In case you missed the furore earlier today,the Bureau of Meteorology is rebranding and wants to be called “the Bureau” rather than BOM.
The weather bureau sent a media release this morning calling for media outlets to update internal guidelines and refer to the agency as “the Bureau” rather than the acronym.
The release said it was “more crucial than ever” that the Bureau of Meteorology’s insights,data and information were shared,understood and acted upon because of increasing severe weather events.
“To support this need,the Bureau of Meteorology asks that media outlets update editorial style to ensure references to the organisation are by its full name,the Bureau of Meteorology or the Bureau for short,and not BOM or the weather bureau,” the statement reads.
Federal Environment and Water Minister Tanya Plibersek said she wasn’t focused on the rebranding amid ongoing flood and weather disasters and that the decision came under the directions of the former government.
“I am focused on making sure the Bureau of Meteorology is providing the most accurate and timely information to communities affected by floods,” Plibersek said in a statement.
“The rebrand commenced under the previous government for reasons I don’t quite understand.”
The contract for the bureau’s rebranding was awarded to The C Word Communications Agency and signed in September 2021 for $69,300.
The Bureau of Meteorology also announced it would change its Twitter handle to @TheBureau_Au,with new variations such as @TheBureau_NSW for each state and territory.
AAP