--- title: "EP#181: Beyond the brand: Building trust in local government comms" description: Governments generate endless information, but so much of it goes unseen. So, how do we turn it into content people actually care about? image: https://blog.govcommsinstitute.com/hubfs/Govcomms%20ep%20181%20Social%20tile.jpg --- Talk to us [![fb](https://blog.govcommsinstitute.com/hubfs/facebook-brands.svg)](https://www.facebook.com/govcinstitute) [![li](https://blog.govcommsinstitute.com/hubfs/linkedin-brands.svg)](https://www.linkedin.com/company/govcomms-institute) [![tw](https://blog.govcommsinstitute.com/hubfs/twitter-brands.svg)](https://twitter.com/govc_institute) [![in](https://blog.govcommsinstitute.com/hubfs/instagram-brands.svg)](https://www.instagram.com/govcommsinstitute/) [![logo-white](https://blog.govcommsinstitute.com/hs-fs/hubfs/logo-white.png?width=197&height=40&name=logo-white.png "logo-white")](https://contentgroup-19617054.hs-sites.com/home-2) [![GCI Horizontal Logo](https://blog.govcommsinstitute.com/hs-fs/hubfs/GCI%20%20Horizontal%20Logo.png?width=197&name=GCI%20%20Horizontal%20Logo.png "GCI Horizontal Logo")](https://blog.govcommsinstitute.com/podcast/ep181-beyond-the-brand-building-trust-in-local-government-comms) - [Podcast](https://blog.govcommsinstitute.com/podcast) - [About us](https://www.govcommsinstitute.com/about) - [Contact us](https://www.govcommsinstitute.com/contact) [Back to blog](https://blog.govcommsinstitute.com/podcast) # EP#181: Beyond the brand: Building trust in local government comms [![](https://blog.govcommsinstitute.com/hubfs/GovComms%20Institute%20Logo-01.jpg)  GovComms Institute Team](https://blog.govcommsinstitute.com/podcast/author/govcomms-institute-team)  | Jun 4, 2025 11:32:04 AM [Featured](https://blog.govcommsinstitute.com/podcast/tag/featured) ![](https://blog.govcommsinstitute.com/hubfs/Govcomms%20ep%20181%20Social%20tile.jpg) Is your comms team keeping up, or just keeping busy? In this episode of GovComms, David Pembroke sits down with Mitchell Dye, the dynamic voice behind the City of Greater Geelong’s external communications. From community radio to leading digital strategy, Mitchell shares a front-row view of how local government is reinventing the way it engages with citizens—one authentic story at a time. David and Mitchell unpack what it takes to stand out in the crowded digital landscape, why the best communicators aren’t always in the comms team, and how to build trust through relatable, local voices. With fresh insights from years of hands-on experience, Mitchell offers a practical roadmap for future-proofing local government communication. ## Stream the episode on Spotify:   ## Discussed in this episode: - Reinventing comms in local government - Authentic storytelling vs polished branding - What community radio taught Mitchell about public comms - Finding trusted voices beyond the comms team - Managing 24/7 comms without burning out ## Show notes: - [Planner | Microsoft](https://support.microsoft.com/en-us/office/get-started-with-microsoft-planner-fe43c972-5a95-4071-86d4-423a64a3b21e) - [94.7 The Pulse | Geelong Community Radio](https://947thepulse.com/) - [Blog | GovComms Podcast](https://blog.govcommsinstitute.com/podcast) Watch the full episode: --- ###### About the Author GovComms Institute Team ### On the same subject ### [EP#182: From crisis to TikTok: Rethinking Government comms](https://blog.govcommsinstitute.com/podcast/ep182-from-crisis-to-tiktok-rethinking-government-comms) [GovComms Institute Team](https://blog.govcommsinstitute.com/podcast/author/govcomms-institute-team) [Featured](https://blog.govcommsinstitute.com/podcast/tag/featured) ### [EP#175: How to Speak with Power & Build Trust: The Gravitas Masterclass](https://blog.govcommsinstitute.com/podcast/ep175-how-to-speak-with-power-build-trust-the-gravitas-masterclass) [GovComms Institute Team](https://blog.govcommsinstitute.com/podcast/author/govcomms-institute-team) [Featured](https://blog.govcommsinstitute.com/podcast/tag/featured) ### [EP#174: Trust, Humour and Bureaucracy: The Secret Sauce of Gov Social Media](https://blog.govcommsinstitute.com/podcast/ep174-trust-humour-and-bureaucracy-the-secret-sauce-of-gov-social-media) [GovComms Institute Team](https://blog.govcommsinstitute.com/podcast/author/govcomms-institute-team) [Featured](https://blog.govcommsinstitute.com/podcast/tag/featured) [![GCI Horizontal Logo](https://blog.govcommsinstitute.com/hs-fs/hubfs/GCI%20%20Horizontal%20Logo.png?width=200&height=41&name=GCI%20%20Horizontal%20Logo.png "GCI Horizontal Logo")](https://blog.govcommsinstitute.com/) A global platform for government communicators. - SITE MAP - [Home](https://www.govcommsinstitute.com) - [About us](https://www.govcommsinstitute.com/about) - [Contact us](https://www.govcommsinstitute.com/contact) - LEGALS - [Privacy Policy](https://www.govcommsinstitute.com/pirivacy-policy) - [Terms & Conditions](https://www.govcommsinstitute.com/terms-and-conditions) - CONTACT US - [+61 2 6273 0232](tel:+61%202%206273%200232) - [govcomms.institute@contentgroup.com.au](mailto:govcomms.institute@contentgroup.com.au) - [Level 3, 2 Mort Street, Canberra, ACT 2601 GPO Box 2381, Canberra, ACT 2601](https://goo.gl/maps/4iAFuvdJ1KbTe28CA) - Copyright © 2020 contentgroup Theme designed by [Markentive](https://www.markentive.com/)