By engaging with the media, we aim to:
- be open and transparent about government policies, projects and programs
- build trust among stakeholders and the broader community
- proactively promote the work of the government to improve people’s lives
- manage any risk to reputation with factual and timely responses.
It is important for staff members across the whole of government to understand their responsibilities. This topic covers the role of a media team; outlines how the media team can assist with media opportunities and strategies, responses and mitigate potential issues; and how official social media platforms should be used.
Identifying issues and opportunities
Opportunities for proactive media are plentiful within the public sector. Story possibilities could take the form of a new policy, community event, changes to legislation or an innovative program that improves the lives of people in the community.
Likewise, media interest can be generated by something as simple as a community meeting, an update on our government websites or an advertising campaign.
Media units are experienced in both issues management and positive promotion of government initiatives through the media. They are there to support you and your staff with advice and strategy implementation.
Media materials
The media team prepares materials for the Premier, Ministers, Secretary, Deputy Secretaries, Executive Directors and other subject matter experts.
These materials include:
- media releases and announcements
- media responses
- speech notes, questions and answers, and frequently asked questions
- talking points and key messages.
The media unit liaises directly with journalists, pitches ideas to media outlets, sources stories, photograph and vision, and arranges media conferences and one-on-one interviews
Further information
Department of Premier and Cabinet
Case study
Australia Day celebrations
With thousands expected to attend Australia Day celebrations in Sydney, changes to the location of the fireworks and multiple public sector agencies as event stakeholders, the Department of Premier and Cabinet (DPC) media team worked across all government agencies to create a communications strategy and key messages framework. DPC media then developed talking points and coordinated prime broadcast opportunities for key spokespeople, such as the Australia Day Council of NSW's Creative Director, John Foreman. View one of the prime broadcasts here.
Social media
Official use of social media refers to channels or tools that are owned or managed by government agencies for official communications activities.
Channels or tools include, but are not limited to Facebook, Instagram, Twitter, YouTube, LinkedIn, Flickr, Pinterest, Google Plus, Snapchat and Tumblr.
Typically, employees must obtain approval from the appropriate communications branch to develop or manage official departmental social media platforms, or to commission a new page. The media unit can provide advice and guidance across the department to ensure consistency and alignment with broader communications activities.
Before starting an approved site, a management plan must be prepared, including a strategic overview, expected specific outcomes and development and review processes.
All official content posted on a social media account must reflect the highest standards of accuracy and decency, in strict accordance with your organisation’s Social Media Policy.
Social media platforms give rise to public comments and an additional means of contact.
Administrators should: