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The Public Sector
Communications
Conference 2014
Innovative Strategies and Tools to Strengthen Internal and
External Stakeholder Relations and Enhance the Performance
of Communication Professionals
Liquid Learning is delighted to present The Public Sector Communications
Conference 2014 - The premier learning and networking event for
communication professionals in the Public Sector in New Zealand.
FEATURED SPEAKERS
Mike Shatford Deputy Chief Executive Communications
Canterbury Earthquake Recovery Authority
Mike Eng Senior Communications Advisor
Civil Aviation Authority of New Zealand
Annemarie Mora Communications and Stakeholder Relations Manager
Stronger Christchurch Infrastructure Rebuild Team
Debbie Barber General Manager, Stakeholder Engagement and
Reputation
Earthquake Commission
Noreen Hegarty Communications Manager, Auckland City Police
New Zealand Police
Mike Cunnington Deputy Commissioner, Information, Intelligence and
Communications
Inland Revenue
Steve Addison Executive Director, Communications
Southern District Health Board
Kathryn Healy Internal Communications Manager
Wellington City Council
Debbie Gee National Communications Manager
New Zealand Fire Service
Pre-Conference Workshop
13 October 2014
Conference
14 & 15 October 2014
Post-Conference Workshop
16 October 2014
Amora Hotel Wellington
EXPLORE
Proactive approaches to expand the
reach of digital channels and social
media networks
Philippa Sellens Head of Communications and Corporate Relations
Airways New Zealand
Effective tools to actively engage
internal and external stakeholders
during change
Jo Fitzgerald General Manager Corporate Communications
Canterbury Earthquake Recovery Authority
Delivering quality content with a
limited budget
Monique Devereux General Manager External Relations
Canterbury Earthquake Recovery Authority
Jacquie Walters Principal
WaltersPR
Liz Crawshaw Associate Director
WaltersPR
Peter Griffin Founding Manager
The Science Media Centre
Trista Hill Managing Director
ACRC Consulting
Mike Shaw Senior Communications Advisor
The New Zealand Institute for Plant & Food Research Limited
Anthea Armstrong Manager, Marketing and Communications
Upper Hutt City Council
Sonja Malan Communications Specialist
Callaghan Innovation
Strategic approaches to reputation
management and media relations
EARLY BIRD DISCOUNTS
Book & Pay by 1 August 2014 to
receive an additional Value Plus Discount!
Phone: +64 9 927 1500
Fax: +64 9 927 1525
www.liquidlearning.co.nz
Booking Code - I
Fostering Innovation in Communication
Day One 14 October 2014
8.30 - 8.55
Registration and Morning Coffee
8.55 - 9.00
Official Welcome and Opening Remarks from
the Chair
9.00 - 9.45
OPENING KEYNOTE CASE STUDY
Aligning culture: The role of communication in
redesigning and implementing a shared vision
• Raising the bar: Using innovative, high-value techniques
to engage with communities in meaningful ways
Annemarie Mora Communications and Stakeholder
Relations Manager
Stronger Christchurch Infrastructure Rebuild Team
12.15 - 12.30 Questions and Discussion
12.30 - 1.15 Networking Lunch
1.15 - 2.15
The values of any organisation play a key role in supporting
the culture, the goals and the vision. Our organisations
today are constantly changing, and our values need
to keep up with the transformation that is happening
within and outside the businesses. What happens when
you implement new company values? In this session,
Philippa will explore the key success factors of internal
communication while implementing the Airways NZ values.
Explore:
• Creating a new set of values and the process of reviewing
and rewriting
• Communicating and incorporating values successfully
• The results and outcomes
Airways New Zealand
9.45 - 10.00 Questions and Discussion
Panellists include:
10.00 - 10.45 CASE STUDY
Monique Devereux General Manager, External
Relations
Canterbury Earthquake Recovery Authority
Navigating communications in a political
environment
Mike Eng Senior Communications Advisor
Civil Aviation Authority of New Zealand
Noreen Hegarty Communications Manager,
Auckland City Police
New Zealand Police
Jo Fitzgerald General Manager Corporate
Communications
Canterbury Earthquake Recovery Authority
2.15 - 3.00
Steve Addison Executive Director, Communications
Southern District Health Board
CASE STUDY
Strategic leadership of major organisational
change
Before joining Inland Revenue as Deputy Commissioner
Information, Intelligence and Communications in July 2012,
Mike was Head Of Marketing at one of the country’s largest
banks. In this role he was involved in the integration of core
operating systems following a merger, and the alignment
of brands across the new business. This represented an
organisational change project of significant proportion from
a communication and marketing perspective. Today Mike
will share his experiences from this process and compare
his experience of working in both corporate and Public
Sector communication environments. Explore:
• The challenges and rewards change can bring
• Motivating your teams to embrace change
• Public vs Private: Is there a different approach to leading
change?
10.45 - 11.00 Questions and Discussion
11.00 - 11.15 Morning Tea
11.15 - 12.15 CASE STUDY
Creating a shared vision: Best Practice
communication through times of crisis
Stronger Christchurch Infrastructure Rebuild Team, the
organisation rebuilding Christchurch’s earthquake-damaged
roads, wastewater, storm water and fresh water pipes is
half way through its highly disruptive work programme.
While progress is good, recovery is a long journey for
communities. Today Annemarie will share how the SCIRT
communication team is pursuing a vision of new best
practice for disaster recovery communication, against a
backdrop of high political and media scrutiny. Focus topics
are:
• The importance of fostering a collaborative internal
team culture to support best practice external community
engagement
Gaining organisational buy-in for communication
initiatives
The importance of communication can never be overemphasised. A common frustration shared by many
communication professionals is that they are often the last
to know about, or be involved in “urgent” projects. For
communication to add maximum value, early engagement is
pivotal. In order to overcome this barrier, how do you create
organisational buy-in to communications, and a culture of
engagement? This interactive panel will address:
• Clearing communication pathways between departments
• Demonstrating the value of involving communications from
the beginning
• Demonstrating the consequences of not involving
communication specialists
• Business partnering - Exchanging tips on gaining traction
with departments internally
Philippa Sellens Head of Communications and
Corporate Relations
In a multi-stakeholder environment, it is essential for
Public Sector communicators to consider the variety of
stakeholder needs and “communities of interest” that exist
in any given scenario. Empowering your stakeholders,
whilst living up to the expectations of your colleagues and
communities is no easy task. As Executive Director of
Communications at Southern District Health Board, today
Steve will recognise these challenges and share his lessons
learnt. Explore:
• Juggling multiple stakeholders with positive outcomes
• Strategically using communication to influence public
knowledge, beliefs, and action
• Protecting reputation
INTERACTIVE PANEL DISCUSSION
Mike Cunnington Deputy Commissioner, Information,
Intelligence and Communications
Inland Revenue
3.00 - 3.15
3.15 - 3.30
Questions and Discussion
Afternoon Tea
PLUS WORKSHOPS!
EARLY BIRD DISCOUNT
Pre and Post Full-Day Workshops Bookable
on 13 & 16 October 2014
Receive $100 off registration if you
register and pay by 19 September 2014
n
3.30 - 4.00
CASE STUDY
Internal communication - Identifying and
overcoming barriers
Day Two
15 October 2014
Effective communication is essential for organisational
development, and vital to articulating and implementing
8.30 - 8.55
8.55 - 9.00
Morning Coffee
Opening Remarks from the Chair
new organisational priorities. How do you get a diverse
organisation moving in the same direction? In this session
Kathryn will explore the fundamental components of internal
communication, and share the practical steps she is taking to
put them in place at Wellington City Council.
• Barriers to effective internal communication
• How communication effects organisational development
• Embedding organisational direction through communication
9.00 - 9.45
OPENING CASE STUDY
Kathryn Healy Internal Communications Manager
Wellington City Council
4.00 - 4.15
Questions and Discussion
4.15 - 5.15
SOLUTION SWAP MEET
Tools, resources and information exchange
Organisations across industries are using a myriad of different
open-source and low cost tools that have increased the
performance of their communication strategies. From useful
information websites to mobile apps and social media, this
session encourages participants to bring resources to the
table to share. Participants will walk away with a full kitbag of
new tools to breathe new life into effective communications
strategy.
• What tools and resources are other organisations using
• How to access and assess the available solutions
• Making the most of the material that is already being used
Mike Shaw Senior Communications Advisor
The New Zealand Institute for Plant & Food
Research Limited
5.15
Concluding Remarks from the Chair
5.15 - 6.30
Networking Reception
Follow this event on Twitter using the event hashtag
#PSCO14z and @LiquidLearning for daily industry
updates!
ALSO AVAILABLE
The Next Generation
Information Managers
Masterclass 2014
14 & 15 October 2014
Cliftons Wellington
The 4th Annual
Policy Analysis
and Development
Conference 2014
29 & 30 October 2014
Amora Hotel Wellington
Managing bad news while maintaining
reputation
The management of adverse circumstances and ‘bad’
news is a challenging but necessary component of being
in a communication role in a Public Sector organisation.
In a real time news environment you get one opportunity
to get it right. The way you communicate bad news can
have a direct impact on how the receiver perceives and
reacts to the situation, and the way you communicate
in this difficult situation is likely be remembered – either
positively or negatively – for a long time. Debbie is
National Communications Manager for New Zealand Fire
Service, and today she will present her experience of the
CTV Coronial Inquiry and the more recent report into the
Racetech fire.
• Preparing yourself emotionally to deliver sensitive
information
• Communicating the lessons learnt
Debbie Gee National Communications Manager
New Zealand Fire Service
9.45 - 10.00 Questions and Discussion
10.00 - 10.45 CASE STUDY
Communicating complex and controversial
information effectively to the media
With constant change in the Public Sector it is quite often
the communications department that are called upon
to speak to the media without time to set ground rules
around releasing sensitive information. With constant
constraints, delays and information blocks how do you
communicate information in a timely manner, and keep
up with the demand of multiple stakeholders? Today
Peter will discuss issues surrounding the transfer of
complex information, and how to build those significant
relationships with the media to benefit your department.
Explore:
• Tools to transform complex data into understandable
information
• Empowering people to make the right call
• Strategies to avoid an acrimonious relationship with the
media
Peter Griffin Founding Manager
The Science Media Centre
10.45 - 11.00 Questions and Discussion
11.00 - 11.15 Morning Tea
11.15 - 12.00 CASE STUDY
Christchurch: Communicating the recovery
strategy vision
Following the series of earthquakes in Canterbury
during 2010 and 2011, the Canterbury Earthquake
Recovery Authority (CERA) is working with its partners
to coordinate and deliver effective public information to
support the rebuild and recovery. Today Mike, Jo and
Monique will present a multi-disciplined approach to
post-earthquake and recovery communications and the
challenges they have faced to date. Explore:
• Lessons learned through response and recovery
phases of communication
SUPER SAVER DISCOUNT
VALUE PLUS DISCOUNT
Receive $200 off registration if you
register and pay by 29 August 2014
Receive $300 off registration if you
register and pay by 1 August 2014
Communication in a Changing Environment
• How these lessons can apply to other scenarios and
restore “business as usual”
3.30 - 4.30
Mike Shatford Deputy Chief Executive
Communications
Canterbury Earthquake Recovery Authority
Monique Devereux General Manager, External
Relations
Canterbury Earthquake Recovery Authority
12.00 - 12.15 Questions and Discussion
12.15 - 1.15 Networking Lunch
INTERACTIVE PANEL DISCUSSION
Communication during a crisis or emergency
situation
An emergency situation can occur at any given moment in
any organisation, and almost invariably requires decisions
to be made quickly, especially in cases where lives
may be at risk. When a major event threatens to harm
your organisations reputation or the community, what
procedures do you have in place? Participants in this
discussion will address:
• Communicating the right information at the right time
• Lessons learned from previous communication mistakes
• Ensuring the media portrayal of events remains factual
and accurate
• Planning for future crises
Panellists include:
Debbie Barber General Manager, Stakeholder
Engagement and Reputation
Earthquake Commission
Anthea Armstrong Manager, Marketing and
Communications
Upper Hutt City Council
Sonja Malan Communications Specialist
Callaghan Innovation
2.15 - 3.15
EXPERT COMMENTARY
Successful stakeholder mapping
Stakeholder mapping is a key part of a successful
stakeholder engagement plan. Mapping allows for
managing stakeholder expectations through knowing who
your stakeholders are, where they come from and what
they are looking for in relation to your business. Stakeholder
mapping is a technical process with many factors to
account for. Through the use of case studies and best
practice literature, Trista will break down the process and
explore:
• How stakeholder mapping fits into the stakeholder
engagement process
• What the key steps of successful stakeholder mapping
are
• Examples of stakeholder mapping software
• Closing the look with key performance indicators,
monitoring and evaluation processes
3.15 - 3.30
Refining communication skills and adapting to
diverse audience needs
Different situations and different people require you to change
your communication style to allow your message to be heard
as it is intended. This highly interactive discussion will focus
on refining your communication skills and strengthening
your influence at work. Under the guidance of a facilitator,
audience members will share their experiences and potential
strategies to improve stakeholder relationships and overcome
workplace politics. This will benefit communication leaders
in refining their own approach, and will also provide tips on
how they can coach other managers on how to improve their
communication with a variety of stakeholders. Discuss:
• Switching the negative to a positive state of mind
• Matching your communication to your audience, situation
and message
• Establishing what methods work best for you, and how you
will put them into practice
Jo Fitzgerald General Manager, Corporate
Communications
Canterbury Earthquake Recovery Authority
1.15 - 2.15
INTERACTIVE CLOSING ROUNDTABLE
Liz Crawshaw Associate Director
WaltersPR
Concluding Remarks from the Chair
and Conference Close
4.30
ABOUT THE EVENT
The Public Sector Communications Conference 2014 will bring
together communication professionals from all tiers of government
who share a strategic interest in internal and external stakeholder
engagement.
Dealing with rapid change, managing budgetary constraints, and
adapting to the varying world of social media whilst improving the
integrity of online communication are key focuses for communication
professionals today. Maintaining an open channel of communication
with stakeholders during significant change and organisational reform is
key in this environment.
Speakers at this conference will demonstrate key successes in
addressing these issues through case studies, interactive discussions
and workshop sessions. They will present tools for effective campaign
management, media engagement and look at enhancing the
responsiveness of communication departments during rapid change,
agency transition and crisis scenarios.
Designed for communication professionals to adapt and become more
effective in their role, this conference ensures delegates at all levels
of their careers will be able to take away a plan to design, implement
and take a more considered and effective direction to communication
strategies.
Register early to secure places and find out why this is a ‘must attend’
event for Public Sector communication professionals!
WHO WILL ATTEND
Managers, Directors, Advisors, Officers and Consultants in the Public
Sector responsible for:
Trista Hill Managing Director
ACRC Consulting
•
Communication
•
Stakeholder Engagement
•
Public Relations
•
Community Engagement
Afternoon Tea
•
Public Affairs
•
Social Media
•
Media Relations
•
Corporate Affairs
•
Online Engagement
•
Marketing and Campaign
•
External Relations
Phone: +64 9 927 1500
Fax: +64 9 927 1525
www.liquidlearning.co.nz
Management
Workshops
Pre-Conference Workshop 13 October 2014
9.00 - 4.30
Strengthening Communication Values – Branding from the Inside Out
Public Sector communication professionals face a perfect storm of complex issues; smaller teams, changing media, public cynicism, shrinking
budgets, and increasing uncertainty. Organisations often spend millions of dollars to communicate their messages to the public, but rarely do
they apply the same level of resourcing to internal communications. Fostering a culture where external and internal messages align, dialogue is
unthreatening, communication channels are open and people feel valued and respected has an enormous impact on external reputation and the
fundamental success of any organisation. In this interactive and hands-on workshop Jacquie and Liz will share their learnings from a range of
communication projects, while providing delegates with the opportunity to identify common barriers within their workplace, and equip them with
practical tools to overcome them. Exploring:
First Step: Strategy and culture creation
• If you asked any employee in your organisation what your organisation’s strategy is, could they tell you? If not, why not?
• How do the people within your organisation communicate and who are the influencers?
• Earning respect, not expecting it – How employees view leaders now.
• What kind of culture do you have and what kind of culture do you hope to have?
The Plan: Deciding on the plan and resources you need then implementing it
• Communications audit – Assessing the performance of your internal communications and deciding what resources you need and setting or
amending your delivery plan
• Speaking the right language to get the plan approved and the budget you need
• Getting senior management to see internal communications as a ‘must do’ rather than a ‘nice to do’
Implementation and evolution
• Devising internal communications processes that are two-way not top down
• How to establish communications channels that work and respond as the organisation changes and evolves
• Ensuring measurement systems are in place that will demonstrate your success and ensure continuity
• Benchmarking and review to ensure evolution
Internal communications under pressure
• Internal communications during change management and crisis (the do’s and don’ts)
• The power of kindness and gratitude
Expert Facilitators:
Jacquie Walters Principal
WaltersPR
Liz Crawshaw Associate Director
WaltersPR
Post-Conference Workshop 16 October 2014
9.00 - 4.30
Effective Stakeholder Engagement – A Practical Workshop
The key to effective stakeholder engagement is having a clear purpose. Before getting stakeholders on board, you need a vision of what you want
to achieve as this will make the engagement process more meaningful for everyone involved. From this vision, a clear line of sight must follow to
the desired outcome. This is often easier said than done. In this workshop, Trista will share effective techniques and strategies for developing your
communication skills, assess the value of your engagement and overall provide you with a clear understanding of your ultimate goals.
The foundation: Establishing your vision
• Defining your criteria for identifying and prioritising your stakeholders
• Selecting the right engagement mechanism
• Setting your short and long term goals
The plan: Building your strategy
• Identifying where stakeholder engagement can have the biggest impact on your strategy and operations
• Streamlining your processes to define and lead cost-effective stakeholder engagement activities
• Stakeholder mapping – Visualising relationships to objectives and other stakeholders
• Key measures – Assessing the value of investing in engagement
Choosing your tactics and format
• Why traditional stakeholder engagement methods are not enough
• How to transform stakeholder engagement using digital channels
Putting your plan into action
• Adjusting your plans to match the needs of your audience
• Encouraging feedback from your stakeholders
• Frameworks to measure your success and build on your efforts for future activities
Expert Facilitator: Trista Hill Managing Director
ACRC Consulting
!
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Amora Hotel Wellington
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The Public Sector
Communications
Conference 2014
14 & 15 October 2014
VALUE PLUS DISCOUNT SUPER SAVER DISCOUNT EARLY BIRD DISCOUNT
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Receive $100 off registration if you
register and pay by 19 September 2014
Receive $200 off registration if you
register and pay by 29 August 2014
Receive $300 off registration if you
register and pay by 1 August 2014
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