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Australian Cattle Council : Yearbook 2009
CA TTLE COUNCIL OF AUSTRALIA YEARBOOK 2009 latest media issues Biosecurity and the Beale Report • Climate Change Policy • Animal Health and Welfare • Livestock Export Trade • Floods in northern Australia • Market Access • Free Trade Agreements • Financial Crisis • Governance • Premium Grass-Fed Beef Standard • Beef and the Environment Cattle CounCil’s message Increasing awareness of who Cattle Council is, why Cattle Council is important and how Cattle Council differs from its valued stakeholders is a top priority for the Cattle Council. It’s central to ensure Cattle Council’s members and wider producer network understand how best they can utilise Cattle Council to deliver results. Fact sheets have been developed explaining the attributes of Cattle Council, however, further work needs to be done in this area. The profile of Cattle Council is inherently linked to the Council itself but it is the end-user of Cattle Council’s service that needs to determine what profile it projects. “Vigour,” “Progressive,” “Trust” and “Genuine” are some key words associated with the Cattle Council brand among the Council, but is this the case among key decision makers, producers and members? Increasing awareness of the Cattle Council brand aims to lift the organisation’s profile among those who have influence beyond the farm gate and affect the profitability of the beef cattle industry. Building the profile of Cattle Council is an achievable goal through an integrated approach to communications. That is, utilising media and communication channels simultaneously to deliver key messages. National Farmers’ Federation’s Annual Review, AgForce’s Monthly Envoy magazine, the Outback Magazine and member newsletters are some of the print publications Cattle Council has recently adopted to carry key messages. In addition, Cattle Council columns are published monthly in the Queensland Country Life newspaper, an important opportunity given Queensland represents Australia’s biggest cattle state. events Cattle Council’s presence and participation at beef cattle focused events foster stakeholder relations and provide forums for producer engagement and feedback. This year, Cattle Council teamed up with NSW Farmers’ Association at Dubbo Beef Spectacular to deliver three producerfocused seminars; R&D, climate change and industry leadership. Feedback on seminars was positive and revealed opportunities for further teaming between state farmer organisations and their peak body at future events. Cattle Council’s attendance at Beef Australia 2009, Rockhampton, will focus on facilitating discussions with producers about industry issues affecting their profitability. Cattle Council will partner a stand with state farmer organisation, AgForce and Executive Director of Cattle Council, David Inall is speaking at the Young Producers’ forum. Cattle Council’s Rural Awareness Tour will circle throughout NSW in 2009 charged with providing real life education to government on how policy affects the grass route producer. opportunities abound Producer policy-debate forums facilitated online and through events, a youth development or international exchange program which is no-cost and delivers mutual benefits, and utilisation of industry networks to spread key messages, are only some activities on the growing list of opportunities to strengthen Cattle Council’s voice and influence policy. As this industry continues to flourish and expand, increasing resource pressures will be placed on organisations such as the Cattle Council, who are creating, amending and adjusting the pillars by which industry is supported. As Media and Communications Officer for the Cattle Council, prioritising tasks and leveraging existing resources will continue to be employed on a daily basis in order to deliver maximum results to Australia’s beef cattle producers. Heidi Dennis Media and Communications Officer Cattle Council of Australia 37 1117_CCA Yearbook 2009.indd 37 5/5/09 8:00:23 PM