Content marketing clock ticks for government

Todd Wheatland is pioneering content marketing in Australia

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.
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Caveats are killing our communications

The fictional Malcolm Tucker of the UK series 'In the Thick of It' was a master at masking communications

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.
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3 musts for PR managers (and those who aspire to be)

manager 1 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.
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Who do Australians trust?

Trust-Around-the-WorldTrust is critical in content marketing, or for that matter in any form of communications. The Edelman Trust Barometer is an annual, global survey showing who people trust. 

The 2014 Australian results are interesting.  Compared to last year Australians seem to be more trusting. Specifically our trust in:

  • Not for profits is marginally up.
  • Media is up six points.
  • Business has taken a 10 point leap in trust levels.
  • There is a higher level of trust in government.

Interestingly Australians trust business slightly more than they trust their governments. 

The global survey finds people want CEOs to communicate in a clear and transparent fashion, tell the truth regardless of the situation and regularly engage with their workers. 


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