Your engagement communications can make or break your change program. It can no longer be thought of as the last point in the planning and needs to be prioritised to ensure everyone involved has a thorough understanding of what’s coming - you need to think like a media company. My guest today is David Pembroke, who established the government communications agency ‘contentgroup’ in 1997 and is well known for his government and public sector communication expertise. David is dedicated to improving the effectiveness of government through building public sector communication and engagement capability.Contentgroup’s mission is to help government strengthen communities and improve the well-being of citizens through effective communication and engagement. In this episode, David explains his theories about the digital transformation of communications, the changing value placed on communications areas within government and NGOs, and how the key to effective communication is to think like a media company. David explores the trends he’s seeing in government communications, what’s working now and how we need to think strategically through a media lens to react and distribute information quickly within the current context. David is an absolute wealth of information and expertise. I know you’ll find tremendous value in this episode for your change program from his vast experience and knowledge. LINKSResources mentioned: GovComms Institute - contentgroupOECD Report on Public Communication: The Global Context and the Way Forward | en | OECDConnect with David: Website:https://contentgroup.com.au/LinkedIn: https://www.linkedin.com/company/contentgroup/ Connect with me: Website:https://www.everchange.com.au/LinkedIn:https://www.linkedin.com/in/drkatebyrne/

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