Shaping the Message

The Partnership’s Co-Chairs have endorsed a new communications strategy that aims to expand awareness and understanding of the program’s collaborative work.

At the eighth meeting of the Partnership, held in November 2019, the Communications reference group pledged to review all facets of how the program’s endeavours and outcomes are communicated to interested parties.

In response, a new Partnership communications strategy and associated work plan have been finalised, with both documents endorsed by the Partnership’s Co-Chairs at their meeting on the 19th  of June 2020.

According to Ms Liz Ritchie, Chief Executive Officer at the Regional Australia Institute and member of the Communications reference group, a key aspect of the new strategy is to enhance mutual understanding between Partnership members and to further engage key stakeholders and investors. 

“At its heart, the Partnership is about strengthening the red meat and cattle trade relationship between Australia and Indonesia,” Ms Ritchie says.

“Our new strategy sets out to ensure a more thorough understanding of the Partnership’s benefits to both countries, because this will stimulate more meaningful conversations between our governments and industries on a range of topics.”

Ms Ritchie points out that, since communications focussed largely on Indonesian audiences during the first phase of the Partnership, the new communications strategy will further embrace Australian stakeholders and media.

“The strategy will increase awareness of the Partnership and its successes,” she says. “It will also improve access to industry information, knowledge products, and networks.”

“Our communications aim to position the Partnership as a mechanism that can positively influence policy in the red meat and cattle sector.”

The strategy will engage a variety of target audiences, including Partnership members and government officials; industry, research and development stakeholders; and the general public in both Australia and Indonesia.

Communications content will be curated and tailored specifically for specific audiences in each country. 

The overarching message for Australian audiences is that: 


The Partnership promotes Australia’s access to the global supply chain for red meat and cattle products through trade and investment.

“Our aim is to make more Australians aware of the Partnership and that it is working hard to further strengthen bilateral relationships between government officials, red meat and cattle enterprises, and other stakeholders across the two countries,” Ms Ritchie says.

“They will also learn that the Partnership is promoting innovation in the sector, as well as driving improved animal welfare throughout the cattle supply chain.”

The overarching message for Indonesian audiences is that: 


The Partnership contributes to Indonesia’s food security goals and access to global supply chains by increasing investment and improving productivity, efficiency, and capacity in the red meat and cattle sector.

“We want more Indonesians to know that the Partnership is fostering trade, investment, and digital transformation in our country,” says Mr Kris Sulisto, President and Director at PT Trimitra Hasanah Prima, and an Indonesian representative on the Communications reference group.

“Indonesian stakeholders will be made aware that the program is growing the national herd and improving the efficiency of our supply chains,” Mr Sulisto says. 

“We will also emphasize that the Partnership is providing innovative solutions, expertise, experience, and skills training to improve the profitability of Indonesian cattle farmers and processors.”

At the core of the strategy is a new tagline that will be used to underscore the Partnership’s objectives and achievements:


The Partnership – increasing productivity, trade and investment in the red meat and cattle sector.

The work plan that supports the new strategy utilises a variety of communications channels. These include websites, newsletters, monthly updates, briefing packs, printed display materials, social media, events and conferences, and media tours and visits, along with industry updates and investment seminars.