A New Communications Direction
Monday March 3, 2014
Recently the New South Wales Aboriginal Land Council (NSWALC) decided to pursue a new direction in its current strategy to communicate with the Aboriginal land rights network, other key stakeholders and the community.
As part of a review of its current communication and cost strategies, the elected NSWALC Council has decided to phase-out publication of its current monthly magazine, Tracker.
Whilst Tracker has been very successful since its inception three years ago, NSWALC wishes to engage differently with its network and members.
NSWALC has recently adopted a new Strategic Plan. The Council decision was informed by the priorities outlined in this plan including 'supporting our people', 'protecting culture, heritage and the environment' and 'driving economic development.'
Tracker has been subject to the same challenges faced by mainstream print media in terms of cost and effectiveness, as well as the rise of the Internet and social media.
There's little doubt this was a very hard decision but it does take into account financial constraints and the desire of the Council to re-direct the communications plan to align with the Strategic Plan.
NSWALC rejects any suggestion that its decision to disband or phase-out Tracker was made because of external opinions.
In its place, Council has decided to develop a range of new strategies to communicate directly with the land council network and the wider community, leveraging its funds to deliver enhanced support to Local Aboriginal Land Councils and to focus on delivering the key goals in the Strategic Plan.
The new direction in communications will include a greater online presence and a land rights focused email newsletter that will continue to inform existing land council members and engage with non-members and Aboriginal youth.
The Council is aware of the crucial importance of direct communication with LALC members and remains committed to ensuring they receive timely and accurate information about key issues affecting their rights and aspirations, so that they can be informed, be involved, and be inspired.
In line with those responsibilities, a 'network message' (attached to this media release), was sent informing our network of Council's decision on the future of Tracker.
NSWALC Chairman (Wiradjuri Region)