Greater Sydney Area
I have an extensive background in communications, public affairs, promotions and journalism with proven skills in corporate and consumer public relations. I have been responsible for developing corporate and brand reputations for some of Australia’s most respected organisations, with considerable expertise in the business, travel, tourism and hospitality sectors. Responsible for developing the media profiles of key executives, as well as producing strategies for successful launches, my key priority is to build powerful networks in the media through understanding their needs and ensuring delivery of appropriate product. I have built up my expertise in external and internal communications, using print, broadcast and online media. My aim is to ensure the organisation I work with is regarded in the media as the ‘industry leader’.
Major Clients - Visit Sunshine Coast, Schwartz Hotel Group, Kakadu Tourism, JLL, Sydney International Wine Competition, Mary Valley Rattler. Established to service the tourism, hospitality, commercial property and lifestyle sectors, Hook Communications provides the highest level of expertise in media communications and public relations. The boutique agency has premium skills in designing media strategies, distribution of key messages through press releases and on-line media channels, and an unparalleled network of key contacts in the media. Crisis communications, internal communications, speech writing, proposals and presentations, awards submissions and MCing are just some of the services offered by the agency. With over 25 years of experience in communications and public affairs, including a number of years in journalism, Hook Communications offers a refreshing approach and highly skilled solutions for companies needing expert public relations services.
- I played a major role in establishing the Accor brand name, as well as the individual brands - Sofitel, Pullman, Novotel, Mercure, Ibis etc - in the Australian and Asia Pacific marketplaces, building the company up to the industry leader in the region - Under my stewardship, Accor became the dominant media player in the industry, driving agendas, being the first port of call for journalists, and establishing Accor's management team as the key specialists in each sector of the industry - We were instrumental in building the company's credentials in crucial fields such as community social responsibility, environmental progressiveness, pioneering employment and training practices (eg Indigenous Employment program), innovative sales and marketing programs (eg Chinese Optimum Service Standards) and revenue generating programs - We built the most comprehensive network of media contacts, supported by the most targeted media familiarisation programs and complemented by the industry's most powerful data bases - I established and developed a team of in-house and consultant communications professionals considered the most effective and successful in the industry - I was instrumental in establishing Accor's internal communications capabilities, including the intranet, company reward programs, feedback channels (eg Chat with the Chairman, Yammer) and participation events such as the Accor Race for Survival - I designed and launched Accor's own Crisis Communications media training module involving a printed and on-line manual and practical training skills. I was usually the company spokesman for crises (though fortunately we were able to defuse most before they became crises) - The Accor Communications & PR team provided strategic support for marketing and sponsorship programs, including the Australian Olympic Committee, Sunrise (Channel 7), and Mission Australia.
Contributed cricket articles to the UK Cricketer, Australian Cricket, Australian Playboy and Fairfax's Sun Herald
- SPHC operated the Parkroyal, Centra and Travelodge hotel brands and during this period I played a key role in expanding the company's presence in Asia as well as throughout the Pacific - Launched the new Centra brand as a major player in the business traveller market - Provided external and internal communications strategy for the takeover of New Zealand's (then) largest hotel group THC, and helped successfully integrate the brand into SPHC - Was a key member of the team that won bids for large events, such as the Australian Cricket Board's business (including co-ordination and management of the 1992-93 World Cup)
- I produced the Macquarie Network's flagship current affairs programme, the 1230 Report - I was also responsible for production of 2GB's Drivetime current affairs programme - Oversaw a team of five reporters, plus correspondents around the world - Produced the Macquarie Network's live Bicentennial coverage in 1988