The Answer is Strategy: The contentgroup Framework


Session Overview

In this session from the 2020 GovComms Festival, we hear from Associate Professor at the Australian National University (ANU) Ying-Yi Chih.

In collaboration with contentgroup and supported by the Australian Government, Ying-Yi conducted research into an evidence-based communication strategy framework for government.

Ying-Yi’s research involved a two-year study that culminated in the production of a step-by-step guide that helps government build their communication capability.

Ying-Yi draws on her research to discuss the issues with government communication in Australia and the world. She explains the structure and essence of the communications framework she has developed in collaboration with contentgroup.

After watching this video, you will:

  • Recognise the importance of strategy and evidence-based research to communications.
  • Understand and use the basics of the evidence-based communications framework developed by Ying-Yi Chih and contentgroup, with the support of the Australian government.

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