Communication Strategy

The CRC SIIB communication program continues to keep staff and the Australian sugarcane industry in touch with our work; and importantly the program has stimulated interest here and overseas in groundbreaking Australian science outcomes.

Strategy objectives
Our second communication strategy, developed in 2007>08, provides a framework to guide and support all CRC SIIB research and development activities.
Our program objectives are to:

provide credible advice and information
create awareness and understanding of the scope, direction and outcomes of the CRC SIIB’s research through two-way communication
maintain and gain additional support for, and involvement in, CRC SIIB
implement a cohesive approach to CRC SIIB communication.

This year, the program marketed the potential of bioproducts and value-added sugarcane to all stakeholders – this will continue in the CRC’s final year.

Again, a high priority was to regularly extend R&D information through the web and mass media. A story on the CRC SIIB-created waterproof paper coating, BARRECOTE™, and ongoing publicity on coordinated efforts to develop a sugarcane genome sequence attracted sustained media interest.

Feature stories on the progress and value of our research to the sugarcane industry were published bi-monthly in sugarcane industry magazines.

Key achievements, significant internal events and staff career development options were published bi-monthly and distributed to staff, students and key stakeholders as a web-based newsletter.
A Highlights book developed from the 2007>08 annual report outlined how our CRC is capitalising on the energy potential of sugarcane. CRC SIIB 2007>08 Highlights was distributed to media, CRC staff and participants, along with a range of current and potential commercial partners.

A new CRC SIIB display on bioproducts and bioenergy was developed for key events throughout the year. Our display appeared at this year’s RNA (Royal National Association) Show in Brisbane. About 4000 leaflets, including information on our projects and the potential of biotechnology to develop environmentally ‘smart’ products such as bioplastics and recyclable cardboard, were distributed to students of all ages and the general public.

Ongoing development and maintenance of an internal photo library resulted in exciting new imagery to support communication activities. Bioproduct and novel sugarcane photos have since been used on our website, published material and in the many displays we took part in during the year.
2008>09 Highlights

Production and release of the 2007>08 Annual Report and Highlights.
*Strong uptake of CRC SIIB media releases, including regular coverage on ABC radio news, national and international web coverage of several commercial stories, good regional media coverage throughout Qld and northern NSW, university magazines and websites, specialty science and innovation magazines and international websites.
*Media interest in a release on BARRECOTE™ (sent out early August 2008 with estimated media coverage value $62,000) led to favourable commercial interest — national and international — in the technology.
Fortnightly updates and reviews of our main website including news updates and science highlights and revamped photographs to reflect the commercial status of our CRC.
Bi-monthly e-newsletter sent to internal CRC SIIB, industry and commercial contacts.
Ten feature stories published in major sugar industry magazines.
Development of an information sheet series, including community education sheets on bioplastics, fermentation, and a general bioproducts fact sheet released in March 2009.
Launch of three podcasts on the CRC SIIB’s work presented as a CD in May 2009.
Development and staging of a new bioproducts display at the 2009 Australian Society of Sugarcane Technologists Conference; the BSES Limited Mackay Field Day; the 2009 National Farmers’ Federation Conference; various education events, the 2009 Royal National Show (RNA) held in Brisbane in early August and the 2009 World Bio Congress held in Montreal in July 2009.
Support of several key CRC SIIB events, including state-wide grower education meetings run during March 2009, and the International Genome Conference held in Port Douglas in August 2009.

provide credible advice and information
create awareness and understanding of the scope, direction and outcomes of the CRC SIIB’s research through two-way communication
maintain and gain additional support for, and involvement in, CRC SIIB
implement a cohesive approach to CRC SIIB communication.

Production and release of the 2007>08 Annual Report and Highlights.
*Strong uptake of CRC SIIB media releases, including regular coverage on ABC radio news, national and international web coverage of several commercial stories, good regional media coverage throughout Qld and northern NSW, university magazines and websites, specialty science and innovation magazines and international websites.
*Media interest in a release on BARRECOTE™ (sent out early August 2008 with estimated media coverage value $62,000) led to favourable commercial interest — national and international — in the technology.
Fortnightly updates and reviews of our main website including news updates and science highlights and revamped photographs to reflect the commercial status of our CRC.
Bi-monthly e-newsletter sent to internal CRC SIIB, industry and commercial contacts.
Ten feature stories published in major sugar industry magazines.
Development of an information sheet series, including community education sheets on bioplastics, fermentation, and a general bioproducts fact sheet released in March 2009.
Launch of three podcasts on the CRC SIIB’s work presented as a CD in May 2009.
Development and staging of a new bioproducts display at the 2009 Australian Society of Sugarcane Technologists Conference; the BSES Limited Mackay Field Day; the 2009 National Farmers’ Federation Conference; various education events, the 2009 Royal National Show (RNA) held in Brisbane in early August and the 2009 World Bio Congress held in Montreal in July 2009.
Support of several key CRC SIIB events, including state-wide grower education meetings run during March 2009, and the International Genome Conference held in Port Douglas in August 2009.