InTransition Podcast

Presented by David Pembroke of contentgroup, InTransition is a weekly podcast dedicated to the practice of content communication 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 communication 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.

Apr 25, 2016

Gina Ciancio is the Senior Social Media Adviser for the Department of Human Services. Gina Ciancio joined the DHS as a Public Affairs Officer and rose to join a specialised team in digital and social media. Gina also spent a short period working in the UK in marketing. This interview is taken from a live webstream at the ACT Digital Hub in Gungahlin Library back in 2014. In this episode, you'll learn where the Department of Human Services is getting it right, an example of where the DHS has used content marketing to achieve an objective, where to get your stories from and how to make policy interesting to civilians.

Apr 18, 2016

David interviews James Kliemt, Senior Digital Media Officer for the Queensland Police Service. James created and maintains the largest Police Facebook page in the English-speaking world. He grew this Facebook page to three quarters of a million likes in a state with a population of 4.5 million. James Kliemt has received many awards for his leadership in social media by State Government, Federal Government and independent sources. James also led award-winning projects for police blogs and a real-time emergency management website for the State of Queensland. In this episode, you'll learn: the paper that convinced the QLD Police to start social media, how social media became the go-to news channel for the QLD floods (one of Australia's largest natural disasters in decades) and the QLD Police's future with social media in the next 6 months.

Apr 11, 2016

David interviews Kate Bradstreet, a communications consultant with over 15 years experience in the industry. Kate has advised on several projects for the Prime Minister and Cabinet including the Prime Minister’s National Ice Taskforce and Reducing Violence against Women and their Children. Prior to founding her own consultancy firm, Kate was the Senior Director of Online Communications for the Department of Climate Change and Energy Efficiency. Kate Bradstreet also spent several years with the Australian Federal Police, rising to become the Commissioner’s Chief Media Advisor, where she advised on such high-profile events as the second Bali bombings and crises in East Timor. In this episode, you learn: How do you sustain interest in topics such as domestic violence. How stakeholder mapping is used to track the conversation. How do you get a seat at the table with the executives? Why you should do government communications as a consultant (and how to succeed). How can you add research into your content marketing strategy?

Apr 4, 2016

Mitch Joel is one of the world’s foremost advocators of digital marketing. Mitch Joel is the President of Mirum, a global marketing agency that operates to close to 20 countries with over 2,000 employees. He is the host of the popular podcast Six Pixels of Separation, which recently celebrated its 500th episode. Mitch is the author of two books on the implications of the new media. His last book CTRL ALT Delete, which was named one of’s best business books of 2013, examines how businesses and marketers can capitalise on the interconnectedness of modern society. Mitch Joel has been named one of the top 100 online marketers in the world

In this episode you'll learn:
2:40 The secrets of podcasting
7:29 How to be successful in today's marketing environment
9:42 How to not suck at publishing
19:32 How to be effective when you start content marketing
28:30 Mitch Joel has advice for you and large organisations

Mar 28, 2016

Martin Schipany is the Head of ‘City Communications’ for the City of Vienna’s Press and Information Services. Martin 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 has also been the Head Press Officer for a political party in the Vienna State Parliament. Martin recently completed his Executive Masters in International Media Innovation Management. Martin’s thesis was on the necessary criteria, instruments and processes to implement a municipality’s content marketing strategy.

In this episode you will learn:

9:01 How do you get the attention of the political media officers to tell them that there is more to life than speaking to the media?
10:00 Why all government departments should be completing a citizen journey discovery
13:32 Where Europe is in their adoption of content marketing
15:53 Recommendations on how the City of Vienna can improve their content marketing strategy (you can apply these too to your government department)
21:33 Why the communications team should be close to the leadership
27:47 How do you convince government to adopt digital?

Mar 21, 2016

In this episode, we sit down with Assistant Secretary of Communications at the Department of Prime Minister and Cabinet, Trish Johnston. Trish has worked on some of the Government's most complex policy issues including domestic violence, cyber security, indigenous affairs, climate change, resources and energy and preventative health. We discuss the changing role of government communications, how social media has changed the way government communicates with the public, how comms strategies are built in the public sector and how to improve the quality of public sector communications campaigns. 

Mar 15, 2016

Sean Larkins is the Director of Consulting & Capability for the Government and Public Sector Practice of the world’s largest communications services group, WPP. Sean was previously the Deputy Director of the UK Government Communications. Sean led the reform of the UK Government’s communications to build a centralised strategy. Sean set up and ran the UK Communications Service. Sean was responsible for almost 4,000 government communicators.

In this episode, you'll learn:

5:37 How to discover government communication priorities
6:34 Why government communications should be run more like a business
10:58 How do you change the government's tendency for risk aversion?
19:07 What are the small, simple steps to move from traditional marketing to content marketing?
25:31 What skills do government communicators need to become more effective?
28:55 How do you make communicators the most prestigious civil servants in government?

Mar 7, 2016

In this week's episode of InTransition, we interview Mandy Gyles. Mandy has over 25 years’ experience in the communication and media industry. Mandy started her career as a reporter for the Australian Broadcasting Corporation. Mandy moved into the role of Communications Officer in the agricultural industry. She moved through various roles in PR, media and communication. Mandy worked for the Department of Agriculture and as Public Affairs Officer for the Australian Centre for International Agricultural Research. Mandy has now ceased working in-house and has become a Media and Communication Consultant for her own company. Her recent clients include Capital Metro, SBS Radio, International Crops Research Institute for Semi-Arid Tropics, and the Australian Centre for International Agricultural Research.

In this episode, you will learn:

4:10 What makes a good reporter?

5:25 What are the hard things about telling stories about organisations?

6:52 How do we improve public sector storytelling?

8:45 What is the way forward to overcome the risk to tell stories?

11:11 What tactics do you use to tell the senior management that the risk of telling stories is mitigated?

12:40 What are the obstacles for doing well in government communications?

19:32 What are the biggest challenges for public sector organisations to create a publishing mentality?

22:15 What does it take to tell good stories about research?

23:45 The changes in the way stories are told in research communications

24:57 What is the best story you have ever told?

30:13 What do you see is in the future and what advice can you give to the public sector?

Feb 29, 2016

In this week's episode of InTransition, we interview Karl Herger, Digital Marketing Specialist for the City of Sydney. Karl is responsible for implementing the City of Sydney’s digital marketing strategy, including its content strategy, social media, website builds, app development, analytics, online advertising and email marketing. Karl has been with the City of Sydney for over four years now.

Karl previously worked for the Australian Broadcasting Corporation as a Digital Marketing Specialist. He launched and managed the ABC Facebook page, growing it from 2,000 to 40,000+ likes through content strategy and advertising. Karl has over eight year’s digital marketing experience.

Feb 22, 2016

In this special episode of InTransition, David Pembroke interviews Kanchan Dutt, the Senior Manager of Media and Communications for the Australian Capital Territory Community Services Directorate. This interview includes discussions on the constraints of department communications, how to improve the skills of staff to become better publishers and the challenges faced when convincing senior level management to use content marketing techniques. The interview featured as part of a live webcast from the Digital Hub at Gungahlin Library in 2014.

Kanchan started his career as a reporter in the traditional media before moving into the public sector where he has excelled in government communications for almost a decade. Kanchan has previously managed communications for the ACT Department of the Environment, Climate Change, Energy and Water and also spent time as a Senior Media Adviser to the ACT Chief Minister's Office.

Feb 15, 2016

Today, David Pembroke sits down with guest Isabelle Oderberg, the National Social Media Lead for the Australian Red Cross. The two discuss the increasing appeal in hiring data analysts to work in social media, how data underpins story telling, how to teach an old work force how to identify and publish compelling social media content and how the approvals process works in a large organisation, among other things.

Feb 8, 2016

In this episode, Founder and CEO David Pembroke sits down with Dr Caroline Fisher, Lecturer in journalism at the University of Canberra. They discuss the new role journalism plays in the public sector and how that is changing with new content marketing initiatives. David and Caroline explain how public sector workers should convince media advisors to employ content marketing tactics when pushing out new programs. They also talk about the new Bachelor of Journalism, Content Marketing degree at UC and where it is headed. Dr. Fisher's thesis can be found here.

Feb 1, 2016

This week we’re joined by Bobby Graham, Director of Bobby Graham Publishers and Business Development Manager of MasterDocs. In this episode, Bobby takes us through the ins and outs of publishing. We discuss the importance of the user, why print is not dead and how to have successful production meetings, among other things.

Bobby is an experienced digital publisher. Her business passion is digital publications, marketing and communication. She holds a Masters in eBusiness and a Bachelor of Arts in English and History. Over the past years, she has worked in the government sector, in mainstream publishers and libraries.

Dec 14, 2015

In this episode of InTransition we are joined by Jim MacNamara from the University of Technology, Sydney. We take a look at Jim’s distinguished career and discuss why more public sector organisations need to learn the art of listening.

Dec 8, 2015

This week we’re joined by  Kate Moore, UNICEF Australia’s media manager. In this conversation, David and Kate talk about UNICEF Australia's communication department and how they get the message out during an emergency.

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