As a Communications specialist – formerly (and in some cases still known as) sales, marketing, media, public relations, social and digital media director – I am fascinated by how language influences brand reception and consumer behaviour.

As a practitioner, I prefer a holistic and integrated approach to strategic business communications.

I believe the way we market goods and services has been changing fundamentally – again – and have now entered our fourth iteration of digital sales & marketing ‘best practice’ methodology since Google Search launched on 4 September 1998.

This change – as it always has been – driven through the creation, access and adoption of new technologies and intelligence systems into our everyday lives.

In building business and brand engagement with a view to revenue, it’s the communications platforms and community rules that businesses have been learning… and are now relearning all the while unaware of what they are sacrificing.

Intelligence – both personally and professionally.

Gradually, we are also starting to acknowledge and manage the associated risks of new business processes driven by the social technology and media environments we buy and sell in.

Although, IMHO, not proactively enough

I see inherent inadequacies in businesses that persist in dividing the strategic communications responsibilities.

For me, creating silos between marketing, public relations, sales and IT, is simply inefficient. Although, it does speak directly to the skills deficits of a large percentage of the workforce… especially in today’s superficially hyperconnected world.

That being said, for me, just as always, the language (and behaviour) of the executive is critical for thought leadership and the strategic imperative.

Not surprisingly, as a researcher, I focus on the business of brands (organisational, team and individual) within international marketplaces.

Some of my research projects include:

  • To Tweet or not to Tweet: Social Media As Strategic Communications in Australian Rugby Union – Looking at the process of creating and nurturing social and economic capital (value) via social technology (social media) within the international media sport business ecosystem.
  • The Art of Social Parenting – understanding the structure, privacy realties and impacts of mobile apps and add ons on your family.
  • Our School Online – Philanthropic digital transformation services in Australian Education.
  • 22nd Century Learning & Teaching environments – how A.I and quantum capability will limit bias in teaching and learning environments.

As businesses continue to play ‘catch up’ to the real technologists (the guys and girls who develop the code),

For fun, I persevere with endeavours to develop a strategic framework that not only utilises new media and social technologies but harnesses data in the best interests of the individual, team and organisation intrinsically.

This is no easy feat, given the fracturing social, legal and economic structures of western democracies.

Transformation through integrated, communications-led business strategy and new tech

Business Transformation

Design, develop and execute integrated business solutions that grow the bottom line and positive build and refinement of brands in market.

PR & Communications

Design, develop and execute strategic corporate communications and public relations campaigns.


Research, strategy design, campaign execution and measurement.

Educational Design

Research, design & deploy technology enhanced learning solutions for teachers, parents and carers who need (or want) a helping hand.

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