Govcomms: The Future Of Government Communication

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 th

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 marketin

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 podcasting7:29 How to be successful in today's marketing environment9:42 How to not suck at publishing19:32 How to be effective when you start content marketing28:30 Mitch Joel has advice for you and large organisations