Expert to review AWI media strategy

Expert to review AWI media strategy


Wool
Kim and (right) Rocky Henderson, Grogansworth Merino stud, Bowning, AWI director David Webster, industry events manager Wendie Ridgley and director Colette Garnsey, at the agm in Sydney last week.

Kim and (right) Rocky Henderson, Grogansworth Merino stud, Bowning, AWI director David Webster, industry events manager Wendie Ridgley and director Colette Garnsey, at the agm in Sydney last week.

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Australian Wool Innovation is attempting a backflip on its relationship with rural media.

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Australian Wool Innovation is attempting a backflip on its communications strategy with rural media, employing an external expert to improve its public relations.

In a far cry from last year’s announcement the industry group was sidestepping agricultural media, AWI board and senior executives are undergoing training in dealing with stakeholders.

Board member Colette Garnsey said the training was in response to chairman Wal Merriman’s breach of AWI’s code of conduct. 

“It has been a busy time for all in the company and many are under pressure, however it is under pressure that we need to shine with our achievements,” Ms Garnsey said.

Mr Merriman said his behaviour needed to improve. “I haven’t been a good pupil but I’m going to continue with the therapy,” he said. 

AWI chief executive Stuart McCullough said it was a review of the company’s communications strategy.

“I don’t think we have never not worked with the media – that is not our modus operandi,” Mr McCullough said. 

“As a department, as a company, as a person, we all look to improve.” 

The story Expert to review AWI media strategy first appeared on Farm Online.

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