Regional Communication Policy

Contents

Background
Principles
Guidelines
Evaluation
Implementation
For further information

Regional Communication Policy

Victorian Government Departments, Bodies and Entities (April 2012)

Background

Regional and rural Victoria is made up of many diverse communities each with their own information needs and local channels of communication. Ensuring the Victorian government communicates effectively means reaching out across Victoria.

The media landscape is experiencing rapid change. The clear distinction between traditional press, radio and television are now blurred. Digital television and radio is streamed over personal computers and newspapers are read on smartphones. New media and communication mediums are constantly emerging.

Victoria itself is also changing: people are moving in ever-greater numbers to outlying areas of Melbourne and regional centres, creating a population that is between, geographically and demographically, metropolitan and regional. This trend, which is set to continue, further demonstrates the need for flexibility and attention to local audience needs.

The challenge now and into the future is how to effectively reach regional and rural audiences. How do you obtain the broadest reach possible or deliver a targeted message when required?

Principles

  • Communication activities should be timely, relevant and tailored to reach the target audience.
  • Regional media is important in reaching into the community and should be explicitly considered when targeting regional audiences.
  • Departments, bodies and entities have an obligation to remain up to date with regional and rural media trends and landscape.
  • Communication must be multilayered where possible with grassroots consultation and stakeholder engagement supporting advertising.
  • Regional and rural media outlets are vital in supporting government advertising campaigns ensuring that important information is communicated as effectively as possible.
  • Departments, bodies and entities must have appropriate evaluation methods and systems in place for their communication activities.
  • Approval processes must be followed. For more information see Victorian Government approval processes

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Guidelines

  • Departments, bodies and entities must make sure that 15 per cent of their annual net total campaign media expenditure is placed with regional and rural media. This includes, but is not limited to dedicated regional press, radio, television, outdoor media buys and significant media partnerships and sponsorships that can be identified as ‘regional or rural’.
  • It is acknowledged that the internet may also be used for effectiveness, in addition to these mediums, however is not currently classified in this policy as specifically 'regional or rural' media.
  • Australian Bureau of Statistics definitions should be used for determining regional and rural areas.

Evaluation

Evaluation should be conducted against the campaign's objectives and budgeted for as part of the campaign development. Campaign evaluation should include key performance indicators (KPIs) that are measurable and based on evidence that is clearly understood by all communicators. For more information see the Victorian Government Evaluation Guidelines.

Implementation

Reporting

The Department of Premier and Cabinet will report on government regional and rural media expenditure in its Victorian Government Advertising Expenditure Report.

Regional Communication Forum

As part of an ongoing monitoring process for the policy, the Victorian Government will establish a Regional Forum to:

  • build knowledge of the regional and rural media landscape
  • review government performance against this policy
  • identify communication opportunities and potential partnerships
  • facilitate feedback and communication between Victorian government and regional media stakeholders
  • assist in the implementation, monitoring and review of this policy, where necessary.

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For further information

Please contact your department's Communication Branch in the first instance.

Department of Premier and Cabinet
Strategic Communication and Protocol Branch
Ground Floor, 1 Treasury Place
East Melbourne, Victoria, 3002

Telephone: (03) 9651 0110
Facsimile: (03) 9651 6223

Email: scpbenquiries@dpc.vic.gov.au
www.dpc.vic.gov.au

 

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Last updated on Friday, 24 April 2015