26 September 2023

DPC Memo points PS to regions

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The Department of Premier and Cabinet (DPC) has issued a Memorandum reminding NSW Government Agencies of their obligation to ensure all residents are informed about Government programs, policies and initiatives.

In M2022-12 Advertising in regional media, Premier Dominic Perrottet said Agencies were required to consider the needs of regional and rural NSW communities in their media planning and, where relevant, allocate at least 26 per cent of their campaign media expenditure to reach regional communities.

“Media expenditure to reach regional communities should include advertising in independent and local print media,” Mr Perrottet said.

“Advertising in regional media including local and independent community newspapers is effective and efficient to reach regional and remote communities as part of State-wide campaigns as well as for targeted messages to a specific area,” he said.

“Local and community-based media channels have strong connections with their communities in regional NSW and are a critical source of news and information including messages from the NSW Government.”

Mr Perrottet said this included regional print outlets that often played a unique role in their communities by serving residents who relied on their newspapers as their only source of news.

He said placing advertising in the channels, in addition to traditional media activities such as media releases and social media, could help ensure local communities were kept informed about Government services and information.

“Agencies should ensure they incorporate appropriate images, messages and calls to action that will be relevant and resonate with communities in the target regional areas,” the Premier said.

M2022-12 can be accessed at this PS News link.

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