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Industry research partnership to improve government communications

Partnership to improve government communications

5 October 2017

The way in which government communications campaigns are managed and delivered is set to be transformed, thanks to a new communications toolkit that has been developed by an ANU research partnership with Canberra-based content communication agency contentgroup.

Dr Ying-Yi Chih is a senior lecturer in Project Management, based within the ANU Research School of Management. For this research project, she and three ANU research associates have worked with contentgroup to identify the key challenges faced by government communications professionals, and the barriers to successful communication management.

Working together with contentgroup, they then helped develop a framework that will help government agencies achieve better results in their communications and marketing campaigns.

“The aim was to make sure this Toolkit was both informed by theory but also practice relevant,” Dr Ying-Yi Chih said.

“We interviewed leading communication practitioners at various levels of government, and found that they all viewed our framework as a critical way forward to introduce the rigor, evidence base and consistency into the government communication practices.

“They also see the potential of using this framework as a training resource to support their teams’ capability development,” she said.

Dr Chih says that the Communications Toolkit has the potential to have a broader impact within government agencies, beyond helping them achieve their communications goals.

“Over time, adherence to this method will not only enhance governments’ communication capability but also assist them to achieve their policy, program, service and regulatory outcomes,” she said.

Founder and Chief Executive Officer of contentgroup, David Pembroke said that in order for governments to be able to effectively communicate complex and important messages with citizens, a new approach is needed.

“Effective communication with citizens is essential to realise the benefits of government initiatives, but we know there are challenges in keeping up with technology; cutting through increasing online noise and delivering an often complex message to the right audience.

“It’s these challenges we are addressing, creating a strong framework that can be easily implemented anywhere in the world,” David Pembroke said.

The first stage of this project is now complete, and contentgroup and Dr Chih’s team will now begin rolling out the framework to government agencies, and collecting case studies.

For more information, visit the contentgroup website or read the contentgroup statement about this project.

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Updated:   29 October 2017 / Responsible Officer:  CBE Communications and Outreach / Page Contact:  College Web Team