Kate Woodruffe APR, FPRINZ

It might be October this year.... ...or March next year.... ...or in between.... But whenever the next General Election occurs, if you want your industry, sector and charity/NGO to heard by policy makers in October and by the next government, you should right now be preparing your submission to #Budget2025, your election manifesto and you public affairs campaign. For a free consultation just email [email protected] #FineGael #FiannaFail #SinnFein #Labour #GreenParty #Aontu #SocialDemocrats #IndependentIreland #LE2024 #EE2024 #GE2024 #GE2025 #Budget2025 #Pharmaceuticals #FinancialServices #Food #Biden #Trump #EUcompetitivenesspolicy #EUUKTrade #Irelandcorporationtax #FDI #IDA #EUCommission #politicalstability #GovernmentAffairs #Regulation #Lobbying #PolicyAdvocacy #PublicPolicy #BudgetaryPolicy #PublicAffairs #2024Elections #USElection2024 #EuropeanElections2024 #UKElections2024 #IrishElections2024 #GovernmentRelations #PoliticalStrategists #PublicAffairsDirectors #GovernmentDirectors #PoliticalAdvisors #PolicyMakers #PublicPolicyExperts

6

I re-subscribed to New Zealand Geographic today. I'm enjoying their campaign of honesty in saying they're struggling and need our subscriptions. Having worked in the magazine industry, I salute dropping the usual smoke-and-mirrors of pretending 50 bazillion people buy your magazine. It reframes the magazine as squarely for readers first and advertisers second. Another brave move is surveying their readership and publishing the results. As a plain language writer and editor, though, one result gave me pause. It seems to show more than a third of readers would like the magazine to use more complex language. I've seen publications crash and burn because they asked this question and didn't understand what the results really show. Side note: The term "reading level" is outdated when talking about communication between adults. It implies those who don't understand us are at a lower level, when if fact we simply failed to communicate clearly. The bigger problem is, asking readers what they think of our "reading level" is like asking cyclists who confidently ride in heavy traffic what they think of protected cycleways. Most will understand why safer cycling infrastructure is important, but a significant number will say there's no need for it. Asking people what level of writing clarity they prefer links to an even deeper foible. Our society thinks, wrongly, that the complexity of language you prefer is a measure of your intelligence. This leads many to say -- in public and in anonymous surveys -- they'd prefer harder-to-read material, when they probably wouldn't read it, let alone enjoy it. So this survey result probably tells us 34.9% like to tell themselves they're intelligent by society's definition. And that's totally fine. We all need positive reinforcement. Back to the cycleway analogy to understand how to measure if you're choosing the right language. We know safer cycling infrastructure is a good thing not because we've asked cyclists what they prefer, but because when we install it, (a) nearly everyone who currently rides a bike uses it, and (b) many more people start riding bikes. Similarly, the right language expands your readership without alienating existing readers. Applying this to NZ Geographic, they could try publishing some web articles in complex academic language, and see how that goes. Will those articles get more shares and see more people read to the end? I doubt it. In the real world, 34.9% of people will tick the box they've been told means, "I'm intelligent", but few have the energy to chew through pages of writing that, for all its complexity, delivers no more information than simpler language. And that's the thing. To communicate in plain language is never "dumbing down". On the contrary, saying what you mean, in a way most people can understand, is as sharp and courageous as it gets. And that's exactly how NZ Geographic reads to me.

15

1 Comment

Sometimes the most impactful work comes from knowing what to leave out. When Children's Ground – a First Nations-led organisation transforming lives in First Nations communities – asked us to summarise their 240-page evaluation report, we knew we faced a unique challenge. Not just to edit, but to honour the depth and significance of the work while making it more accessible. We approached it like magazine editors rather than traditional report writers. Every page needed to earn its place. Every story needed to serve the bigger picture. Through this lens, we distilled it to 64 pages – not by cutting corners, but by amplifying what mattered most. What struck me most deeply during this process wasn't just the technical challenge of the edit. It was sitting with the profound privilege of helping shape how this vital First Nations-led work would be shared with the world. It was a masterclass in listening deeply to what needed to be said, and what could step aside to let the most important messages surface. Presenting an engaging and impactful report isn't just about the edit – it needed brilliant design too. And our art director slash head designer Lara Burke took it to the next level. If LinkedIn had a Wrapped feature, this project would top my list – not just in hours spent, but in satisfaction gained. Grateful to the incredible team at Children's Ground (especially Jen Lorains) for trusting us with your powerful, ground-breaking work and to the Fireside Agency crew - Chris Harrigan, Ben Hart, Lara Burke for bringing your A-game, as always.

41

3 Comments

Thanks Ross Greenwood for discussing the small business response to Budget 2024-25... Whilst the energy rebate and asset write off measures are welcome, much more is required to support 2.5 million small businesses enduring a perfect storm of rising costs and growing complexity. In the meta-narrative of a 'Future Made in Australia' what about the 'Future of Small Business in Australia?' We seem to have forgotten that mum-and-dad and small businesses are the drivers of innovation, training and employment in Australia. The Budget could and should have provided much more for Australia's entrepreneurial backbone. Council of Small Business Organisations Australia (COSBOA) #budget24 #productivity Matthew Addison Catherine Donnan Andrew Ngeow Adele Sutton Wes Lambert CPA, FGIA, CAE, MAICD Ann Davey Jos de Bruin Ben Kearney Christine Pope, President Australian Traditional Medicine Society

111

3 Comments

"Fast-food PR models are doing far more harm than good" writes my dear friend/sounding board/co-crisis commentator Phoebe Netto in Mumbrella. Phoebe shares the fears of many of us about the anti-ethics PR models we see popping up. In these models, staff and leadership get no agency (no pun intended) over the type of work they do for clients or the type of clients they work with. This can certainly be damaging to their own brand and reputation. For me, the key concern is that this creates a factory output, a culture of churn and burn, and does not teach younger operators craft. Additionally, I'd argue that the type of "add to cart" PR services are setting clients up to fail with fast PR. I saw someone promoting their PR services with "I can literally make you famous in a day". Stunts/clicbait/s#x stories, maybe - but not long-term, robust reputation and brand building. It takes concerted, tailored effort, teamwork, and a good understanding of the client's needs. It requires critical thinking and human connection. For PR and Public affairs professionals, a constant challenge is managing client's expectations about being on the front page of the The Australian Financial Review, 730 on Australian Broadcasting Corporation (ABC) or on the Today Show Couch in week one of engagement. This fast PR adds to unrealistic expectations. I'm all for growth and innovation. That is a key pillar of our business. But new ways need to bring value and add professionalism to our industry. Not dumb it down. There is a time and a place for fast. Growing media reputations and building reputations is not that time or place. https://lnkd.in/gRh5GmQp Shelley Hammond Meg Hutchinson Troy Bilsborough #crisispr #prindustry #publicrelations

24

4 Comments

A message I wish didn’t need sharing. Our colleagues across the pond are hurting, as the NZPS contracts. I know damn well redundancies can be awful. (My family has gone through two.) 😞 They can also be opportunities for personal renewal. (Upsides exists because of our redundancies.) 🌱 That doesn’t make the initial process suck any less. But if you’re hurting right now, just hold onto the truth that you have power to claim back what happens after the storm. 🌤️ And I’d like to help. —- Hi I’m Georgie, a former public servant who now gets to support the public service in a way that I never could inside. I’ve coached many former colleagues through their exits (from redundancy, burnout, end of contract…) The post I shared below is my kick up the pants to pull my coaching process into a downloadable guide. I’ll make it available as a free resource to help ANY public servant facing departure. Here’s why the process works: 🧠it lets you make sense of the swirl of conflicting feelings departure brings 🩹 it heals the wounds you’ve accrued 🌱it guides you in just how to create space for your own reinvention. I’m calling it Reinvention With Intention! Here’s my promise: it’ll be ready to launch in early May. If you want to be on the waitlist, just DM me, or comment “yes please”.

14

🌍 Building an Inclusive Culture at Scale in Local Government 🌍 Local government is all about diversity - diverse political views, teams, stakeholders, and communities. But how can you build an inclusive culture that unites all these differences and strengthens your Council's ability to serve? Creating an inclusive culture means empowering every people leader to have meaningful conversations with their teams about: 🔸 Unconscious Bias 🔸 Cultural Intelligence 🔸 Inclusivity 🔸 Difficult Conversations #localgovernment #culturalintelligence #inclusivity

5

There are two main complaints that I hear frequently about business cases: 1. They are too expensive, often costing tens of millions of dollars. 2. They take far too long - often taking years to get through the process. This incentivises decision-makers (politicians) not to wait for the business case but to make announcements, undermining good decision-making. Artificial Intelligence (AI) provides one of the most important opportunities to reduce costs and speed up the creation of business cases. Please let me know if you have seen guidance on using Artificial Intelligence in Business Case development.

5

7 Comments

When a policy review comes along, it's not just about change for the sake of it, but about ensuring we don't dismantle what's already working. In my column for The Land News & Livestock, I look at the current review of the working holiday visa, and the potentially devastating ramifications of removing it. I invite you to read more on why this matters for our farmers, rural businesses and communities: https://lnkd.in/gtgvegey

20

4 Comments

The timing of the next General Election might still be up in the air, but behind the scenes, the parties will be readying themselves for the campaign. With #communications strategies so intrinsic to success at the polls, the Institute for Government hosted an event last week exploring how parties target the electorate; score points against the opposition; engage with journalists and grapple with social media. It was an eye-opening session, as the panel discussed how the evolving media landscape and an increasingly divided society are creating significant challenges to clear and fair communication: ➡ Social media is often now driving the narrative rather than reflecting it. Clickbait or viral content is influencing politicians and journalists more and more, leading to fake news and/or overhyped information. ➡ People are consuming media in different ways. Several panellists referred to 'the power of the picture', as many will be watching the news or scrolling through social media feeds with the sound down. Politicians are increasingly curating events to ensure the visuals communicate their key messages. ➡ There is little opportunity for nuance and detail. Long form interviews - previously a centrepiece of any campaign - are losing their relevance in an era of short, snappy content. Soundbites and slogans are the order of the day. When you consider that recent research has revealed that only 9% of people trust politicians, it's clear they've got their work cut out to win voters - and communication will be absolutely key to doing so. --- Jill Rutter, Institute for Government Anushka Asthana, Deputy Political Editor at ITV News Katy Searle, Head of BBC Westminster (2017–20) and Executive Editor of BBC Politics (2020–22) Lee Cain, Downing Street Director of Communications (2019-2020) James Schneider, Labour Party Head of Strategic Communications (2016–20)

8

The Community Affairs Legislation Committee has just published the joint submission I have co-authored with my friend and NDIA co-design colleague, Uli Cartwright, on the NDIS Bill. Our submission addresses: - The lack of co-design for major changes to the primary legislation according to Article 4(3) of the UNCRPD - Destruction of the golden thread between funding, goals and aspirations for a life worth living on an equal basis with others - Parallels with Robodebt culture in the participant experience and the further risks this Bill imposes - Legislating NDIA accountability to participants - Legislating NDIA, DSS and Government accountability in co-design - Our vision for the co-design commitment we need This submission was made independently of our roles as NDIA Participant Reference Group members. However, in light of the following statement published on the DSS website last night regarding NDIA co-design, we wish to set the record straight: “Since the Government introduced proposed changes to the NDIS Act, the NDIA has been working closely with Disability Representative and Carer Organisations (DRCOs), our Independent Advisory Council (IAC) and Participant Reference Group (PRG) to improve their approach and confirm the next set of priority topics for co-design.” We do not know who drafted this FAQ, but we do not believe “working closely” with the PRG is a fair or accurate representation of a one hour briefing the day after the Bill was tabled, a two hour Q&A for us to give our feedback on the proposed legislative changes, and a two hour meeting on the NDIA’s already-formed, already-drafted co-design approach and proposed topics. At this meeting, we asked the NDIA to ask us what we can contribute and how much work we can take on, not to assume we are not up to the task. We go much further in our submission: We ask the Government, DSS and the NDIA to “assume that we can” contribute much more, and to invite people with disability to lead these reforms, including drafting of amendments (or indeed, re-drafting) of this Bill.

25

9 Comments

Some old adages stand simply because they're true. When I think about public risk, vulnerability, and crisis all day, it's hard to reconcile that even after the PR crisis failures across the past six months, we're not all remembering that "a stitch in time saves nine." Real talk? The general public is stretched and strained in the current environment, and their appetite for poor performance is low. What you could get away with in the public sphere, even 12 months ago, is vastly different to now. In matters of reputation, public risk, and crisis communications, the key is preparation. *Crisis media training is different to any other media training *Murder Boards/Worst Case Scenario planning is hard but good work - there is nothing better than this work to feel and be really prepared for the hard scenarios. * Have a trusted advisor who tells the truth and isn't a "Yes" person. Better to face the hard questions from a friendly first. Thanks so much to Adam Lang, Neil Griffiths and Lauren McNamara for having me on Mumbrellacast yesterday to discuss two of my great loves: politics and crisis communications. https://lnkd.in/eNZHc9SF

18

3 Comments

Sam Donohoe proclaimed a Great Leader in the History of the Australian Parliament Hi everyone, My beautiful, adventurous and super loving son Sam passed away at just 12 years. He was diagnosed with an aggressive, malignant and inoperable brain tumour at 9 years of age. Sam has been officially proclaimed one of the greatest leaders and awarded a place in the history of the Australian Parliament. His legacy to humanity is profound. Sam is himself, integrity and love. He dealt with the magnitude of relentless difficulties with supreme dignity and joy. Sam easily ignited everyone in his presence. His belief in others, love of adventure, risk, insight, care, optimism, hope and laughter brimmed constantly. Sam led deeply by example, despite the tumour relentlessly decimating him. The proclaimation of Sam as a great leader is on my website https://lnkd.in/g_9_w6gp The press release regarding Sam's communications model which is a world first, I will repost as new members aren't aware. The actual model is what I only share when I present it, or when it is integrated. My deep wish and personal soul purpose, is that communications are significantly improved between doctors, parents and patients worldwide. To unify, not divide. In addition, that our communities, media and educators be aware that parental/sibling grief must not framed by what society's own biases or expectations are, as it causes endless pain for families. The reality is far from what you can ever imagine. My background is as an RN and also Communications Specialist/Journalist. However, nothing and I mean nothing, gives you this knowledge except life experience and enduring this tragedy. To all parents who are going through this or also enduring...my heart is still beating right alongside yours. You are not alone. Ever.

20

6 Comments

The summer holidays are here (for those of us in the Southern Hemisphere), and annual leave is calling! 🌍☀️ For PR and communications professionals, here’s a gentle reminder: plan ahead before you log off. Schedule a few posts for the holiday period and prepare content for at least the first two weeks of your return. Why? Your audience, especially those in the Northern Hemisphere or those staying active over the holidays, won’t pause their engagement with your brand. Silence can send the wrong message. I’ve already done the prep work and am ready to close the laptop - because starting 2024 (and setting the stage for 2025) on the right foot doesn’t begin in January. It starts now with intentional preparation. Don’t get caught off guard - use these last few hours or days to plan ahead and enjoy your break stress-free! #CommunicationsStrategy #ContentPlanning #ContentScheduling #EndOfYear #PublicRelations #Communications

11

3 Comments

Bill Shorten Media Release: New NDIS providers receive grants to co-design new payment options The Albanese Government is trialling a new approach to paying for disability supports to ensure National Disability Insurance Scheme (NDIS) participants receive high quality supports that produce meaningful outcomes. As part of the 2023-24 Budget, the Australian Government committed $24.6 million over four years to work with participants and providers to trial blended payments which will test if there is a better payment option than the current fee-for-service model. Since then, the Albanese Government has been working closely with participants, providers and representative groups to design the best way forward on the trial.  The National Disability Insurance Agency (NDIA) today announced 31 providers would share in $330,000 and take part in the co-design of blended payment options to explore how they might work. Minister for the NDIS the Hon. Bill Shorten MP said the Blended Payments trial is an opportunity to test different ways providers can be paid which encourage them to deliver better quality supports and achieve outcomes for participants.  “Under the current fee-for-service model, a participant pays a provider for their services and often that’s the end of it. The idea of a blended payment method will test if there might be a better option – where both participants and providers are clearer from the start on the desired outcome and thereby work more effectively towards that,” Minister Shorten said. From next year, following the co-design process, the NDIA and Department of Social Services (DSS) will begin trialling blended payment methods (among small groups of voluntary participants) to test their effectiveness. The trial will involve combining two types of payment. The first is an enrolment payment, where providers are paid for providing supports over a period of time (for example 1 or 2 years). The second is an outcome-based payment where a provider is paid when a participant’s goal is achieved. By trialling the blended payment method, we are testing if changing the payment approach can achieve better outcomes for participants. The fee-for-service payments currently used can narrow the focus to be on the amount of support delivered, rather than whether the supports are achieving results for participants. “This is a necessary innovation in shaping how payments could work differently in the NDIS in the long-term. We need to give participants more options in the future on how they engage providers and how they may pay them.” “To ensure we get this right, we’re co-designing the payment model with participants, Disability Representative and Carer Organisations (DRCOs), providers and peak bodies.” Full story:

21

14 Comments

Great topic Melbourne Press Club. Australian Associated Press (AAP) Factcheck and global factcheck outlets came to our aid in 2022 to set the record straight when it came to incorrect claims on social media about 'sudden arrhythmic death syndrome' or 'sudden adult death syndrome' and COVID-19 vaccines. As an organisation that prides itself on providing evidence-based information, this was really concerning for our Institute, not to mention the researchers at the coalface dealing with the brunt of this. One option is not to engage but in this case, there was an avalanche of misinformation. And, as per the discussion today, it was of a consequential nature and there was evidence to show it was false. The learning for us in this situation when facing such a significant amount of dis/misinformation, which quickly took on a life of its own on social media, was to proactively reach out and engage with factcheck organisations as one lever to help set the record straight. Interested in the views and experiences of others? Catherine Butterfield Christine Elmer SCMP MAICD Melea Tarabay Ursula McGinnes

9

2 Comments

This kit is SO important. The intersectionality of disability, gender, age and undoubtably others combine to make it so much harder for young women and gender-diverse people to make it into leadership roles, and then to work their way up the ladder. The barriers they face are immense. #Disability #Women #Girls #GenderDiverse #NonBinary #Leadership Disability Leadership Institute

18

The election you have never heard of but is too important to ignore! ActionStation recently wrote a great piece on the up and coming Entrust election, this is SO important if you live in the Tāmaki-makau-rau area. Entrust, the largest community energy trust, covers most of Auckland including Waiheke. You recently received a $350 dividend. Every three years there is an election for the leadership of Entrust. Over 30 years 74% of Trustees have been men, two trustees have been on over 30 years; no one under 40 has ever been elected, and only one non-pākehā person has ever been elected. Trustees are paid well for part-time roles, around $60,000 a year each and chair $90,000. Two Entrustees are also made Vector directors and get an extra $100,000 a year. Time for a change? The election opened on Oct 10 and runs until Friday Oct 25 5pm. Entrust owns 75.1% of Vector, Auckland’s lines company with responsibility for distribution of electricity in the Auckland region. The “lines charge” on our power bills are paid to Vector - that is where the dividend comes from. If you get the $350 dividend it is appreciated but it has eroded by 27% in real terms over the last 18 years. One of the reasons you are unlikely to have heard about the Entrust election is because they allocate zero budget for promotion. The current trustees control the election rules and every three years make the decision to fund an expensive advertising dividend campaign just before voting starts, but not to let people know there is an opportunity to vote. In 2021 voter turnout fell to an all time low of 9.6% but the current trustees still have not done anything to modernise the postal election. Whilst power costs increase, the current Entrust trustee are failing to take reasonable actions to pursue a sustainable, zero carbon future while being overpaid for what they deliver! Entrust is owned by us, the people of Auckland. Entrust can influence power prices, security of energy supply, community resilience, and emissions reductions, as well as the return received from Entrust’s majority shareholding in Vector (currently worth $2.76bn). The new faces standing in the Entrust election are: Andrew Lesā, Emma McInnes, Jonaan McLeod, Patrick Reynolds, Paul Young, Pippa Coom Here’s the full line up https://lnkd.in/etErpaxs If you didn’t receive your papers contact 0800 666 030 ASAP! There are tight rules about your vote being counted, postal is the main way stamped before 5pm Wednesday 23rd October. Partaking in democracy should never be this hard so vote for change!

21

8 Comments

There is a god and she works at the Australian Bureau of Statistics. Here's why it's important to use plain English. What this post doesn't mention is that the more senior people become at work, the busier they are and the more quickly they want to absorb information, so plain English is essential in the corporate world too. I'm adding the word 'commence' to this list in favour of 'start' or 'begin'.

4