One-day connected forum and workshops

8 - 9 November 2012, Melbourne

Stakeholder Relations for the Public Services

Supporting policy delivery with effective stakeholder communications and engagement

@arkgroup

#ausgov

tinyurl.com/publicaus

FACILITATING LEARNING OPPORTUNITIES FOR: Promoting acceptance and overcoming resistance with targeted stakeholder communications Handling controversy, crisis and maintaining trust with your key stakeholders Building up your social media and online engagement capabilities

CONNECTED FORUM
Thursday, 8th November 2012

POST FORUM WORKSHOPS

(Separately bookable)

Friday, 9th November 2012

City of Melbourne

WORKSHOP A
Gippsland Water Department of Immigration and Citizenship Department of Innovation, Industry, Science and Research VicTrack Yarra Valley Water City of Boroondara SOUP stakeholder relations Jennifer Stone Consulting Stakeholder relations from the ground up: Getting real input and conducting useful research
Facilitated by: Monika Schott, Director, SOUP stakeholder relations, consultant to Department of Sustainability and Environment, Melbourne Water and Sustainability Victoria

WORKSHOP B
Digital engagement: Choosing the right tool
Facilitated by: Rosanne Bersten, Founder and Strategic Director, tinderspark digital

Supported by
2012 ALGA National Excellence Award 2012 ALGA National "Strength in Diversity" Award 2012 Best Accessible Communications Award 2012 Best Government Publication Award 2010 Victorian Multicultural Customer Service Award 2010 Australian Multicultural Marketing Award

Researched by

Interactive Forum Thursday, 8th November 2012

Every public service organisation in Australia shares a common aim; the successful delivery of effective policy and major projects. To do this, effective stakeholder relations are vital throughout the process of policy design, implementation and evaluation. You need to build a clear communication and engagement strategy, covering every individual and group with an interest in your policy or project. Organisational decision-makers may welcome stakeholder input and research, or choose to ignore it. Either way, you must still communicate effectively with your key stakeholders; giving clear policy information, responding to criticism and controversy, and building strong ongoing relationships. A strong stakeholder relations strategy has the potential to make an unpopular project or policy accepted by both key stakeholders and the wider public. This one-day forum brings together communications, engagement and policy professionals from across the public services, giving you the opportunity to hear fresh perspectives and successful case studies. You will learn about: You will explore the following challenges: Using stakeholder input and research in policy development and planning Developing a targeted stakeholder communication strategy to promote acceptance and overcome opposition Integrating online engagement with your stakeholder relation strategy Building ongoing trust and working relationships with key stakeholders - bring your questions and experiences to our discussion panel

8:30 9:00

Registration and refreshments Chairpersons opening remarks 12:45 1:45 Business Networking lunch The story of business.gov.au how we approached social media and lived to Tweet the tale How we set up our social media communities How weve grown our communities Lessons weve learnt along the way

Jennifer Stone, Director, Jennifer Stone Consulting

Mark your targets: Identifying and understanding your key project stakeholders Identifying the interested parties for a policy or project Understanding the motivations and interests of both internal and external stakeholders Developing targeted engagement plans for each stakeholder group

9:15

Jane Dorrian, Marketing and Communications Manager, Department of Innovation, Industry, Science and Research
2:30 You cant please everybody: Evaluating the success of your stakeholder relations strategy Measuring the satisfaction of key stakeholders in your policy evaluation Using feedback to improve engagement and communication in future projects How can you streamline stakeholder engagement and improve efficiency next time?

Desley Renton, Community Engagement Program Manager, City of Melbourne

10:00 Handling the news you didnt plan for: Communicating with key stakeholders during controversy and crisis Maintaining timely communication to keep stakeholders well informed Working collaboratively with public relations to protect reputation and minimise backlash Rebuilding relationships following a controversial decision

Belinda Lowing, Community Engagement Coordinator; Phil Coyne, Community Engagement Officer, City of Boroondara
3:15 3:45 Afternoon refreshments and networking Panel discussion: Building trust, respect and ongoing relationships with key stakeholders In this session, delegates will have the chance to put their questions to the panel, and share their experiences with the forum. What can you do to build strong relationships with multiple stakeholders? Overcoming apathy, distrust and opposition from your key stakeholders Balancing engagement and communication efforts throughout the policy lifecycle

David Seale, Media Director, Department of Immigration and Citizenship

10:45 11:15 Morning refreshments and networking Risks and rewards: Considering the role of social media in your stakeholder engagement strategy Is social media engagement appropriate and useful for every project? Defining your online engagement aims: communication, collaboration, getting feedback? Managing the risks of social media and avoiding controversy Reaping the rewards; reaching new audiences, getting fresh input and streamlining engagement processes

Panellists:

Jenny Hammett, Manager, Communication, Gippsland Water

12:00 Communicating effectively with key stakeholders on major projects and policy implementation Promoting understanding through targeted stakeholder communication strategies Addressing major concerns and stakeholder opposition to build acceptance Creating a clear message avoiding information overload and communication white noise 4.45

Toni Meek, Manager Community Engagement, Yarra Valley Water Monika Schott, Director, SOUP stakeholder relations; consultant to Department of Sustainability and Environment, Melbourne Water and Sustainability Victoria David Seale, Media Director, Department of Immigration and Citizenship
Chairpersons closing remarks and end of connected forum

Jason Murray, Senior Stakeholder and Community Relations Adviser, VicTrack

This event is proudly supported by Government Communications Australia. GCA is a national organisation representing media, communications, marketing events and public relations professionals, working in Local Government, across Australia.
2012 ALGA National Excellence Award 2012 ALGA National "Strength in Diversity" Award 2012 Best Accessible Communications Award 2012 Best Government Publication Award 2010 Victorian Multicultural Customer Service Award 2010 Australian Multicultural Marketing Award

Post-forum workshops Friday, 9th November 2012

(Separately bookable)

Stakeholder relations from the ground up: Getting real input and con ducting useful research
Registration and refreshments: 9.00 am Workshop time: 9.30am - 12.30 pm Facilitated by: Monika Schott, Director, SOUP stakeholder relations; consultant to Department of Sustainability and Environment, Melbourne Water and Sustainability Victoria

About the workshop:

A hands-on workshop that will explore building a stakeholder relations framework from the ground up, with a focus on gaining input from stakeholders. We will look at the key elements to engage stakeholders to gain their input and gather data to inform policy or project development by: Understanding the elements required to build a framework that informs strategy Identifying stakeholders and the context youre working in Understanding the levels of stakeholder engagement and using those levels to support framework and strategy aims Pre-forum workshops: Wednesday, 26 August 2011 Conducting useful and meaningful stakeholder research and collecting evidence to support policy and projects

About the workshop leader:

Monika has worked in stakeholder engagement and communication for the past 22 years. She has advised, developed and implemented a diverse range of stakeholder engagement and communication programs and strategies for the government, community, water, environment, arts, health and corporate sectors. Monika has written and delivered training programs in stakeholder engagement and communication to the corporate sector and at university tertiary level. She has presented on community engagement at the PRIA National Conference in 2010 and at the IAP2 Australasian Conference in 2009. As a writer, Monika has written for the corporate sector and a range of fiction pieces. She was shortlisted for the Ada Cambridge Writing Prize and published in Beyond Words in 2010. A community conscience and commitment to social equity and responsibility has led Monika to serve in an honorary capacity for Polyglot Childrens Theatre, City West Water, Wyndham City Council, community alliances and Melbourne Waters Western Treatment Plant Community Liaison Committee. She was guest judge for Wyndham City Council's Cultural Encouragement Awards in 2009.

Digital engagement: Choosing the right tool

Registration: 1.00pm Workshop time: 1.30pm - 4.30pm Facilitated by: Rosanne Bersten, Founder and Strategic Director, tinderspark digital

About the workshop:

Crowdsourcing, user-generated content, collaboration: whatever you call it, whether youre in government, education, the corporate world or a not-for-profit, chances are youve tried to connect with your stakeholders online with varying results. There are so many social media networks and digital services available, its hard to know where to start: Facebook? Twitter? A custom-built mobile app? Rosanne Bersten shows how understanding the level of participation you want will help you decide on the right tool for the job. With case studies from Greenpeace, the City of Melbourne and NewsLocal, she explains the decision-making behind the successes. You will learn to: Understand your stakeholders' online engagement preferences Choose the right tool for your online participation goals Measure your success

About the workshop leader:

Rosanne Bersten founded internet.au magazine in 1995, went on to turn choice.com.au into a subscription web site in 1998, edited e)mag with Fairfax in 1999 and has since developed digital and communication strategies for the City of Melbourne, the University of Melbourne, Greenpeace, the Ethical Shopper Guide, NewsLocal and more.

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Stakeholder Relations for the Public Services

StatE 8 - 9 november 2012, Melbourne pOStcOdE

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connected forum + workshops o Save $300 $2585+ GST = $2843.50 o Save $400 $2485+ GST = $2733.50 o Save $500 $2385 + GST = $2623.50 connected forum + workshop o a o B o Save $200 $1990 + GST = $2189 o Save $300 $1890+ GST = $2079

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post-forum workshops oa oB o $695+ GST = $764.50 o Save $60 $ 635+ GST = $698.50 o Save $100 $595 + GST = $654.50

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This event is supported by Government Communications please contact Bhuwan Rai Australia. GCA is a national organisation representing media, communications, marketing events and public Phone: 1300 550 662 relations professionals, working in Local Government, across Australia. Email:aga@arkgroupasia.com
2012 ALGA National Excellence Award 2012 ALGA National "Strength in Diversity" Award 2012 Best Accessible Communications Award 2012 Best Government Publication Award 2010 Victorian Multicultural Customer Service Award 2010 Australian Multicultural Marketing Award

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