Todd Wheatland is pioneering content marketing in Australia
This week Todd Wheatland spoke to Canberra communicators about governments and content marketing. With extensive international experience Todd is pioneering content marketing in Australia.
Todd has an understated, relaxed style and his presentation unfolded logically, and with lots of case studies. You could see many government PRs and marketers in the audience, nodding in agreement, as he smoothly built his case.
The fictional Malcolm Tucker in the UK series ‘In the Thick of It’ was masterful at manipulating communications
Overusing caveats is one reason trust in government and corporates is disappearing fast
Today so much official communications is shrouded in caveats and it’s getting harder to separate substance from spin.
Phrases like these are commonly used by spokespeople, ministers and managers to stall media, protect reputations and hide information: We can’t talk about this because the matter is:
- Before the courts
- Commercial in confidence
- Impinges on privacy
- Involves national security
- A decision has not been finalised
- Negotiations are continuing
I’m sure each probably originated for perfectly good reasons, but now they are often the response of first choice and thrown up as barriers and reasons not to communicate.
Don’t read this unless you manage a PR team or aspire to manage one.
Top communicators in any organisation have a tough job and it’s often lonely sitting astride the PR pinnacle.
Which is why you need to be surrounded by a good communications team, one that can get results, win respect and boost your profile while they build their careers. A good team lies at the heart of good PR because they’re the ones who provide the daily momentum so necessary for good communications.