Strategy and Reputation

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Need to master your communications messages fast?

I am passionate about the power of communication to change both your business and professional profiles.

That includes having a clearly defined communications strategy – a roadmap for your PR platforms and other channels – and a laser focus on your reputation and that of your organisation, in both good times and bad.

I have been a trusted crisis communications advisor for state and federal government departments, high-profile entrepreneurs, flagship businesses, industry associations, and blue-chip, listed companies. Over the last decade I have worked with those facing media scrutiny, shareholder revolt and leadership challenges to help them strategise, plan and execute communications both internally and externally. I help leaders navigate their way forward.

Admittedly, I do love a crisis! Why? Helping others to communicate with their stakeholders, using my 25 years of communications expertise, connections and leverage has been some of my favourite work. There is real impact. It matters.

Amber Daines

A few examples.

In 2020, I was seconded to help lead the delivery of a new Code of Conduct-focused internal communications campaign under Westpac’s CORE (Customer Outcomes and Risk Excellence) program, with a focus on Board and Executive oversight of non-financial risk. This included generating daily updates for 14 workstreams across the Westpac Group with direct impact for 16,000 employees. The end goal was to reset the bank’s risk culture, frameworks and capability through more engaged, honest communications across the business units, with stakeholders including frontline staff, People and Culture, and IT and involved an ongoing collaboration with the executive leadership team and CEO. Tools such as videos, leadership forums, staff training programs and playbooks were all part of a complex internal communications program that ran for 12 months.

In early 2018, I worked on an intense crisis communications program for AMP’s communications team during the Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry. There was a strong internal and media component to the 90-day communications program as a new board and CEO was appointed during this headline-grabbing AMP crisis.

Also, I was engaged by the NSW Government-owned Corporation WaterNSW, as the Communications Strategist and Drought Communications Lead during one of the worst droughts on record in 2018-19. I drove communications delivery on a range of drought emergency projects undertaken by WaterNSW, to extend the availability of water for critical human needs in Greater Sydney and major regional centres such as Dubbo and Tamworth.

Prior crisis and issues management campaigns that Amber has worked on include projects for Sephora, Finity, The Cosmetic Institute, Qantas, and Samsung.

If you need to master your crisis communications fast and are ready to engage me for your reputational PR services, please drop me a line for a confidential chat!

Amber also helps companies protect and elevate their wins, refine their communications messages and promote their good news, as part of her strategic communications work