David Pembroke

About David Pembroke

David Pembroke is the CEO and founder of contentgroup, a government and public sector content communications agency based in Canberra, Australia.

He has a commerce degree (marketing major) from one of Australia’s leading business schools (University of New South Wales) and worked in product management for the American multinational 3M. He changed careers to work in media where he spent a decade as a radio current affairs and sports reporter for the Australian Broadcasting Corporation.

He was the communications director of the Australian Rugby Team when they won the Rugby World Cup in 1999 and is a member of the Australian Olympic media team.

contentgroup was founded in 1997 and offers consulting, content production, training and research services. David hosts InTransition, a weekly podcast which examines the practice of content communication in government and the public sector.

Posts by David Pembroke

InTransition 108 – Shannah Hayley – civic pride and local government

How can you turn a disparaging comment on “Real Housewives” into a marketing tool for your city? Shannah Hayley explains how “it’s a little Plano in here” became a meme of civic pride.

#107 Professor Stephen Martin – how to communicate public policy

Professor The Hon Stephen Martin has had a distinguished career in the Australian Parliament, academia and the private sector. He was on the advisory board on WPP’s report on the state of communications in governments worldwide, and speaks with David Pembroke about the report.

#106 Leanne Joyce – managing ministerial communications

In this episode of the InTransition podcast Leanne Joyce discusses ministerial communications, and finding the stories in public sector organisations. Leanne is an experienced corporate and public sector communicator, working as a consultant in government policy, media management, stakeholder relations, and executive management.

#105 Martyn Wallace – online citizen engagement for local government

The Scottish Local Government Digital Office is changing the way local councils communicate with online citizen engagement. In this podcast, Martyn Wallace discusses the challenges of coordinating change across multiple local government bodies.

#104 Sean Larkins – why governments should invest in communication skills

Governments that invest in communication skills achieve better outcomes, according to global research by WPP. Sean Larkins continues his discussion of “The Leaders’ Report” – the first global research focused on government communications, in part 2 of this InTransition podcast.

#103 Sean Larkins – the decline of trust in government

Sean Larkins explains how a decline of trust in government is one of 5 key challenges for government communicators, revealed in new global research.

#102 Frank Quinlan – connecting citizens with government through social media

In this podcast we learn how social media is being used to connect citizens with decision makers, to advocate for better outcomes in mental health.

#101 Ari Sharp – how to create niche content

In this podcast, Ari Sharp from the Australian Chamber of Commerce and Industry describes how he overcomes the hurdles of content creation in a niche subject area.

#100 Alex Aiken – 5 ways to strengthen the value of communications

It’s our 100th episode of InTransition, and our very first guest returns for a special chat. Alex Aiken is the Executive Director of Government Communications for the UK government, and offers 5 tips on strengthening the value of communications.

#99 Sonya Sandham – the power of personal storytelling

Sonya Sandham is so passionate about the power of storytelling in the public sector that she’s doing a PhD at the University of Canberra. She explains why in this week’s podcast with David Pembroke.

#98 Ruth Dewsbury – a case study in government communications

Ruth Dewsbury describes how the Department of the Environment is using content communication to not only inform the Australian public, but to help achieve the department’s goals through grass roots involvement. Ruth is David Pembroke’s guest on this week’s InTransition podcast.

#97 Amelia Loye – open data for citizen engagement and building trust

Amelia Loye from engage2 explains how open data and “data from community” are important ways to help design services and policy. Amelia specialises in consultation and engagement for government, and has been helping manage engagement for the NZ and Australian open government national action plan.

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