I’m obsessed with communication. Always have been.
I started interviewing friends and family in the mid-80’s using my trusty electric blue boom box and tape deck. I wrote, designed and self-published my first magazine at eight. Then I hustled to sell it in the playground.
I‘ve always been a media consumer and contributor.
I’ve worked in many forms of communication production throughout my career. I was originally a daily news journo for print newspaper and business magazines, which took me across the Asia Pacific and the UK. At 22, I won a prestigious Walkley Award for excellence in group newspaper journalism during the Asian financial crisis of the late 1990s (yes, aeons ago).
I’ve also been an on-air TV reporter and consulted as a PR and media relations expert to hundreds of well-known Australian brands in the business and charitable sectors. Combined with my experience in online communications, this gave me the reputation of being Australia’s most agile business communications expert.
Outside of work, I’m a keen art collector, embrace the chaos of raising two boys, and sit as a non-executive Director on a number of Boards. Away from the tools, I can also be found indulging in French Rosé, pungent cheese, and air-freighted editions of Vanity Fair magazine. Despite being on the wrong side of 40, I am also considering a return to my marathon competing days.
I launched my original business, Bespoke Communications, in 2007 with a single client and $1,000 in the bank. My goal? To deliver custom communication solutions for small, medium and large organisations, helping them refine and succinctly convey their message.
Why? Because every brand is different and so, too, are their needs. The media, though, is indiscriminate and unforgiving.
Fast-forward a decade and I’ve become Sydney’s go-to consultant in both traditional and digital media, public relations, crisis communications and the personal brand communications space. I work with CEOs and Executives to deliver C-Suite media training and Business leadership presentation skills. My clients span all industries – from creatives through to finance – and big and small business, start-up, entrepreneurial and not for profit fields.
Beyond consulting and speaking, I also deliver training and coaching programs Australia-wide (over 10,000 since November 2007, to be exact!).
Clients: Clients past and present include AECOM, Deloitte, Carers Australia, Australian Science Innovations, Law and Justice Foundation of NSW, Origin Energy, NEXA Group, Scentregroup, Deloitte, W Hotels, Hilton Australasia, Hayman Island, Business Chicks, AGSM, Macquarie University, Finity, Pitcher Partners, and the International Fund for Animal Welfare – just to name a few!
Awards: I’m a four-time nominee in the Telstra Business Women’s Awards and was a National Finalist in the 2015 Flying Solo Business Awards. I’m also a Walkley Award-winning journalist for outstanding financial media reporting.
Qualifications: BA Communications (UTS, Sydney), majoring in Journalism and Asia Pacific politics. A Masters of Arts from the University of New South Wales. A Certificate IV in Workplace Training & Assessment (Train the Trainer) (UTS).
Media: My weekly podcast ‘The Politics of Everything’ enjoyed over 100,000 downloads in its first year alone, without any paid promotions or sponsorships. It’s all about the content.
Publications: I’ve published two books, both of which are best sellers (Well Said: How to be heard in Business and Generate Real Influence and Well Spun: Big PR and Social Media Ideas for Small Business). I’ve had PR and media industry related articles published globally. I’m also an industry commentator, MC, guest speaker and business presenter for clients Australia-wide.
Outside of work, I’m a keen art collector, embrace the chaos of raising two boys, and sit as a non-executive Director on a number of Boards. I also (secretly, mind you) love indulging in French Rosé, pungent cheese, and air freighted editions of Vanity Fair magazine.
Beyond fine wine, everything French, my family, creative arts, and always dreaming big, here are some specific causes and organisations that make my heart sing. Some are pro-bono clients and others are philanthropic causes I sponsor.
These organisations deserve an extra special shout out:
Is a Sydney-based not-for-profit organisation that is helping schools, organisations and communities to respond effectively to differences of culture and belief.
Isis about empowering and enabling individuals to take control of their lives and to invest in their future.
Is there for people in need, no matter who you are, no matter where you live.
Is dedicated to documenting and teaching the history of the Holocaust, challenging the perception of morality, social justice and human rights.
Amber offers an honest and straight-talking approach that is backed by years of industry knowledge, and she tailored her training to my specific needs so it was relevant and fast paced.
CEO of Business Chicks
Amber’s in-depth media training sessions have helped build the confidence of a number of AECOM’s technical leaders. Enabling typically camera-shy engineers to deliver clear, concise and impactful comments despite facing challenging and emotionally charged situations. She’s played a key role in equipping a number of our leaders to protect and enhance our brand in the marketplace.
Director, External Affairs Australia New Zealand, AECOM
Managing the Media was a really concise, hands-on workshop that made all the difference to how I plan and execute my ideas for media interviews, whether they be online, print or broadcast. Amber’s passion and ability to unpack ideas targeted at my level was valuable and memorable.
Head of Cyber Security at Marsh
IFAW has worked exclusively with Amber Daines as our media trainer since 2012, for a number of high profile media campaigns. Our media spokespersons have learned invariable media interview techniques and mastered their own authentic style with her guidance and input.
Communications Manager, IFAW (International Fund for Animal Welfare)
I’ve attended a number of media training events but this was the best. It was taught by knowledgeable people and it was great to have real journalists to practice with.
Executive Dean, Faculty of Business and Economics at Macquarie University
Amber's presentation was engaging and informative, developed specifically for our needs to meet the curriculum requirements of our program and her depth of knowledge and experience was evident at all times. I would highly recommend Amber for your development or public speaking engagements, a highly capable speaker who really knows her topic!
CEO at FlexCareers
Amber kicked off our 'In the Spotlight' series in February 2017, with an incredible one-hour masterclass all about 'How your creative soul can be heard and generate real influence'. She was polished yet accessible, practical yet engaging offering valuable content that kept the group inspired. I have since recommended Amber to several members of the Mama Creatives community for private sessions and would not hesitate to recommend her again.
Founder, Mama Creatives
Working with Amber has not only boosted my confidence when speaking to media, it has also demystified the media industry in a way that I can understand and tweak my pitches appropriately. Amber is very knowledgeable and extremely professional, I wouldn't hesitate to recommend her services.
Co-Founder of The Decorating School, Interior Stylist and Author