InTransition Podcast Jose Perez: Recent Episodes
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Presented by David Pembroke of contentgroup, InTransition is a weekly podcast dedicated to the practice of content communication in the public sector. Every week David interviews a leading expert in this area, ranging from government communicators to journalists to agencies working with public sector clients.
Social media and the digital landscape are forever changing and growing. While small brands are in a position to adapt, monolithic corporations and government agencies find it difficult to change. The other challenge is many departments are simply change adverse, or too slow. On InTransition we look at the benefit of giving your communications department more room to move.
Catherine Payne, Executive Director of Digital Communications at the Department of Environment, Land, Water and Planning in Victoria, works towards building a strong, supportive, creative communications team and has already seen the public’s perception of her department improve in the space of 12 months. Though not an easy task, Catherine credits the success to her team. To her, all that was needed was a) for communications to be taken seriously and b) to rearrange the traditional approach to complex situations. For her this was approaching her role in a proactive, rather than reactive manner, and by hiring people from a variety of professions – especially journalism..
Discussed this week:
- The ongoing debate about the value of digital communication in the public service–
- Proactive is better than reactive
- Building a strong, open team is crucial to digitalising your communications plan Hiring individuals with skills based in journalism is a major plus
- The need to engage your audience
- The short-term difficulties of implementing new communications models into our department, as well as their long term benefits
With the sheer size of the internet and the power consumers have to filter through information that appears in their social feeds it can be hard to create engagement with your audience. In the digital age there are so many options for each individual, so how do you engage them?
Bouncing from our blog post looking at the importance of storytelling to capture your audience’s attention, this week on the podcast we talk to Gabrielle Dolan who has been consulting brands how to increase the ability of internal and external communications through sharing stories with your audience.
Discussed in this podcast:
- Building a connection with your audience through storytelling to create an emotional connection,
- Using stories to boost engagement between yourself and the audience,
- Taking a story from your past to implement something for the future,
- It’s not the topic people tend to focus on, it’s the relatability and authenticity in your voice that will really grab people’s attention,
- Looking at one her past roles which turned a snake story from a women’s childhood into a speech redesigning crisis management at their work, and
- The importance of authentic leadership and storytelling in the modern workplace
This week on the InTransition Podcast we discuss government communications in the digital age with the ACT’s Chief Minister Andrew Barr.
Minister Barr is a well-known presence on social media and has always been an early adapter of new technology. Unsurprisingly, as Chief Minister he operates his social media accounts personally, and is known to cut out the middle man, breaking stories online himself instead of via a journalist.
This week, hear the Chief Minister on:
- governing in a digital age,
- connecting with the right audience on the right social channel,
- how the public’s lack of faith in an unbiased media has fostered the rise of social platforms as a news source,
- how he deals with internet trolls,
- the impact of increasing polarisation in online debate,
- how he organises his social media calendar and strategy, and
- fears Australia is heading in the same direction as the US and UK with the election of Donald Trump and rise of Jeremy Corbyn.
This week on InTransition we talk to Osama Saeed Bhutta, Director of Communications at Amnesty International and former Head of Communications at Al Jazeera.
Osama started out as a volunteer organiser and press officer for the Stop the War movement in the UK, which later landed him a position with the Scottish National Party as a media and research officer.
Fast forward a decade and a remarkable career with news organisation Al Jazeera, Osama is now the Head of Communications for Amnesty International. His role is to unite and mobilise the world against ever worsening humanitarian crises, widening gaps in wealth, education and equality and more refugees than ever before in the history of the world.
“The other side make very emotionally laden arguments,” he said of the difficulty in presenting an engaging, rational opposition to many of today’s issues. “When you’re trying to get into people’s hearts, that kind of fact based approach, which has historically been the approach of NGOs, is less successful, and at the moment, we are being eaten for breakfast as a movement.”
Discussed in this episode:
- When images work against you and disempower your audience
- The problem with highlighting the problem
- The need for positive messaging in the harshest times
- The importance of publicising the historical
- The role of the internet in uniting people and the need for people to get out from behind their keyboards
This week on InTransition we speak with Petra Masinova, an international communications professional with two decades of experience spanning seven countries.
David explores Petra’s childhood under a communist regime and the joy she felt when travel bans were lifted and she crossed her first international border.
Since then, Petra has represented her home country before the European Union and worked as the Global CEO for Newton Media, a multinational media monitoring and analysis company.
Tune in to learn more about Petra’s work in international government communications and why she’s excited to be contentgroup’s new Chief Strategy and Business Development Officer.
This week on InTransition we will listen to a speech made by Gavin Slater, the new CEO of the Digital Transformation Agency, held by the Institute of Public Administration Australia at the National Gallery of Australia.
Mr Slater spent the last seven years at the National Australia Bank (NAB) focused on driving a widespread digital transformation agenda and leading initiatives to overhaul NAB's technology. Mr Slater is known for driving transformational change and responding to digital disruption having 30 years’ experience working in the private Financial Services sector.
In this speech, he discusses:
- Challenges in improving the government’s service delivery;
- The Senate probe into the government’s $10bn IT spend; and
- His vision for the future, including more transparency and website consolidation.
Content communication is a strategic, measurable, and accountable business process that relies on the creation, curation, and distribution of useful, relevant, and consistent content. The purpose is to engage and inform a specific audience in order to achieve a desired citizen and/or stakeholder action. That is the practise and the process of content communication.
This week on InTransition we speak with Alison Wright, Assistant Director of the National Gallery of Australia and all-round strategic marketing and communications guru.
Join us in this funny and frank account of her career and lessons learned as Alison delves into how she’s navigated turbulent times at the NGA, and why her straight-shooting style works. "I think that we deploy enormous filters [in our professional lives], I see it every day, and I've seen it all throughout my career. I do not do is deploy those filters... I'm simply not interested in the filter because it's cutting out a lot of time, but also, it doesn't enable a truth telling environment.”
Alison’s career spans 20 years, from working as a journalist in regional Australia to leading the ABC’s Sydney newsroom, embracing PR in China and starting as the Head of Communication at the peak of an international scandal at the NGA.
Alison talks managing the message, why permission to fail is a must, the switch from journalism to “the dark side” and her perpetual fear of being like everyone else.
Also in this episode:
- When to cut the BS and get to the point;
- When complete transparency is the best way to work with the media;
- The one thing all public servants should remember to make themselves a better worker; and
- Why the best time to step into a communications role may be when they’re “knee-deep in it”.
What is content communication? It is a strategic, measurable, and accountable business process that relies on the creation, curation, and distribution of useful, relevant, and consistent content. The purpose is to engage and inform a specific audience in order to achieve a desired citizen and/or stakeholder action. That is the practise and the process of content communication.
This week on the InTransition Podcast David talks to a ‘legend of the communications business’ Angela Sinickas who has been the in the field since 1974. Labelled as a pioneer of organisational communications measurement and measuring effectiveness Angela is quite renowned amongst publications such as Harvard Business Review, the Journal of Communication Management and Communication World.
Now the CEO of Sinickas Communications she is a consultant for brands all around the world including Barclays, CISCO, Ergon, Verizon and ING Bank with a reputation for making a promise and sticking to it.
Discussed in this podcast:
- The importance of measurement in communications
- Her history in the field – from journalism to avoid maths to pioneering data analysis for communications
- Turning communication into numbers
- Problems faced in the field and tips to counteract them
- How to stay afloat in a fast-growing industry
This week for the InTransition Podcast we're delving into the archives and revisiting our interview with David Rawlings, a social media professional starting his online career in 1996. With his background knowledge in the field, David P and David R discuss challenges facing the government in getting started with content marketing and the endless opportunities the government has to publish engaging content upholding the responsibility of explaining policy and programs to the public.
Discussed in this edition:
- Using skills learnt in one area communications (PR or journalism) and applying it to another (social media)
- Governments learning social media engagement comes from quality and consistency, not one or the other
- How to keep things interesting and curating information to cater for your audience
This week on InTransition David speaks with Kanchan Dutt, Director of Media, Digital and Design Communications at the Australian Bureau of Statistics. Originally from the UK and with a background in journalism, Kanchan has been in the Australian public service for around a decade now, moving from the ACT government and community services into the federal statistics agency. As a self-described "dutiful public servant", Kanchan's experience has equipped him with insights he shares with David in this episode of InTransition, such as:
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The growing importance of story telling;
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Why meeting people face-to-face is the key to communication success;
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How to effectively reach reporters and relay the story you want told; and
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That ABS census debacle.
Tune in for the whole chat.
Clinton Parr's job, as head of people and culture at Clemenger BBDO, Australia's largest and most successful marketing communications company, is to deliver happiness. As he describes it, happy employees mean happy clients, happy clients mean happy companies, happy companies mean happy communities and happy communities mean a happy world. Keeping in mind contentgroup's mission of helping government and the public sector strengthen communities and improve the well-being of citizens, we reckon Clint is right on our level.
In this week's episode of InTransition, David finds out how is Clint is helping to foster happiness in the workplace, even in these increasingly stressful, stretched and strenuous times. We're all being asked to do more with less. We've got technology, we've got change, we've got pace, we've got new channels, we've got expectations, we've got accountabilities, we've got automation, we've got artificial intelligence, we've got machine learning, and we've got to do it all.
Tune in to hear how Clint is managing to tackle these challenges, one happy connection at a time.
contentgroup's CEO David Pembroke calls her "one of the smartest young people in Australia" and he sure isn't wrong. Our podcast guest this week is Renee Noble, a 25-year-old computer scientist who is responsible for the algorithm behind Data61's Ribit student-employer matchmaking platform. A self-confessed lifelong "nerd" and lover of all things mathematics, Renee shares some fascinating insights into the power of data, its huge potential to do good in this world and the importance of knowing your target audience - this week on InTransition.
Tim Conway is the founder and chief executive of C-Metrics and the Asia-Pacific director of the Global Digital Foundation, a think tank and policy network that provides an interdisciplinary framework for dialogue between policymakers, stakeholders and scholars in support of an evidence-based approach to policy. He has a passionate interest in the transformational impact of ICT and the importance of ensuring that the topic is recognised and discussed on both regional and global policy stages.
In this episode of InTransition, David speaks with Paul X. McCarthy, author of Online Gravity. A leader in Australia's digital industry, Paul is an authority on the transformative nature of technology and the internet, and shares intriguing insights about what the future of online might look like and how it will shape our world and workforce.
About eight months ago, the National Innovation and Science Agenda identified the problem that small businesses and their engagement with university was a very weak part of the Australian innovation system. contentgroup was then fortunate enough to apply for and receive an Innovations Connections Funding. We are now using this grant to bolster our content communications methodology with evidence-based research and specially designed toolkits. As aprt of this, Dr Ying-Yi Chih and her team have engaged 20-plus governments from local, state, federal and multilateral levels, to test, validate and feedback on the contentgroup approach. David Pembroke speaks to Dr Ying-Yi about some of this feedback and where the project will go from here.
Heading up an organisation that represents the live export of animals such as sheep and cows has its obvious challenges, says Simon Westaway. As CEO of ALEC, Simon says he's been focusing on the framing and representation of the organisation, using skills he's acquired over a long career focused on government relations and media management. Tune in to the podcast for the full discussion.
As the CEO of the Bharti Foundation, the development arm of Bharti Enterprises, one of India's leading business groups, Vijay Chadda is responsible for initiatives such as the Satya Bharti School Programme. The scheme provides free, quality education to more than 42,000 children from marginalised communities in rural India. He says he's come to evolve into this role after a career spanning more than 45 years, which has taken in everything from military service to sitting on various tourism boards.
In this episode of InTransition, David Pembroke speaks with Vijay Chadda about:
- The military-influenced values that continue to inform his leadership and business styles;
- The intrinsic Indian desire to give back, particularly among powerful conglomerates;
- The Indian leadership's struggle with the near-universal problem of effective government communication, and the diversity of the nation that plays a major role in it; and
- The prospect of a Digital India.
In the second and final installment of our chat with Liz Jakubowski, digital maestro and director of Ribit in the Data61 team at CSIRO, we discuss the foundations of and history behind Ribit. A free online matchmaking platform that connects digital and STEM students with SMEs looking to grow and compete, Ribit is helping to address skills shortages and students' employment concerns.
In the first of a two-part series, digital maestro and director of CSIRO's Data61 team Liz Jakubowski and our CEO David Pembroke discuss how to be an effective and innovative leader. From affecting change by influencing the right people at the right time to empowering diverse teams so that they believe in themselves and their message, the conversation is a refreshing one.
Queensland government social media manager Elliott Franks spills the beans on the inner workings of state government social media strategy. From the significant number of social media channels he and his small team run to how they use multiple platforms to appeal to small and passionate communities, the online expert offers up many interesting insights applicable across all levels of government and the public sector.
John Allsopp discusses the future of online communications, and what public sector communicators can do to keep up. For nearly 20 years John has developed software, built websites, applications, written articles, tutorials and more.
He speaks with David Pembroke about advances in technology, artificial intelligence, and what will come next.
How can you turn a disparaging comment on "Real Housewives" into a marketing tool for your city? Shannah Hayley explains how "It's a little Plano in here" became a meme of civic pride for one local government.
Shannah is the director of marketing and community engagement for the city of Plano, Texas. David Pembroke spoke to her at Content Marketing World about content communication.
Professor The Hon Stephen Martin has had a distinguished career in the Australian Parliament, academia and the private sector. Amongst many roles he is the outgoing chief executive of the Committee for the Economic Development of Australia. Professor Martin was on the advisory board on WPP's report on the state of communications in governments worldwide.
Leanne Joyce is an experienced corporate and public sector communicator, working as a consultant in government policy, media management, stakeholder relations, and executive management. In this episode of the InTransition podcast she discusses ministerial communications, and finding the stories in public sector organisations.
Martyn Wallace is the Chief Digital Officer of the Scottish Local Government Digital Office. His task is to change the way local councils engage with citizens in Scotland through the use of technology. Martyn speaks with David Pembroke in this episode of InTransition.
Sean Larkins from WPP continues his discussion of "The Leaders' Report" - the first global research focused on government communications. He found that government bodies that invest in communication skills and training achieve better outcomes. This is part 2 of a double episode of InTransition.
WPP's Government and Public Sector Practice has recently published "The Leaders' Report" - the first global research focused on government communications. Sean Larkins explains how a decline of trust in government is one of 5 key challenges for government communicators, revealed in this study conducted in 40 countries. For the first time we have a sense of what government and public sector communications leaders around the world are thinking. Sean led this research project and spoke with David Pembroke for this two-part InTransition podcast.
In this podcast we learn how social media is being used to connect citizens with decision makers, to advocate better outcomes for mental health. Frank Quinlan is the Chief Executive Officer of Mental Health Australia, the peak body representing mental health organisations in Australia. Frank is responsible for implementing Mental Health Australia's vision of mentally healthy people, mentally healthy communities.
Ari Sharp is the Senior Media Manager at the Australian Chamber of Commerce and Industry. In this podcast Ari describes how he overcomes the hurdles of content creation in a niche subject area.
It's our 100th episode of InTransition, and our very first guest returns for a special chat. Alex Aiken is the Executive Director of Government Communications for the UK government. He has been responsible for creating the Government Communication Service and developing many of the UK's very successful cross-government campaigns.
Sonya Sandham is so passionate about the power of storytelling in the public sector that she's doing a PhD at the University of Canberra, to explore the evidence base for embedding oral storytelling in organisational communication practices.
Ruth Dewsbury describes how the Department of the Environment is using content communication to not only inform the Australian public, but to help achieve the department's goals through grass roots involvement.
Amelia Loye from Engage2 explains how open data and "data from community" are important ways to help design services and policy. Amelia specialises in consultation and engagement for government, and has been helping manage engagement for the NZ and Australian open government national action plan.
Gillian Field has considerable experience in the Australian federal government, managing internal and corporate communications at the Department of Agriculture, the Department of Defence and Centrelink. Before her career in communications Gillian was a journalist. She is now at contentgroup consulting for government clients, and joined David Pembroke for this podcast.
Our podcast guest is Trish Lavery, from the Department of the Environment in the Australian Government. Trish is the Assistant Director in the Design and Analytics area of the Innovation and Behavioural Insights Team. Her role includes website analytics, A/B split testing of websites, and looking at the effectiveness of digital social media interactions.
Virginia Haussegger AM is an award-winning journalist with over 25 years' experience in news media. She's held senior reporter and presenter roles at Channel 9, the Seven Network, and the ABC, and has experience in corporate and strategic communications. Virginia spoke to David Pembroke about the need for simple clear language, and understanding how your audience will receive your message.
Allan Yates worked as a senior national journalist before moving into media relations, strategy and communications. He has worked with a number of state and federal government departments and institutions including the Australian Institute of Sport, the Sydney 2000 Olympics, and the Australian War Memorial. David Pembroke talked with Allan about the transition from journalism to a comms role.
Gregory Andrews is Australia's Threatened Species Commissioner. His job is to raise awareness of and support Australia's fight against extinction, and leads implementation of Australia's first Threatened Species Strategy. In this podcast Gregory explains how content communication using social media is getting results.
Welcome to a special short holiday edition podcast. Craig Hodges from King Content talks about content marketing strategies, and how crucial they are to success. Craig caught up with David Pembroke for a very fast chat at Content Marketing World in Cleveland, Ohio.
Hank Jongen is a General Manager and Departmental Spokesperson for the Australian Federal Government's Department of Human Services (DHS). As the primary spokesperson for DHS, Hank Jongen regularly participates in talkback radio, is interviewed on television and is actively engaged across the spectrum of social media. Hank has been a Senior Australian Public Service Executive for more than 20 years. He has been responsible for national strategies supporting key government reforms and had a major role in the creation of Centrelink. Hank was awarded the Australian Public Service Medal for outstanding public service as Centrelink’s media spokesperson and leading innovations in communication. In this episode, you'll learn about DHS' massive social media effort.
Trish Johnston is the Assistant Secretary, Communications Branch at the Department of the Prime Minister and Cabinet (PM&C). For over two decades Trish Johnston worked on some of the government's most complex policy and communication issues including domestic violence, cyber security, indigenous affairs, climate change, resources and energy and preventative health. Her experience spans developing large scale advertising campaigns, managing complex media and stakeholder issues and supporting communications in remote indigenous communities. She is currently leading PM&C's digital communications transformation. In this episode, you'll learn about 3 case studies which received ~450 news articles in press or trended #1 on Twitter.
Kim Ulrick is the Assistant Secretary of Digital Communications for the Department of Communications and the Arts. She has extensive experience in the public sector. Kim Ulrick was the Assistant Secretary of Border and Counter Terrorism Policy at the Department of the Prime Minister and Cabinet, National Manager of Strategy Policy and Stakeholder Engagement at the Australian Crime Commission, Assistant Secretary of Marketing and Communication for the Department of Human Services and many other roles. Kim uses content marketing techniques in her communication strategies.
Catherine Staite is Director of the Institute of Local Government Studies (INLOGOV) at the University of Birmingham in England. Catherine leads her university department to bridge the gap between local government research and practice. Prior to INLOGOV, Catherine was the Director of Organisational Development and Policy for OPM, an independent research and consultancy institute for the public sector leaders, policymakers and regulators. Catherine has had other previous roles including Non-Executive Director of a high security British hospital, Vice-Chair of a healthcare trust and a member of the Board of Visitors for a local prison. In 2015, Catherine Staite was ranked in the top 100 most influential people in local government in the UK by the Local Government Chronicle. In this episode, you'll learn the paradox of less money and stronger communities, why local government reluctant to start a two-way conversation with residents, and the dichotomy between the political and the managerial.
Dave Polglase is the Head of Consulting at contentgroup. Dave Polglase recently celebrated his 10 year anniversary with us. Dave has worked with over a hundred clients over the years, including Federal, State, and Local Government. His projects have included strategic communications, public relations, and content marketing. Dave helped develop contentgroup's content marketing methodology. He has worked as part of the Australian media team for the past three Olympic Games. In this episode, you'll learn why content marketing is a hack against the time pressures of government and how contentgroup's content marketing methodology is applied to government.
Bob Pearson is the President of the W2O Group, a group of 3 marketing and communications companies. Prior to working at the W2O Group, Bob Pearson was the Vice President of Communities and Conversation for Dell, where he developed their first global social media efforts. Bob also worked as Head of Global Corporate Communications for Novartis Pharmaceuticals. Bob recently wrote Storytizing: What's Next After Advertising?, where he explores how messages proliferate through society. Bob is also a frequent speaker on digital marketing at the Syracuse Center for Social Commerce and the U.S. State Department’s Marketing College. In this episode, you'll learn how to find the people who drive the majority of conversation, easy quick wins for government and public sector communicators, which no one can object to, and why 43 people drive the majority of shared conversation for Harry Potter.
Jon Cohen is the Vice President of Survey Research at SurveyMonkey. Jon Cohen has a long history of experience in surveys and research. Jon was the Associate Survey Director of the Public Policy Institute of California, Assistant Director of Polling Unit for the American Broadcasting Corporation News, Director of Polling for The Washington Post, the list goes on. Before he started at Survey Monkey, Jon was the Vice President of Research at the Pew Research Center, an independent research organisation. Jon’s experience in survey design is extensive. In this episode, you'll learn why you should think of research as a strategic investment, how do you get people to understand the value of research, why research is part of the process of effective content marketing, and how you should invest in research.
Kristen Kavalier is the Senior Director of Research and Analytics at Sprinklr, a social media software company valued at over US$1 billion. Kristen Kavalier has worked on technology projects for government, non-for-profits and the private sector as a Consultant, Manager, and Product Manager for Acumen Solutions. Previously, Kristen was the Vice President of Customer Relations for NewBrand, a social media intelligence company. NewBrand went on to be acquired by Sprinklr last year. Kristen’s expertise is in listening and understanding customers and citizens to help organisations make better decisions. This interview explores how the District of Columbia pioneered a transparent government by publishing the good, the bad, and the ugly feedback of local government agencies.
David interviews two people who are doing amazing work at the London Borough of Bexley. Anne-Louise Clark is the Head of Organisational Development and Internal Communication for the London Borough of Bexley and Ellen Care is the Internal Communications Officer. Anne-Louise and Ellen discuss how design thinking has changed the way their local government operates.
In this episode, you'll learn:
2:20 What is the Bexley Innovation Lab? (And how it is different from anything they have done before)
3:51 Why is design thinking different to government's business-as-usual? And what are the steps in design thinking?
6:35 How was design thinking received by the London Borough of Bexley?
9:25 A problem design thinking solved which traditional processes could not (and saved the Borough of Bexley money)
11:56 How to increase the use of government services
14:41 What is User Research? (And why it can be better than surveys and focus groups)
18:32 How do you know if you're solving the right problem?
22:20 How does design thinking change the way internal communications is run?
26:58 The struggles of getting government to adopt design thinking (and how you can overcome these challenges)
29:23 How User Research overcomes survey fatigue
Scott Alexander is the Digital and Content Marketing Lead at the City of Boroondara in Melbourne, Australia, a local government with a population of over 170,000 residents. Scott Alexander manages a team of 9 content creators for both internal and external communications. Prior to working for local government, he worked in content creation and social media management in the production industry for companies such as Madman Entertainment and Media World Pictures. Scott has written and produced multiple award-winning short firms. In this episode, you learn: the marketing funnel of local government, how to target content to the right part of the funnel, and the types of content and channels which are getting the City of Boroondara the best results.
David Fricker is the Director-General of the National Archives of Australia (NAA). David Fricker began his career at the Australian Customs Service before moving to the private sector. David worked on major Federal and ACT Government projects in defence, science, immigration, finance and health on information systems, strategic planning and project management. David joined the Australian Security Intelligence Organisation (ASIO) in 2002 as Chief Information Officer and later as Deputy Director-General. In 2012, David Fricker became the Director-General of the Archives to lead the digital archiving transformation. In 2014, David became the first Australian to be elected the President of the International Council on Archives.
This conversation explores the importance of archiving and how it relates to public sector communicators. With the Archives possessing an information asset of over AU$1.46 billion, David Fricker understands the value of information.
Kim Moeller is an Executive Director of Synergy Group Australia, where he specialises in change management. Kim previously worked as Associate Director for KPMG Australia and Consulting Director for Oakton. Kim’s experience in change management is extensive, where he has worked on projects for the Department of Defence, Department of Health, Australian Customs, Telstra, and more. Kim is currently the ACT Chapter Lead of the Change Management Institute. You'll learn the 'big levers' of successful organisational change and how you can use benefits realisation to show your boss the value of communications.
Anil Chawla is the Founder & CEO of ArchiveSocial, a civic tech company which specialises in social media archiving and risk management for public agencies. ArchiveSocial has archived records for hundreds of government entities including the City of Chicago, the State of North Carolina, and the U.S. Department of Justice to increase government transparency and record-keeping. Anil Chawla has over 10 years of experience in the software industry, working for companies such as IBM. Anil Chawla founded ArchiveSocial with the mission to give organisations protection and control of their own social media data. Topics include the regulatory requirements and legal reasons why you must archive social media, how much Facebook data is disappearing every month and how to manage the risks of social media.
Dr David Marshall has over 25 years’ experience in the media industry. David Marshall started as an on-air personality on local radio to eventually become General Manager of radio stations in Adelaide, Sydney and Canberra. He then transitioned to Chief Executive of the Canberra Tourism and Events Corporation, where he worked on major events for the ACT Government. David is now Director of Talkforce Media and Communications Strategists, where he works with government and private sector organisations around Australia in media training and strategic consultancy. In 2015, David completed his Ph.D. in Communication and Media Studies on Prime Minister John Howard’s media and communication operation. You learn the foundation of the Howard Government's communications strategy, how they stayed in power for so long and how you can apply these lessons to your communications strategy.
In this podcast episode, we try something different. Davidanswers some of your questions on content marketing in governmentand the public sector. David digs into how we have applied thecontent marketing methodology to some of our public sector clients.David talks about how content marketing is being used by the boththe New South Wales and the Australian Capital Territorygovernments to achieve their objectives. How do you make thebusiness of telling your story a priority? How do you streamlinecontent marketing in an environment of competing priorities andlimited resources?
Gina Ciancio is the Senior Social Media Adviser for the Department of Human Services. Gina Ciancio joined the DHS as a Public Affairs Officer and rose to join a specialised team in digital and social media. Gina also spent a short period working in the UK in marketing. This interview is taken from a live webstream at the ACT Digital Hub in Gungahlin Library back in 2014. In this episode, you'll learn where the Department of Human Services is getting it right, an example of where the DHS has used content marketing to achieve an objective, where to get your stories from and how to make policy interesting to civilians.
David interviews James Kliemt, Senior Digital Media Officer for the Queensland Police Service. James created and maintains the largest Police Facebook page in the English-speaking world. He grew this Facebook page to three quarters of a million likes in a state with a population of 4.5 million. James Kliemt has received many awards for his leadership in social media by State Government, Federal Government and independent sources. James also led award-winning projects for police blogs and a real-time emergency management website for the State of Queensland. In this episode, you'll learn: the paper that convinced the QLD Police to start social media, how social media became the go-to news channel for the QLD floods (one of Australia's largest natural disasters in decades) and the QLD Police's future with social media in the next 6 months.
David interviews Kate Bradstreet, a communications consultant with over 15 years experience in the industry. Kate has advised on several projects for the Prime Minister and Cabinet including the Prime Minister’s National Ice Taskforce and Reducing Violence against Women and their Children. Prior to founding her own consultancy firm, Kate was the Senior Director of Online Communications for the Department of Climate Change and Energy Efficiency. Kate Bradstreet also spent several years with the Australian Federal Police, rising to become the Commissioner’s Chief Media Advisor, where she advised on such high-profile events as the second Bali bombings and crises in East Timor. In this episode, you learn: How do you sustain interest in topics such as domestic violence. How stakeholder mapping is used to track the conversation. How do you get a seat at the table with the executives? Why you should do government communications as a consultant (and how to succeed). How can you add research into your content marketing strategy?
Mitch Joel is one of the world’s foremost advocators of digital marketing. Mitch Joel is the President of Mirum, a global marketing agency that operates to close to 20 countries with over 2,000 employees. He is the host of the popular podcast Six Pixels of Separation, which recently celebrated its 500th episode. Mitch is the author of two books on the implications of the new media. His last book CTRL ALT Delete, which was named one of Amazon.com’s best business books of 2013, examines how businesses and marketers can capitalise on the interconnectedness of modern society. Mitch Joel has been named one of the top 100 online marketers in the world
In this episode you'll learn:
2:40 The secrets of podcasting
7:29 How to be successful in today's marketing environment
9:42 How to not suck at publishing
19:32 How to be effective when you start content marketing
28:30 Mitch Joel has advice for you and large organisations
Martin Schipany is the Head of ‘City Communications’ for the City of Vienna’s Press and Information Services. Martin started working for the City of Vienna as a Press Officer before becoming an Editor in the Press and Information Services, eventually to rise to the Head of the sub-department ‘City Communications.’ Martin has also been the Head Press Officer for a political party in the Vienna State Parliament. Martin recently completed his Executive Masters in International Media Innovation Management. Martin’s thesis was on the necessary criteria, instruments and processes to implement a municipality’s content marketing strategy.
In this episode you will learn:
9:01 How do you get the attention of the political media officers to tell them that there is more to life than speaking to the media?
10:00 Why all government departments should be completing a citizen journey discovery
13:32 Where Europe is in their adoption of content marketing
15:53 Recommendations on how the City of Vienna can improve their content marketing strategy (you can apply these too to your government department)
21:33 Why the communications team should be close to the leadership
27:47 How do you convince government to adopt digital?
In this episode, we sit down with Assistant Secretary of Communications at the Department of Prime Minister and Cabinet, Trish Johnston. Trish has worked on some of the Government's most complex policy issues including domestic violence, cyber security, indigenous affairs, climate change, resources and energy and preventative health. We discuss the changing role of government communications, how social media has changed the way government communicates with the public, how comms strategies are built in the public sector and how to improve the quality of public sector communications campaigns.
Sean Larkins is the Director of Consulting & Capability for the Government and Public Sector Practice of the world’s largest communications services group, WPP. Sean was previously the Deputy Director of the UK Government Communications. Sean led the reform of the UK Government’s communications to build a centralised strategy. Sean set up and ran the UK Communications Service. Sean was responsible for almost 4,000 government communicators.
In this episode, you'll learn:
5:37 How to discover government communication priorities
6:34 Why government communications should be run more like a business
10:58 How do you change the government's tendency for risk aversion?
19:07 What are the small, simple steps to move from traditional marketing to content marketing?
25:31 What skills do government communicators need to become more effective?
28:55 How do you make communicators the most prestigious civil servants in government?
In this week's episode of InTransition, we interview Mandy Gyles. Mandy has over 25 years’ experience in the communication and media industry. Mandy started her career as a reporter for the Australian Broadcasting Corporation. Mandy moved into the role of Communications Officer in the agricultural industry. She moved through various roles in PR, media and communication. Mandy worked for the Department of Agriculture and as Public Affairs Officer for the Australian Centre for International Agricultural Research. Mandy has now ceased working in-house and has become a Media and Communication Consultant for her own company. Her recent clients include Capital Metro, SBS Radio, International Crops Research Institute for Semi-Arid Tropics, and the Australian Centre for International Agricultural Research.
In this episode, you will learn:
4:10 What makes a good reporter?
5:25 What are the hard things about telling stories about organisations?
6:52 How do we improve public sector storytelling?
8:45 What is the way forward to overcome the risk to tell stories?
11:11 What tactics do you use to tell the senior management that the risk of telling stories is mitigated?
12:40 What are the obstacles for doing well in government communications?
19:32 What are the biggest challenges for public sector organisations to create a publishing mentality?
22:15 What does it take to tell good stories about research?
23:45 The changes in the way stories are told in research communications
24:57 What is the best story you have ever told?
30:13 What do you see is in the future and what advice can you give to the public sector?
In this week's episode of InTransition, we interview Karl Herger, Digital Marketing Specialist for the City of Sydney. Karl is responsible for implementing the City of Sydney’s digital marketing strategy, including its content strategy, social media, website builds, app development, analytics, online advertising and email marketing. Karl has been with the City of Sydney for over four years now.
Karl previously worked for the Australian Broadcasting Corporation as a Digital Marketing Specialist. He launched and managed the ABC Facebook page, growing it from 2,000 to 40,000+ likes through content strategy and advertising. Karl has over eight year’s digital marketing experience.
In this special episode of InTransition, David Pembroke interviews Kanchan Dutt, the Senior Manager of Media and Communications for the Australian Capital Territory Community Services Directorate. This interview includes discussions on the constraints of department communications, how to improve the skills of staff to become better publishers and the challenges faced when convincing senior level management to use content marketing techniques. The interview featured as part of a live webcast from the Digital Hub at Gungahlin Library in 2014.
Kanchan started his career as a reporter in the traditional media before moving into the public sector where he has excelled in government communications for almost a decade. Kanchan has previously managed communications for the ACT Department of the Environment, Climate Change, Energy and Water and also spent time as a Senior Media Adviser to the ACT Chief Minister's Office.
Today, David Pembroke sits down with guest Isabelle Oderberg, the National Social Media Lead for the Australian Red Cross. The two discuss the increasing appeal in hiring data analysts to work in social media, how data underpins story telling, how to teach an old work force how to identify and publish compelling social media content and how the approvals process works in a large organisation, among other things.
In this episode, Founder and CEO David Pembroke sits down with Dr Caroline Fisher, Lecturer in journalism at the University of Canberra. They discuss the new role journalism plays in the public sector and how that is changing with new content marketing initiatives. David and Caroline explain how public sector workers should convince media advisors to employ content marketing tactics when pushing out new programs. They also talk about the new Bachelor of Journalism, Content Marketing degree at UC and where it is headed. Dr. Fisher's thesis can be found here.
This week we’re joined by Bobby Graham, Director of Bobby Graham Publishers and Business Development Manager of MasterDocs. In this episode, Bobby takes us through the ins and outs of publishing. We discuss the importance of the user, why print is not dead and how to have successful production meetings, among other things.
Bobby is an experienced digital publisher. Her business passion is digital publications, marketing and communication. She holds a Masters in eBusiness and a Bachelor of Arts in English and History. Over the past years, she has worked in the government sector, in mainstream publishers and libraries.
In this episode of InTransition we are joined by Jim MacNamara from the University of Technology, Sydney. We take a look at Jim’s distinguished career and discuss why more public sector organisations need to learn the art of listening.
This week we’re joined by Kate Moore, UNICEF Australia’s media manager. In this conversation, David and Kate talk about UNICEF Australia's communication department and how they get the message out during an emergency.
This week we’re joined by Clint and Todd Wright, Managing Directors of Threesides Marketing. In this episode we chat with Clint and Todd about their award winning campaign for the NSW National Parks and Wildlife Service, Wild About Whales project.
This week we're joined by Chris Rottler, Head of Digital Analytics of the US Peace Corps. In this episode, Chris explains how the Peace Corps uses data to understand their audience and develop content.
This week we're joined by Matt Crozier, the co-founder and CEO of Community Engagement firm Bang The Table. In this episode Matt explains how organisations can engage with their audiences.
In episode 39 we're joined by Michelle Robertson, the Communications and Marketing Manager of Communites@Work. In this episode we explore the challenges faced by communications departments and how they can stand out in the crowd.
Today, we're joined by one of Australia's most distinguished journalist and the publisher of The Mandarin, Tom Burton. In this episode we discuss how public sector organisations can become publishers.
In episode 37, we are joined by government communication expert and founder of GovCom Group, Alun Probert. If you will recall, back in episode 23 Alun joined us to discuss why government agencies should act as a newsroom. In this conversation, we discuss how the private and public sector can work together.
In this episode, we speak with a leader in digital communication in government in Australia, Matt Murray. We discuss how Redland City Council used social media to inform and engage citizens during the 2014 Stradbroke Fires.
In episode 35 of InTransition, our guest is the Head of Strategy at Parliamentary Digital Services in the United Kingdom, Tracy Green. In this episode, we explore how the UK Parliament trained staff and became a publishing house.
Today, we speak to an award winning Australian government communications advisor, Jo Scard. Jo is the founder of the communication agency, Fifty Acres. In this episode we discuss the relationship between a consultant and government departments and how Jo developed a virtual agency.
In episode 33 of InTransition, we speak to the Content Manager at the CSIRO, Carol Saab. In this conversation we discuss CSIRO's publishing process and how the organisation acts as a newsroom.
In this episode we are joined by Flip Prior, Twitter Australia's Partnerships Manager - News & Government. In this episode we examine how government departments and politicians use Twitter to tell their message.
Our guest today is the Senior Digital Officer at Nottinghamshire County Council, Sarah Lay. In this episode we discuss Nottinghamshire County Council’s innovative Digital First Project and how the council took a customer-centric approach when dealing with its citizens.
In episode 30 of InTransition, our guest is the Director of Innovation (Outreach & Online) at Pennsylvania State University, Rose Cameron. In this episode, we explore the five universal truths for government communicators and why brands are moving away from traditional advertising.
This week our guest is Jerry Watkins is the Director of the News and Media Research at the University of Canberra. In this episode we chat with Jerry about Digital News Report and the future of Print and TV News.
Today, we are joined by the godfather of Content Marketing, Joe Pulizzi. Joe is the founder of Content Marketing Institute and someone who has a profound impact on the growth of contentgroup. In this episode we look at Joe’s professional career and we discuss the upcoming Content Marketing World and why everyone should attend.
Today we are privileged to be joined by a legend of Australian municipal government communications, Executive Manager of Communications and Engagement for the City of Boroondara, Deb Ganderton. In this episode we discuss Boroondara’s communication structure and how her team has implemented an award winning content marketing strategy.
Our guest today joins us from one of the leading Australian News and Media site for both advertising and media. Nic Christensen is the Deputy Editor of Mumbrella, in this episode we discuss Nic’s reporting from the Digital Content Newfronts presentation in New York City, where the biggest digital media companies in the world presented their offerings to the media buyers and advertisers.
Our guest today joins us with a wealth of government communication experience. John Sheridan is responsible for whole of government ICT services and procurement policy and operations. In this episode, we discuss the growing importance between government storytelling and information technology.
In episode 10, Kim Ulrick, the Assistant Director of Communication for the Australian Federal Government Department of Communication told David Pembroke, "Get the lawyers involved early." Today, we take on that advice and are joined by Director of ARETE Group and Senior Legal Counsel for Airservices Australia, Shaun Creighton. In this episode we discuss the copyright implications when creating or curating content.
Our guest today joins us with a wealth of government communication experience. Alun Probert is the former executive director of Strategic Communication to the NSW Government and the CEO of GovCom Group.
In episode 22 of InTransition, we are joined by two special guests from the University of Canberra. Our guests Inga Davis and Richa Arora undertook a massive project of rebuilding the universities website. We discuss the steps they took to reach their objective and how they managed to bring more than 15,000 pages of content under one umbrella.
Our guest today, Richard Spencer leads the largest media monitoring agency in Australia. With extensive experience working in social media our conversation delves into the issue of trust for government agencies when using social media.
Richard Spencer is Head of Digital for Isentia and Head of Agency for Isentia Two Social, Isentia’s specialist Social Media agency. The Social Media landscape is changing and developing exponentially. Richard advises organisations on how to maximise their opportunities in this exciting channel.
Richard is also a regular media commentator on Social Media channels. Prior to founding iSentia Two Social, Richard was Senior Vice President, Global Marketing and Interactive with TMP Worldwide and has been working in digital communications and the internet since 1996. Richard holds a Bachelor of Arts (BA Hons) in Business and a postgraduate Diploma in Marketing (CIM). Richard is a member of the Australian Institute of Company Directors.
Today’s guest, Prudence Cook is the Manager of Online Communities at the Grains Research and Development Corporation (GRDC). With over 22,000 grain growers in Australia, Prudence blends the world of digital technology and agriculture seamlessly as she explains how social media has helped her understand her audience.
Our guest today, Gina Florence is a rising star in the government communication sector. Gina serves as the Marketing and Communications Supervisor for the City of Bryan, Texas. In this episode, we discuss her role for the City of Bryan which includes boosting economic development, city programs, and tourism across online channels.
Our guest today, James Mathewson is one of the global leaders in building tools and education to enable a global workforce to do data-driven search marketing. We discuss the power of Google Adwords and the use of social media metrics to track, listen and ultimately engage with your audience.
Today’s guest, Brody Dorland is the co-founder of DivvyHQ, a content planning and production workflow tool that is used by content marketers across the globe.
Clear writing is at the essence of great content marketing. Today we are joined by former Australian public servant and Owner of True North Writing, Matt Fenwick. Matt explains how you can improve the way that you write through practice and technique.
This week’s guest, David Hohnke is the Director of Communication at Icon Water (formerly ACTEW Water) in Canberra, Australia. Icon Water owns and operates the water and sewerage assets and business in Canberra, with David leading a team of 12 talented communicators.
Today we head to Washington D.C. to speak with Scott Burns the CEO and founder of GovDelivery. GovDelivery is a successful company that has been helping government to tell the stories since the year 2000. Today they now serve 1100 different government organisations all across the US, across the UK and even a couple of the main EU organisations in Brussels.
In this episode, we speak to a man who knows a great deal about content marketing in government - David Rawlings from Landmark Media in Adelaide, Australia. We discuss some of biggest challenges for government in getting started with content marketing and the endless opportunities for government to publish engaging content to uphold a responsibility to explain programs and policy. A seasoned online professional, David has experience with more than 1500 web sites and social media profiles ranging back to 1996.
He is an author of a social media book (with one to come shortly) and is a recognised presenter on the topic of online communication, particularly in the education sector.
His workshops cover content development for web, eNewsletters, social media and email marketing and have been run through the University of Adelaide – and in tailored form directly with Government departments – for more than 10 years.
David helps government organisations at a one-on-one level and through a variety of content-focussed workshops.
David also started up Content Marketing Adelaide in collaboration with Frank Stillitano, the Creative Director at Flux Visual Communication.
Keren Flavell is an award-winning interactive media producer with 20 years experience in creating content online. She has a long a distinguished career in community engagement and wrote her first book in her early twenties. Today, her work focusses on participative and engaging government to citizen relationships. Most recently, she created an edemocracy tool designed to help governments better engage with citizens. The TownHall App has been used by agencies in the USA, Canada, Australia, New Zealand and South Africa.
I promised you some of the biggest names in content marketing and today we deliver on this promise to have a chat with Jason Miller, the Senior Manager content and social at LinkedIn Marketing Solutions. For those who don’t know Jason Miller - prepare to be entertained. Jason Miller is the author of the Amazon #1 Best Seller Welcome to the Funnel.
He leads global content and social initiatives for LinkedIn Marketing Solutions helping marketers understand how to use LinkedIn to achieve their marketing goals and deliver real ROI. Previously he was the senior manager of social media strategy at Marketo and responsible for leading the company's global content and social media efforts. Before entering the B2B space, he spent ten years at Sony developing and executing marketing campaigns around the biggest names in music.
When he is not building campaigns, creating remarkable content, and tracking the ROI of social, he is winning awards as a concert photographer, singing 80’s metal karaoke and winning at Seinfeld trivia. Jason is a frequent contributor to Content Marketing Institute, Social Media Examiner, Marketing Profs, Copyblogger, and has presented at numerous industry conferences including Dreamforce, Social Media Marketing World, Social Fresh, Microsoft Convergence, Inbound, and more.
Our guest today likes to cross the boundaries between communications and policy. Kim Ulrick is the Assistant Secretary Digital Communications, Department of Communication. A major focus of her current role surrounds redirecting the strategic policy intent of the department to better communicate and engage with stakeholders in the public- an interesting topic to say the least.
This week’s guest has a long and distinguished career in the Australian Public Service. Today we talk to Carmel McGregor about the vital role communications played in her success, the revolution of “listening” and understanding why public servants need to be able explain their work to the public. Carmel McGregor forged a highly successful and notable career in the Australian Public Service. She is a psychologist by training and is intrinsically interested in how people think and what makes them tick.
Before her retirement in 2014 Carmel was the Deputy Secretary Defence People in the Department of Defence. Prior to joining the Department of Defence in 2012 Carmel held a position as the Deputy Australian Public Service Commissioner where she was a member of the Advisory Group on Reform of Australian Government Administration (Blueprint) and led a review of Pathways for APS Women in Defence.
Before joining the Australian Public Service Commission, Carmel was Deputy Secretary Client and Corporate Services in the Department of Immigration and Citizenship (DIAC). During her time with DIAC she led global client service reform and a major organisational and cultural change program.
Carmel also held senior positions with Centrelink managing employment and education as well as People and Corporate Performance where she re-engineered the human resource, leadership development and organisational design functions.
Founded in 1999 FusionSpark Media has produced a wide range of content initiatives for non-profit and government agencies in the topic areas of environment, sustainability and health.
With offices across the US and in Japan, FusionSpark Media is made up of a talent network of indivduals with backgrounds in marketing, public relations, digital media and journalism.
Russell's role in projects ranges from new business development to content strategy to photography and video creation.
Ian is now launching the RazorSocial Training Academy which is an online training platform focussed on the technical side to social media marketing and blogging. RazorSocial is the global leader in the provision of expert knowledge and advice on social media tools and technology. This year they will run over 300 programmes with a team of 6 trainers with highly specialized Digital Marketing Skills.
The debate gets heated as we chat with former journalist turned communications professional Steve Lewis, who gives us a different perspective on government communications and the importance of traditional media.
Today we explore a case study that looks into the public health challenge of asbestos awareness. Our guests are Clare and Alice Collins, a mother-daughter duo who run Insight Communications- a multi-award winning agency specialising in communication management for cause, culture, community and health organisations.
Our guest today is ‘seriously’ into content and looks at content from a slightly different but extremely valuable angle. Joe Gollner is one of the world’s leading content strategists and his focus is on content strategy. This discussion holds particular interest for those in the audience who work for regulators and manage mountains of technical information.
Andrew has recently been appointed to EY following an extensive career at the highest levels of the Australian Government in borders and central agencies. He has extensive policy experience in often contentious areas, as well as in the delivery of client services on a national and global scale. Andrew was the Secretary of the Australian Department of Immigration for 7 years, and he also was the Secretary of the Department of Agriculture and Australia's Director of Quarantine. He was involved in all aspects of strategy, policy, governance and provision of client services to the more than 30,000,000 people who cross Australia's borders each year.
Russell Grossman wears many hats; he is the Director of Group Communications at the UK Department for Business, Innovation and Skills, as well as International Chair of the IABC and Director of Engage for Success.
We bring in a big name for our first episode, the most senior communications professional in the UK Civil Service, Alex Aiken.