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# PR Agency Sydney | Boutique Public Relations | Primary Comms: Integrated PR, engagement, and creative agency, partnering with clients to make great things happen.

## Sitemaps
[XML Sitemap](https://primarycommsgroup.com.au/sitemap_index.xml): Includes all crawlable and indexable pages.

## Posts
- [Media training is so much more than just memorising key messages ](https://primarycommsgroup.com.au/media-training-is-so-much-more-than-just-memorising-key-messages/): Media interview techniques and mastering corporate messaging matter but they are not the whole story, they are just one element of effective media training. 
- [“With all due respect”, Angus, you need to do better](https://primarycommsgroup.com.au/with-all-due-respect-angus-you-need-to-do-better/): Primary Comms Group’s media training builds that craft before the cameras roll. If your next interview needs to go better than Taylor’s did, talk to us about media training.
- [Primary Comms Group welcomes Hardman Communications](https://primarycommsgroup.com.au/primary-comms-group-welcomes-hardman-communications/): Primary Comms Group has today welcomed the Hardman Communications team into its growing agency, strengthening its specialist capability across the agriculture and industrial sectors. 
- [Bounces are a distant memory as NSW Budget lands with a dull thump](https://primarycommsgroup.com.au/bounces-are-a-distant-memory-as-nsw-budget-lands-with-a-dull-thump/): The New South Wales State Budget has landed with all the fanfare of a Temu package tossed onto the front porch by a harried delivery driver.
- [Pragmatic politics will shape next week’s NSW Budget](https://primarycommsgroup.com.au/pragmatic-politics-will-shape-next-weeks-nsw-budget/): Barack Obama once said: "A budget is more than just a series of numbers on a page; it is an embodiment of our values."
- [Some brands win the World Cup: Most just buy tickets](https://primarycommsgroup.com.au/some-brands-win-the-world-cup-most-just-buy-tickets/): The first is treating the tournament as something you produce content around for six weeks, not just paying for a logo placement once. This is where a good public relation agency and strong PR strategy come in. Most brands do the opposite and wonder why no one remembers them. The real spend is on storytelling, distribution, and the rights to fast turnaround content during matches. Adidas built campaigns around individual players and moments. The brands that bought billboards did not.
- [Cyber-safety in an AI world: What Primary learnt at Infosecurity Europe 2026](https://primarycommsgroup.com.au/cyber-safety-in-an-ai-world-what-primary-learned-at-infosecurity-europe-2026/): This week marked the annual Infosecurity Europe conference, the leading event for the cyber security community held in London on 2-4 June. With the theme, “Building a Safer Cyber World", Primary’s Senior Account Manager Renee de la Motte attended to learn about protecting people, assets and data in today’s rapidly evolving threat landscape.
- [Don’t diminish your story by watering it down](https://primarycommsgroup.com.au/dont-diminish-your-story-by-watering-it-down/): One of the most important lessons in media and presentation training is to avoid qualifiers that weaken your message. In interviews, cut-through comes from being concise, direct and deliberate.
- [Behind the Budget: Canberra’s push for economic resilience](https://primarycommsgroup.com.au/behind-the-budget-canberras-push-for-economic-resilience/): From beneath the mountain of Budget papers (yes they are still a thing even in this digital age), forecasts and Treasury jargon, one thing is clear; this is not simply a fiscal roadmap for the year ahead. It is Canberra signalling that Australia needs to be prepared for the next geopolitical shock, in whatever shape it may arrive. 
- [RLS takes Tasmania](https://primarycommsgroup.com.au/rls-takes-tasmania/): Primary was honoured to help bring together leaders and community representatives at Parliament House in Hobart, to celebrate 110 years of Royal Life Saving, and its enduring contribution to water safety and drowning prevention across Tasmania.
- [Allan Government re-shuffle looms after three ministers announce retirements](https://primarycommsgroup.com.au/allan-government-re-shuffle-looms-after-three-ministers-announce-retirements/): Premier Jacinta Allan has a chance to renew her Ministry ahead of the Victorian State Election, with three members of her executive formally announcing they will not re-contest their seats.
- [Turning community opposition into a strategic advantage](https://primarycommsgroup.com.au/turning-community-opposition-into-a-strategic-advantage/): It all depends on how feedback is used, how you build credibility, especially with critics. Controlling the narrative around the project is also important. An effective Stakeholder Engagement Strategy should always be part of any community engagement. However, this is often neglected by proponents.
- [One Nation: 23%, thirty years and still not ready to govern](https://primarycommsgroup.com.au/one-nation-23-thirty-years-and-still-not-ready-to-govern/): This week I have written about the South Australian election result, and about the NSW census data that shows which communities are most exposed to One Nation’s surge. The picture that emerges from both pieces is of a party whose political moment has genuinely arrived. Or has it?
- [One Nation has no MPs in NSW: The census reveals where they might surge](https://primarycommsgroup.com.au/one-nation-has-no-mps-in-nsw-the-census-reveals-where-they-might-surge/): On Monday I argued the South Australian result was not just a Labor triumph but a warning. The numbers in the SA upper house have now firmed up, and the warning is louder.
- [Stakeholder engagement strategy: The advantages of early engagement](https://primarycommsgroup.com.au/stakeholder-engagement-strategy-the-advantages-of-early-engagement/): When discussing a stakeholder engagement strategy with clients we always recommend getting in early.  Early engagement with the local community offers significant strategic, social, and regulatory advantages that can materially improve the chances of a smooth and timely development approval.
- [More than just a Labor triumph, the SA election is a warning for everyone in NSW](https://primarycommsgroup.com.au/more-than-just-a-labor-triumph-the-sa-election-is-a-warning-for-everyone-in-nsw/): South Australia voted on Saturday, and the headlines will tell you Labor romped home. Peter Malinauskas secured a second term, expanded his majority, and on the current count the Liberals were reduced to just four seats in a 47-seat chamber. On the surface, it looks like a landslide.
- [The real test for One Nation and why this matters for business](https://primarycommsgroup.com.au/the-real-test-for-one-nation-and-why-this-matters-for-business/): With one year to the NSW state election, the political picture is becoming clearer. Minns is the favourite to return to government - there is a good chance he will govern in minority, not majority. That means the crossbench will retain leverage, and the next government’s program will depend on negotiations in the Upper House with the Greens, One Nation, and independents. For organisations operating in NSW, this is not background noise. It is the operating environment. And the window to shape it is exactly twelve months wide.
- [Policy battleground and the numbers](https://primarycommsgroup.com.au/policy-battleground-and-the-numbers/): THE OPPOSITION’S EQUATION
- [The clock is ticking](https://primarycommsgroup.com.au/the-clock-is-ticking/): This past Saturday marked exactly one year until the 2027 New South Wales state election. On 13 March 2027, Premier Chris Minns will seek a second term against Opposition Leader Kellie Sloane’s Coalition - and the latest polling makes him a clear favourite to retain government. The more consequential question is not whether Minns survives, but by how much: majority government or another term of minority rule. That distinction will determine the regulatory and legislative operating environment for every business in NSW for the four years that follow. For executives, the starting gun has fired.
- [One drowning is one too many, our target must be zero](https://primarycommsgroup.com.au/one-drowning-is-one-too-many-our-target-must-be-zero/): The below opinion piece by Royal Life Saving CEO Michael Ilinsky was originally published in the Newcastle Herald. The article explores why drowning prevention should be treated with the same urgency and national commitment as road safety.
- [Taking on the job nobody really wanted](https://primarycommsgroup.com.au/taking-on-the-job-nobody-really-wanted/): Angus Taylor knows too well that he’s just entered a whole new world of pain with his elevation to the leadership of the Federal Opposition.
- [Charting the road ahead to net zero](https://primarycommsgroup.com.au/charting-the-road-ahead-to-net-zero/): The Australian Government has an ambitious national target to reduce greenhouse gas emissions by 62-70% below 2005 levels by 2035, as part of its broader pathway to net zero emissions by 2050. This significant step builds on Australia’s climate commitments and signals a stronger investment and policy direction for decarbonisation.  
- [Smarter than the machine – why lifelong learning matters now more than ever](https://primarycommsgroup.com.au/smarter-than-the-machine-why-lifelong-learning-matters-now-more-than-ever/): World Education Day is a timely reminder that education doesn’t stop at the school gate or the university campus. It is a lifelong pursuit, shaping how we think, adapt and engage with the world, long after formal study ends. 
- [The great divide: those who use AI to service  PR, and those who use human intelligence to shape PR](https://primarycommsgroup.com.au/the-great-divide-those-who-use-ai-to-service-pr-and-those-who-use-human-intelligence-to-shape-pr/): Chris Hall, CEO, Primary Comms Group
- [Primary partners with Business Sydney to deliver an exclusive forum with AFR editors](https://primarycommsgroup.com.au/primary-partners-with-business-sydney-to-deliver-an-exclusive-forum-with-afr-editors/): In a time when credible information and trustworthy journalism are more valuable than ever, the Primary Comms Group was proud to partner with Business Sydney for an exclusive reception, which featured the Australian Financial Review’s editorial leadership team.
- [Chris Hall represents Primary at the Australian Event Awards and Symposium 2025](https://primarycommsgroup.com.au/chris-hall-represents-primary-at-the-australian-event-awards-and-symposium-2025/): Industry leaders came together in Coffs Harbour for the Australian Event Awards and Symposium 2025, a premier gathering celebrating innovation, collaboration, and leadership across the events sector. 
- [Popcorn ready? Albo-Trump meeting will be compulsory viewing](https://primarycommsgroup.com.au/popcorn-ready-albo-trump-meeting-will-be-compulsory-viewing/): Start cooking the popcorn and grab a comfy chair, preferably with line-of-sight to a TV. The scheduled meeting between Prime Minister Anthony Albanese and Donald Trump on Monday 20 October in Washington will rate like a State-of-Origin decider.
- [Primary welcomes Plain English Foundation to the fold](https://primarycommsgroup.com.au/primary-welcomes-plain-english-foundation-to-the-fold/): Primary Comms Group is proud to welcome Plain English Foundation, Australia’s leading provider of plain language training and editing, to our growing portfolio of education and professional development clients.
- [Primary appointed official press office for Castle Group](https://primarycommsgroup.com.au/primary-appointed-official-press-office-for-castle-group/): Primary is proud to announce we’ve been appointed as the official press office for Castle Group, providing media management for one of Western Sydney’s leading residential land developers.
- [Primary shortlisted for CPRA Golden Target Awards](https://primarycommsgroup.com.au/primary-shortlisted-for-cpra-golden-target-awards/): Celebrating our work on the Australian Remembrance Foundation: Harbour Sunset Tribute
- [The future of news and strategic communication](https://primarycommsgroup.com.au/the-future-of-news-and-strategic-communication/): There’s no doubt about it; we live in an attention economy. A digital world inundated with content from all fronts. From election campaigns to controversial denim campaigns, we’ve seen untoward tactics used to capture mindshare in an age where virality is king.  
- [When trust walks out the door it’s hard to persuade it to return](https://primarycommsgroup.com.au/when-trust-walks-out-the-door-its-hard-to-persuade-it-to-return/): The most telling aspect of the Optus Triple O bungle is how the company’s first faltering steps last Friday have defined the whole sorry chain of events. Those of us in corporate communication for more than a hot minute have seen this movie before, so it wasn’t a shock.
- [How thought leadership elevates your PR program](https://primarycommsgroup.com.au/how-thought-leadership-elevates-your-pr-program/): In today’s fast-paced media landscape, announcing your news is no longer enough. To truly stand out, brands must shape the conversation, not just participate in it. That’s where thought leadership comes in. Far from a buzzword, it’s become a vital component of any effective PR strategy.
- [Internship program: Learning the art of strategic communication at Primary Comms Group](https://primarycommsgroup.com.au/internship-program-learning-the-art-of-strategic-communications-at-primary-comms-group/): If you’re studying communication, PR, or marketing, you know how valuable internships are for landing your dream role, and nothing compares to real hands-on experience. With so many career paths, it can be hard to know where to start, but I am so glad that I landed an internship at Primary Comms Group. While it wasn’t required for my Strategic Communications degree at UTS, I wanted deeper industry insight, and this internship has been the perfect way to give me hands-on experience and real-world insights that have helped me kickstart my career.
- [The criticality of Quality Assurance (QA)](https://primarycommsgroup.com.au/the-criticality-of-quality-assurance-qa/): In any organisation, the transmission of information or advice, whether internal or external, is only as strong as the accuracy, clarity, and consistency of the documentation which supports it. From the simple email or the detailed report to standard operating procedures and public-facing communication, the role of quality assurance (QA) in information flow is not a luxury; it is a non-negotiable, it is a necessity.
- [Why brands must embrace the new rules of digital PR](https://primarycommsgroup.com.au/why-brands-must-embrace-the-new-rules-of-digital-pr/): The way audiences consume information has changed dramatically, and so too are the ways companies and brands must communicate. They can no longer rely on traditional broadcast or even digital publishing to drive relevance. In an environment where audiences scroll more than they read, digital PR now demands speed, authenticity and influence, delivered in real time.
- [Mastering the media pitch: How we help you cut through a crowded news cycle](https://primarycommsgroup.com.au/mastering-the-media-pitch-how-we-help-you-cut-through-a-crowded-news-cycle/): In today’s fast-moving media landscape, securing earned coverage isn’t just about having a good story. It is about knowing how to tell it, who to tell it to, and when. With newsroom resources under pressure and journalist inboxes overflowing, media pitching is more competitive than ever. But with the right approach, it’s still one of the most valuable tools in your PR toolkit.
- [Kiss or miss? Coldplay cam a sign of the times](https://primarycommsgroup.com.au/kiss-or-miss-coldplay-cam-a-sign-of-the-times/): Australians claiming Tall Poppy Syndrome is a uniquely Australian trait has always been a myth and it’s now been thoroughly exposed by the Coldplay Kiss Cam saga.
- [The need for speed: a case study in successful real-time media response](https://primarycommsgroup.com.au/the-need-for-speed-a-case-study-in-successful-real-time-media-response/): Tapping into current events in the media to gain visibility is still one of the best ways to secure media coverage. But how can your brand cut through the noise and be heard?
- [NSW Treasurer joins UDIA NSW Winter Luncheon to spotlight housing and infrastructure reform ](https://primarycommsgroup.com.au/nsw-treasurer-joins-udia-nsw-winter-luncheon-to-spotlight-housing-and-infrastructure-reform/): Earlier today at the Four Seasons Hotel in Sydney, UDIA NSW hosted its annual Winter Luncheon with special guest speaker, the NSW Treasurer, the Hon. Daniel Mookhey MLC. 
- [Still a lot more to do to solve this housing crisis ](https://primarycommsgroup.com.au/still-a-lot-more-to-do-to-solve-this-housing-crisis/): When we have a crisis, the response is urgent, action is swift, and the full weight of government is deployed to solve the crisis. Think bushfires, floods and in more recent memory the impact of and response to the pandemic. The only crisis that doesn’t seem to meet with the same level of urgency is the housing supply crisis.  
- [Microlise kicks off with media mastery and momentum](https://primarycommsgroup.com.au/microlise-kicks-off-with-media-mastery-and-momentum/): We're thrilled to announce our collaboration with Microlise, a global leader in transport technology solutions for fleet operators, as the company scales rapidly across the APAC region.
- [Going global – Large Format Retail Association and Primary building industry connections](https://primarycommsgroup.com.au/going-global-large-format-retail-and-primary-building-industry-connections/): When our clients go global, so do we. Mary-Anne Boustany, Account Director, recently returned from the LFRA Overseas Study Tour 2025, where Primary was proud to embed ourselves alongside the Large Format Retail Association team and 35 of its members for an immersive journey through some of the most exciting and innovative retail precincts in the United States.
- [Primary supports UDIA NSW’s push for reform to boost housing supply](https://primarycommsgroup.com.au/primary-supports-udia-nsws-push-for-reform-to-boost-housing-supply/): Primary was proud to take part in the recent UDIA NSW launch event held at The William Inglis Hotel in Warwick Farm, in Sydney’s south-west.
- [AI on the frontline: powering the future of retail](https://primarycommsgroup.com.au/ai-on-the-frontline-powering-the-future-of-retail/): Artificial IntelIigence (AI) took centre stage in Melbourne yesterday, and we were pleased to play our part alongside AmCham Australia and our client Zebra Technologies.
- [How our strategic work internally, pays dividends externally](https://primarycommsgroup.com.au/how-our-strategic-work-internally-pays-dividends-externally/): At Primary, hard work and strategy form the solid foundation of everything we do — whether that is in the office, on the road, or in conversation. It fuels our creative thinking, sharpens our focus, and helps us deliver clear, actionable insights that #MakeGreatThingsHappen for our clients and partners.
- [Primary celebrates 35 years driving success for our clients and partners](https://primarycommsgroup.com.au/primary-celebrates-35-years-driving-success-for-our-clients-and-partners/): This month, Primary Comms Group proudly marks 35 years of driving successful outcomes, helping our clients stay ahead of the game by teeing up winning strategies.
- [National Domestic Violence Remembrance Day 2025](https://primarycommsgroup.com.au/national-domestic-violence-remembrance-day-2025/): Today is National Domestic Violence Remembrance Day, a time to remember and honour those who have lost their lives to domestic and family violence.
- [Getting down to business: celebrating 25 years since Sydney 2000 in run-up to Brisbane 2032](https://primarycommsgroup.com.au/getting-down-to-business-celebrating-25-years-since-sydney-2000-in-run-up-to-brisbane-2032/): It was great to spend some time with our friends at Business Sydney at Doltone House recently for the Our Golden Olympic Opportunity luncheon, celebrating 25 years since the Sydney 2000 Games and looking ahead to business connections for corporate Australia into Brisbane 2032.
- [Work re-starts for Albo after historic election win](https://primarycommsgroup.com.au/work-re-starts-for-albo-after-historic-election-win/): Returned Prime Minister Anthony Albanese had the tone right in his Federal Election victory speech on Saturday night. He was grateful and humbled. His comments were positive and he urged colleagues to be magnanimous in victory.

## Pages
- [Careers](https://primarycommsgroup.com.au/careers/): Our greatest asset is our people. If you are a passionate, innovative professional ready to be part of a collaborative team and make a meaningful impact, get in touch.
- [Work](https://primarycommsgroup.com.au/work/): We are an award-winning agency creating compelling campaigns and building meaningful connections that deliver results.
- [Contact](https://primarycommsgroup.com.au/contact/): 
- [Primary Communication](https://primarycommsgroup.com.au/primary-communication/): Primary provides an experienced team that brings together a mix of specialist advisors across media, government, corporate.
- [Primary Create](https://primarycommsgroup.com.au/primary-create/): Primary Create is a collective of creative experts working together to inform, inspire, motivate and persuade.
- [Primary Engage](https://primarycommsgroup.com.au/primary-engage/): Primary Engage specialises in stakeholder and community engagement.
- [About us](https://primarycommsgroup.com.au/about-us/): We are an integrated PR, engagement and creative agency, partnering with clients to make great things happen.
- [Home](https://primarycommsgroup.com.au/): Integrated PR, engagement, and creative agency, partnering with clients to make great things happen.
- [News](https://primarycommsgroup.com.au/news/): Explore the latest updates from Primary, as well as opinion pieces written by our experts on the latest industry news.

## Partners
- [Chris Hall](https://primarycommsgroup.com.au/partners/chris-hall/): Chris is an experienced communication, stakeholder relations and government relations professional.
- [Elaine Banoub](https://primarycommsgroup.com.au/partners/elaine-banoub/): Elaine Banoub is a seasoned communications professional with over 22 years of experience in developing high-impact, integrated campaigns across digital and new media platforms. She leads the agency’s technology and cybersecurity portfolio, leveraging her extensive network of industry and media contacts to build reputation and awareness programs through strategic media and stakeholder engagement.
- [Bernadette Kazzi](https://primarycommsgroup.com.au/partners/bernadette-kazzi/): Bernadette is dedicated to ensuring smooth day-to-day operations and delivering exceptional client service. With a strong focus on staff development, she helps our team thrive while maintaining excellence in every aspect of our work. In addition to her operational role, Bernadette oversees financial management across all areas of the business, ensuring efficiency and sustainability.
- [Melissa Johnson](https://primarycommsgroup.com.au/partners/melissa-johnson/): Melissa has a strong background in strategic communication, media relations, stakeholder engagement and project management across corporate and government sectors.