EP#173: Public Sector Content: Effective Strategies and Storytelling Tips
GovComms: The Future of Government CommunicationShow Notes
Buckle up for an episode packed with creativity, innovation, and a bit of storytelling magic!
In this first GovComms Podcast of 2025, David Pembroke sits down with Andrew Parsons, a communication powerhouse with a knack for turning challenges into storytelling gold. From his humble beginnings as a cameraman to transforming public sector communication strategies, Andrew’s career is proof that creativity thrives when bold ideas meet action.
Step into the evolving world of public sector content as Andrew reveals how he built massive social media followings, pioneered video content, and ran communication teams like newsrooms—fast, fearless, and focused. He’ll also share why 2025 is the year for governments to embrace new technology, leverage podcasts, and connect with citizens like never before.
Packed with practical tips and fresh perspectives, this episode will leave you inspired to level up your content strategy.
Discussed in this episode: Turning challenges into powerful stories. Why 2025 is the perfect time to rethink your content strategy. The secret to building trust and support for bold communication ideas. Running comms teams like newsrooms—speed and creativity in action. Andrew’s journey from behind the camera to leading communication innovation.
Show notes: Water’s Edge – The Podcast | IGWC GovComms Podcast | Blog Hosted on Acast. See acast.com/privacy for more information.
More from GovComms: The Future of Government Communication
In a world of constant urgency, better work can start with doing less – more deliberately.
Modern leadership is being redefined in real time.
Creating a strong future STEM workforce starts with helping young people see what is possible. Host David Pembroke is joined by Dr Melanie Bagg, CEO of the National Youth Science Forum (NYSF), to talk about how NYSF connects students with real STEM people, workplaces and pathways they cannot always access at school. They discuss what changed through Covid, how a small team works with a large volunteer network, and how NYSF tailors communications across channels while keeping the “human” experience at the centre. Melanie also shares what their long-term evaluation reveals about confidence, belonging and career direction, plus practical lessons for government communicators on testing, listening and staying audience-led.
Measurement should make our work clearer, not harder. Host David Pembroke is joined by Stacey Barr, a specialist in organisational performance, measurement and evidence-based leadership, to unpack why evaluation still feels elusive in government, even when toolkits and frameworks are readily available. They discuss the hidden “missing pieces” that undermine many measurement approaches, how to strip out vague “weasel words” from strategy, and how Stacey’s PuMP methodology helps teams define results, identify credible evidence, and report performance in a way that supports better decisions. The conversation also explores the role of leadership, the reality of public accountability pressures, and where AI can (and cannot) help.
When technology speeds up, trust and truth are put under pressure. Host David Pembroke is joined by Sree Srinivasan, who reflects on what he learnt broadcasting daily from New York during the early days of Covid, and how those lessons apply to today’s AI-driven information environment. They discuss what consistent, two-way communication can achieve in a crisis, why misinformation spreads so easily, and the risks of leaving AI decisions to a handful of powerful companies. Sree also shares practical guidance on building AI strategy and policy inside organisations, with an emphasis on transparency, staff input and regular review.