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Home Features Communications: detonate comms team, publish yourself
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TAGS Communication, Marketing, content marketing
Advertising is costly. Press releases don’t work. How can government agencies market themselves smarter? By becoming publishers themselves. It delivers better value to citizens.
People working in government communications know the world has changed.
They know advertising is expensive and increasingly ineffective.
They know the media are not interested in their “low value” media releases.
They know the advice they provide in talking points and briefs is often ignored.
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David Pembroke is founder and CEO of contentgroup, Australia's oldest public sector content marketing agency. He is a former ABC Radio current affairs journalist and communication director of the Wallabies.
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