1. So what if the balloon doesn’t go up? Managing communications complexity Brett Sangster Director Corporate Communications Ministry of Agriculture and Forestry

2. “Informing” to “Changing behaviours”“Informing” to “Changing behaviours” “Informing” to “Partnering”“Informing” to “Partnering” Communications is simple. Yeah, right…

3. It’s all about reputation Your single-most valuable possessionYour single-most valuable possession Communications can jeopardise or enhanceCommunications can jeopardise or enhance Takes time to build, seconds to destroyTakes time to build, seconds to destroy “Whose reputation is at risk here?”“Whose reputation is at risk here?”

4. What does “The Benefit of the Doubt” mean? If you’ve got it = “good” corporate image If you haven’t got it = “bad” corporate image Media Government Staff Customers Investment Community General Public Unlikely to meddle A “sympathetic “ ear “Conspiracy” to flatter Favourable editorial/amenable to PR Motivated/confident/dynamic Eager to join/keen to stay More willing to listen / “forgive & forget” More willing to purchase Happy to be associated and to recommend Favourable share price recommendations Trust and assent Assume the best More likely to intervene/regulate Less likely to support “Conspiracy” to denigrate Less accessible to PR Low morale/activity/commitment Hard to recruit/retain quality staff Scepticism/complaints Reluctance to commit/accept price premiums Scepticism/avoidance Unfavourable share price recommendations Hostility and pressure Assume the worst

5. We’re all the general public! Recreational freshwater users?Recreational freshwater users? Heard of didymo?Heard of didymo? What is it?What is it? What’s the problem?What’s the problem? What is MAF asking freshwater users to do?What is MAF asking freshwater users to do? Are they doing it?Are they doing it?

6. Living with a leaky border Biosecurity involves everybodyBiosecurity involves everybody Behaviours that put biosecurity at riskBehaviours that put biosecurity at risk Clarifying roles and responsibilitiesClarifying roles and responsibilities Communications messages and deliveryCommunications messages and delivery

7. Questions please ? ? ?? ? ?