Specialising in communications and stakeholder engagement in agriculture and landscape management

About Lucy Broad

Director

Lucy Broad is a communications practitioner with more than forty years of experience in strategic communications, media relations, stakeholder engagement and extension and behaviour change across Australia’s rural and regional industries.

Her career commenced as a rural reporter with ABC Radio, and over the following 23 years roles included reporting, producing and presenting a range of ABC radio and television programs, National Editor for ABC Rural, State Director for the ABC in Queensland and Network Scheduler across ABC’s Radio networks.

Lucy also has extensive senior management and leadership experience as Managing Director of the full-service public relations business Cox Inall Communications, General Manager Communication and Extension with the Grains Research and Development Corporation (GRDC) and General Manager Communications with Meat & Livestock Australia (MLA).

More recently as an independent communications consultant Lucy has worked across the agriculture and environment sectors providing strategic advice on communications and stakeholder engagement to a range of clients including the not-for-profit Wentworth Group of Concerned Scientists, an organisation working to secure the long-term health of Australia’s land, water and biodiversity.

Services

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Strategy development

Communications and stakeholder engagement strategies designed to raise awareness and encourage adoption of new practices, influence government policy and shift community thinking on high profile agricultural and environmental issues.

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Stakeholder engagement

Overseeing major stakeholder consultation projects at a state and national level.

Familiarity with the use of stakeholder engagement models to guide best practice, including the IAP2 Spectrum of Public Participation.

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Issues management

Experience in managing risk and reputations, and knowing when to stay out of the news. Strategic advice to board members, CEOs and senior executives including background, messaging and insights regarding key stakeholders.

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Media relations

Understanding of what constitutes a “story” and enduring relationships across metropolitan and regional media.

A working knowledge of rural, regional and environmental issues and expertise as a media and issues management trainer and facilitator.

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Copywriting & editing

Translating complex science, research outcomes and policy positions into accessible messages. Writing and editing communications content including messages, editorial, thought leadership, letters, media releases, case studies, reports, newsletters, web copy and social media content.

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Strategic review

Expertise in providing objective, strategic feedback on communication and stakeholder engagement strategies. Can review internal communications, key messages, marketing materials, crisis plans and reputation and issues management materials.

Measurement & evaluation

Ensuring M&E of communication activities is based on the Barcelona Principles (SMART) and follow the guidelines set out in the Integrated Evaluation Framework of AMEC (the International Association for the Measurement and Evaluation of Communications).

Production

Experienced in crafting engaging and contemporary podcasts and videos designed for education and awareness, drawing on years of ABC radio and television reporting, presenting and producing, and corporate video production.