Time to start an authentic conversation with government


Prescriptive, highly controlled and risk averse used to be the model for government communications, but these days you need a lot more than a fridge magnet or a glossy brochure to get key messages across to a digitised public who now expect a two way conversation by default.

That’s just one of the themes set to be thrashed out on the floor of the Public Sector Communications Marketing Summit in Canberra on 17th of November as the nation’s leading experts from the private sector share the good oil with government practitioners on what works when getting the message across on November 17th 2015.

The landmark event’s timing is sublimely fortuitous given the recent change of leadership and the unambiguously big push to get clear, consistent and effective messaging on policies and programs across to the public even when the subject matter is challenging, complex and potentially disruptive.

But don’t expect sock standard podium talks and PowerPoint decks, this year’s Communications Marketing Summit is about generating discussions and conversations that can deliver back real and measurable results to the public sector.

Some of the themes in the spotlight include the rising demand for user and customer centred design, the rapid rollout of digitisation and what it takes to generate consensus when building a relationship having a conversation with the Australian public and stakeholders.

In terms of speaker calibre, there’s no doubting that the focus will be on generating the kind of authentic, frank and fearless conversations that make the difference between disengaged cynicism and positive engagement    and behavioural change.

Linda McGregor, the Business Principal behind All About Eve will give up some of the secrets behind using gender science to successfully target female audiences and unpack how to applying strategic and creative media channel selection    including an example how this approach was applied to the topic of domestic violence.

Andrew Holt, the managing director of Clemenger BBDO Sydney will cut through what makes the difference between a social marketing campaign that real behavioural change in the real world rather than falling back into the comfort zone of soft or intermediate campaign objectives – like awareness, brand ascription and engagement.

On the Digital Transformation front – an issue that carries the strong backing of the PM himself –Jane Speechley, the Head Of Communications for the Australian Government’s Digital Transformation Office will set out examples and lessons from rapidly going ‘digital by default’ as her agency rapidly prototypes and deploys ways to services simpler, clearer, faster and more humane.

Getting results from communications is one thing, but measuring and proving them with hard evidence can be quite another, especially when hard numbers on return on media investment locally can be a bit sparse.

To this end Joan Young, the chief executive of independent and Australian owned market researcher Colmar Brunton, will set out key and applicable findings from a new study that provides an evidenced-based methodology to help agencies decide on the best media buying options – including digital.

That includes using real campaign media spend and outcome data across both private sector and government clients, with attendees to hear how the right level of spend on the right channel(s) – together with the right creative strategy – can maximise ROI of campaign spend.

The Public Sector Communications Marketing Summit kicks off on Tuesday 17th of November in Canberra at the National Convention Centre.

Comment below to have your say on this story.

If you have a news story or tip-off, get in touch at editorial@governmentnews.com.au.  

Sign up to the Government News newsletter

Leave a comment:

Your email address will not be published. All fields are required