The 8th Annual National Public Sector Communication Officers’ Conference 2017 Practical Strategies to Enhance Communication and Develop Effective Stakeholder Engagement Techniques

FEATURED SPEAKERS Belinda Newham Director, Strategic Engagement and Cybercrime Policy CERT Australia within the Attorney-General’s Department Roger Sharp Chief Communications Officer Department of Health and Human Services Victoria Brett Fifield Deputy Director General, Performance and Engagement NSW Department of Primary Industries Tracey Bell Branch Manager, Communication Services Branch Department of Social Services Matthew Abbott Senior Executive Leader, Corporate Affairs Australian Securities and Investments Commission Louise Greig Director, Biosecurity Communications Department of Agriculture and Water Resources Michelle Skehan Head of Communications, Media Australia Post Richard Littleton Director, Communication and Engagement Department for Communities and Social Inclusion Government of South Australia Biljana Wenning Assistant Director, Communications Department of Industry, Innovation and Science Johanna Lowe Deputy Director, Marketing and Communications University of Sydney Alexandra Kelton Assistant Secretary Corporate Communications Department of Defence Joanne Crowther Change and Communications Manager, SAP Roadmap Programme Department of Health Jessica Summerrell Senior Manager, Media and Communications ACT Education Directorate Shaun Rohrlach Director, Access Programs National Archives of Australia Kate Clark Director, Communications Australia Council for the Arts Neryl East International conference speaker; reputation, communication and media strategist and trainer Neryl East Communications Ron Forrester Government Relations Manager and Strategic Communications Consultant OPF Consulting Liz Tilley Coach Liz Tilley Coaching Robyn Walker Facilitator, Speaker/Presenter, Life Coach Unison Communications Pty Ltd

Pre-Conference Workshop 3 April 2017 Conference 4 & 5 April 2017 Post-Conference Workshop 6 & 7 April 2017 Novotel Canberra Essential skills for communication excellence Best practice media management Strategies for maximising stakeholder engagement Developing strategic communication campaigns

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Pre-Conference Workshop Navigating the Shifting Medium of Communications

9.00 - 4.30 3 April 2017

With the opportunity to access and share news and information becoming increasingly easy for consumers, organisations must rethink their communication approaches to ensure that their messages are effectively delivered to their desired audience. These rapid changes taking place in the world of communications has led to the need to seek innovative strategies to compensate for such advancements. Identifying areas of traditional media that are no longer relevant, while exploring inventive forms of connecting with the public, are critical skill sets for organisations looking to stay abreast of the technological developments in today’s society. The ability to navigate and anticipate change has become one of the most sought-after management skills in professionals across all job types. For those in communication roles, this technique of forecasting upcoming trends in media while still providing effective information is a difficult, yet necessary responsibility which must be fulfilled. By embracing the dynamics of the ever-evolving role of communications, communication professionals will be equipped to deal with the changing and complex environment of the public sector and unlock their communication capabilities throughout their organisation. This interactive workshop will provide delegates with valuable knowledge surrounding the adapting communications landscape, as well as deliver an array of skills and strategies that will assist individuals looking to proactively anticipate and grasp the changing face of communications in the public sector. The communication transformation • The deep impacts of digital • Helping your organisation thrive in a reputation-driven world • The rise of the ‘regular employee’ as the chief communicator The new role of the communication professional • From reputation gatekeeper to facilitator • Embracing an adaptive mindset • Recognising that all changes start small Harnessing the opportunities of the digital world • Staying ahead in a game where content is king • Spotting valuable opportunities and keeping your organisation on board • Avoiding reputation pitfalls Revolutionising your organisation’s communication strategies • Devising an innovative approach to communication change • Adjusting to unexpected developments • Looking to the future of digital

Expert Facilitator: Neryl East International conference speaker; reputation, communication and media strategist and trainer Neryl East Communications Dr Neryl East works with leaders and teams who want to stand out, accelerate success and avoid costly reputation mistakes. She has more than 30 years experience as a communications professional and an extensive track record in Public Sector communications. Neryl began her career in the media, spending more than a decade as a journalist, producer and presenter in radio and television. She then “crossed to the dark side” into corporate communication, where her roles included Head of Communications and Marketing at the Australian War Memorial. As the director of a specialist communication and reputation agency, Neryl now provides strategic communication and executive training services to all tiers of government across Australia. She has a Master of Arts and PhD in Journalism, is a Certified Speaking Professional and an Amazon best-selling author on media and communication.

ABOUT THE EVENT With technological developments becoming a societal norm, professionals in the communications space must prepare themselves with the necessary tools and skill sets to remain ahead of advancements and place an innovative foot forward. In order to navigate the complexities of such a changing environment while still managing to provide value to one’s organisation, it is essential to form a resilient communication strategy that will adhere to public sector requirements and regulations. The 8th Annual National Public Sector Communication Officers’ Conference is the premier development and networking event for communication professionals across all tiers of government. This unique forum provides the opportunity for practitioners to discuss the challenges, best practice and future directions for the communication realm within the public sector. With a compilation of case studies, expert commentaries and a panel discussion comprised of some of the country’s leading professionals in the space, real-world insights and practical advice will be provided concerning communication efforts in the public eye. This event is an invaluable networking opportunity to engage with leaders and peers across all areas of the public sector, register seats or tables early to secure your team’s place and benefit from this fantastic opportunity to refresh skills and strengthen networks with other like-minded professionals.

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Utilising Media to Achieve Optimal Audie

Day One

4 April 2017

8.30 - 8.55

Registration and Morning Coffee

8.55 - 9.00

Official Welcome and Opening Remarks from the Chair

9.00 - 9.40

OPENING KEYNOTE CASE STUDY

Robyn Walker Facilitator, Speaker/Presenter, Life Coach Unison Communications Pty Ltd 11.35 - 11.45 Questions and Discussion 11.45 - 12.25 CASE STUDY

The power of third party endorsement

For any organisation trying to communicate a message or market a product, the power of third party endorsement is unmatched. The ability to engage effectively with other parties to promote your organisation and campaigns is critical for professionals within the communication space. In this session, Kate will highlight valuable lessons she has learned throughout her time at the Australia Council for the Arts, and share her outlook on the importance of third party endorsement to reach organisational goals. Discuss: • How to establish important relationships with third party stakeholders • Developing your brand • Appealing to the public and generating a good reputation

Strategies to enhance strategic engagement efforts

With the influx of media options available to consumers, ensuring that your organisation’s message is received and absorbed is becoming increasingly difficult. In order to deliver an effective communications campaign, whether that be to internal or external stakeholders, recognising your audience and what method of communication will successfully connect with them is pivotal. As the Director of Strategic Engagement and Cybercrime Policy in CERT Australia within the Attorney-General’s Department, Belinda will reflect on innovative strategies to engage with stakeholders, and how she effectively delivers communication, media and engagement services throughout her organisation. Discuss: • The importance of having a thorough communications strategy • Recognising when changes need to be made • Techniques to incorporate innovation within CERT Australia

Kate Clark Director, Communications Australia Council for the Arts 12.25 - 12.35 Questions and Discussion 12.35 - 1.35 Networking Lunch 1.35 - 2.25

Belinda Newham Director, Strategic Engagement and Cybercrime Policy CERT Australia within the Attorney-General’s Department 9.40 - 9.50

9.50 - 10.30 CASE STUDY

Utilising social media to boost culture and increase staff involvement

In a world with a plethora of outlets for consumers to gain their information, the ability to use innovative communication techniques to generate engagement is essential. Being the first department to use Workplace by Facebook, the NSW Department of Primary Industries has managed to boost culture and increase staff engagement. Brett will explain how this has impacted the work place and the benefits of utilising this technology. He will discuss: • Workplace by Facebook, what is it and how it works • How to implement new technology in the work place • Deciding what will work best for your organisation

Joanne Crowther Change and Communications Manager, SAP Roadmap Programme Department of Health Jessica Summerrell Senior Manager, Media and Communications ACT Education Directorate Roger Sharp Chief Communications Officer Department of Health and Human Services Victoria Johanna Lowe Deputy Director, Marketing and Communications University of Sydney Alexandra Kelton Assistant Secretary Corporate Communications Department of Defence Biljana Wenning Assistant Director, Communications Department of Industry, Innovation and Science

Brett Fifield Deputy Director General, Performance and Engagement NSW Department of Primary Industries 10.30 - 10.40 Questions and Discussion 10.40 - 10.55 Morning Tea 10.55 - 11.35 EXPERT COMMENTARY

How human behaviour affects communications

PLUS TWO WORKSHOPS! Plus Two Separately Bookable Full-Day Workshops on 3 & 6-7 April 2017

The rise of digital and how it impacts the workplace

With today’s technological advancements, the need to constantly adapt and adjust in order to align with current trends, forecasts and challenges is undeniable. As digital is becoming such a prominent aspect of day-to-day life, realising how it affects the workplace and identifying ways to respond accordingly is essential. This interactive panel discussion will explore innovative ideas surrounding the impact of digital in the work environment, as well as highlight practical examples of the ways technology is being implemented in communication roles. Discuss: • Using digital to enhance your organisation’s communications strategies • Understanding the benefits of technology in the work place • Navigating digital challenges

Questions and Discussion

For communication professionals, understanding your audience is key. The ability to understand how one behaves and receives and accepts your message will determine the type of communications campaign you launch. In this session, Robyn will delve into the foundation of understanding human behaviour, and ultimately how that influences communication efforts. She will cover: • Behaviour coming from a level of conscious understanding • Ensuring your audience hears what you are saying • Communicating to align with human behaviours

INTERACTIVE PANEL DISCUSSION

2.25 - 3.05

CASE STUDY

Cross-government integrated communications planning - River Murray high flows

When a natural disaster or disruptive event happens, communication efforts must be implemented strategically and promptly while incorporating the viewpoints and opinions on

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ence Outreach many public sector entities. A recent example of this includes the high flows/black water in the River Murray and its impacts on tourism, safety, environment, industry, and communities. In this session, Richard will share how South Australian Government agencies and the tourism industry collectively managed the issues and risks of this incident using integrated communications. He will discuss: • The framework for cross-government communication strategy • How to devise a plan to deal with far reaching, urgent or unexpected situations • Consulting with other agencies and industries for a collaborative message

Day Two 5 April 2017 8.30 - 8.55

Morning Coffee

8.55 - 9.00

Opening Remarks from the Chair

9.00 - 9.40

When applying traditional communication practices to any workforce, certain modifications must be made in order to align with the standards and vision of that organisation. For those working in the public sector, it is even more critical to adapt to the specific practices and techniques associated with government protocol. Having extensive experience working within the corporate sector, Roger will reflect on how he transitioned into a government role and what he has learned throughout the process. He will discuss: • Applying practical changes to communications in government • Identifying the areas that corporate and government overlap and differ • Customising your communication style to fit within your department

Richard Littleton Director, Communication and Engagement Department for Communities and Social Inclusion Government of South Australia 3.05 - 3.15

Questions and Discussion

3.15 - 3.30

Afternoon Tea

3.30 - 4.10

EXPERT COMMENTARY

Creating boundaries in a reactive space

In a world with 24/7 connectivity, establishing boundaries and creating a separation between work and the rest of your life is necessary to maintain a healthy lifestyle and professional mindset. For communication professionals, establishing and maintaining this disconnect in a role where being reactive is a critical component of the work day is difficult. With years of experience working at different departments in the public sector, Liz will discuss the importance of knowing when to disengage from the demands of work in order to recharge and take a break from such a switched-on office environment. Discuss: • Making boundaries a priority • Understanding the impact of overworking • Keeping the communication going while disconnecting

Liz Tilley Coach Liz Tilley Coaching 4.10 - 4.20

Questions and Discussion

4.20 - 4.30

Concluding Remarks from the Chair

NETWORKING RECEPTION 4:30 - 5:30PM Make the most of your experience, join us to network over complimentary canapés and drinks

OPENING CASE STUDY

Commercial practice applied to public service

Roger Sharp Chief Communications Officer Department of Health and Human Services Victoria 9.40 - 9.50

Questions and Discussion

9.50 - 10.30 CASE STUDY

Agile strategic communications - Embracing adaptive planning

For communication professionals, it is essential to understand and accept that the environment one operates in is constantly evolving and adjusting to social and technological advancements. Responding to incidents with agility and promptness is absolutely critical. In order to produce effective communication, anticipating changes is key when planning out the best strategic efforts to convey an organisation’s message. In this session, Louise will highlight important strategies she has developed throughout her years in the public sector, and offer useful advice on how to create a strategic communications plan that will assist your organisation’s goals. She will cover: • The importance of a strategic plan • Navigating government protocols when delivering rapid response • Learning to measure, inspect, and adapt your strategy

Louise Greig Director, Biosecurity Communications Department of Agriculture and Water Resources 10.30 - 10.40 Questions and Discussion 10.40 - 10.55 Morning Tea

WHO WILL ATTEND

10.55 - 11.35 CASE STUDY

Managers, Directors, Advisors, Officers and Consultants in the Public Sector responsible for: • Communication • Public Relations

• Social Media / Community Management

• Public Affairs

• Corporate Affairs

• Media Relations

• Marketing and Campaign Management

• Digital / Online Engagement • External Relations • Stakeholder Engagement • Community Engagement

• Community Education • Content Creation / Management • Publications / Editorial

Innovation in the corporate affairs function

Communications professionals not only face a fastevolving communications landscape but also changing ways we communicate our message. In the chaos of managing a comms unit, how do you stay abreast of changes and take the time to innovate? Matthew has lead the communications function at the Australian Securities and Investments Commission and he will discuss communications and innovation from the distinct perspective of Australia’s corporate watchdog. Matthew will cover:

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Innovative Strategies to Engage Stakeholders Understanding the effects of different media, observing the response of such efforts and determining how to react to the feedback are key aspects of any role in media and communications. In this session, Michelle will draw on her experience at the Australia Post and how she has utilised media to achieve her communication goals. Discuss: • Identifying the right media for your organisation • Creating a system to analyse your communication efforts • Incorporating media in your communications campaign

• Why does a regulator need a communications function? • What is innovation and why should we care? • What drives innovation? • Creating a culture of innovation in the communications function

Matthew Abbott Senior Executive Leader, Corporate Affairs Australian Securities and Investments Commission

Michelle Skehan Head of Communications, Media Australia Post

11.35 - 11.45 Questions and Discussion 11.45 - 12.25 EXPERT COMMENTARY

Can creativity and bureaucracy co-exist?

When it comes to handling the communication aspects of a government organisation, different techniques and strategies must be implemented in order to comply with regulated standards and protocols. Ensuring that a level of creativity and originality is maintained throughout this process is important when looking to develop effective, yet interesting content. In this session, Tracey will explore the recently launched Violence against Women national advertising campaign. She will highlight how creativity was used while still adhering to public sector requirements. Discuss: • Creating a plan for creative content • Navigating clearance and approval processes • Understanding when to use imagination and when to stick to the script

2.45 - 2.55

Questions and Discussion

2.55 - 3.10

Afternoon Tea

3.10 - 3.40

Contemporary communication specialists play a crucial role in connecting and empowering communities with the decision-making processes of government. In an era of mass-(mis)information, we must improve communications, audience engagement and information management by government. Drawing on several years of experience in national communications and community engagement roles, Shaun will explore the importance of communications to the open, transparent and accountable relationship between ‘government and society’. Discuss: • Key techniques for delivering strategic communications • Strategies for audience engagement • Driving innovative and continuous improvement in access to government information

Tracey Bell Branch Manager, Communication Services Branch Department of Social Services 12.25 - 12.35 Questions and Discussion

Shaun Rohrlach Director, Access Programs National Archives of Australia

12.35 - 1.35 Networking Lunch 1.35 - 2.05

CASE STUDY

Ensuring effective and innovative communication in the public sector

3.40 - 3.50 3.50 - 4.20

In order to stay on top of the ever-changing and fast-paced world of communications, professionals must exhibit agility, resilience and strategy in their everyday duties. By devising a tactical plan to deliver innovative communication efforts, organisations will unlock their potential to provide effective messages and information. With 25 years of experience working within the public and private sectors, Ron will highlight important communication strategies he has learned, as well as reflect on the changing face of communications over course of his career. He will cover: • Customising communication efforts for different projects and different audiences • Analysing and updating your strategic approach and making appropriate modifications • Key skills for communication professionals in a 24/7 environment

Ron Forrester Government Relations Manager and Strategic Communications Consultant OPF Consulting 2.05 - 2.15

Questions and Discussion

2.15 - 2.45

CASE STUDY

Media management and monitoring - Effective evaluation of communication efforts

When implementing a communications campaign, it is essential to ensure the appropriate media is used in order to achieve an organisation’s goals. Identifying the best medium to reach your desired audience and convey your message will ultimately dictate the success of a campaign.

Phone: +61 2 8239 9711 www.liquidlearning.com

CASE STUDY

Communications, audience engagement and information management in a post-truth world

Questions and Discussion INTERACTIVE CLOSING ROUNDTABLE

Looking to the future for communication professionals in the public sector

Communication efforts within the public sector are constantly being modified and developed to reflect the innovative changes in society. As such, professionals in the space must equip themselves with the tools and skill sets to compensate for such changes. This interactive closing roundtable will reflect on the themes discussed over the past two days and provide delegates with the opportunity to share their insights and ask questions. Examine: • The changing face of public sector communications • The challenges of innovative communications • Applicable tools and techniques to implement in the work place

Neryl East International conference speaker; reputation, communication and media strategist and trainer Neryl East Communications 4.20 - 4.30

Concluding Remarks from the Chair and Conference Close

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Post-Conference Workshop

Communication Professionals Leadership Toolkit

9.00 - 4.30 6 April 2017

Day 1

9.00 - 4.30 7 April 2017

Day 2

Exploring personal strengths and areas for growth

Becoming an influencer and strategic advisor

• Management vs. Leadership - What’s the difference? • Identifying and aligning personal leadership traits with organisational goals • Recognising and managing the demands of leadership • Understanding the expectations of internal and external stakeholders

• Adding value as an advisor within your organisation • Be seen as the strategic advisor or trusted business partner in your organisation • Create impact to drive the business forward

Understanding and developing your leadership capability • Explore your preference profile and the profile of others • Identify skills by applying the competence model • Explore the 4 competencies of leadership • Motivating and driving performance

Developing a consultative approach to demonstrate your value: • What does it mean to take a consultative approach? • Explore the consultative model, understand what outcome you want to achieve • Hook/offer request to earn the right to consult • Conduct a contracting conversation Building trust and influencing your key stakeholders:

Building a cohesive and high performing team to improve productivity:

• Working through trust and the trust equation • Know how you influence, what is in your toolkit • Know who you need to influence and why • Dealing with difficult people and difficult situations

• Identifying the strengths and weaknesses of your reports • Explore and apply the Parker team player survey • Encouraging feedback and discussion to improve timeliness, creativity and effectiveness • Understanding the needs and motivations of stakeholders

Develop a leadership action plan for yourself and your team

Getting the best out of people • Becoming a better listener • Emotional intelligence and the emotional competence framework • Coaching skills, giving and receiving feedback • Exploring various mindsets

• Identify skill gaps and how can you fill them? • Build your plan to increase your leadership position • Identify the plan for your team? What are the gaps? What are the opportunities and challenges? • Final wrap up and reflection.

Expert Facilitator: Adrian Cropley President and Founder Cropley Communications Adrian Cropley, ABC is one of the world’s leading corporate communication & change strategists with over 25 years business and communication experience, working in a variety of roles, from project management, HR management to change management and organizational development. Until 2004 Adrian was the head of corporate employee communication for a major telco within Asia Pacific. He is now CEO of Cropley communication and the Centre for Strategic Communication Excellence, focusing on change, communication & coaching solutions for a global client base. Adrian has worked with a variety of clients on major change communication projects and developing corporate communication strategies for companies including Unilever, Shell, Bupa, NAB, ANZ, Alcatel–Lucent, Infosys as well as various government departments including the Australian Tax Office, the Department for Business, skills and innovation in the UK and organizations like the Hong Kong Police. He also conducts in-house and public training and development programs, as well as strategic planning workshops. Adrian has conducted Master classes and workshops across the globe including, USA, Canada, UK, Sweden, Hong, Kong, Singapore, Thailand, Malaysia, India, Indonesia, Philippines, China, Japan, New Zealand, South Africa, Kenya as well as Australia. An Accredited business communicator, Adrian guest lectures at RMIT University Melbourne and is on the advisory committee for the Public Relations program. He is a director on the board of an Australian based; IT services company and the Sacred Heart Mission, one of Melbourne’s biggest homeless charities and has led many teams in his career. Adrian is a multiple IABC Gold Quill award winner, all-star IABC Speaker and was IABC’s 2008 Chapter Leader of the year. He has held many volunteer positions throughout his career including 15 years with the Scout Association of Australia. Adrian is a past chair of IABC.

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The 8th Annual National Public Sector Communication Officers’ Conference 2017 3, 4, 5, 6 & 7 April 2017

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