Australian Government - Royal Australian Mint

Annual Report 2007-08

• Table of Contents
• Financial Reports

Section 3 - Management & Accountability (continued)

Communications

The rate of internal and external change and the number and complexity of projects has resulted in an increased need for structured and coordinated communications. Within the Mint we have added internal communications and change management functions to the Communications Branch to address these issues.

External Communications

One of the primary objectives of the Communications Branch is to achieve proactive, positive publicity for the Mint. We do this by overseeing our website, providing media liaison and media monitoring, responding to enquiries from the public, undertaking issues and crisis management and managing the Royal Australian Mint brand.

The Royal Australian Mint was mentioned 163 times during the year in television, radio and press items. This coverage potentially reached 10 million Australians and is equivalent to advertising valued at almost $700,000 (see analysis in diagram below). We achieved frequent mentions in specialist numismatic publications and used our presence at international events to build additional relationships with the numismatic media.

Volume of Media Coverage by Media Type

During the year we have received television coverage on a number of commercial stations. These segments, which were predominately aimed at a children’s audience, have promoted the Mint as a tourism destination and raised awareness about the Mint’s function of producing Australia’s circulating coins.

The Communications Branch has also been responsible for coordinating five product launches this year which have generated product awareness, domestic regional and metropolitan media coverage, and mentions on international numismatic websites. Our major product launch in November attracted a number of dealers and coin collectors who enjoyed the Hollywood opening night theme.

Graphic Design

Our unit of two graphic designers is responsible for setting and maintaining high standards when designing all packaging, promotional material and corporate requirements for both Australian and international audiences. The Graphic Design Section casts a specialist eye over all artwork from launch posters and banners to magazine advertisements and annual reports, while maintaining a creative approach to the branding of the Mint.

Maintaining a supply of products through the temporary shutdown of the production areas for refurbishment in 2008, has depended on the Graphic Design Section processing double the number of artwork briefs compared with a typical year. This had to be done while sustaining our objective of achieving a worldwide reputation for high quality and innovative artwork.

Our standard for world class quality products was represented in the prestigious 2008 Icons of the Commonwealth. The packaging design honoured the highly regarded signature coins of the three Royal Mints of the Commonwealth. Subtle embellishments such as embossing, spot varnishes and metallic inks enhanced the premium status of this product. This set achieved considerable recognition, including impressing the international numismatic community at the 2008 Berlin World Money Fair.

In the year ahead the graphic designers are looking to break new ground in terms of innovative packaging and maintain our contribution to excellence in a world class sustainable Mint.

Internal Communications

Our internal communications are aimed at making sure everyone in the Mint understands what we are trying to achieve. We are making internal communications a two-way street; listening to and encouraging people to help with minimising the impacts of change and making the best of emerging opportunities. Our strategy focuses on educating managers in the role of communication in making them effective and capable leaders. We will explore and promote personal and departmental relationships to build a ‘One Mint’ internal brand.

Change Management

When the Mint has implemented major change in the past it has tended to focus on processes and systems. We have critically reviewed this approach to change and appointed a Change Manager to work with consultants to develop a transformation management plan. Transformation management focuses on education, training and the use of two-way communications that are inclusive and transparent. The Mint will gain broad levels of participation and engagement from staff using a transformation plan which has people as the central focus of change and empowers them to share our vision, mission, values and objectives.