​I have an amazing doctor. He is terrific at his job, knows my history, communicates simply and, to top it off, is a good bloke.

Most important is I have confidence in the way he practises medicine. Which is kind of what you want when it comes to your health. Everything else runs second. 
 
Similarly, when feeling the pulse of your business you want a no-nonsense, fact-based method that gives you an honest appraisal. Nothing beats a clinical, intricate look-see. 
 
After decades of overseeing newsrooms and seeking to optimise their performance, I have found there are about 20 essential aspects for any health check of your communications to prove meaningful.

​The object is to forensically understand your current state, from which you can then review and step-out a you-beaut communications/content strategy.

​The declining fortunes of local media represents an unprecedented opportunity for local governments to step into the breach, set up a DIY Newsroom approach and go direct to residents with their message.

Today I learned of another “restructure” at one of Australia’s largest media chains, which is code for more staff redundancies and the lay-off of more journalists.

This spells another grim chapter for an already distressed traditional media.

In the regions, newspapers have greatly reduced the number of editorial staff, their circulation has plummeted and that has meant they have had to try to do more with less. The regional TV landscape is not pretty either.

When I was editor of a large regional daily newspaper several years ago, I had a staff of 80 full-time editorial employees. Today, there are less than 30 editorial staff.

Council insiders tell me that shrinking local media is making it harder for council messages to be heard.

Or, is it actually councils’ best-ever opportunity to engage with residents and ratepayers in new and profound ways by setting up a true DIY Newsroom?

That is right: if they were SMART, councils would see themselves as the primary destination and distributor of compelling, useful and relevant content for their local government constituents.