Project number: 2001-310
Project Status:
Completed
Budget expenditure: $107,000.00
Principal Investigator: Judith M. Ham
Organisation: Judith Ham Consulting
Project start/end date: 30 May 2001 - 30 Dec 2003
Contact:
FRDC

Need

There is a government and community perception that women and regional communities are disadvantaged and require special consideration in regards to developing skills and securing a positive and productive future.

Much of the Australian seafood industry is based in regional Australia where the challenges to the industry include changing fisheries management regimes, physical and climatic environments, financial restraints, and increasing social and political impacts.

The women supporting the seafood industry need more information regarding how to-
organise local WIN activities, look for funding for activities, organise a school and communication education program, tame the media, do displays- for example in shopping centres or at community festivals and fairs, organise seafood festivals such as the Yamba and Geelong Seafood Festivals, lobby for support from communities and community leaders and make better use of communication technologies such as the internet and email.

Uniting women in regional Australia with common purpose and the necessary confidence, and communication and leadership skills is essential in maximising their input within the seafood industry and the local community.

The community needs better information about the seafood industry and seafood for consumption in regards to types of fishing activities, fisheries management, industry environmental and sustainability initiatives, research, careers and training, Indigenous fishing activities, aquaculture, seafood for good health, seafood handling and cooking with seafood.

Changing public perceptions about the seafood industry requires a broad and organised strategy aimed at all levels of the community.

This project provides a coordinated communication strategy for the under-utilised energies of women in the seafood industry, and becomes a core resource for WIN’s activities. The prosperity and longevity of WINSC relies on a high level of motivation among the women to give freely of their time and energies as well as financial and emotional support from the industry. To achieve representation and recognition they need to establish themselves as a credible and productive grassroots movement in the communities of regional Australia.

This project provides support for the skills development of women in the seafood industry to achieve the WINSC vision statement: 'The National Women’s Industry Network is a network of women in the fishing and seafood industry. Network members influence decision making to ensure a profitable, dynamic, secure, innovative and sustainable industry. An industry which is proactive and responsive to the needs of industry and the community (WINSC Annual Report 1999-2000)'.

Objectives

1. To provide necessary tools and resources for the development of skills for women to enable them to play a more active role in the image development of the seafood industry.
2. To develop and produce a Community Communication Plan (CCP) and Community Communication Kit (CCK) for use by seafood communities throughout Australia.
3. To develop and implement a Regional Action Plan(RAP) to distribute and implement the Community Communication Plan and Community Communication Kit (CCK). Regional meetings and workshops will be a vital strategy of the plan.
4. To conduct Communication Workshops at the WINSC National Conference to be held in conjunction with Seafood Directions 2001 in Brisbane in November 2001.
5. To provide future direction and plans for the ongoing management of community based communication.

Final report

ISBN: 0-646-43013-0
Author: Judith Ham
Final Report • 2004-01-16 • 1.35 MB
2001-310-DLD.pdf

Summary

The project provides strategies for all levels of the industry to effectively communicate with all levels of the community, including community leaders.

The communication resources provide practical, user-friendly information for individuals and groups to be active in consumer and community education about the seafood industry. It encourages community involvement in all aspects of the seafood industry. These communication tools have enduring qualities and can be used and referred to in many current and future situations.

The whole-of-industry approach extended the ownership and commitment to the processes of community communication. ASIC and WINSC along with SSA, OceanWatch, state industry organisations and various sections of government have assisted in the broad implementation of the Guide and Resources.

Through the collaborative processes in the development, distribution and implementation of the Guide, Resources and workshops, many individuals, groups and organisations have had the opportunity to work together on a proactive project.

Key words: communication, community communication, communication strategies

Project products

Guide • 35.88 MB
Community Communication Guide and Resource Folder.pdf

Summary

A community communication plan is essential for the seafood industry to approach the many challenges it faces in addressing current community attitudes and perceptions about the industry.

Fisheries management decisions increasingly take into consideration social and economic impacts as well as sustain-ability and environmental issues. Our industry’s strength lies in its ability to respond positively and clearly communicate its position within our dynamic society.

This guide is for the use of individuals and groups associated with the Australian seafood industry. It will be particularly useful for women involved in the industry -through the Women’s Industry Network Seafood Community [WINSC], and the local community networks they have created.

It should be used with the associated Resource Folder, which provides practical tips and examples for implementing action at a local and individual level.

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