DBCDE picks global PR firm to spruik NBN's benefits

Stuart Corner
Sunday, 19 December 2010 08:46

IT Policy - Government Tech Policy

Global PR company Weber Shandwick has been appointed by the Department of Broadband Communications and the Digital Economy to spruik the NBN, with DBCDE putting its own spin on the announcement by trying to suggest that Weber Shandwick is an Australian company.

DBCDE announced "the appointment of Sydney-based consulting firm Weber Shandwick to provide communication consultancy services for the development of Australia's digital economy that will be enabled by the National Broadband Network (NBN)," and a DBCDE spokesman said: "We are delighted to have Weber Shandwick, one of Australia's most experienced communication consulting firms on board'¦"

Weber Shandwick, however, is a global PR firm, albeit with a long established Australian presence. According to its web site "Weber Shandwick is a leading global public relations agency with offices in 76 countries around the world'¦[and] is a unit of The Interpublic Group (NYSE: IPG), which is one of the world's leading organisations of advertising agencies and marketing services companies."

DBCDE said: "Weber Shandwick will provide specialist advice to help educate Australian households, local communities, businesses, and government agencies on how they can take advantage of the opportunities provided by the NBN."

The spokesman said the appointment of Weber Shandwick recognised the substantial desire in the community for information about what the NBN will mean for consumers and business. "The NBN is designed to deliver a range of benefits including boosting Australia's digital economy and delivery of services such as health and education.

"Capturing these benefits requires effective communications. This is an important part of the Department's responsibility to develop policies to grow the NBN-enabled digital economy. The long-term communication strategy Weber Shandwick will develop will complement the communication strategy of NBN Co itself."