Strategising for success in a changing media landscape
Conference Date
24th - 27th February 2020
Location
Canberra Rex Hotel
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Agenda

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Day 1 - Tuesday 25th February, 2020

8:00
Registration, coffee & networking
8:30
Opening remarks from the Chair
Aligning communication & marketing strategies with broader organisational & policy goals
8:40
KEYNOTE: Developing Australia’s nation brand
  • Collaborating with a wide range of stakeholders in the branding process
  • Setting clear objectives to be achieved in the branding process
  • Launching our nation brand to the world
Fiona De Jong
Head, Australia’s Nation Brand
Australian Trade & Investment Commission (AUSTRADE)
9:20
Developing a new communications strategy with strategic goals at the centre
  • Developing a clear foundational understanding of organisational goals
  • Maintaining these goals when embracing new forms of communication
  • Lessons from developing a comprehensive, organisationally-driven strategy
Markus Matthews
Director, Communications & Publishing
Office of National Intelligence
10:00
SPEED NETWORKING

In this fun, interactive session, you will have the opportunity to meet fellow attendees and speakers in two minute bursts, to exchange business cards and set up conversations for the rest of the event

10:30
Morning tea & networking
11:00
Developing & implementing a crisis management strategy
  • Lessons from responding to the fish deaths in the Murray-Darling Basin
  • Clear procedures for an organisational response to crisis
  • Maintaining brand identity through a crisis
Lyndall Hilder
Manager Communications, Engagement & Industry Assistance
Department of Primary Industries NSW
11:40
Developing a framework for evaluation & performance management
  • Insights from developing the Bureau of Meteorology’s Key Performance Management Framework
  • Generating a score for organisational performance
  • Understanding & implementing community feedback to drive future projects
David Perry
General Manager, Community Outreach
Bureau of Meteorology
Encouraging behaviour change through innovative communications
12:20
Applying behavioural insights to a marketing & communications strategy
  • Grounding strategies in an understanding of how people work and react to change
  • Embedding insights into the development of a campaign or communications initiative
  • Ensuring positive interactions between humans and an organisation’s products or services
Ellen Bortolot
Assistant Director, Marketing & Communication
Australian Taxation Office
1:00
Networking lunch
2:00
Driving behaviour change through effective audience segmentation
  • Maximising engagement by evaluating the best way to reach customers
  • Selecting the most appropriate digital channels for your stakeholders
  • Remaining agile in a changing digital environment
Catherine Payne
Executive Director, Digital & Customer Communications
Department of Environment, Land, Water and Planning VIC
2:40
INTERACTIVE ROUNDTABLES
  • Collaborating with creative agencies to produce the best results
  • Knowing your target market through effective research
  • Communicating with multicultural and CALD audiences
3:40
Afternoon tea & networking
4:10
Identifying the approaches most likely to generate behaviour change
  • Using behavioural insights in the campaign design and development phase
  • Specifying the target of the behaviour change
  • Establishing a plan to measure the desired outcomes of a behaviour change campaign
Cinzia Marrocco
Head of Marketing & Communications
Alcohol & Drug Foundation
4:50
Overcoming cognitive bias in communications
  • Understanding why people sometimes misinterpret carefully crafted communications
  • Managing expectations of stakeholder responses
  • The relationship between cognitive biases, messaging and behaviour
Victor Zalakos
Senior Project Manager
Department of Agriculture
5:30
Closing remarks from the Chair & close of Day One

Day 2 - Wednesday 26th February, 2020

8:00
Welcome, coffee & networking
8:30
Opening remarks from the Chair
8:40
KEYNOTE: Championing communications from a leadership perspective: from media management to crisis management
  • Highlighting the relevance of communications to organisational interests, policy and strategy
  • Understanding the role of communications in national security & law enforcement
  • Placing communications in the frame of citizenship and social cohesion
Jaycob McMahon
Assistant Secretary Media & Engagement
Department of Home Affairs
Embedding evaluation into an end-to-end communications strategy
9:20
Establishing clear measurement objectives when embarking on a rebranding exercise
  • Determining the function of a communications strategy and the need it is addressing
  • Setting key performance indicators prior to launch
  • Revisiting those indicators post-launch to complete the evaluation process
Chris Wagner
Head of Communications & Marketing
Australian War Memorial
10:00
Utilising continuous evaluation to effectively drive a multi-phase campaign
  • Ensuring that evaluation is conducted at each stage of the campaign cycle
  • Feeding evaluation into subsequent phases of an ongoing campaign
  • Insights and learnings from the MoneySmart campaign
Andrew Dadswell
Senior Service Designer, Financial Capability
Australian Securities & Investments Commission
10:40
Morning tea & networking
Adapting communications strategies to reflect changing stakeholder engagement preferences
11:10
INTERACTIVE PANEL: How to effectively capture the attention of your stakeholders
  • Make yourself heard in a crowded landscape
  • Presenting information in a way that is immediately engaging
  • Ensuring that your message gets across
Shane Michael Hatton
Leadership Communication Expert Speaker, Mentor, Trainer & Author
Lead The Room
Gemma Smith
General Manager, People & Communications Group
IP Australia
Rebecca Richter
Unit Head, Communications & Stakeholder Engagement Unit
Australian Institute of Health & Welfare
11:50
Case studies of outstanding stakeholder engagement
  • Strategies for creating dynamic engaging content for increasing measurable stakeholder engagement
  • The 5 most important things to know about getting noticed in the inbox

Paul Hodgson
Marketing Automation Specialist
Swift Digital
12:20
Networking lunch
1:20
Reimagining the stakeholder experience
  • Streamlining the experience of interacting with an organisational product or service
  • Insights from the process of auditing personas and user journeys
  • Embarking on a journey towards becoming more customer-centric
Andrew Mackay
Assistant General Manager, Strategic Communication
IP Australia
2:00
CASE STUDY: Driving effective collaboration to maximise client engagement
  • Leveraging resources and expertise to maximise the effectiveness of communications
  • Navigating the bureaucracy of multi-stakeholder communications
  • Streamlining the collaboration process to produce the best results
Alicia Thomson
Assistant Director, Engagement Digital Earth Australia
Geoscience Australia
2:40
Afternoon tea & networking
3:10
The role of government in a modern news cycle
  • Being brave enough to listen to your audience
  • Taking up the challenge to tell stories which may otherwise be forgotten
  • Increasing engagement in the face of crisis
Simon Holt
Communications and Media Manager
Ipswich City Council
3:50
Preparing to adapt in a fast-changing media landscape
  • Keeping up to date with how your audience gets their information
  • Identifying growth areas in communication channels and platforms
  • Being ready to pivot to a new approach
Matt Levinson
Head of Communications & Public Affairs
Australia for UNHCR
4:30
Closing remarks from the Chair & close of Conference
Workshop A: How to apply behavioural insights in a changing communications landscape
Monday 24th February 2020, 4:00pm – 7:00pm

The workshop

Trying to capture the attention of their key stakeholders in an increasingly crowded media landscape is one of the critical challenges facing media professionals regardless of what sector they’re in. One of the most powerful tools available to communicators in overcoming this challenge is a communications strategy grounded in a thorough understanding of human behaviour.

Familiarise yourself with the field of behavioural insights and learn how, when applied effectively, they can be used to generate targeted behaviour change. By attending this workshop, you’ll gain the confidence to navigate a changing communications landscape, whether internal and external to an organisation, and ensure that your message reaches key stakeholders.

Why attend this workshop?

  • Learn how people best receive their information
  • Understand the value of behavioural insights & how to apply them
  • Identify the most effective pathways towards stakeholder engagement

What you will take away by attending

  • A thorough understanding of behavioural insights and their role in communications
  • The ability to engage meaningfully with your key stakeholders
  • Confidence in applying human behaviour insights to generate change

*Refreshments & dinner provided

Price: $499 + GST

Alicia Lillington
Change & Communications Lead
Department of the Prime Minister & Cabinet
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Workshop B: How to gain buy-in & make communications an organisational priority
Thursday 27th February 2020, 9:00am – 12:00pm

The workshop

With increasing pressure across all functions of the APS, the communications function can sometimes become deprioritised. However, in order for the communications function to effectively support organisational goals and policy priorities, leadership and stakeholder buyin is essential.

By attending this hands-on session you will be prepared to return to your organisation equipped with the tools and the strategies necessary to convey the value of your strategy to peers and leaders alike. Learn how to drive a culture that embraces change and agility around communications, and feel confident in negotiating for the priority of your work. By empowering yourself with these skills, you will develop the confidence needed to gain leadership buy-in and make communications an organisational priority.

Why attend this workshop?

  • Learn how to demonstrate the value of your work to others
  • Gain ideas on how to gather insights that will form a compelling argument
  • Identify the most effective ways to capture the attention of your audience

What you will take away

  • The confidence to influence peers and leaders around making communications a priority
  • Strategies for communicating the ‘why’ of your work
  • The ability to create compelling messaging that cuts through the noise

* Refreshments provided

Price: $499 + GST

Shane Michael Hatton
Leadership Communication Expert Speaker, Mentor, Trainer & Author
Lead The Room
Register Now
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Key Speakers

Fiona De Jong
Head, Australia’s Nation Brand
Australian Trade & Investment Commission (AUSTRADE)
Jaycob McMahon
Assistant Secretary Media & Engagement
Department of Home Affairs
Catherine Payne
Executive Director, Digital & Customer Communications
Department of Environment, Land, Water and Planning VIC
Gemma Smith
General Manager, People & Communications Group
IP Australia