GovComms: The Future of Government Communication

Conrad is Director of the GREAT Britain campaign. GREAT is the UK Government’s most ambitious international campaign ever run, uniting the efforts of both public and private sectors to generate jobs and growth for Britain. The GREAT brand has a current value of 271 million pounds and has received 69 national and international awards to date. In 2014, Conrad’s role at the Prime Minister’s Office on 10 Downing St expanded to include responsibility for delivering major cross-government campaigns, and ensuring government’s spending on communications is efficient and cost-effective. Conrad has also previously worked at the Foreign & Commonwealth Office as Head of Public Diplomacy and Strategic Campaigns; and the Central Office of Information, on issues such as consumer rights and international export. He later joined the Cabinet Office as Director of Strategic Communications. Here, he launched a new approach to government communication and was responsible for campaigns to counter terrorism and other societal issues. Prior to his career in government, Conrad spent 18 years in advertising, working with both national and international businesses, and established his own communications consultancy which he ran for 8 years. Discussed in this episode: What sparked the GREAT campaign Leveraging a name, and the power of keeping things simple What drove cooperation across departments How public perceptions changed throughout the campaign A moment in the spotlight: the London Olympic Games How Conrad approached ROI and measuring key success indicators Employing a ‘soft power’ approach to communications What’s next for the GREAT campaign Hosted on Acast. See acast.com/privacy for more information.

Craig has 25 years’ experience in the digital industry and is passionate about boosting organisational performance through the use of digital strategies and tools. Craig has previously managed and created start-up companies, and served in a variety of senior roles in both government and private sectors. Throughout his professional career, Craig has led national digital projects, designed innovative products, hosted stakeholder engagement initiatives, and coordinated the development of hundreds of websites. He has also trained thousands globally on how to maximise their social media engagement. Craig’s current role with Accenture focuses on supporting clients to respond, manage and create value from digital disruptions. His previous work as an advocate for Digital Government (Gov 2.0) has given him an appreciation for work relating to government and health industries. Discussed in this episode: Craig’s background and passion for digital The role of data in modern communications Room for improvement regarding government data use The different roles of data: comparing public and private sectors Managing the issue of citizen privacy Viewing privacy and data as a ‘transaction’ Craig’s thoughts on introducing government incentives for data sharing What the government will look like in 5 years’ time The shift towards agile and multifunctional teams Craig’s take on the skills government communicators should be learning now The future of digital and the implications for businesses Hosted on Acast. See acast.com/privacy for more information.

Nick is the Head of Strategy and Communications at The Society of Hospital Pharmacists of Australia (SHPA). Nick graduated from the University of Melbourne with his Postgraduate Diploma of Editing and Communications in 2008. He has since filled a range of communications roles within the medical and pharmaceutical industry. Nick has worked in a range of areas, from communications research to media and strategy. He has recently been recognised by the International Association of Business Communicators for his campaign with the SHPA. Nick received a Gold Quill Merit Award for change communication, relating to his campaign titled ‘A New Prescription: Elevating Australia’s Leading Pharmacists’. The campaign involved multiple communication channels including social media, email and radio; and produced a range of positive outcomes for the SHPA. Discussed in this episode: The importance of having a clear objective Driving organisational change The challenges and learnings from Nick’s campaign The power of tone in message framing The role of visual ques in Nick’s strategy The value of face-to-face interaction in achieving outcomes Making the most of consultations and interviews The power of people and advocacy programs Leveraging third-party voice Effective communication: Nick’s tips for success Hosted on Acast. See acast.com/privacy for more information.

Brent joined the South Australian Tourism Commission in November 2015 as a marketing communications specialist with experience in advertising, digital, public relations, sponsorship and communications across the banking, retail and telecommunications sectors. Brent has been responsible for overseeing $1.6 billion growth in the visitor economy. He played a key role in launching the new global brand for South Australia and coordinated two global television campaigns and multiple digital programs that now see the southaustralia.com attracting over 6 million visitors annually. Brent has also managed several successful marketing partnerships with platforms such as the Project, MasterChef Australia and Sports Illustrated. In 2018, Brent was recognized as #21 on the CMO50 list of Australia’s top marketers and will be speaking about public sector strategic communication in Canberra this May. Discussed in this episode: Getting recognised as a top 50 CMO Being digital native, and taking risks in government Creating a point of difference The power of authenticity Pushing the creative limits of social media Informing instead of promoting Making content ‘snackable’ Using data to increase consumer value An insight into the ROI metrics used by South Australia Tourism Commission. Brent’s tips for effective communication within government Hosted on Acast. See acast.com/privacy for more information.

Mark Hocknell has over 25 years of experience in corporate management, consulting and academia. He has completed his Masters degree in Business Administration at the Queensland University of Technology and has developed two business courses which he has now been teaching for 8 years. Beyond Mark’s experience teaching and consulting, he is also a member of the Industry Advisory Board Griffith University. Mark has an established skill-set relating to performance measurement processes and evidence-based leadership. In 2015, Mark was appointed the Australasian partner for PuMP, a performance measurement process employed globally by over 40 organisations. Mark consistently runs workshops and speaks publicly about the importance of evidence-based approaches to outcome measurement. He will be in several cities throughout May, hosting workshops on how communicators can better measure outcome-based approaches in Government. Discussed in this episode: The essential steps required for measuring an outcome Learning to define a vague concept or objective An introduction to the PuMP methodology Focusing on improvements over outcomes and setting measurable targets The 8 steps of PuMP Why what is observable is measurable The challenges of adopting any new methodology Where to learn more about PuMP and upcoming workshops Hosted on Acast. See acast.com/privacy for more information.

Eleanor is the General Manager of Outreach and Capacity Building at the Australian Centre for International Agricultural Research (ACIAR). She has worked in a range of management roles, from strategic marketing and communication to Director of public affairs. Her previous places of employment include the Civil Aviation Safety Authority, Australian Tax Office and Department of Environment and Heritage. A communications honours graduate from the University of Canberra, Eleanor has worked in public affairs and communications for the Australian Government for more than 23 years, on a range of issues including heritage, pollution, natural resource management, biodiversity, arts, education and training and superannuation. One of Eleanor’s more recent campaigns has been broadcast on the SBS Food Network, aiming to promote awareness about the ACIAR. The television program titled "The Good Cooks" sent influencers to key ACIAR sites and aimed to promote current initiatives. The program was massively successful reaching over 2 million people, leveraging media platforms and influencers. Discussed in the episode: Building a big public profile for a small government department Rallying ministerial support for a high-risk campaign The importance of communicating without advertising Getting the balance right: editorial control and entertainment value How social media and influencers helped Eleanor reach over 2 million people Evaluating the campaign: reach vs awareness Weighing up the risk and reward of ambitious, creative campaigns Managing social media backlash Current ACIAR work and where you can check out Eleanor’s program: "The Good Cooks’’ Hosted on Acast. See acast.com/privacy for more information.

Jenny is an experienced producer of data management systems and data dashboard solutions for social change. Her skills relate to co-design, delivery and evaluation of collaborations, working with complex and wicked social problems. These include poverty, homelessness, Aboriginal and Torres Strait Islander health and development, school to work transitions and school readiness in vulnerable communities. Jenny has over 20 years’ experience in the social sector and has previously worked for leading NGO’s such as Oxfam and Plan International. She currently works as a Digital Transformation Lead at Clear Horizon, and is a Non Executive Director at Eating Disorders Victoria. She is trained in a range of reporting and communication formats to engage and mobilise communities and stakeholders. She is also a sought-after facilitator and trainer working to improve knowledge and skills in the areas of design and evaluation, especially in cross-sector collaborations. Discussed in this episode: The importance of simplicity in communication Preparing an evaluation checklist The qualities of a good evaluator The shifting focus from output to outcomes The impact of technology on change measurement Making data work for us (and not vice versa) Developing a toolkit for social change Avoiding data overwhelm Resources for those who want to learn more Hosted on Acast. See acast.com/privacy for more information.

Jo’Anne Langham is an experienced independent consultant with a strong background working in public policy. Her capabilities include human-centred design, statistical data analysis, and public administration. Jo’Anne holds a Doctor of Philosophy (Ph.D.) focused on economic psychology - tax compliance at the University of Queensland. She formerly worked as a Senior Director of Corporate Research and Intelligence at the Australian Taxation Office where she created a professional social research capability. She has also acted as a Governance Review Lead responsible for managing stakeholder relationships and the design of new operating models. Jo’Anne’s latest Ph.D. work has investigated citizen experience measurement from a public sector perspective. Her framework titled ‘XE Heuristics’ looks at measuring the effectiveness of client and citizen focussed design. Discussed in this episode: The origins of citizen focused experience design Government adoption of a citizen-focussed approach The importance of measuring and modifying design Developing metrics for client experiences An introduction to Jo’Anne’s experience measurement framework Creating customer journey maps Using the framework to improve public sector outcomes Hosted on Acast. See acast.com/privacy for more information.

Matthew Abbott, Senior Executive Leader – Corporate Affairs. Matthew is head of media, government relations, internal communications, publications and the internet at the Australian Securities and Investments Commission (ASIC). Before joining ASIC in 2010, Matthew was a director of a public affairs consultancy, held a senior corporate affairs role with global shopping centre company, the Westfield Group, been an adviser to Joe Hockey in the Howard Government and worked for several NSW Liberal leaders. He has also worked as a financial journalist in the United Kingdom and started his career as a staff reporter with the Australian Financial Review. Matthew has a Bachelor of Commerce (UNSW) and a Master of Public Affairs (Sydney University). He also lectures on media and political campaigning in a masters program at Sydney University. Discussed in todays episode: Influencing behavior from a corporate affairs position How self-sufficient regulators are regarding media and communications output Measuring communications progress towards a strategic objective How is the regulatory communications environment is changing The shared challenges amongst regulatory communicators Managing the media spotlight on the Royal Banking Commission The right stories to tell Advice for government communicators Hosted on Acast. See acast.com/privacy for more information.

Sheena Ireland is the founder and director of communications consultancy: Specialists in Communications. She has held senior communications positions in government and industry, including areas such as science and research, automotive, arts and sport. Her 16 years’ experience working with government and industry includes working as the Director of Stakeholder Relations at the Australian Research Council, Media Adviser to a Federal Government Cabinet Minister and Communications Manager for the Federal Chamber of Automotive Industries. Sheena has spoken at government and small business conferences and seminars on the importance of communications strategy, the power of social media and the need for stakeholder engagement in any communications plan. She has also facilitated panel and ‘in-conversation’ discussions on meaningful connection, our quest for happiness, and mental health and wellbeing. Discussed in this episode: The impact of changing technology on government communications How pace and efficiency are impacting communication Why communicators should always have a seat at the table An introduction to Sheena’s new platform: Our Comms Network Sheena’s advice for all government communicators The future direction of government communications Hosted on Acast. See acast.com/privacy for more information.