All posts by adcreators

Primary Engage

Connecting Communities with Primary Engage

Whether it’s a government department seeking to align a diverse regional workforce or a community organisation looking to understand local needs, our Primary Engage team creates spaces and opportunities for genuine communication. It’s about deliberate workshop design that meets people where they are, through their preferred channels and the issues they care about.

Two projects highlight our approach.

We recently developed a series of six stakeholder workshops for a site upgrade on behalf of a community organisation. The project focused on gathering input about the best use, design, and capacity for a beautiful area of bushland north of Sydney. As facilitators, we designed an approach that prompted valuable insights and we let the experts tell their story. We combined this with a strategic reporting method that captured everything needed to ensure an ecologically and culturally sensitive, accessible, and economically sustainable site upgrade.

We concluded the year with workshops for a major NSW Government department, focusing on testing communication and engagement approaches for a diverse, regionally based workforce. We understand that while consistency is key in messaging, implementation must be flexible and locally nuanced. Engaged early in the project, we worked with the client, presenters, and researchers to deliver an inclusive, accessible workshop series. This allowed the organisation to provide critical information while seeking local knowledge from its teams responsible for implementation.

As we look towards 2025, we’re excited to continue building bridges, sharing knowledge, and creating meaningful connections across communities.

Stay tuned and stay engaged! If we can help, reach out.

Primary welcomes Semperis to ANZ

Primary welcomes Semperis to ANZ as new client

Backed by a significant funding round, Semperis is strengthening its commitment to helping Australian businesses protect their critical cybersecurity environments. Its innovative solutions address the growing challenges of identity security in today’s digital landscape.

Since partnering with Semperis in November, Primary has already achieved incredible media traction, delivering coverage in Sky News, The Australian Financial Review, and other tier 1 trade and security publications.

We’re excited to be working with the team at Semperis, helping them continue driving success in the ANZ market!

With a proven track record, our IT comms specialists will make great things happen.

Get in touch if we can help.

Democracy

Donations will be overhauled but you’ll still pay

Legislation introduced into Federal Parliament this week to cap political donations will pass through both Houses quicker than a fast-acting laxative.

The major parties know they’ve been locked in a spending arms race for far too long.

Federal political campaign spending has risen by 144 per cent over the past 20 years, according to the Centre for Public Integrity.  Political parties spent $418 million in the year running up to the 2022 Federal election.

Sure, the independents and minor parties will feel they’re being dealt a dud hand under the proposed new laws that would kick in after the 2025 election, but don’t have the Parliamentary numbers to do much about it.

The Teals may have to go to the extreme length of dropping the pretence of being a community movement and registering as a political party to keep the cash flowing. Clive Palmer will take it to court.

And traditional media companies are going to take a massive financial hit, putting another nail into the coffins of newspapers and news radio.

One overdue change nobody can dispute is the move to political donations being disclosed online in near real-time.

The current archaic system of paper returns, with lax reporting frames and blurred rules between state and federal jurisdictions, defies easy understanding. The grey areas will persist with the states still doing their own thing, but anything is an improvement.

The other constant is the flow-on impact when somebody somewhere hands a whack of cash to a party official. We, the taxpayers, will continue to foot a bill, down the line.

Call it the cost of democracy.

Our electoral system rebates every candidate or party achieving a four-percent quota of the vote in the House of Representatives or the Senate the sum of $2.91 for every first preference vote they attract.

The lawmakers want to increase that to $5 a vote as part of the changes, supposedly to cover the added cost of compliance, which really means having volunteers do some rudimentary data entry.

Craig Regan, Senior Account Director, Primary Communication

Pace of social media crusade

Pace of social media crusade puts commonsense on the barbie

The issue is what’s called a “barbecue stopper” in politics – a topic that distracts ordinary people from what they were discussing and starts a fresh conversation

According to a Guardian poll in October, cost of living is the top concern of Australians by a country mile. Not talking about inflation is an attractive idea when you’re a government without the ability to do much about it.

National Cabinet’s endorsement of an age mandate on Friday – strongly backed by Premiers from South Australia and New South Wales – was no surprise. The commitment by the Opposition to have a law passed as early as next week was.

Our finest bureaucratic minds will have 12 months to build a plan to make this ban work – and they’ll have their work cut out.

The UK has implemented age-assurance legislation but is still to decide how it will work. Allowing banks or mobile phone providers to confirm a user is over 18, using facial recognition and asking users to upload a photo to the site that is then matched with official photo ID are all on the table.

Just like an underage kid sneaking into a nightclub to drink, you’d have to think that all of these can be worked around. Facial recognition? Even heard of Artificial Intelligence?

So, here’s an idea: Take politics and polarising/demonised figures like Zuckerberg and Musk out of the equation and ask if mandating age limits for something already in everyday use is practical.

Then look at a paper by researchers from the Black Dog Institute, published in the Medical Journal of Australia last week. It pointedly asks whether increasing social media use is causing more youth mental health problems or if rising trends in youth self‐harm have other causes.

It goes on: “Restricting young people’s access to social media could impede pathways for help‐seeking. This complexity highlights the need for a considered approach.”

Laws that can’t be enforced are as useful as an anonymous Tweet and arguably more harmful when policymakers misread the potential for unintended consequences.

Craig Regan, Senior Account Director, Primary Communication

Anatomy of a Trumpwash

Anatomy of a Trumpwash

Harris came into the two-horse race that stops the world late after her boss – a president clearly in cognitive decline – stubbornly hung around too long. She had little time to establish her own narrative – and doubled down by being too slow to do so.

Harris was inexorably tied to perceptions that the Biden administration had failed to control the cost of living and manage its own borders. That real wages in the US had been stable for the last four years didn’t matter. Politics is about perceptions.

Harris avoided set-piece mainstream media interviews and channelled her messages through social media like TikTok. Her message was that she wouldn’t change anything that had been done over the past four years. That translates to “more of the same” and all the talk about unbridled joy wasn’t going to sugarcoat that.

Trump hates mainstream media and only did interviews with friendlies. He was constantly negative and showed his customary lack of discipline. Voters had seen it all before and are largely immunised against his insults, exaggerations and barefaced lies.

Trump’s strategy – when he used one – was to focus on the hip pocket and border security and to tell a simple story, over and over. He appealed to the rusted-on, the disenfranchised and the undecided.

He isolated some voters – for example, Hispanics – but it’s a mistake to regard racial groups as homogenous voting blocs, especially in countries where attendance at a polling place is optional.

Harris knew Trump always presents as the anti-politician (and that’s always going to be relatable if you’re up against a political professional) but seemed to have a strategy to counter that.  That’s where she lost.

There are two take-outs for communicators. Firstly, voting decisions are based on a mix of analysis and emotion. They don’t vote solely on “a vibe” or a feeling of “joy”.

Secondly, if someone tells you that social media is a silver bullet, push back. Self-selecting what you want to see or hear is baked into social media, and most consumers will have their own biases reinforced, most of the time.

Craig Regan, Senior Account Director, Primary Communication

The AI revolution

The AI revolution: balancing innovation with integrity

Artificial Intelligence (AI) is shaking up the PR and communication world in ways we couldn’t have predicted a few years ago.

It can supercharge our workflows, analyse data at lightning speed, and bring speedy content and headlines to the table – mind you, with the occasional robotic poetry. Nonetheless, it’s a tool that requires thoughtful handling.

At Primary Comms Group, we’re continually learning how best to integrate new technologies into our workflows and AI is no different. We have welcomed it with an intentional, eyes-wide-open approach.

We also understand that technology evolves faster than we can say “press release”, so we’re committed to learning step-by-step, and adapting while maintaining our ethical foundation. Here’s our view, and some tips, on navigating AI’s rise with caution, curiosity, and confidence.

Taking it step by step

AI has been with us for some years, even if we haven’t realised. Think spell check, or a map app that helps you navigate the best way from A to B using the quickest route. The advent of Large Language Models has made it feel like AI has just arrived but in reality, it is just another step in the evolution of AI.

There are still major improvements to be made before it is fully formed. It’s more of a series of capabilities, with its true potential waiting to be unlocked, however, if we can understand how it works, we can start unleashing its capabilities.

By fostering the right culture at the organisational level, we can also help shape the evolution of how we can benefit from AI, preserving human creativity and avoiding de-skilling, even as we outsource certain tasks.

Tip: Start small and adjust as you go. AI usage guidelines allow you to take advantage of AI’s strengths while keeping its limitations in check. After all, today’s “cutting edge” quickly becomes tomorrow’s “baseline”.

 Recognising AI’s limits

For all its potential, AI is not infallible, nor is it a substitute for expertise of an educated, creative staff member. PR is as much about intuition, storytelling, and context as it is about data. Yes – AI can analyse and generate content, but it lacks the deep human insights that make communication work truly resonate.

It’s essential to scrutinise generated content, reviewing and editing carefully to ensure it aligns with our standards and maintains our unique voice. Validating AI research outputs is also crucial, as these tools can unintentionally perpetuate existing biases in their data model.

One significant issue is the potential for misinformation and deepfakes. AI can make anyone say anything. Data privacy is another issue, especially with open-source large language models like ChatGPT, which rely on vast amounts of data to function. This raises legitimate worries about the security and confidentiality of personal or sensitive information.

Tip: Keep a clear view of where AI fits in and where it falls short, preserving the security of confidential data or information, and ensuring that technology supports human creativity rather than eclipse it.

 Ethics isn’t just a side note

Ethics must be our guiding light in AI’s expansion into PR. Whether we’re using AI to analyse data, create content ideas or forecast trends, the human touch and ethical oversight are essential. Every AI-driven initiative must align with our ethical and professional standards of honesty and integrity.

Additionally, by openly acknowledging AI’s role, we maintain trust and set realistic expectations, reinforcing our commitment to ethical practices.

Tip: Even with the lure of full automation, ethics must remain front and centre. Defining AI usage expectations and employee responsibility ensures integrity.

Critical thinking, self-awareness and transparency key in the age of AI

No matter how “smart” the technology seems, we must maintain a critical eye on its output. We simply can’t afford to relinquish the reins; instead, we must actively steer AI toward the best outcomes while being aware of its biases and limitations and our own!

Tip: Prioritise transparency, acknowledging when AI is involved and how it’s being used to enhance, not replace, the creative process.

Mary-Anne Boustany, Senior Account Director, Primary Comms Group

Primary partner shines brightly at CPRA Awards

Primary partner shines brightly at CPRA Awards

In a night full of celebration, inspiration, and recognition for the industry’s best and brightest, Communication and Public Relations Australia (CPRA) has announced the winners of its annual Golden Target Awards.

In our view, none were more deserving than our own Elaine Banoub who took home the Professional of the Year award.

Elaine’s 22-year long career in PR is marked by passion for her work and a constant drive for excellence. Balancing her role as a mum of two young children, Elaine’s dedication to her craft is unwavering, leading Primary’s technology, social and tourism client portfolios.

The accolades point to individual excellence but also her commitment to the Primary team and to the industry.

“Elaine’s dedication and approach to her work, as well as her impact on the broader team, make her an unparalleled force in our sector,” said Chris Hall, CEO, Primary Comms Group. “Her commitment to excellence and to fostering growth set her apart as a true leader, embodying the very spirit of our team at Primary.”

Over the past year, Elaine has been instrumental in securing new business to drive Primary’s growth – such as Primary’s first international aviation client – and has proven invaluable during client secondments, seamlessly integrating into their team to maintain momentum and deliver successful programs.

Beyond her own success, Elaine prioritises mentorship, supporting continued professional development within the team and fostering creativity. Elaine has led the development of the “Innovation Lab” and has also found time to mentor PR and comms students at Macquarie University.

Elaine said, “I’m honoured to receive this award and grateful to be recognised alongside such talented professionals. It’s a testament to the hard work of my team and our shared commitment to pushing boundaries in communication. A huge congratulations to all the winners and finalists in the Golden Target Awards, Australia’s most prestigious communication awards program.”

Primary also took home a bronze for its work with Hysata, helping the company achieve Australia’s largest climate tech Series B round in the Corporate Reputation and Management Campaign category.

 

QLD Elections

Tightening of the margin only blurred the inevitable in Queensland elections

The It’s Time factor hung over Labor in last weekend’s Queensland election after a decade of being in power, but a closing of the margin in public voting intention polling was inevitable as Polling Day loomed.

Labor says policies like its 50 cent public transport fares showed its laser focus on cost-of-living issues and lifted its stocks. Commentators are blaming the Liberal National Party’s inability to control the messaging on its stance on re-criminalising abortion.

The rest of us know that uncommitted voters re-consider their options as they approach a polling booth in the same way they choose between barbecue or tomato sauce when they buy a sausage sanger.

Less predictable were the poor showings by One Nation and The Greens.

There’s a school of thought that says One Nation’s influence in its home state has been diminishing since the Federal Liberals installed a Queenslander, Peter Dutton, as leader and turned up their tough guy rhetoric, post the Voice referendum.

The Greens, on the other hand, have become increasingly confrontational at the Federal level – which is the polar-opposite for a party that’s supposed to run its own show on consensus.

Being tough on youth crime was the big issue in the run up to the polling with the LNP winning 11 electorates in regional centres. The Greens were never going to convince anyone they knew how to carry a big stick, let alone use one.

Some of the closest seats are yet to be finalised, but it is clear the LNP has won a majority, ending a three-term Labor Government. David Crisafulli was sworn in as the new Premier of Queensland today.

 

The more things change

The more things change…

Local elections in the ACT are hard to get your head around, partly because of the preferential voting system but also because the result doesn’t much matter to anyone living outside the Territory’s borders.

The ACT has had a Labor coalition running it for 23 years. That’s seven terms. Last weekend’s election swapped out the Greens for a block of Independents to share power with Labor.

That shouldn’t be a surprise. Almost four-in-ten Australian Public Service members call the ACT home and building a bigger public sector is what Labor governments do. Plus, the Liberal Opposition didn’t present a convincing case for change.

I briefly lived in the ACT in the 1990s when the population was a touch over 300,000 people. It’s about to hit the half million mark, but the populace’s fondness for being governed by an interventionist, left-of-centre elected body remains in place.

It was a different story in one of the three by-elections in NSW last weekend. The contest in Pittwater will result in Jacqui Scruby becoming the first Teal Member in a State Parliament.

The by-election was triggered by Liberal Rory Amon quitting parliament in August after being charged with child sex offences (which he denies.)

Libs Monica Tudehope took former Premier Dominic Perrottet’s seat of Epping, while James Wallace won ex-Treasurer Matt Kean’s Hornsby spot in a canter. Labor did not contest either seat.

The implications for the Government and Opposition alike are minimal.

Scruby says she wants to work with both sides but will likely vote with Labor.  The Liberal brand is on the nose after the local government nominations farce but the number of contenders wanting to knock off Opposition Leader Mark Speakman will fit in a phone box. For now.

Craig Regan, Senior Account Director, Primary Communication

The Golden Target Awards Shortlist

We Have Made The Golden Target Awards Shortlist!

We are excited to announce that Primary Communication has been shortlisted in several categories for the prestigious CPRA Golden Target Awards, which will be held on October 30 at the ICC Sydney!

Congratulations to one of Primary’s partners, Elaine Banoub, who’s a finalist in the Professional of the Year category. Elaine leads on a number of key accounts and has been instrumental in establishing new processes and initiatives that have contributed positively to business growth and staff wellbeing but also to the sector as a whole.

Primary is also honoured to have been shortlisted for:

  • Hysata, integrated PR and GR program to help secure Australia’s Largest Climate Tech Series B Round (Campaign category: Corporate Reputation and Management)
  • Royal Life Saving NSW, ACT, TAS, advocacy to secure funding for the Project Harmony swimming education program for our most vulnerable communities (Campaign category: Public Affairs and Advocacy)

A huge congratulations to all the other finalists! We can’t wait to celebrate at the awards night.