Dear Clients: A PR proposal is not a free strategy so stop expecting one

There’s an awkward battle dance that happens in the PR industry before any contract is signed. A would-be client releases a brief, and the potential agency or consultant responds with a proposal.

Then comes the unspoken expectation: “Can you show us exactly what you’d do before we hire you?”

Cue the collective painful sigh from PR professionals everywhere. I have been here many times and here’s the truth no one says loudly enough: a proposal is not the campaign itself. It’s a roadmap, not the fully furnished house and you yes, you pay for that, thanks folks. It is how I pay my bills.

Yet increasingly, clients want detailed messaging frameworks, media angles, launch plans, content pillars, executive positioning and target journalist lists — all before any agreement or payment is in place.

In other words: the strategy before the strategy.

PR proposals used to be relatively straightforward. You’d outline your understanding of the brief, strategic direction, relevant experience, methodology, timelines and pricing.

Now? Some briefs resemble unpaid consulting projects.

I’ve seen requests asking for:

• detailed campaign concepts

• full media story angles

• stakeholder maps

• content calendars

• social media integration

• measurement frameworks

• crisis management scenarios

• EVEN full media contact lists

All unpaid and fiddly work, and often pitched among a sea of other agencies who have also submitted proposals, so really we are all doing hours of free work that does not lead anywhere. To be fair, some new clients may not consciously think they’re asking for free work, the effect is often the same.

Now before anyone says, “But isn’t selling your ideas the best part of business? ”Let me state for the court: yes, I absolutely believe in competitive ideas and finding clients that fit your agency’s values and your USP.

What it isn’t is a procurement process disguised as a pitch, where multiple agencies are expected to hand over intellectual property in the hope of maybe winning a contract. That is akin to giving away your work for free.

Most experienced PR professionals are happy to contribute expertise where it can make a meaningful difference. But donating strategic thinking should remain a conscious decision rather than an unsaid expectation quietly built into every competitive tender.

Here’s what clients often forget: top shelf PR strategy is not created in isolation or by extracting everything before you get a formal commitment.

It requires discovery sessions, stakeholder interviews, audience insights, competitor analysis, media landscape reviews and a sharp commercial context. The best ideas don’t magically appear in a pitch document assembled under deadline pressure, and you can’t expect that if you are an ethical client.

They come from a longer term partnership.

Because ultimately, the true magic in doing great PR work for me, isn’t just the ideas or wins alone.

It’s the execution.
The news judgement.
The client relationships.
The business timing.

That expertise should never ever be fully handed over in a proposal.

Who Mentors the Mentor? Building a Trusted Network After 20 Years Working for Yourself

When you’ve worked for yourself for two decades, people often assume you’ve “made it” and no longer need guidance. The reality? Running your own business for 20 years can be professionally rewarding, but also surprisingly isolating.

Unlike corporate life, there’s no built-in leadership team, annual performance review, or senior executive casually showing you the ropes over coffee. You become the strategist, problem-solver, rainmaker and emotional support crew all at once.

That’s why building a network of mentors matters even more as a long-term business owner.

The challenge is that traditional mentoring models don’t always fit. At this stage, you’re rarely looking for someone to teach you how to write a proposal or manage a client. You need peers and advisers who can challenge your thinking, spot blind spots and help you evolve.

For me, mentorship now comes in layers.

Some mentors are industry veterans who have navigated reinvention and growth. Others are younger founders with fresh perspectives on AI, digital marketing or audience building. I’ve also found enormous value in “situational mentors” — people who appear for a season to help with a specific challenge, whether it’s scaling a business, launching a podcast or refining a speaking career.

The key is to stop viewing mentorship as a formal arrangement.

Sometimes it’s a quarterly lunch. Sometimes it’s a WhatsApp voice note exchange with another founder. Sometimes it’s being part of a mastermind or professional community where honest conversations happen behind closed doors.

And importantly, mentorship should never be one-way.

After 20 years in business, I’ve learned that the strongest professional relationships are built on reciprocity. The best mentors don’t want admiration; they want meaningful exchange.

Because even after two decades working for yourself, you still need people in your corner — and they need you too.

Your EOFY PR Reset Starts Here

If your business has been meaning to get serious about PR, media visibility or thought leadership, this is your sign to stop putting it off.

So for June 2026 only, Amber Daines is offering a limited EOFY special: a done-for-you PR strategy and media contact list to set you up for FY26.

That is $500 +GST (value $3,000).

Includes strategy briefing, media angles, targets, messaging, content ideas, 3–6 month roadmap and tailored journalist list.

For founders, CEOs, consultants and experts ready for visibility (designed for those lovely humans who have yet to work with me as a PR lead).

Book and pay by 30 June 2026. Make it happen by emailing ‘EOFY PR’ to amber@amberdaines.com.

Amber Daines’ Top 5 Books, Shows and Podcasts for June 2026

Winter is a great time to hunker down and watch, listen and read so here are some current faves of mine to get you going:

• London Falling: Penned by New York times writer Patrick Radden Keefe, and hinged on what led a troubled teenager to his violent death, this narrative non-fiction book is a well-crafted, dark mystery wrapped in wealth, power and the underworld of Russian criminals in London.

• Rivals Season 2: Based on the book by raunchy writer Dame Jilly Cooper, this show accurately reflects the best and worst of 1980s style media network drama with great character development, lots of sexy bits, and a fabulous soundtrack. And for the record, I love Rupert Campbell-Black’s character.

• The Crash: My (very) random Netflix binge-watch pick this month is a true crime tale from the States, that is tense, tragic and packed with enough “heart stopping moments” to watch in one 90 min stretch, without moving for my standard peri-menopausal toilet break.

• The Story of Evelyn: Famed Australian Journalist Lisa Wilkinson brings remarkable warmth and grit to the forgotten story of the only Australian survivor of the Titanic. One I never knew about so thanks Lisa.

• Money Trauma: One of the smartest podcasts I’ve heard this year, unpacking the emotional psychology behind money, stress and modern financial shame with empathy and sharp insight (especially for us with Gen Z kids who need some clarity on why they think so differently to us about work and money).

The craft hasn’t changed; what you need to master it has.

Vanilla is always nice but will be hardly setting the comms world on fire, right?

Most PR professionals come into this industry believing the same thing: if you can write well and tell a compelling visual story, you’ll succeed.

And for a long time, that was true. The sharpest headline. The most evocative brand narrative. The perfectly produced campaign video. These were the hallmarks of great PR. The craft is always rooted in strong storytelling.

But here’s what’s changed.

The people who are truly mastering modern PR (and not AI slop) aren’t just great storytellers. They’re the ones who know how to use data to shape the story, prove the story, and sometimes even be the story. The real power now sits with those who can translate numbers into narrative.

While anyone can write a decent media pitch, not everyone can walk into a room and say: “Here’s what the data tells us, here’s why it matters, and here’s the story the market hasn’t heard yet.”

PR Gets Science-y

PR has always been part art, part science. But for years, the “science” side was undercooked. We relied heavily on instinct. Experience. Media relationships. And yes, a bit of educated guesswork.

Now, expectations have changed. Clients want proof. Executives want clarity. Audiences want credibility. And data delivers all three. So, it tells you what your audience actually cares about, not what you think they care about. Most importantly, it gives your story weight and credibility.

Why data masters stand out

Here’s the uncomfortable truth: strong writing is now table stakes. AI can draft a media release. Canva can help anyone design a polished visual. The barrier to entry for content creation has dropped significantly.

But interpretation? Insight? Strategic application? That’s where the gap is widening. The PR professionals who stand out today are the ones who can:

• Spot a pattern in messy information

• Turn raw numbers into a compelling angle

• Back creative ideas with evidence

• Defend their strategy with confidence

They’re not replacing storytelling. In my humble view, they’re elevating it.

Data is not the enemy of creativity

There’s a persistent myth that data kills creativity. That if you focus too much on metrics, you lose the magic. In reality, the opposite is true. Data sharpens your creative instincts — it tells you where to push harder, where to pivot, and where to double down. Think of data as your creative co-pilot, not your critic.

From reporting to intelligence

One of the biggest missed opportunities in PR is how we use data after a campaign. Too often, reporting becomes a box-ticking exercise and often in comms charts that look impressive but say very little.

A data master does something different.

They ask: What surprised us? What patterns are emerging over time? What should we do differently next time? And crucially, they feed those insights back into strategy. That’s how you move from hindsight to foresight.

Owning the narrative with data

If you really want to stand out, don’t just analyse data but also create it. Commission a survey. Mine internal insights. Track behavioural trends within your client’s ecosystem. Owned data is one of the most powerful assets in PR because it gives you something unique to say. It shifts you from reacting to the news cycle to driving it.

Speaking the language of influence

Data also changes how you’re perceived internally. When you can tie your work to business outcomes, your role and value expand. You’re no longer just the person who “handles comms.” You become the person who understands audience behaviour, market shifts, reputation risk, and opportunity signals. That’s strategic territory and career changing.

Start before you feel ready

If all of this sounds slightly intimidating, that’s normal. Most PR professionals weren’t trained to think this way. But becoming a data master doesn’t mean becoming a statistician. It means becoming more curious. More analytical. More intentional.

Start by asking better questions. Challenge surface-level metrics. Look for meaning, not just measurement.

Great writing will always matter. Strong storytelling will always be at the heart of PR. But in today’s landscape, that’s just the starting point.

The real masters of the craft are the ones who can blend narrative with numbers. It really is who can tell a story that not only resonates but stands up to scrutiny.

May offer: Amber’s 1:1 Podcast Coaching

Amber’s podcast dream began in 2017 and since then she has hosted two of her own shows

Whether you’re stepping up as a guest or launching your own show, this focused session will sharpen your delivery, positioning, and on-mic confidence with some hacks and skills that set you apart from the hundreds of very average speakers on air.

• Guest prep: messaging, story arc, handling tough questions

• Host coaching: interview flow, voice, audience engagement

• Personalised framework you keep and use every time.

Investment: $300 for 90 minutes delivered via Zoom and 1:1 with Amber. A few dates have been set aside so get on it, fellow podcast people.

Book your session →

Review of the MJ the Biopic = LOVED!

The only and only King of Pop Michael Jackson

Watching Michael Jackson’s new biopic on the big screen last week (starring his nephew Jaafar Jackson who is uncanny in the role) felt less like seeing a film and more like reopening a time capsule from my early childhood. For those of us who grew up in the 80s and 90s, Jackson wasn’t simply a musician; he was the soundtrack of birthday parties, school discos, roller rinks and Saturday morning music TV countdowns.

What struck me most was not the spectacle, although the choreography, costumes and performances capture the era brilliantly, but the overwhelming nostalgia. The film transports viewers back to a time when the “King of Pop” represented pure musical magic. Before the tabloid headlines, before the court cases, before the endless moral debates. Back then, we judged him by the epic moonwalk dance move and quirky animals he kept. It was a moment.

The biopic delicately walks the line between celebrating genius and acknowledging complexity and only from his Jackson Five days until the Bad album era of 1987, but for me, its greatest achievement was reminding audiences of how culturally dominant Jackson once was. There was a period where his music united generations and crossed every social boundary imaginable.

Leaving the cinema, I realised the film isn’t really about rewriting history. It’s about remembering a moment in time when pop culture still felt like a shared moment we all felt, everywhere at once, and when one artist could genuinely make the whole world stop and dance.

Author George Orwell (of 1984 book fame) was right about fake news

The Truth Is Getting Harder to Spot. That’s the Point.

“In times of universal deceit, telling the truth will be a revolutionary act.”

That line, often attributed to George Orwell, feels less like a literary reflection and more like a daily news briefing in 2026.

Scroll any social feed and you’ll see it: outrage packaged as insight, opinion dressed up as fact, and algorithms quietly reinforcing whatever you already believe. The danger isn’t just misinformation. Moreover, it’s comfortable misinformation. The kind that feels right, confirms your worldview, and never asks you to think twice.

Let me give you a recent example.

When fuel prices jumped but nothing’s actually changed

A few days after the escalation involving the US and Israel, social media lit up with explanations for rising fuel prices.

The dominant narrative?
“There’s a shortage coming.”
“Supply lines are collapsing.”
“This is why petrol is spiking overnight.”

It’s a compelling story. It’s also, in most cases, not accurate.

Because here’s what’s actually happening.

Fuel prices don’t just reflect current supply; they reflect expected future risk. Global oil markets are driven by sentiment, speculation, and geopolitical uncertainty as much as physical barrels of oil.

When conflict breaks out in a strategically important region, traders don’t wait for shortages to occur. They price in the possibility of disruption:

• Shipping routes might be affected

• Sanctions could tighten supply

• Production may be reduced

• Insurance and transport costs often rise immediately

So even if there is no immediate shortage, prices can spike within hours.

Add to that currency movements, local taxes, and retailer pricing cycles, and what you see at the pump is a lagging, layered reflection of a complex global system—not a simple “cause and effect” event.

But that nuance doesn’t go viral.

The story that spreads isn’t the one that’s true

“Fuel prices surge due to speculative futures markets reacting to geopolitical risk” doesn’t exactly trend on social media.

“Governments are hiding a shortage” does.

This is how misinformation thrives—not because people are unintelligent, but because simple explanations are easier to consume, share, and emotionally react to.

And once that narrative takes hold, it gets reinforced:

• Influencers repeat it

• Comment sections amplify it

• Algorithms reward it

Before long, it feels like the only truth.

The bias you don’t see is the one that matters most

We tend to think of bias as external, media agendas, political spin. But the more powerful bias is internal. It’s believing the version of events that fits your existing worldview.

If you already distrust institutions, you’re more likely to believe there’s a hidden shortage. If you’re frustrated by cost-of-living pressures, the idea of manipulation feels plausible, even logical. Social media doesn’t create these beliefs. It feeds them.

Truth now requires effort

There was a time when being informed meant access to information. Now it means interrogating it.

Before you share that next post or headline, pause:

• Is this explaining how something works—or just assigning blame?

• Does it rely on emotion more than evidence?

• Is it simplifying a complex system into a single cause?

Because most real-world issues, especially modern economic ones, are never that simple.

Outrage is the currency

The most viral content is rarely the most accurate. It’s the most provocative. Outrage drives engagement. Engagement drives visibility. Visibility drives influence and you can see how the cycle continues. This is why misinformation spreads faster than corrections. It’s not just a flaw; it’s a feature of the comms system we’re all participating in.

Your credibility is your currency

In a world flooded with noise, credibility stands out. What you choose to share, comment on, or amplify matters. It signals your judgment. More people can tell the difference between those who chase attention and those who value accuracy.

Small acts of truth-telling matter

You don’t need a massive platform to make a difference. Choosing not to share a misleading explanation. Adding context when others oversimplify. Seeking out multiple sources before forming a view.

As Orwell understood decades ago, the antidote to universal deceit isn’t one big correction. It’s our job to break down thousands of small, consistent decisions to think more critically.

If I Had $5,000 to Spend on My Own Marketing in 2026, Here’s Exactly Where It Would Go

Target established podcasts where your customers are tuning in and get heard faster

A few years ago, I worked with a founder who had a $150,000 marketing budget. My job was to plan its spend, execute a campaign and measure the results. On paper, it should have been more than enough to dominate her niche. She hired a top‑tier agency, commissioned glossy videos, ran expensive ads, and sponsored every event that would take her money.

Six months later, she had beautiful assets, impressive metrics, and almost no meaningful visibility. No real leads. No real momentum. No real shift in how people perceived her.

The problem wasn’t the budget. It was the belief that money alone creates impact.

That experience cemented something I’ve seen again and again over two decades in PR and personal branding: big budgets don’t guarantee results. Clear strategy does. Intentional choices do. Consistency does.

I’ve watched too many professionals burn money on tactics that look impressive but don’t move the needle. Which is why, if I were starting fresh in 2026, or simply tightening my own approach, here’s exactly how I’d invest a far more modest $5,000 to build visibility, credibility, and opportunity

1. $1,400: Authority Content That Converts

Not filler. Not generic posts. I’d invest in sharp, insight‑driven content that positions me as the person to trust in my niche.

That means:

• A series of high‑value LinkedIn articles

• Three to four opinion pieces placed (or ready to place) in credible outlets

• A consistent Substack cadence with the #1 goal of adding new subscribers

Know that content isn’t always king. Credible perspective and impact is.

2. $1,000: Earned Media That Builds Trust (Not Just Noise)
This is where I’d double down.

I’d invest in:

• Tight, newsworthy angles tied to real-world issues

• A targeted media list (quality over quantity)

• Time or support to pitch consistently

The goal is never “coverage for coverage’s sake” (*yawn) but being quoted as an expert when it matters. I know how one strong media hit in a targeted space can outperform months of self-published content.

3. $900: Professional Video (But Make It Strategic)
Video is still essential and gets us hooked faster, but only if it’s purposeful.

I’d shoot:

• 5–6 short, sharp videos (under 90 seconds)

• Topics that answer real client questions

• Clean, polished but not overproduced

Why? Because people don’t buy services. They buy confidence in you

4. $700: Podcast Positioning (Trying as a Guest First)

Instead of launching yet another podcast into the void, I’d:

• Pitch myself to 10 to 15 relevant shows

• Invest in a strong pitch and media positioning

• Potentially hire support to secure placements

Borrowed audiences still beat building from zero if this is all new to you but with over 14,400 active business podcasts in English-speaking countries, there are endless opportunities for your brand voice to be shared.

5. $500: Personal Brand Asset Refresh

Small upgrades, big impact:

• Sharper website messaging

• A bio rewritten for clarity and punch (not a CV)

• An updated speaker profile and headshot

When someone looks you up after seeing your content, you have about ten seconds to turn curiosity into action.

6. $500: Actual Relationship Building = the Most Underrated Line Item

Most people skip this but IRL meetings with potential partners and customers are often the most coveted in the business world, increasingly lulled into apathy by screens.

I’d put this toward:

• Coffees, lunches, and industry events

• Thoughtful follow‑ups

• Staying visible with the right people

The Bottom Line

With $5,000, as a SME, I wouldn’t try to be everywhere or spread too thinly. I’d focus on being unforgettable in targeted places for awhile.

Because the real ROI in 2026 isn’t impressions. It’s:

• Being quoted

• Being referred

• Being top of mind when it matters

That comes from doing the most impactful and often simple things for your business now. Let me know how you go!

VIP Offer: April Presentation Skills Intensive

Presentation skills include your upping your sales skills to clients new and old

For $1,000 (half-day session), this is less than 50% of my usual fees and available for April 2026 only.

You can book:

• 1:1 coaching, fully tailored to your specific goals

• Small group training maximum of 3 (ideal for leadership teams, spokespeople or comms groups)

Sessions can be delivered:

• In person (Sydney or by arrangement)

• Or via Zoom

What we can cover includes:

• Speaker presence and confidence under pressure

• Storytelling formats that elevate your message

• Proven tips for five-star presentation preparation

• Refining delivery style, tone and impact

• Handling difficult questions with control and clarity

This is ideal if you’ve got an upcoming presentation, pitch, media appearance, or want to lift your overall communication effectiveness quickly.

With a few public holidays, April dates are limited and will be scheduled on a first-come basis. (We have had 3 out of 8 available slots book up so far!)

If you’d like to book a session or ask me a question just email amber@amberdaines.com

Style note: I am now 50 so officially in my animal print era.

We All Need to Channel our Inner JFK Junior and Carolyn Bessette Kennedy

A few years ago, a major university hired me to run media training for its academics. Just before the session, I was politely asked to remove one section from my deck: what to wear on TV. It was a first time ask by a client.

Apparently it was deemed as old school. Potentially offensive. Too prescriptive. It might alienate Gen Z attendees who were all about expressing their personal identity and reflecting body positivity. I get it. Full respect.

But I also knew professionally that leaving it out entirely was naive.

Because in visual media, what you wear is not trivial. It’s strategic.

The 2026 FX/Hulu limited series Love Story produced by Ryan Murphy, stars Sarah Pidgeon as Carolyn Bessette-Kennedy and Paul Anthony Kelly as John F. Kennedy Jr.

That truth came flooding back while watching Love Story: John F. Kennedy Jr. & Carolyn Bessette, the 2026 Ryan Murphy-produced Disney+ series about the most photographed couple of the 1990s.

Love Story: John F. Kennedy Jr. & Carolyn Bessette is ostensibly about romance, pressure and tragedy. It chronicles their courtship, marriage and volatile public life.

But what hits you first isn’t dialogue, or the never-ending hair flicking by Carolyn.

It’s the stills.

Carolyn’s minimalist tailoring. The sharp black coats. The man’s white shirt. The slip dresses. The deliberate restraint. JFK Jr.’s relaxed but considered suiting. The quiet luxury before that phrase existed.

These are not costumes. They are narrative devices.

The series understands something many communicators still resist: style is tone before text.

One still frame of Carolyn walking through Manhattan in all black, including kitten heels, a simple dress and a pashmina communicates control, vulnerability, defiance and status before she says a word. The palette alone tells you about the emotional climate. Muted neutrals, white and black amplify the 90s economics of more considered spending and growing environmental awareness. Clean lines signal discipline. Black demure sunglasses become armour. Minimal jewellery and a red lip for evenings out.

And here’s the media training connection.

On television, you are also a still before you are an interviewed speaker.

Audiences form impressions in milliseconds. Whether we like it or not, the visual frame does heavy lifting. Lighting, colour contrast, fit, fabric style, make-up, and body language all of it shapes perception.

Removing “what to wear” from a training session doesn’t make the issue disappear. It just leaves people underprepared for the reality of a visual-first world.

Style stills matter because:

• They anchor memory long after quotes fade

• They reinforce brand identity without explanation

• They signal belonging (or outsider status) instantly

• They can soften power or sharpen it (the biggie).

Legendary TV producer Ryan Murphy understands that aesthetic coherence is storytelling. The 90s paparazzi culture, the Manhattan backdrop, the polished restraint, characters smoking in alley ways, JFK’s worn-backwards baseball cap = the look is the message.

In PR, I see this constantly. A spokesperson can have impeccable messaging, but if they visually clash with the studio backdrop or appear distracted by uncomfortable clothing, the image competes with the narrative.

And the image usually wins.

This isn’t about dictating hemlines or suppressing individuality. It’s about acknowledging that visual literacy is part of modern communication. You don’t have to obsess over brands or expensive fashion. Just dress for the occasion and look and feel the part. Love Story proves it all over again: the still frame is often the most powerful line in the script.

So in 2026 media training, I will keep talking about what to wear on TV.

You can’t change my mind.

If You’re “Not Political,” You Don’t Have a Brand

“I’m not political.”

It’s a line I hear often from founders, CEOs and senior executives, usually delivered as if it’s a badge of prudence. Yet here’s the uncomfortable truth: in 2026, if you are a business leader who refuses to engage publicly on major societal debates that directly affect your people, customers or operating environment, you don’t have a brand. Brand requires a point of view.

Scene from the famous 1976 movie ‘All the President’s Men’ about the Watergate political scandal and end of the Nixon presidency.

Neutrality Is Still a Choice

Every major public debate eventually intersects with business.

Take Australia’s recent history.

During the 2023 Australian Indigenous Voice referendum, many organisations faced a decision: stay silent or articulate a position. Some leaders publicly supported constitutional recognition and structural reform. Others chose not to comment.

Silence was not neutral. It was a signal.

A decade earlier, during the national debate that led to the Marriage Amendment (Definition and Religious Freedoms) Act 2017, corporate Australia again had to decide whether equality aligned with their stated values. Numerous major brands stepped forward. Others sat it out.

Again, that absence communicated something particularly to LGBTQIA+ employees and customers.

So beyond domestic issues, global conflicts such as the war in Sudan or the escalating crisis in the Iran have forced multinational organisations to consider humanitarian positioning, employee safety, and geopolitical risk.

You don’t need to issue daily statements on every global tragedy. But if your workforce is directly impacted, if your supply chains are affected, or if your brand trades on values like human rights or inclusion, then silence requires scrutiny. Neutrality is not the absence of politics. It is a political calculation that says something anyway.

When Brands Are Forced to Choose

Sometimes, the debate comes directly to your shop floor. Consider when Sephora faced mounting public pressure over stocking products from Huda Beauty, founded by Huda Kattan, amid controversy surrounding public commentary on the Israel–Gaza conflict.

Retailers increasingly find themselves caught between global geopolitics and local customer sentiment. When Sephora finally read the room and opted to openly distance its brand from Huda Beauty, it wasn’t just a merchandising decision. It was a reputational one. It demonstrated a reality modern leaders can no longer ignore: global events travel at social media speed, and brands are expected to respond even when the issue originates far beyond their headquarters.

In a connected world, you cannot firewall your brand from geopolitics. You can only decide how you will respond to it.

The Risk Myth

The most common objection I hear from executives is this: “We don’t want to alienate customers.” The reality? You will alienate someone. Trying to appeal to everyone by saying nothing of substance creates a diluted, forgettable brand. In a saturated marketplace, that is far riskier than taking a thoughtful, evidence-based stance aligned to your business values.

Advocacy does not mean partisan ranting. It means articulating how public policy or social debate intersects with your mission and stakeholders.

Your Employees Are Watching

This is where many leaders miscalculate. Your own people are not apolitical. Your customers are not apolitical. Your investors are not apolitical.

When Australian ‘debates’ such as the 2023 Voice referendum or marriage equality arise, employees are often discussing them internally long before the executive team has drafted a holding statement. When global conflicts dominate headlines, staff from affected communities are looking to leadership for acknowledgement and if not agreement, then empathy.

Silence from leadership can feel like avoidance. In contrast, even a carefully balanced message acknowledging complexity, reaffirming values, committing to respectful dialogue can strengthen trust. Leadership is not about eliminating controversy. It is about navigating it with clarity.

If the answer is yes, silence is a strategic decision, not a neutral one. And it will be interpreted accordingly. Because in today’s environment, saying “I’m not political” is rarely interpreted as palatable.

How 1 Executive Workshop Has Already Changed 10 Leaders’ Lives (Cue: My 50th Birthday Special)

Over the past several weeks, I’ve been privileged to witness something remarkable: 10 outstanding leaders from CEOs and founders to senior comms chiefs have gone through Amber Daines’ “Making AI Speak in Your Brand Voice” executive workshop, and the results are already rippling through their teams and organisations.

This isn’t a how-to-use ChatGPT training. It’s a strategic, closed-door session designed to help leaders define their unique authority, nuance, and reputation-driven voice then teach AI to communicate in that voice, not a watered-down generic one.

And in celebration of my recent 50th birthday, there’s a special 50%-off offer on this workshop for any bookings made from 16 March until 20 April.

If you’d like to share your story from the workshop (or get on the next session at this special rate), hit reply or drop a note I’d love to feature more leaders making AI truly strategic and fit for them!

P.S. FOMO alert…These leaders we trained didn’t just get templates; they gained a Voice Blueprint, customised prompt libraries, and a workflow that treats AI as an amplifier, not a human replacement. Get on it people!

Repeat after me and over a nice cup of tea: “algorithms are not my key audience.”

A few years ago, when I was working on a huge project inside a Big Four bank, we became obsessed with producing a monthly dossier.

Not for customers.
Not for frontline staff.
Not even for media.

For executives and regulators.

Every month, the communications team would collate a thick bundle of “artefacts” to demonstrate how busy we had been. Internal videos. Floor walks. Executive key messages. Town halls. EDMs. Workshops. Briefing packs. Slide decks. Intranet updates.

Pages and pages of proof.

It was polished. Comprehensive. Impressive, even.

And increasingly, it was thoughtless.

The focus quietly shifted from impact to inventory. From asking “Did this land?” to asking “What can we show?”

That experience crystallised something for me: this is why banks — and many large institutions — do communications so poorly.

Because they confuse volume with value.

The Artefact Trap

When communications functions get so focused on a sausage factory aka producing artefacts, you end up creating content to justify the team, not to serve the audience.

In the ‘red and white’ bank, we weren’t asking:

• What does a branch manager actually need to hear this week?

• What’s keeping frontline staff awake at night?

• What would genuinely shift behaviour?

We were asking:

• What can we add to the dossier?

• How does this look in the monthly report?

• Are we demonstrating enough activity?

So we produced.

More videos.
More lunch and learns.
More manager talking points.
More staff workshops.

A perfect cadence of busyness.

But cadence without clarity is just noise on a schedule.

Designed to Impress Upwards

Here’s the uncomfortable truth: much internal and external communications is designed to appeal upwards.

It’s written in the language of executives.
It showcases scale.
It signals momentum.
It looks strategic in a board pack.

But the end audience, be it customers, staff, stakeholders, can feel when something isn’t designed JUST for them.

They skim it.
Delete it.
Zone out in the town hall.

Because it wasn’t built around their context. It was built around our justification.

And when communications becomes self-referential, trust erodes quietly.

The Channel Cadence Illusion

The dossier reinforced another flawed belief: that every channel must be constantly fed.

Weekly EDM? Check.
Video content? Check.
Workshop delivered? Check.
Staff portal story? Check.

The machine kept moving.

But movement is not momentum.

We rarely stopped to ask whether:

• The message was distinct.

• The format suited the audience.

• The timing aligned with a real need.

• Or whether silence might have been more powerful than another update.

In large organisations, content often exists because the channel exists.

Not because the insight does.

Why This Is Bigger Than Banks

Banks are not alone. I see this across corporate, government, education and even not-for-profit sectors.

Communications teams feel the pressure to demonstrate worth. So they produce evidence of effort.

A grid.
A WIP report in excel.
A highlights reel.

But audiences don’t experience communications as a spreadsheet.

They experience it as cognitive load.

And when that load becomes too heavy, they tune out — not just from the content, but from the brand itself.

Rare Over Relentless

What I learned in that bank and have carried into every engagement with clients since 2020 is this:

Rare beats relentless.

Rare content:

• Is built around a specific audience tension.

• Has a clear point of view.

• Says one sharp thing well.

• Doesn’t exist to fill a slot.

It might be less frequent.
It might be less “impressive” in a monthly report.
It might look smaller.

But it lands and when something lands, you don’t need a 40-page dossier to prove it worked.

You see it in:

• Changed behaviour.

• Better questions.

• Stronger engagement.

• Fewer but more meaningful responses.

• Sales leads and conversations flow faster

It seems chasing algorithms externally or chasing executive approval internally leads to the same place: generic content that blends in and fades out.

The new PR success metric shouldn’t be output. It should be distinctiveness.

Ask these three things every time you create content:

1. Could this message have come from anyone else in your sector?

2. Does it reflect a real perspective?

3. Would someone notice if you didn’t publish it?

Back to that bank, we were all super brilliant at proving we were busy. The sad thing is busy is not the same as effective, right? That my friends really is all Comms folks and clients should care about.

Have We Lost the Art of Nuance in a Social Media World?

Nova Peris OAM gave the welcome to country at the community event I attended with President Isaac Herzog at the ICC last Monday, to a standing ovation of course

I’ve been thinking a lot lately about nuance. Not as an abstract concept, but as a practical skill and one that feels increasingly absent from our public conversations.

This week in Australia brought that into sharp focus.

In the wake of the Bondi terror attacks, emotions are understandably raw. Grief, fear, anger and anxiety are all colliding at once. Into that already volatile mix came the visit of the President of Israel, not the Prime Minister for anyone who is confused, to Australia. And yet, if you followed social media commentary, protest signage or online pile-ons, you’d be forgiven for thinking those two roles were interchangeable. Or that all of Israel is the same monolithic culture.

They are not.

Israel, like many democracies, has a ceremonial head of state (the President) and a political head of government (the Prime Minister). Conflating the two may seem like a technicality, but it’s not. It’s the difference between symbolic diplomacy and executive power. Between representation and policy-making.

And yet nuance was nowhere to be found.

Instead, what we saw was a flattening of complexity into slogans, outrage and online hate, often directed not just at a visiting dignitary, but at Australian Jewish communities already reeling from the trauma of violence at home.

This is what happens when context disappears.

When complexity collapses under emotion

I don’t say this lightly: strong emotions make nuance harder. When people are scared or grieving, clarity matters even more—but social media is the worst possible environment for that.

Platforms reward speed, certainty and moral absolutism. There’s no algorithmic upside to saying, “These roles are different,” or “This situation is more complicated than it appears,” or “Let’s pause before assigning blame.”

Instead, the loudest voices win. Accuracy becomes optional. And basic civic understanding is treated as secondary to ideological alignment.

As a former journalist, this alarms me. Journalism is built on distinctions—between fact and opinion, power and symbolism, intent and impact. When those distinctions vanish, so does our ability to have meaningful debate.

The cost of getting it wrong

Misunderstanding the difference between a president and a prime minister isn’t just a slip-up (as is saying all conflation is ok because it fits into a neater view), it’s a symptom.

It reveals how quickly we jump from event to outrage without stopping to ask:

• Who is this person, actually?

• What authority do they hold?

• Why are they here?

• What is the local context right now?

When nuance disappears, people become proxies. Visits become statements. Entire communities become stand-ins for global conflicts they don’t control.

And online hate fills the vacuum left by explanation.

This is where nuance isn’t just intellectual, it’s ethical.

Nuance hasn’t disappeared it’s just harder to practise publicly.

You’ll still find it in long-form journalism, thoughtful podcasts, and yes, on platforms like Substack, where writers are allowed to explain, contradict themselves and sit with discomfort.

In moments like this week—where local trauma intersects with global politics—nuance is not a luxury. It’s a responsibility.

That means:

• Understanding basic facts before reacting

• Separating roles, power and symbolism

• Resisting the urge to collapse everything into a single narrative

• Remembering that real people live inside these debates, not just avatars

Nuance doesn’t mean excusing violence, ignoring injustice or avoiding hard conversations. It means having those conversations with accuracy, humanity and care.

In a social media world addicted to certainty, nuance is slower, quieter and less rewarding. But it’s also the only way we avoid turning grief into hate, and complexity into chaos.

And right now, we could all use a little more of it.

And how about a $1,000 PR audit for free?

Quick question: Is your PR strategy stuck in 2016 like a group of fashionistas clutching their floppy clutch bags and donning big bird jackets and PVC mini skirts?

Because if it is… we need to talk.

If your PR feels noisy but not strategic…
If you’re publishing but not converting…
If you’ve “done media” but can’t clearly articulate the ROI…

It’s time for a proper audit.

For February only, I’m offering a complimentary $1,000 PR audit to a limited number of founders, executives and experts who are serious about sharpening their positioning in 2026.

This isn’t fluff.

You’ll receive:

• A forensic review of your current PR, media coverage and messaging

• A visibility gap analysis (what’s missing and what’s misaligned)

• Three high-impact opportunities you’re overlooking

• Clear recommendations on what to stop, start and double down on

No templated report. No junior handball. Just senior-level strategy from someone who has spent two decades inside newsrooms and boardrooms.

Why am I doing this?

Because February is when smart leaders recalibrate. And because I’d rather work with clients who understand the value of strategic PR than convince those who don’t.

If you’ve been meaning to “get serious” about your profile, this is your moment.

Run, don’t walk.

Secure your 30-minute 1:1 with me here:
👉 https://calendly.com/amberdaines-327/pr-audit-offer-feb-2026

Spots are strictly limited to the above dates and times, and once we hit March, the $1,000 audit returns to its usual fee.

Podcasters are the New Daytime Talk Show Hosts (& and the Golden Globes just proved It)

There was a time when daytime talk show hosts set the national conversation. Oprah. Ellen. Phil. Rove. You didn’t just watch them, you grew up with them. They shaped pop culture opinion, launched books, rehabilitated reputations and turned everyday stories into cultural moments, all between the school drop-off and the evening news hour.

Today, that role has now been taken over by podcasters.

And if there was any lingering doubt, it evaporated when podcast awards were included for the first time at the recent Golden Globe awards. When one of the world’s most traditional, star-studded entertainment ceremonies formally acknowledges podcasts, it’s not a novelty nod. It’s an admission: this is where influence lives now. Even if they are not the main characters on the red carpet!

Podcast hosts are the new daytime talk show hosts of our time; now just without the studio couches, network schedulers or commercial breaks every few minutes.

Instead, they have something far more powerful: intimacy, time and trust.

Daytime TV worked because it felt personal. Hosts spoke directly to you in your kitchen or living room. Podcasts do the same but through earbuds, on dog walks, in cars, at 5am or midnight. It’s one voice, uninterrupted, often unfiltered, speaking with you rather than at you.

And unlike traditional TV, podcasts aren’t constrained by time slots or advertiser-friendly pacing. Conversations can breathe. Guests can think. Silence is allowed. Emotion isn’t rushed. That’s why so many long-form podcast interviews now outperform TV appearances in reach, engagement and impact.

Just as Oprah’s couch once conferred legitimacy, a podcast mic now signals relevance.

If you want to launch a book, test a political idea, rehabilitate a public image or tell a deeply personal story, you don’t queue for morning TV anymore. You go on a podcast. Often several. Strategically.

What’s fascinating is how closely podcast hosts mirror the classic talk show archetypes.

There are the empathetic listeners — the modern equivalents of Oprah — who create safe spaces for vulnerability. There are the provocateurs, playing the role of shock jock meets talk show antagonist. There are the niche specialists who, like daytime experts of old, own one lane and dominate it completely.

The difference? Podcasts are decentralised. Anyone can build a platform. Gatekeepers are fewer. Audiences are more loyal. And success isn’t measured by overnight ratings but by downloads, completion rates and community engagement.

That shift has profound implications for media, PR and storytelling.

As a former journalist and media trainer, I see this every day. Podcast hosts now wield editorial power once reserved for network executives. They decide whose stories get oxygen and which narratives get challenged or amplified. And because many are independent, audiences often perceive them as more authentic and less agenda-driven than traditional broadcasters.

This week, if you follow this stuff, at the 83rd Annual Golden Globe Awards actor Amy Poehler won the inaugural award for Best Podcast for her show, Good Hang with Amy Poehler. (Fun fact: Poehler won her first Golden Globe in 2014 for her role as Leslie Knope in the NBC sitcom Parks and Recreation. She notably won this award while serving as the co-host of the Globes ceremony alongside comedian Tina Fey)

This new Golden Globe inclusion matters because awards follow power. They always have. When daytime TV ruled the mainstream culture, daytime hosts won Emmys. When streaming disrupted cinema, award categories expanded. Now podcasts — once dismissed as niche or amateur — are officially part of the cultural elite.

It also signals something else: podcasts are no longer “alternative media.” They are mainstream.

And unlike the 90s and early 2000s world of daytime TV, podcasts don’t “age out” or stay too stagnant for their audiences. They grow with them. Hosts evolve. Formats shift. Listeners stay. The relationship deepens or else it ends. Podcasts often fade away afterwhile because their moment has come and gone (I know, I have hosted two).

In many ways, podcasts have become the long-form memory keepers of our time: capturing conversations that would never cut it as a seven-minute TV segment or a clipped online quote.

I believe in 2026, more diverse podcasters are shaping culture quietly, consistently and now very undeniably, with the American awards industry’s highest recognition to back it up.

TLDR → If the fancy folks behind the Golden Globes are paying attention, the rest of us should be too.

Albo’s Masterclass in Misreading the Moment

When the Albanese government finally announced a national royal commission into the Bondi terror attack and the rise of antisemitism since October 2023, the reaction was not relief so much as inevitability. For weeks, community leaders, business giants, legal experts, sporting legends, and political commentators had argued that such an inquiry was unavoidable. The only real question was why it took so long.

In the end, the government’s backflip has become the story. And for many observers, it is now a case study in how hesitation can turn a difficult moment into a political liability.

A Crisis That Demanded Decisive Leadership

The Bondi attack was a national trauma. The subsequent rise in antisemitic incidents, well documented by authorities, the Antisemitism Envoy report, Jewish organisations, schools, and civil society groups, had left many Australians feeling that something deeper was fracturing. In moments like this, the people expect:

• transparent processes that show nothing is being hidden

• swift accountability that demonstrates the system can correct itself

• leadership that sets the tone, not one that waits for the wind to change

A royal commission is Australia’s most serious tool for national reckoning. It signals independence, gravity, and a willingness to confront uncomfortable truths. That is why so many voices argued for it early, and why the government’s reluctance (and backflip weeks on) felt so out of step.

The Visibility Trap: When Delay Keeps a Community in the Spotlight

One of the most striking consequences of the government’s hesitation was that the pain and suffering of Jewish Australians remained at the centre of the national news cycle. Community leaders described the experience as exhausting and unsustainable. Critics argued that the delay meant:

• Jewish safety concerns became daily headline fodder

• community leaders were forced to fill the leadership vacuum

• the burden of public advocacy fell on those already under strain

This is the visibility trap: by not acting, the government kept the story alive. By keeping the story alive, it kept Jewish communities in the spotlight. And by keeping them in the spotlight, it amplified the very distress it claimed to be managing.

Surely this is not what any government wants? This was a prolonged cycle in which the same community’s fear becomes the nation’s daily news simply because the government has not yet acted.

The Optics Problem: When Hesitation Looks Like Misjudgment

Even if the government had legitimate reasons for caution, like overlapping inquiries, legal complexities, national security considerations, the optics were unforgiving. To many Australians, the reluctance looked like:

• a failure to grasp the emotional gravity of the moment

• a disconnect from community sentiment

• a misreading of what national leadership required

And the longer the delay continued, the more oxygen the story received. Instead of closing the chapter, the government inadvertently kept it open.

The Backflip: Necessary, But Politically Costly

When the royal commission was finally announced, it was widely seen as the right decision — but one that arrived too late to be framed as leadership. Instead, it looked like:

• a concession to pressure

• a reluctant retreat

• a government reacting to events rather than shaping them

Timing matters. A royal commission announced early projects authority. A royal commission announced late looks like capitulation.

Key Lessons From a Mishandled Moment

The episode has already become a political case study. Several lessons stand out:

1. Hesitation Creates Its Own Political Weather

Delaying didn’t calm the situation; it intensified it. Each day without a decision kept the story alive and the pressure mounting.

2. Communities Shouldn’t Be Left Carrying the Narrative

Jewish Australians were forced into the spotlight for months, filling a vacuum the government should have occupied.

3. Narrative Control Is Lost Faster Than It’s Regained

Once the government fell behind the story, it struggled to catch up. The backflip felt like the end of a saga, not the start of a solution.

4. Acting Early Would Have Reduced the Temperature for Everyone

A timely announcement would have reassured anxious communities and prevented months of speculation.

5. Backflips Are Sometimes Necessary — But They Always Come at a Price

Changing course is not the problem. Waiting too long to do it is.

A Moment That Will Shape Perceptions

The royal commission will now proceed, and it may ultimately deliver clarity, accountability, and a roadmap for national cohesion. But the political and emotional contours of this moment have already been set.

For many observers, the Albanese government’s handling of the issue has become a lesson in how governments can lose control of a narrative by underestimating the emotional and political weight of a national trauma.

In a moment when Australians were looking for reassurance, unity, and moral clarity, hesitation read as something else entirely, and it kept this mostly negative story alive far longer than the government might have wished.

The PR Trend of 2026 We Almost Missed

While everyone was busy predicting the next shiny thing in PR for 2026: more refined AI-generated press releases, creator-led media lists, or the death (again) of traditional media…we nearly missed the quietest shift of all: restraint.

The defining PR trend of 2026 isn’t louder storytelling. It’s less of it.

After years of “always-on” commentary, hot takes within minutes, and CEOs forced into thought leadership they didn’t believe in, audiences are fatigued. Journalists are exhausted. And brands that kept talking through every moment have had us tune out, unfollow and not engage.

What’s emerging instead is selective visibility. Fewer spokespeople. Fewer opinions. Fewer media moments yes, but each one intentional, prepared, and grounded in real authority.

In 2026, the new credibility is built by knowing when not to speak.

The best PR operators are advising clients to skip reactive commentary, sit out performative awareness days, and stop hijacking news cycles that don’t genuinely connect to their expertise. Silence, once feared, is being rebranded as strategic confidence.

This isn’t about hiding. It’s about discernment.

PR is moving from volume to judgment, from presence everywhere to presence where it counts. And the company heads and brands winning in 2026 aren’t the ones flooding inboxes. They’re the ones journalists trust will only call when it truly matters.

That’s the (welcome) trend we almost missed.

📚🎧📺 Amber’s January Recommendations

The humble audio book has won my heart over summer please note! Here are my three faves of the month:

Leadership Insights That Endure by Christoph Schweizer & Rich Lesser

Distills weekly leadership briefs from Boston Consulting Group leaders on navigating change, uncertainty, AI disruption, trust, decision-making and resilience; great for senior leaders and aspiring executives alike.

We’ve Hit Turbulence by Jessica L. Cozzi

A second-chance romance that begins on a long-haul flight which quickly turns into a scenic Hawaiian adventure and emotional reconnection. Breezy and heartfelt ad ideal for happy summer vibes.

Gough Whitlam: The Vista of the New, Author & Narrator: Troy Bramston
Focus: A comprehensive, authoritative biography of one of Australia’s most influential prime ministers covering Whitlam’s rise, reforms and political legacy.

Photo Credit: 100% me + Oak Street Creative Co. because AI photos mostly suck.

Why AI Photos Will Be a Bad Novelty by 2026

When I was a journalist, I learned a rule early: If something looks too polished, you start asking harder questions.

Editors did it. Readers did it. Audiences still do, even if they can’t always explain why.

That instinct hasn’t disappeared in the age of AI. In fact, it is being challenged all the time.

This is why, despite the explosion of AI-generated headshots, I’m confident of this: by 2026, AI photos will be ‘bad novelty items’ like those 1990s magic eye paintings or the Labubu doll. While it is an expense and hard to always find time for, I won’t stop booking real photographers, real shoots, and real headshots for my business.

Not because I’m anti-AI. Far from it. I use it daily. I advise leaders on how to talk about it without sounding either naïve or defensive.

But photos are different. Images are trust signals. And trust is about to become the most valuable, and most fragile, asset any public-facing professional has.

The sameness problem

AI photos are already starting to blur into one another.

The same softened jawlines. The same “professional but relaxed” posture. The extra smooth skin from head to toe. The same backgrounds that suggest thought leadership without actually showing any lived experience.

At first, AI headshots felt impressive. Soon, they’ll feel generic. Then dated.

We’ve seen this cycle before: the early stock photography, templated websites, even Canva-era brand decks. What starts as clever quickly becomes invisible.

When everyone can look perfect, perfection stops meaning anything.

Real photos signal real-world credibility

A professionally shot photo tells a deeper story than people realise.

It says: I showed up.
It says: I invested time and money in how I present myself.
It says: This is what I actually look like when I walk into a room.

For people who speak, consult, advise, or lead, I know that matters.

As a former journalist, I’m acutely aware of how audiences read visual cues. They don’t analyse them consciously, but they feel them. And when something feels slightly “off”, trust quietly erodes.

By 2026, audiences will know in a second when an image is synthetic. Not because it’s labelled, but because it lacks friction. No imperfections. No context. No story behind it.

Lived experience beats manufactured polish

Every shoot I do captures a specific moment in time.

Who I am now.
What stage of life I’m in.
How I’m really doing in business and beyond.

Those details matter more than staged symmetry.

A real photographer sees how you move, how you think, how you inhabit space. They adjust. They respond. They co-create.

AI doesn’t do that. It predicts.

Sadly, that prediction is not your special presence.

Novelty vs longevity

I’m not saying AI photos will disappear. They’ll have their place like cute avatars, social media experiments, some selective creative projects, maybe even as a way to create visual satire.

But novelty wears thin fast. We are all over things faster than ever.

What will last is authenticity with intention. Thoughtful presentation. Images that align with how you actually show up in the world.

That’s why I’ll keep booking shoots every 6-9 months.

It’s about trust, perspective, and lived insight and my own face and related visuals need to reflect that.

The quiet rebellion

In a world rushing toward frictionless everything, choosing the real thing will become a quiet rebellion.

Real photos.
Real expressions.
Real moments captured, not generated.

By 2026, that won’t look old-fashioned.

It’ll look confident.

In the long run that confidence, like credibility, can’t be AI-automated.

The last night of Channukah and my at-home vigil for all those who lost their lives or were impacted by the Bondi terrorist attack on December 14,2025.

The Grief That Lingers After Bondi

In the days since the Bondi Beach terrorist attack, I’ve found myself carrying a quiet, heavy grief that is hard to explain to people who don’t live inside it.

It’s not just shock, because like many Jewish Australians that is not the first feeling, given all the relentless antisemitism thrown our way for the last 26 months. It’s not only sadness for the lives lost, but the families also shattered, the ordinary day that turned into something unthinkable. It’s something older, deeper, and more familiar than I would like it to be.

As a Jewish Australian, this grief comes layered with memory.

Bondi is not just a place. It’s sunlight and salt air, prams and surfboards, tourists with drones, grandparents walking slowly with coffees in hand. For many Jewish families, it’s also community, a regular place where Jewish life is visible, casual, woven into the everyday. Seeing terror intrude into that space felt like a violation not just of safety, but of belonging.

In the aftermath, I noticed how my body reacted before my brain caught up. I checked exits instinctively. I scanned faces more closely. I held my breath in crowded places. These are not dramatic gestures. They are small, learned behaviours, some I believe have been passed down not through stories alone, but through nervous systems shaped by generations who knew what it meant to be targeted for being a Jew. I am not sure how scientific that is, but that is my feeling.

This is the part of grief that rarely makes headlines.

For Jewish people, targeted violence like this doesn’t sit in isolation. It stacks. It connects itself to history whether we invite it to or not. Pogroms. Attacks on synagogues. Graffiti on our homes and cars. Names of places that never leave us. We grieve what happened of course, and we grieve what it reminds us of.

There is also grief in the silence that follows.

In public conversations after attacks, there is often a rush to categorise, contextualise, politicise. I understand the impulse. But for many Jews, those early days are not about debate: they are about survival and recognition. About being allowed to say: this hurts, and it frightens us, and it brings up things we hoped our generation of children wouldn’t have to carry.

I’ve thought about my kids a lot this week. About what they absorb even when we think we’re shielding them. About how much hypervigilance is too much and how much is never enough. About the quiet calculations parents make: Is this event safe? Is this street safe? Is today the day I explain why we’re more careful than others?

Grief also shows up in anger of the visceral kind not the explosive kind, but the slow burn. Anger that Jewish pain is sometimes treated as conditional. That empathy can feel rationed. That we are asked to prove our grief before it’s granted legitimacy. That even after violence, we are expected to speak carefully, calmly, cautiously, as if our sorrow might inconvenience someone else.

And yet, there is another layer too: love.

An ally who is not Jewish sent this to our family and we all cried.

I’ve felt it in messages from friends who didn’t know what to say but reached out anyway. In small acts of solidarity that didn’t demand explanations. In the resilience of community — the way people show up, bring food, check in, hold space. Jewish grief has always lived alongside Jewish endurance. One does not cancel out the other.

What I want, more than anything, is not special treatment. It’s understanding.

Understanding that for Jewish Australians, long-feared attacks like the massacre of 15 souls (and 41 people were also hurt) in the heart of iconic Bondi don’t just break the present, they crack open the past. That grief can coexist with gratitude for this country and fear about what lies ahead. That we can love Australia deeply and still feel suddenly unsure of our place in it.

Grief doesn’t resolve itself neatly. It doesn’t end when the news cycle moves on. It lingers in the body, in the way we walk through shopping centres, in how tightly we hold our children at night, in how we show our faith publicly and visibly, in the familiar prayers we say quietly, sometimes for the first time in years.

In the days after Bondi, I am grieving for a loss of that easy going “lucky country” for everyone who gets the privilege to reside here. For community. For safety that feels a little more fragile than it did before. Overall, my newest hope is that one day, being visibly Jewish in public spaces won’t require courage at all.

Until then, we carry the grief and we keep going. Because we always have for almost 6,000 years.

Latest Podcast

The latest episode of Life After the Whistle, with my guest now retired goalkeeper Jamie Young is, honestly, my favourite interview out of the three seasons we have delivered in your ears this year. As a parent of a 12-year-old NPL goalkeeper, I’ve watched from the sidelines and witnessed firsthand what I think is the least appreciated, and arguably hardest, job on a soccer field. Jamie’s insights into the shifting nature of real mental toughness, the ways he used changes in his career to be positive pressure, and committed precision required to guard the goal resonated deeply with me and gave me a whole new appreciation for what my superstar son, and every goalie, faces week in and week out in the box.

📚🎧📺 Amber’s December 2025 Recommendations

These are keeping me inspired, curious, and thoroughly entertained this month.

• Book: Nobody’s Girl by the late Virginia Roberts Giuffre

• Podcast: Business Wars Podcast by Apple Podcasts (How Nvidia Owned AI)

• TV Show: The Beast in Me on Netflix starring Gen X legend Claire Danes

PS Have a happy Christmas and here is to the best of everything in 2026.

Milestone Birthdays & Big Moments Get a Glow Down

I adore celebrations. Give me a reason and I’ll show up at my friends’ birthdays with a thoughtful gift, and a chance to revel in the moment. I believe wholeheartedly in marking achievements, recognising effort, and pausing long enough to appreciate how far we’ve come.

But milestone birthdays? Major anniversaries? Those Big Timeline Moments society tells us are meant to define us?

They give me as Gen Z say “the ick.”

There’s something about the round numbers 30, 40, 50 and beyond that invites scrutiny. Expectations. The quiet but loaded questions about success, status, and “where you should be by now.” Suddenly it’s not about celebrating life but tallying it.

It’s a scoreboard in party hat form.

Milestones = Measurement

Milestones come with checklists — real or imagined.

Have you:

• Built the dream career?

• Gone to Burning Man?

• Met the partner?

• Had the kids?

• Bought the house?

• Renovated said house?

• Stayed fit, stylish, relevant?

Even the most content among us can find ourselves glancing sideways, wondering how we stack up. Celebrations become audits. That glossy Instagram post hides the little voice asking: Did I do enough? Am I enough?

Case Study 101: My “Small But Mighty” 40th

When I turned 40 almost 10 years ago now, I quietly rebelled against the pressure to go big. No grand venue. No 150-person guest list. No glittering montage of my life to date.

Instead, I hosted cake and champagne at home with just 20 friends. the people who at the time had show up for real life, not just the highlight reel. It was intimate and easy, and honestly? Glorious. My hubby David presented me with a beau cake and we drank champagne on our Sydney apartment balcony with the gang.

That Sunday afternoon tea taught me something: the size of a celebration or its Instagram worthy photo reel has nothing to do with enjoyment.

PS Look how cute and small my boys were here below?

Everyday Accomplishments > Arbitrary Numbers

Some of the biggest wins of my life didn’t show up on a calendar.

Like finally mastering a work challenge that once scared me.
Getting my kids through a tough week.

Saying no when my people-pleasing heart wanted to say yes.
Choosing rest without justification.

Those aren’t milestones.
They’re the quiet triumphs that actually shape us.

So why do we glorify the decade markers but skip over the moments that reflect our real growth?

Who Are We Celebrating For?

I notice the language around milestone birthdays changes:

Instead of “I feel proud of this year” we hear “I can’t believe I’m turning 50… Where did the time go?”

It feels like the celebration slips out of our hands.

Redefining Milestones

Maybe the best milestones aren’t the ones baked into our birth certificates.

Maybe they look more like:

• A friendship strengthened

• A new fitness goal in train

• A job left when it wasn’t serving us

• A passion rediscovered

• Boundaries held

• Healing begun

If we must measure something, let it be courage to just be.

So when my next big birthday rolls around (in March 2026), here’s what I’d like:

Less “What’s your plan?” More “How do you feel?”

Less pressure. More presence.

Three Quick and Easy Ways You Can Work With Me Before 31 January 2026

I have 5 available dates between now and 31 January to work with clients in a bespoke manner.

If you’d like to make your communications goals sing and raise your own PR presence, and strategic impact, here’s how we can work together:

1. Offer 1: Refresher Online 1:1 Media Training Skills (90 mins)– $600 (1.5 hrs). Sharpen your podcast and mainstream media presence and messaging in a personalised session.

2. Offer 2: PR Strategy Session (1 Hour) – $500. Get actionable advice and a clear PR roadmap for your business or personal brands,

3. Executive Presence Training (3 Hours) – $1000. Develop confidence, influence, and leadership presence that commands attention.

4. Done for you PR (One Day): My first ever dive into offering this. I have started a Done-for-You PR VIP Day where we’ll focus entirely on your business, brand, or upcoming campaign. In one focused day, you’ll walk away with everything you need to confidently attract the media, tell your story, and boost your visibility for the next year $3500

If any of these sound like the right fit, let’s get you booked to get you PR read for 2026. Email amber@amberdaines.com with Offer 1,2,3 or 4 in the header.

How I Made AI My Secondary Source And Why It Works for PR

In PR, credibility is everything. Journalists, executives, and stakeholders all want accurate, well-sourced information, and so do we, when we craft stories, pitches, and thought leadership pieces.

Recently, I’ve started using AI as a secondary source in my work. Let me explain what that means, how it works, and why it’s become a valuable part of my process.

Primary vs. Secondary Sources in PR

A primary source is something first hand: a press release, an interview, official data, or your own reporting.
A secondary source interprets, analyses, or summarises primary sources — think industry reports, news articles, or market insights.

AI falls into the secondary category for me. It’s not a replacement for talking to real people, checking official numbers, or doing original reporting. But it’s excellent at synthesising information, spotting trends, and helping me organise ideas before I reach for primary sources.

How I Use AI in PR

1. Research & Context
   Before I pitch a story or write a blog, I ask AI to summarise industry trends, highlight key statistics, or explain new developments. This helps me frame the right questions for experts and clients without wasting time combing through dozens of articles.

2. Drafting & Structuring Content
   I use AI to create outlines, generate multiple angles, or even draft a first pass of a blog, press release, or LinkedIn post. Then I refine it checking every fact, adding quotes, and injecting personality so the content is authentically mine.

3. Scenario Testing
   Sometimes I need to see how a journalist might respond to a pitch or how messaging lands with different audiences. AI can simulate these scenarios quickly, allowing me to tweak my approach before it goes live.

Why It’s Only a Secondary Source

AI is fast and clever, but it’s not infallible. It can:

• Get facts wrong

• Oversimplify nuanced topics

• Miss local context or emerging news

That’s why I never cite AI as a source though we declare in our agency when we use it for clients of course. I always verify facts with primary sources: official reports, interviews, and first-hand data, and check the facts before using them in client-facing work. AI helps me work smarter, not replace due diligence.

In short, AI has become a back up, but not my author. It’s a tool that saves time as long as it’s paired with critical thinking and good old-fashioned verification.

📚🎧📺 Amber’s November 2025 Recommendations

These are keeping me inspired, curious, and thoroughly entertained this month.

• Book: Entitled: The Rise and Fall of the House of York by Andrew Lownie

• Podcast: Unearthed - The need for seeds, with Cate Blanchett

• TV Show: Madam on Netflix, starring Rachel Griffiths and Martin Henderson

Any kick-ass recommendations for what I should read or watch next?

The keyboard warriors are rife and in my experience lurk in all areas of the online space - from LinkedIn to TikTok or even your DMs on a community group page.

I have been pondering the best ways to have discussion and canvass productive social media debates on issues that matter to us in business or life.

Basic human decency is a start! Then we need to ensure as the comments build we remain engaging, on-topic, and civil while avoiding the usual online shouting matches or desperate needs to always “win”.

Here are my thoughts…

START WELL

• Frame your post as a conversation, not a fight.

• State your view clearly in 1–2 sentences.

• Invite other perspectives and set a respectful tone.
  

RESPONDING TO AGREEMENT

• Acknowledge what you share in common.

• Add your angle or an extra layer of insight.
  

RESPONDING TO DISAGREEMENT

• Summarise their point to show you listened.

• Share your reasoning with facts or examples.

• Ask an open-ended question to keep dialogue going.

WHEN IT GETS HEATED

• Refocus on the core question.

• Avoid personal attacks — keep it about ideas.

• Use calm, clear language to de-escalate.
  

IF SOMEONE IS RUDE

• State your boundaries politely.

• Only continue if the tone improves.

• Disengage if it becomes unproductive.
  

CLOSING THE DEBATE

• Thank people for sharing.

• Highlight something new you learned.

• End on a note of mutual respect.

A few examples for you all to make your own

[Opening Post / Starter Message]
Tone: curious, respectful, and framing the debate as a conversation — not a fight.

"I’d love to get perspectives on this: [insert debate topic here].

My view: [short, clear statement of your opinion].

I’m interested in hearing other opinions — if you disagree, please share why and let’s focus on ideas rather than personal attacks. Let’s keep this a respectful, fact-based conversation so we can all learn something."

[Responding to Agreement]
Goal: build connection, acknowledge shared ground.

"I agree with you on [point of agreement] — that’s a solid observation. I also think [add your perspective], which might add another layer to what you said."

[Responding to Disagreement]
Goal: focus on ideas, not the person.

"I see your point about [summarise their point to show you listened].
I have a different view because [state your reasoning with evidence or examples].
What do you think about [open-ended question to invite further dialogue]?"

[When Conversation Gets Heated]
Goal: de-escalate without losing dignity.

"I think we’re starting to talk past each other. I value your perspective, but let’s keep this about the topic, not each other. Can we focus back on the core question: [repeat original question]?"

[If Someone Becomes Rude or Aggressive]
Goal: maintain boundaries without name-calling.

"I’m happy to have a spirited discussion, but I’m not OK with personal comments. If we can stick to the topic and keep it respectful, I’m keen to continue."

[Closing the Debate]
Goal: wrap with appreciation and reflection.

"Thanks everyone for sharing your views — I’ve learned [something specific you took from the discussion]. Even when we don’t all agree, hearing different perspectives is valuable. Appreciate the exchange."

TLDR = Amber’s Tips for a Productive Social Media Debate

1. Lead with curiosity, not certainty – ask more questions than you answer.

2. Acknowledge valid points – this shows you’re not just defending your position.

3. Use evidence over emotion – facts travel better than insults.

4. Resist the urge to ‘win’ – aim to understand or refine ideas.

5. Know when to walk away – sometimes the most productive choice is to disengage.
   
   

Ever feel like your story could be in the earned media (or have been some time ago) but you're not sure where to start?

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Warmly,
Amber Daines
Founder, Bespoke Co.
www.amberdaines.com

Today, Greg brings the same high-performance mindset to his dual role as CEO of the Central Coast Mariners and Business Development & Strategic Partnerships Manager at Central Coast Sports College. In this episode, Amber Daines speaks with Greg about the personal growth that comes from navigating identity shifts, the emotional highs and lows of elite sport, and what it means to lead with integrity in business and community. He reflects on building environments that allow athletes—and people—to flourish, and the legacy he hopes to leave in sport and leadership.

Connect with Amber Daines here https://amberdaines.com

Life After the Whistle is a winning podcast thanks to our founding sponsor, the Central Coast Sports College (https://ccsc.nsw.edu.au) , empowering your future through education.

See omnystudio.com/listener for privacy information.

She dives deep into the challenges all athletes face when transitioning out of their sports careers and they’re significant and different for all athletes depending where they are in their life stage. She discusses the importance of identity and support systems, and the emerging trends in mental health awareness within the sports community. Dr. Anderson shares insights on how to navigate these transitions, the significance of having a plan B, and the common emotional processes athletes experience during this time. The conversation highlights the need for patience and self-awareness as individuals move through significant life changes.                          

Connect with Amber Daines here https://amberdaines.com

Life After the Whistle is a winning podcast thanks to our founding sponsors, the Central Coast Sports College (https://ccsc.nsw.edu.au) , empowering your future through education and sports and Division Technologies (https://divisiontech.io) , your partner for technology leadership & advice with top-tier, affordable technology services for businesses, professional services, and startups.

See omnystudio.com/listener for privacy information.

Carol founded the 24-Hour Mega Swim, raising over $11 million. For her contributions, she was named a Member of the Order of Australia in 2014. Carol is also an accomplished author of Finding Your Inner Gold and The Force Within. Through her motivational speaking, Carol shares her philosophy of resilience, daring audiences to face fears and embrace change with courage and determination. Here Carol Cook shares her remarkable journey from aspiring gymnast to Paralympic champion, overcoming the challenges of multiple sclerosis. She discusses the importance of resilience, self-belief, and the support of loved ones in achieving one's dreams, regardless of age or obstacles. Carol's story is a testament to the idea that it's never too late to pursue your passions and make a positive impact in the world.

Connect with Amber Daines here https://amberdaines.com

Life After the Whistle is a winning podcast thanks to our founding sponsors, the Central Coast Sports College (https://ccsc.nsw.edu.au) , empowering your future through education and sports and Division Technologies (https://divisiontech.io) , your partner for technology leadership & advice with top-tier, affordable technology services for businesses, professional services, and startups.

See omnystudio.com/listener for privacy information.

He worked in the financial industry for over ten years in change management and currently works in the health sector. Matt earned a BA in Business Management and an MBA in Leadership and Innovation. A graduate of the AICD Company Director’s Program Matt also holds multiple board, advisory and ambassadorial roles with sporting, community and humanitarian organisations. 

In 2014, Matt was awarded the Order of Australia Medal for "Service to sport as a Gold Medallist at the London 2012 Paralympic Games." 

In 2015, he was named Athlete of the Year with a Disability at the New South Wales Sports Awards, and in 2018 he was named Swimming Australia’s Paralympic Program Swimmer of the Year. In November 2021, he received a New South Wales Institute of Sport Academic Excellence Award and was named the 2021 Sport NSW Athlete of the Year with a Disability. His fifth Paralympic campaign came to an exciting end when he joined teammates to win the gold medal in the men’s 4x100m freestyle 34 points relay. Matt Levy shares his inspiring journey as a Paralympic swimmer and his transition into a professional career. He discusses the importance of balancing sports with work, the value of mentorship, and the lessons learned throughout his athletic career. Matt discusses the significance of self-reflection, understanding one's purpose, and giving back to the community. Everyone experiences change in their lives listen in on your best way to navigate it. 

Connect with Amber Daines here https://amberdaines.com

Life After the Whistle is a winning podcast thanks to our founding sponsors, the Central Coast Sports College (https://ccsc.nsw.edu.au) , empowering your future through education and sports and Division Technologies (https://divisiontech.io) , your partner for technology leadership & advice with top-tier, affordable technology services for businesses, professional services, and startups.

See omnystudio.com/listener for privacy information.

This personal transformation led to the birth of Fit Mumma, a health and fitness business dedicated to empowering mums to prioritise their well-being. Today, Patsy runs the Fit Mumma Classic, Australia’s only functional fitness competition exclusively for mums, and hosts virtual challenges to inspire women everywhere. With certifications in post-natal care, menopause, Olympic weightlifting and over 20 years coaching women, Patsy is a true force of transformation, helping mums rediscover their strength. Here Patsy discusses the importance of community, accountability, and finding joy in fitness, especially for mothers. Here Patsy discusses the importance of community, accountability, and finding joy in fitness, especially for mothers. Patsy also delves into the need for self-care and adapting fitness routines as we age, encouraging listeners to prioritise their well-being and find activities they love.

Reach out to Patsy here https://fitmumma.au

Connect with Amber Daines here https://amberdaines.com

Life After the Whistle is a winning podcast thanks to our founding sponsors, the Central Coast Sports College (https://ccsc.nsw.edu.au) , empowering your future through education and sports and Division Technologies (https://divisiontech.io) , your partner for technology leadership & advice with top-tier, affordable technology services for businesses, professional services, and startups.

See omnystudio.com/listener for privacy information.

Here, Dr. Sasha Fulton discusses the importance of an elite mindset, the journey of athletes, and how to create a supportive environment that empowers individuals beyond their athletic identities. Dr. Fulton shares her insights on scientific training, behaviour change and the significance of embracing mistakes as part of the growth process. The conversation highlights how psychological safety and mindfulness can skyrocket achieving peak performance.

Reach out to Dr Sasha here https://www.peakpreparation.com.au

Connect with Amber Daines here https://amberdaines.com

Life After the Whistle is a winning podcast thanks to our founding sponsors, the Central Coast Sports College (https://ccsc.nsw.edu.au) , empowering your future through education and sports and Division Technologies (https://divisiontech.io) , your partner for technology leadership & advice with top-tier, affordable technology services for businesses, professional services, and startups.

See omnystudio.com/listener for privacy information.

 Born in Leeds, England, to migrant parents from St. Kitts & Nevis in the Caribbean, Ryan left school at 16 to pursue his career as a professional football (aka soccer) player at Huddersfield Town. After a series of injuries, he moved on to juggle gaining his honours degree whilst playing semi-professionally around Europe and coaching in the US. 

 At a corporate level, he has led diverse teams with strong commercial & political acumen and high emotional intelligence.  His work, at global corporates GE Capital, HSBC, AMP and in the Australian NSW State Government has taken him across Europe, North America, Middle East, Asia and Australia in B2C and B2B2C industries. Today, Ryan dedicates his time as a career coach through his Private Practice at 2ndwind Academy including Olympians, Olympic hopefuls and professional sports including South Sydney Rabbitohs. In this conversation, Ryan Gonsalves shares his journey from professional athlete to corporate leader and career coach. He discusses the importance of communication, the challenges athletes face during career transitions, and offers valuable advice for those pursuing a second career after sports. Ryan delves into the need for athletes to explore their interests outside of sports and to develop skills that will aid in their future endeavours.

Reach out to Ryan here https://www.2ndwind.io/

Connect with Amber Daines here https://amberdaines.com/

Life After the Whistle is a winning podcast thanks to our founding sponsors, the Central Coast Sports College (https://ccsc.nsw.edu.au) , empowering your future through education and sports and Division Technologies (https://divisiontech.io) , your partner for technology leadership & advice with top-tier, affordable technology services for businesses, professional services, and startups.

See omnystudio.com/listener for privacy information.

His own life experiences and determination to help others is what inspired the creation  of The Mental Health Movement and lead to Dan’s further study in Mental Health,  Community Services, Mental Health First Aid, Alcohol and Other Drugs (AOD), Fitness,  Business and Career Development.  Here Dan shares insights on vulnerability, the importance of support systems, and the power of personal stories in breaking down stigma. He points out that seeking help is a sign of strength and encourages listeners to surround themselves with supportive people as they navigate their own journeys.

Reach out to Dan here  https://mentalhealthmovement.com.au

Connect with Amber Daines here https://amberdaines.com

Life After the Whistle is a winning podcast thanks to our founding sponsors, the Central Coast Sports College (https://ccsc.nsw.edu.au) , empowering your future through education and sports and Division Technologies (https://divisiontech.io) , your partner for technology leadership & advice with top-tier, affordable technology services for businesses, professional services, and startups.

See omnystudio.com/listener for privacy information.

Not one to sit still, Amie is an amateur triathlete, who loves the challenge of pushing her physical limits, whilst also advocating for a balanced lifestyle.  

In this conversation, Amy Thompson, a dual Olympic artistic swimmer, shares her journey from elite sports to her current life as an engineer and coach. She discusses the challenges of transitioning from a competitive athlete to finding her identity outside of sports, the importance of resilience, and the lessons learned from her experiences. She still has to schedule ‘fun’ into her life because structure has ruled it for so long. Amy says she wasn’t a stand out talent at the beginning but hard work, tenacity and a love for what you do  can go a long way! Her insights provide motivation for anyone facing change, highlighting the importance of passion and perseverance.

Connect with Amber Daines here https://amberdaines.com

Life After the Whistle is a winning podcast thanks to our founding sponsors, the Central Coast Sports College (https://ccsc.nsw.edu.au) , empowering your future through education and sports and Division Technologies (https://divisiontech.io) , your partner for technology leadership & advice with top-tier, affordable technology services for businesses, professional services, and startups.

See omnystudio.com/listener for privacy information.