InTransition Podcast

Presented by David Pembroke of contentgroup, InTransition is a weekly podcast dedicated to the practice of content marketing in the public sector. Every week David interviews a leading expert in this area, ranging from government communicators to journalists to agencies working with public sector clients.
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Presented by David Pembroke of contentgroup, InTransition is a weekly podcast dedicated to the practice of content marketing in the public sector. Every week David interviews leading experts in public sector communications from policy makers, to agencies with government clients, to journalists and technical specialists. The world of communications is changing, be part of the transition.

Sep 26, 2016

Sean Worth is an Executive Director of Synergy Group Australia. Sean Worth specialises in benefits-led transformation and performance improvement for government. He was previously Director of Advisory for Ernst & Young. Sean has worked on government projects for clients such as the Department of Defence, the Department of Immigration and Border Protection, and the UK Department of Work and Pensions. Sean is a master of getting the value out of change. In this episode, you'll learn how to show your value to the executive through benefits realisation.

Sep 20, 2016

Libby Coy was contentgroup’s Graphic Designer for over two years. Libby designed brands, logos, infographics, and reports for many of our public sector clients, including the Department of Foreign Affairs and Trade, Department of Defence, the University of Canberra and the ACT Government. Libby Coy studied fine arts at the University of Southern California. In this episode, you'll learn how to tell your organisation's story through visual branding, what a graphic designer wants to know about an organisation, and what you should look for when you are hiring a vendor on a graphics project.

Sep 13, 2016

Martin Schipany is a friend of contentgroup and the podcast. He presented with contentgroup at Content Marketing World's Government and Public Sector Industry Lab 2016. Martin Schipany is the head of ‘City Communications’ at the Press and Information Services for the City of Vienna in Austria. He started working for the City of Vienna as a Press Officer before becoming an editor in the Press and Information Services, eventually to rise to the head of the sub-department ‘City Communications.’ Martin recently completed a Master's thesis on implementing content marketing in local government. In this episode, Martin discusses the lessons he learnt from Content Marketing World.

Sep 6, 2016

This is a special episode. InTransition's host, David Pembroke, recently spoke at the Australian Marketing Institute's Public Sector Marketing Communications Summit. The summit brought together some of the top public sector communicators from around the world. This episode is a recording of David's presentation. In this episode, you'll learn the essence of what public sector communicators do for a living, why communications is the most important part of a modern government, and the 10-step content marketing process (and a walk-through example)

Aug 30, 2016

Jenny Muir is the General Manager of Primary Communication, an Australian strategic communications agency. Jenny Muir leads the campaign advocacy, government and stakeholder relations team. Throughout her career, Jenny has worked with many public sector organisations, including the South Sydney City Council, NSW State Government and the Australian Human Rights Commission. Earlier this year, she was elected as the National President of the Public Relations Institute of Australia (PRIA). This discussions includes why PRIA recognises over 1,200 job titles and two ways to use the authentic first-person story.

Aug 22, 2016

Joanne Painter is the Founder and Managing Director of, a communications consultancy based in Melbourne, Australia. Joanne Painter has led her team for over 15 years on a range of projects in both the public and the private sector. won the 2015 Golden Target Award for ‘Sustainability & Corporate Social Responsibility’ by the Public Relations Institute of Australia for their ‘Love Food, Hate Waste’ campaign for Sustainability Victoria. They also received a Highly Commended award for their ‘Stand Up For Farmers’ campaign for New South Wales Farmers. Before her communications career, Joanne was a senior journalist for The Age. In this episode, you'll learn how to trial and error in a successful way (and why you must use agile development), the 3 most important trends in communications in 2016 and why you must be using an omni-channel approach.

Aug 16, 2016

Hank Jongen is a General Manager and Departmental Spokesperson for the Australian Federal Government's Department of Human Services (DHS). As the primary spokesperson for DHS, Hank Jongen regularly participates in talkback radio, is interviewed on television and is actively engaged across the spectrum of social media. Hank has been a Senior Australian Public Service Executive for more than 20 years. He has been responsible for national strategies supporting key government reforms and had a major role in the creation of Centrelink. Hank was awarded the Australian Public Service Medal for outstanding public service as Centrelink’s media spokesperson and leading innovations in communication. In this episode, you'll learn about DHS' massive social media effort.

Aug 9, 2016

Trish Johnston is the Assistant Secretary, Communications Branch at the Department of the Prime Minister and Cabinet (PM&C).  For over two decades Trish Johnston worked on some of the government's most complex policy and communication issues including domestic violence, cyber security, indigenous affairs, climate change, resources and energy and preventative health. Her experience spans developing large scale advertising campaigns, managing complex media and stakeholder issues and supporting communications in remote indigenous communities.  She is currently leading PM&C's digital communications transformation. In this episode, you'll learn about 3 case studies which received ~450 news articles in press or trended #1 on Twitter.

Aug 2, 2016

Kim Ulrick is the Assistant Secretary of Digital Communications for the Department of Communications and the Arts. She has extensive experience in the public sector. Kim Ulrick was the Assistant Secretary of Border and Counter Terrorism Policy at the Department of the Prime Minister and Cabinet, National Manager of Strategy Policy and Stakeholder Engagement at the Australian Crime Commission, Assistant Secretary of Marketing and Communication for the Department of Human Services and many other roles. Kim uses content marketing techniques in her communication strategies.

Jul 26, 2016

Catherine Staite is Director of the Institute of Local Government Studies (INLOGOV) at the University of Birmingham in England. Catherine leads her university department to bridge the gap between local government research and practice. Prior to INLOGOV, Catherine was the Director of Organisational Development and Policy for OPM, an independent research and consultancy institute for the public sector leaders, policymakers and regulators. Catherine has had other previous roles including Non-Executive Director of a high security British hospital, Vice-Chair of a healthcare trust and a member of the Board of Visitors for a local prison. In 2015, Catherine Staite was ranked in the top 100 most influential people in local government in the UK by the Local Government Chronicle. In this episode, you'll learn the paradox of less money and stronger communities, why local government reluctant to start a two-way conversation with residents, and the dichotomy between the political and the managerial.

Jul 18, 2016

Dave Polglase is the Head of Consulting at contentgroup. Dave Polglase recently celebrated his 10 year anniversary with us. Dave has worked with over a hundred clients over the years, including Federal, State, and Local Government. His projects have included strategic communications, public relations, and content marketing. Dave helped develop contentgroup's content marketing methodology. He has worked as part of the Australian media team for the past three Olympic Games. In this episode, you'll learn why content marketing is a hack against the time pressures of government and how contentgroup's content marketing methodology is applied to government.

Jul 4, 2016

Bob Pearson is the President of the W2O Group, a group of 3 marketing and communications companies. Prior to working at the W2O Group, Bob Pearson was the Vice President of Communities and Conversation for Dell, where he developed their first global social media efforts. Bob also worked as Head of Global Corporate Communications for Novartis Pharmaceuticals. Bob recently wrote Storytizing: What's Next After Advertising?, where he explores how messages proliferate through society. Bob is also a frequent speaker on digital marketing at the Syracuse Center for Social Commerce and the U.S. State Department’s Marketing College. In this episode, you'll learn how to find the people who drive the majority of conversation, easy quick wins for government and public sector communicators, which no one can object to, and why 43 people drive the majority of shared conversation for Harry Potter.

Jun 27, 2016

Jon Cohen is the Vice President of Survey Research at SurveyMonkey. Jon Cohen has a long history of experience in surveys and research. Jon was the Associate Survey Director of the Public Policy Institute of California, Assistant Director of Polling Unit for the American Broadcasting Corporation News, Director of Polling for The Washington Post, the list goes on. Before he started at Survey Monkey, Jon was the Vice President of Research at the Pew Research Center, an independent research organisation. Jon’s experience in survey design is extensive. In this episode, you'll learn why you should think of research as a strategic investment, how do you get people to understand the value of research, why research is part of the process of effective content marketing, and how you should invest in research.

Jun 21, 2016

Kristen Kavalier is the Senior Director of Research and Analytics at Sprinklr, a social media software company valued at over US$1 billion. Kristen Kavalier has worked on technology projects for government, non-for-profits and the private sector as a Consultant, Manager, and Product Manager for Acumen Solutions. Previously, Kristen was the Vice President of Customer Relations for NewBrand, a social media intelligence company. NewBrand went on to be acquired by Sprinklr last year. Kristen’s expertise is in listening and understanding customers and citizens to help organisations make better decisions. This interview explores how the District of Columbia pioneered a transparent government by publishing the good, the bad, and the ugly feedback of local government agencies.

Jun 13, 2016

David interviews two people who are doing amazing work at the London Borough of Bexley. Anne-Louise Clark is the Head of Organisational Development and Internal Communication for the London Borough of Bexley and Ellen Care is the Internal Communications Officer. Anne-Louise and Ellen discuss how design thinking has changed the way their local government operates.

In this episode, you'll learn:
2:20 What is the Bexley Innovation Lab? (And how it is different from anything they have done before)
3:51 Why is design thinking different to government's business-as-usual? And what are the steps in design thinking?
6:35 How was design thinking received by the London Borough of Bexley?
9:25 A problem design thinking solved which traditional processes could not (and saved the Borough of Bexley money)
11:56 How to increase the use of government services
14:41 What is User Research? (And why it can be better than surveys and focus groups)
18:32 How do you know if you're solving the right problem?
22:20 How does design thinking change the way internal communications is run?
26:58 The struggles of getting government to adopt design thinking (and how you can overcome these challenges)
29:23 How User Research overcomes survey fatigue

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