Potato Industry Communications Strategy Management and Implementation
Since their establishment, the National Potato Levies, with contributions from the Australian Government, have funded vital research and development (R&D) to help improve the productivity and profitability of Australian potato growing operations. The purpose of the Horticulture Innovation Australia Limited (HIA) funded PT12004 National Potato Industry Communication Strategy: Management and Implementation (PICS) project is to effectively communicate the findings of levy-funded R&D projects to growers and industry, and ensure that all potato levy payers throughout Australia are aware of the outcomes from the investment of their levies. The PICS project commenced in November 2012 under the management of AUSVEG, and was undertaken to ensure that potato levy payers and other key industry stakeholders were provided with information regarding the outcomes of all relevant research and development projects and other relevant industry news, issues and data. The PICS project heralded the arrival of an exciting period for the industry, with the combination of emerging and traditional media and communication methods, ranging from printed booklets and brochures to email and emerging online, social media and mobile technologies, set to better inform and involve all sectors of the potato growing community, resulting in better transfer of R&D outcomes and industry information to Australian growers. As well as this, the PICS project provided levy payers with a sense of ownership over their industry communications through greater interaction with other sectors of the industry.