Local governments have moved from producing PR and corporate communications to distributing compelling storytelling from their own media platforms. Learn why - and how to build your own DIY Newsroom.

1. THE
VIRTUAL
VILLAGE
SQUARE
How councils maximise
engagement with a
DIY Newsroom
Local Government Communication
Professionals Network webinar
STUART HOWIE
September 2019

2. THE VIRTUAL VILLAGE SQUARE
What I’ll
tell you
Today I’ll talk about council-run
media, and why it’s local
government’s time to shine.
Council comms and marketing teams
produce great content.
But they should also be controlling
distribution with their own media
platforms.
I’ll tell you how.

3. THE VIRTUAL VILLAGE SQUARE
About me
I’m Stuart Howie. I’m a communications
consultant based in Canberra – and I
help clients get recognised for their
great work.
I’m a former editorial director for Fairfax,
and oversaw a news force of almost 900
journalists nationwide.
In my book, The DIY Newsroom, I draw
on the principles and practices of the
world’s best newsrooms to show
organisations and their leaders how to
master media without blowing the
budget.

4. THE VIRTUAL VILLAGE SQUARE
The DIY
Newsroom
Everyone wants to build their own digitally-
led newsroom.
Media Watch raised some concerns with the
set-up of two operations in Queensland.
No, it’s not independent journalism, but
there’s a big gap in the market for this stuff.
This is an opportunity ripe for local councils.

5. CHANGING UP COMMS
1. Everyone
is a publisher
Picture the explosion of the Death Star. That’s what’s
happened to media in the past 10 years –
unprecedented disruption.
At a local level, this has led to fewer reporters and
diminished local coverage.
Globally, civic journalism is in such dire straits that
authorities have stepped in, providing public funds so
council news is still reported and local democracy
keeps ticking.
Exclusive to you: 20% off The DIY Newsroom. Go to diynewsroom.com At checkout, use coupon code LGDIY19

6. CHANGING UP COMMS
2. Councils
can DIY
You have the resources (yes, really).
You have the technology.
You have the power, the opportunity and the
community remit.
Oh, and you’re publicly funded, which is
handy, to say the least.
Exclusive to you: 20% off The DIY Newsroom. Go to diynewsroom.com At checkout, use coupon code LGDIY19

7. COMPETING IN THE ATTENTION ECONOMY
3. Prize awaits
When you DIY, you have the ultimate control – and reach. But you need to be strategic.
Exclusive to you: 20% off The DIY Newsroom. Go to diynewsroom.com At checkout, use coupon code LGDIY19

8. LOCAL GOVERNMENT: YOUR CHALLENGES
7 signs of civic unrest
Local government has particular challenges. Do any of these apply to you?
Lack of strategic
vision1
General cynicism
about authority6
Lack of resources,
time to positively
engage
2
Media
fragmentation5 Driving “safe” social
media7
Council bashing is a
national sport3 Internal politics,
bureaucracy, lack of
buy-in
4

9. BUILDING YOUR DIY NEWSROOM
SMART Way™ 5 steps
Exclusive to you: 20% off The DIY Newsroom. Go to diynewsroom.com At checkout, use coupon code LGDIY19
STRATEGY AUTHENTICITYMEDIA RESULTS TEAM

10. BUILDING THE DIY NEWSROOM
SMART
Strategy
This is the blueprint that sets you
up. You cannot possibly operate
without a clear, articulated
direction.
What does your comms strategy
look like?
Exclusive to you: 20% off The DIY Newsroom. Go to diynewsroom.com At checkout, use coupon code LGDIY19

11. BUILDING THE DIY NEWSROOM
SMART
Media
If you only did one thing to
systemise your comms, it would be
to produce a one-page chart of
your media eco-system.
Tip: it’s not all about social.
Exclusive to you: 20% off The DIY Newsroom. Go to diynewsroom.com At checkout, use coupon code LGDIY19

12. BUILDING THE DIY NEWSROOM
Authentically
SMART
How do you turn around perceptions of your
organisation?
Answer: create compelling content that makes a
heartfelt connection with residents (and others) and
that builds communities of interest.

13. BUILDING THE DIY NEWSROOM
SMART
Results
Do you get questioned about the
ROI on your comms?
Have you aligned comms goals with
those of the organisation?
Have you established the metrics
that matter?
Exclusive to you: 20% off The DIY Newsroom. Go to diynewsroom.com At checkout, use coupon code LGDIY19

14. BUILDING THE DIY NEWSROOM
SMART
Team
The most important and usually
most overlooked aspect of driving
change is the X-factor - YOU!
To be really SMART, you need to
reorganise.
Exclusive to you: 20% off The DIY Newsroom. Go to diynewsroom.com At checkout, use coupon code LGDIY19

15. BUILDING THE DIY NEWSROOM
7 signs of success
Better community
engagement1
Recognition for
what you do6
More informed
decision making2
Repositioned as a
thought leader5 Simple, strategic,
sustainable comms7
Information
destination3 Reputation
inoculation4

16. THE DIY NEWSROOM
Want more?
§ Free chapter on local government and
The DIY Newsroom at diynewsroom.com
This material comprises or contains commercial-in-confidence information and
is subject to the provisions of Australian and other laws relating to the use and
disclosure of such information. The SMART™ methodology (Strategy, Media,
Authenticity, Results, Team) and DIY Newsroom™ are the intellectual property
of Flame Tree Media. © September 2019.
§ Exclusive: 20 per cent off when
you purchase The DIY Newsroom
§ Go to diynewsroom.com
§ At checkout use coupon code
LGDIY19