Relations has helped turn ALNA into the go-to authority on small business and newsagent stories. ALNA’s CEO Ben Kearney is now a key media talent, with journalists and producers coming directly to him through Pure Public Relations at the early stages of planning a story.


Government relations work includes communications and media relations as part of a recent lobbying campaign that successfully saw the Australian Government ban irresponsible lotteries like Lottoland. Internally, we’ve created a communications plan for every state manager, in order to help them communicate better with their members. We have also helped communicate changes to members through infographics, a re-created newsletter, social media, letters, and a member magazine.


Our member communications work includes creating and managing the first-ever National Newsagents Week, which was created to engage members and increased foot traffic in their stores. Members were empowered to reach out to their local press to share their promotions and celebrations, and national media coverage was secured by Pure Public Relations to promote community newsagents.




ALNA now appears regularly in mainstream media, and has strengthened its ability to communicate with its own members.


ALNA has appeared in:


  • Television – Sky News, Ch 9 News, Ch 7 News, WIN, all local stations
  • Newspapers – The Australian, The Australian Financial Review, Sydney Morning Herald, The Daily Telegraph, Herald Sun, The Age, Courier Mail, The West Australian, multiple local outlets
  • Online –, ABC Online,, and more
  • Radio – Radio National, 3AW, ABC Radio across every state, 2GB, 6PR Radio, Fiveaa Adelaide
  • Business media – The CEO Magazine, SmartCompany, Kochie’s Business Builders, Business Daily, My Business, Dynamic Business, Business Acumen, Inside Small Business, Talking Business podcast
  • Retail media – Inside Retail, Convenience World, Franchise Business, RetailBiz, Retail World, The Retailer
Public relations
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