Knowledge translation strategies to improve the use of evidence in public health decision making in local government: intervention design and implementation plan

Background: 

Finding voices: authentic learning online in the field of public communication and citizenship

A creative re-acculturation of teachers and students is occurring in virtual classrooms as traditional learning resources, pedagogy, and technology intersect in unexpected ways. This paper reports on a case of authentic, experiential, and constructivist learning developed for tertiary public relations  students. A subject titled ‘Public Communication and Citizenship’ (PCC) at  Deakin University in Australia asked students to examine the problematic and contentious areas of self interest, persuasion, power, and ethics in  contemporary contexts of mass media and globalisation. Feedback from  those students suggests that, in this case, online teaching strategies  successfully integrated with the total learning environment to achieve  higher-order learning. PCC is one example of PR pedagogy combining  theory and technology to move beyond ‘skilling for jobs’.

Media relations training: the shifting focus

Media relations, and training in this area, is now an integral aspect of the public relations practitioner's role in most organizations. This training, often provided by former journalists now operating as media consultants. can cost hundreds, up 10 thousands of dollars a day. There has been a shift in the focus of this education in the last few decades to include different strategies and to address changing technologies. This paper tracks the shifts in the main objectives of these programs and includes interviews with trainers regarding media training.

An exploration of the marketing readiness of websites

The aim of the reported study was to assess the marketing readiness of websites using a tool developed from studies in the late 1990s. The research hypotheses suggest that, in line with earlier studies, government websites are more marketing ready than commercial service organisation sites in Australia. The paper reports findings that commercial service organisation websites are not as marketing ready as might be expected. The research hypotheses are partially supported in that Victorian local government websites show evidence of more sophisticated marketing capability than those of commercial service organisations in Australia and that the service organisations sampled are less likely to employ the Web as a marketing channel than local government.

Intelligent financial news digest system

We present an agent-based system Intelligent Financial News Digest System (IFNDS) for analyzing online financial news articles and associated material. The system can abstract, synthesize, digest, and classify the contents, and assesses whether the report is favorable to any company discussed in the reports. It integrates artificial intelligence technologies including traditional information retrieval and extraction techniques for the news analysis. It makes use of keyword statistics and backpropagation training data to identify companies named in reportage whether it is, evaluatively speaking, positive, negative or neutral. The system would be of use to media such as clipping services, media management, advertising, public relations, public interest, and e-commerce professionals and government non-governmental bodies interested in monitoring the media profiles of corporations, products, and issues.

Museum marketing competing in the global marketplace

Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as customers; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers:
* A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia
* An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government.
* A particular focus on museum marketing in the 'Information Age'
* Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.
* The most up-to-date treatment of marketing museums with a global approach
* Blend of academic and practitioner expertise to appeal to students and professionals seeking a contemporary and relevant approach
* Features a range of international case studies that demonstrate the museum experience and draw out the particular challenges that museums and galleries of varying sizes and types face in the global marketplace

"Tell us something new!" : the response of planning and transport professionals to public health guidance on the built environment and physical activity

A large proportion of non-communicable disease can be attributed to modifiable risk factors such as poor nutrition and physical inactivity. We present data on planning and transport practitioners' perceptions and responses to government public health guidance aimed at modifying environmental factors to promote physical activity. This study was informed by questions on the role of evidence-based guidance, the views of professionals towards the guidance, the links between guidance and existing legislation and policy and the practicality of guidelines. A key informant 'snowball' sampling technique was used to recruit participants from the main professional planning organisations across England. Seventy-six people were interviewed in eight focus groups. We found that evidence-based public health guidance is a new voice in urban and town planning, although much of the advice is already reflected by the 'accepted wisdom' of these professions. Evidence-based health guidance could be a powerful driver affecting planning practice, but other legislated planning guidance may take priority for planning and transport professionals.

Speaking up : changing social relations in south-west Victorian grassroots activism

This research of three grassroots activist communication campaigns makes a significant contribution to knowledge in socio-political and communicative fields. It demonstrates how to conduct effective, ethical and sustained communication campaigns that lead to wider social benefits and provides new perspectives about public relations and its role in contemporary society.

Proud to be a public librarian

A public librarian discusses her work experience at Wyndham Library Service which developed her public relations and conversation skill.

The 1947 bank nationalisation scheme : a prehistory of issues management?

Industry-wide crises emanating from legislative proposals are rare in Australia, and can be classed as once in a generation events, and so merit consideration and research. Currently, there is one such debate over the Mineral Resources Rent Tax, proposed by Prime Minister’s Julia Gillard’s government. Prior to this, the closest comparable event was the 1974 proposal for the establishment of a universal health insurance scheme. The 1947 proposal, by the Ben Chifley-led Labor Government, aimed to nationalise Australia’s banks, and it brought a crisis of massive proportions to Australia’s conservative financial service industry. Although the High Court of Australia finally found Chifley’s proposed legislation unconstitutional, the banks realised they must win in the court of public opinion, generate press coverage in favour of their position, and help defeat the Labor Government at the 1949 election. At the time, and for some decades to come, this was the most expensive and largest public relations campaign waged in Australia. After such a campaign there could be few Australians who could claim that they had not been exposed to the powers of public relations in a modern world. This paper looks at what can be learned from the banks’ collective response to the proposed nationalisation. It does so by applying contemporary issues management evaluation techniques.

The influence seekers : political lobbying in Australia

In this book specialists and professionals reflect on political lobbying in Australia, examining its history and growth and recent changes in its practice and regulation. The changing relationship between lobbying and the media and the role of lobbying in the business of government are closely analysed. Case studies of powerful lobby groups, such as the Pharmacy Guild of Australia and Business Council of Australia, are included. The authors’ view of the lobbyist is fresh and informative, and may serve to correct common misconceptions.

Lobbying defined and observed

The critical and most obvious component of lobbying is the interaction an entity has with government. The executive, parliament and bureaucracy are the key players in the field. On the opposing side, to extend a sporting analogy, are the lobbyists – who are identified or labelled, singularly or plurally, by a variety of names: pressure groups, policy consultants, tariff consultants, public relations consultants, interest groups, special interest groups, industrial and professional associations, government relations managers, public affairs managers and Lloyd’s qualified term, the ‘political lobbyist’ .
All these nomenclatures require further explanation – some are used interchangeably, others are now an historical term only, some fall from the common language only to reappear at a later date. Of all, the oldest and most widely recognised is lobbyist and lobbying. Lloyd (1989) states that the term ‘lobby agent’ was first used in Westminster in the mid-17th century. In the United States Schriftgiesser (1951) writes that the famous American journalist H L Mencken, the Sage of Baltimore, traced the first use of the word lobby, as we currently understand it, to Washington DC in 1829. At that time the term lobby-agent was in use but it was shortened, by journalists, to lobbyist by 1832.
It has been suggested that the concept of lobbying – of seeking influence among the powerful – is as old as government e itself. Lloyd (1989) cites examples of lobbying from the Old and New testaments – the most famous pressure group being those who petitioned Pontius Pilate to crucify Jesus Christ!
In the US the activities of lobbying were recognised before the term was coined when, according to Schriftgeisser (1951), ‘a little gang of painted –up merchants (who) pushed British tea into the salt water of Boston harbor’ (p4).
So the pedigree of lobbying activities is long and colourful. As the western form of parliamentary democracy has evolved and expanded among nations it seems that lobbying has been ever present on this journey. It is by its activities, its parts, that we can define and recognise lobbying most clearly and view the changes.

Udderly fantastic online communities : how organisations are using online social networking for community relations and issues management

From empowering consumers and citizens, through to sharing party photographs and organising social events, social networking has transformed the way most people communicate. The Australian dairy industry, wracked by ten years of drought and increasing numbers of activists questioning its environmental and social costs, has established a closed-wall social networking site, called Udderly Fantastic, exclusively for internal stakeholders such as farmers and dairy manufacturers. This case study demonstrates that organisations wanting to engage their stakeholders in an open and transparent way can use social networking as a way of providing information and, importantly, a platform for dialogue in which issues can be raised and discussed.

Peanuts and publicists : 'letting Australian friends know the Chinese side of the story' in interwar Sydney

In the wake of an Australian government embargo on Chinese peanuts, a group of Sydney Chinese merchants launched a pro-Chinese publicity campaign in late 1927. To do so, they hired a newspaper editor previously employed by the anti-Chinese Labor Daily and Beckett’s Budget. The campaign was an act of minority resistance to the White Australia Policy, a shrewd business strategy, and a sophisticated example of cross-cultural public relations. By tracing two historical actors in this ‘drama of spin’, the peanut and the publicist, this article reveals unexpected links between the Chinese-Australian and Anglo-Australian communities. In seeking ‘the Chinese side of the story’, we find an alternative history of race, representation and citizenship in interwar Sydney.