Governments generate endless information, but so much of it goes unseen. So, how do we turn it into content people actually care about?

In this episode of GovComms, David Pembroke chats with Heather Lansdowne, a leader in transforming social media in government. As the social media manager at the Australian Bureau of Statistics, Heather and her team are turning heads in the government space, proving that data can be engaging, relatable, and even fun. She’s helped reshape how agencies communicate, bringing bold ideas and engaging content to the table. Her fresh approach connects with audiences in ways traditional comms never could.

From navigating government approvals to making stats go viral, Heather shares how agencies can rethink their content strategy. She talks about building trust with leadership, using humour to engage audiences, and why governments need to act more like digital publishers. Whether you're a social media pro or a government communicator looking to push boundaries, this episode is full of insights, strategies, and inspiration to help you create content that truly connects.

Discussed in this episode:

• Making government content engaging by turning reports into stories.
• Building trust with leadership to get buy-in for social strategies.
• Using humour to make statistics fun and relatable.
• Navigating approvals while staying compliant.
• Exploring social media trends in government.
• Showcasing ABS’s social media success.

Show notes:

• Data Release Calendar | ABS
• Graphic Design App | Canva
• Social media | ABS
• GovComms Podcast | Blog

Transcript:

A transcript of this episode can be found here.

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