Strategic Leadership and Influence Through Procurement: Storytelling and Influence (Lessons from PR’s Strategic Evolution)
It was an honour last week to speak to many of the WA Government’s CFOs and procurement professionals in Perth. How does procurement amplify its voice, get a seat at the big tables, and how is procurement perceived and what does the industry want its perception to be? By Cate Rocchi, Managing Director of Perth Media. Here is a film of the event and wrap up of information presented.
1. AIUC Global (AI Usage Classification). Perth Media is an early adopter of this new Perth AI governance company which wants to influence government and organisations to encourage transparency in policy, decision making and creative work.
2. Government Funds. In 2024-25, the Australian Federal Government spent $700bn, it is the single largest economic actor and spender in Australia. The WA Government spent $45-50bn, in the same financial year. No single private company spends anywhere near that level. BHP, Rio Tinto and Woodside range between $5-10bn, per annum.
3. PR Mashup. Modern PR and Digital PR is a mix of earned media, social media (more than 20 kinds), youtube, influencers and LLM visibility and GAIO (generative AI optimisation). Creativity and imagination are more important than ever before.
4. Film. Telling CFO and finance stories through film. Access Analytic’s Jeff Robson talking AI and vast CFO opportunities.
5. Draft Stakeholders for Government CFOs. Your boss, WA Ministers, the public, the poor, the disabled, the aged, the kids, environment, suppliers, industry, colleagues, future generations. No pressure! Everyone in the audience has different stakeholders and should be designing their own strategic communications’ plan.
6. Global Edelman Trust Barometer 2025. CEO Richard Edelman says: “The crisis of grievance puts pressure on trust. The results find a descent into grievance, a progression from fear to polarisation and now into grievance. The mass class divide continues, lack of quality information, deep sense that the political system is broken, and lastly a belief that your family won’t be better off in five years. System is not working. People are pressed in terms of their bills. They find it difficult to navigate this world of misinformation and have no hope for the future. The default over the past few years, has been business is so ethical and competent, let’s go to business. It is a mistake to have business as the sole player. Business is supposed to focus on things they can do really well such as reskilling, well-paid jobs and affordable products. Other institutions have to step up. Government has to deliver and improve the lives of individuals, NGOs (not for profits) are a healing force, and the media has to come back to centre. If we get back to place where there is optimism, it can overwhelm grievance and then we can have a clear path to a belief in the future.”
https://www.edelman.com/trust/2025/trust-barometer
7. New Narrative Research in Building Uplifting and Forward-looking Perception of Procurement. From ‘cost police to strategic partner and ethical steward’.
- Data driven and tech enabled.
- Ethical and ESG-aligned. It tracks carbon footprints and uses local supply chains.
- Resilient and strategic (post COVID supply disruptions changed mindsets).
- Inclusive (supporting indigenous, regional, small business and women-owned suppliers).
- Reality is procurement is a strategic value driver – enabling risk management supply chain resilience.
- Champion of Made in WA and Made in Pilbara innovation. If it wasn’t for the WA Government contracts and ingenuity, then many could not thrive, grow and export.
- Innovatively sourcing new tech, driving cost efficiency and improving sustainability and local content outcomes.
- Procurement is where commercial, operational and ethical decisions meet.
- If we go back to the Edelman Trust Barometer, what everyone does in this room…impacts on the people of Western Australia and how aggrieved (or optimistic) they may feel now and in the future.
- Creative and imaginative, with the State’s best interests at the forefront.
- Shift frame from buying to building; use human hooks; show tangible impact of real-life impact; give procurement a voice.
