I am a brand communication and reputation specialist.
A multiple industry award winner, my signature approach of combining big picture strategic thinking with meticulous execution has been honed after more than 30 years in the professional communication industry as a marketer, PR advisor, brand strategist, speech writer, editor, publisher, educator and author.
Founder and MD of Melbourne PR & Marketing, I work with professional service businesses and government organisations to strategically position and communicate their brand, engage their audiences and build reputation. For businesses, this helps them attract high quality clients and be seen as the go-to people in their industry. For government organisations, this helps them raise awareness and understanding, advocate more successfully, and inspire support and collaboration for better community outcomes.
I also conduct masterclasses and delivers keynote addresses on marketing, strategic communications, advanced communication skills and building reputation.
I have exceptional experience in media and issues management, leading crisis communications teams responding to some of Australia’s highest profile incidents and issues, including the Cranbourne Methane Gas crisis (2008) and Black Saturday fires (2009).
A professional writer, I am the author of BRANDcode®, a marketing guide for small business. I have also written thousands of marketing materials and achieved many published articles. My manuscript, in development, is on how organisations can build a great reputation by aligning their internal culture, brand communication and customer experience.
I am tertiary qualified in professional communication, business management, psychology and secondary education, accredited with the International Association for Public Participation and an accredited consultant trainer of Extended DISC diagnostic tool.
I am a Fellow of the Public Relations Institute of Australia.
I believe having a great reputation is the key to long-lasting business success. Reputation is all powerful and can take years to build. Yet it is also fragile and can be damaged within a heartbeat through bad press, customer complaints or negative reviews.
After more than 30 years working in professional communication, I have come to learn that an organisation’s internal culture, brand communication and customer experience delivery, are inextricably linked. These three elements work together to create your reputation, which, at the end of the day, is the sum total of what employees, customers and the general public think and say about you.
A bad reputation has widespread implications. It manifests in reduced employee productivity and morale, negative reviews on social media, an increase in customer complaints, and diminished trust, to name a few.
A great reputation gives the exact opposite. When there is trust and goodwill in your brand, you’ll have staff who think, speak and act in line with your vision, mission and core values, increased customer loyalty and engagement, a more positive public profile, stronger stakeholder relationships and a more profitable and sustainable business.
I also believe that reputation is a choice. The good news is, you can influence people’s perceptions of you and help shape the reputation you desire.
I work with businesses and government organisations that want to build a great reputation. Using my unique Reputation Equation™ model, I deliver consultancy services and in-house masterclasses that help you forge a greater alignment between your organisational culture, brand communication and product/service experience. It’s this alignment that builds a great reputation.
My unique BRANDcode® Marketing Method underpins the strategic services and skills development programs I deliver. The models help clients clarify their unique point of difference and value proposition; build a distinctive brand aligned with their vision, mission and core values; understand their marketing capabilities; capitalise upon their strengths, opportunities and challenges; analyse their competitors; know their target markets intimately; select the best marketing mix strategies to achieve defined goals; craft compelling messages; and deliver these through the right combination of online, social, print, face to face and mobile mediums.
The Reputation Equation™ is a three-dimensional system designed to cause a stronger alignment between an organisation’s culture, brand communication and the experience they deliver through their product / service. It’s this congruence that helps them build a great reputation.