Real stories create real impact: A case study

March 10, 2021

15,000 women experience homelessness each year in NSW alone. But many wouldn’t know this, because women’s homelessness is invisible.

On International Women’s Day 2021, Blur Projects and Women’s Electoral Lobby Australia launched UNSEEN – a collaborative arts project situated in Sydney’s CBD sharing the hidden experiences of some of those thousands of women who live without a home.

Primary provided pro bono media relations support to represent the truth of women’s diverse experiences, increase public understanding of the issue and drive change. This included the development of key messages, media release, talent coaching, briefings, pitching of exclusive content and interview arrangement.

The result? A feature placement on, which was the second most read article of the day with a potential reach of more than 8 million people. Real stories make real impact.

To find out more about UNSEEN or get involved, visit: 

The Wonderful Women in Our Lives

March 8, 2021

Today is International Women’s Day, and this year is about celebrating women who have stood at the frontlines of the COVID-19 pandemic, as health care works, caregivers, innovators, community organisers and national leaders. 

Women lead on a global, national and personal level.

At Primary, we are lucky to be surrounded by incredible women in our workplace and personal lives. So, we’re celebrating by sharing a bit about the women who make a difference in our lives.  

Bernadette: “My incredible mother is my inspiration and life coach. Juggling motherhood and a career whilst making time for herself, family and friends; she taught me a woman can do anything she sets her mind to.”

Mia: “My colleague Mary-Anne is one of my greatest mentors and I wouldn’t be where I am today without her kindness, support and great advice. She pushes me to succeed and motivates me to not only work hard but to always believe in myself. Her intelligence and work ethic inspires me every day.”

Elaine: “Both my mother and mother-in-law inspire me every day. They are both carers in their roles and despite various challenges, they are always positive. They teach me every day to be strong, especially in tough times and to stand up for what I believe in.”

Liz: “Thank god for sisters! I have two older sisters who shower me with love, support and empowerment every single day, always without judgement! For 3 women from the same family, we couldn’t be more different…yet the same. Striving to be the best version of ourselves every single day & learning from each other as we go.”

Frank: “My mamma. A book of adjectives does not do her justice but let’s go with the most intelligent, kind, giving, gentle and yet strong woman whose insights have helped make me a better version of myself and whom, no matter what the time of day, will whip up a pasta dish for you (including lasagne like you have never tasted).

Renee: “Mary Jackson, NASA’s first female black engineer. As one of few women to enter Aeronautical Engineering in the 1950s, Mary had to not only contend with rampant sexism, but also racism in a then-segregated society. Mary demonstrated that it was both possible to break through the glass ceiling, and help remove the ceiling as well for future generations. In her 27-year tenure at NASA, she worked tirelessly to change the organisation’s culture to encourage and inspire the next generation of female engineers.”

Mary-Anne: “I am inspired by the women at Primary. Each and every one has enriched my days in one way or another; whether it’s professional or personal advice, mentoring, or collaboration/support on a project. I feel that the level of care and support that each one shows daily is inspirational and contributes to the whole team.”

Chris: “My wife is amazing. As the mother of three young children, she is the centrepiece of our family and somehow finds time to hold down a big job. She inspires us all to be better.”

Cora: “My sister Therese. She taught me that life is for exploring, living, challenging yourself and to always try new things. Don’t limit yourself. The world is your oyster. Be brave enough to go after what you want.”

Danielle: “My mum is my rock. The past year has been a tough one, so much uncertainty and forever changing plans, but having my Mum as a sounding board created a sense of calm in the chaos. I like to think her resilience is rubbing off on me, and her humour.”

Annabelle: “A moment in time from Sheila Swaine, chairman of my uni (Mitchell CAE) in the 1980s which I often quote. “Chairman is a position described in law. I doubt anyone will confuse me for a man or a piece of furniture.  I am the Chairman of Mitchell CAE.””

Primary gets behind Barcelona Principles 3.0

March 2, 2021

If there is one thing Primary has been passionate about for a long time – it is embedding best practice communication measurement and evaluation across our campaigns and projects.  

Our team is committed to educating clients and staff on the Barcelona Principles, an industry-wide framework for PR professionals established by the International Association of Measurement and Evaluation in Communications (AMEC) in 2010. 

The latest 3.0 iteration of the Barcelona Principles released in 2020, reflects some important updates that address the evolving nature of the communication industry. 

Primary is pledging its support as an official supporter of the Public Relations Institute of Australia’s Barcelona Principles 3.0 program, which we believe is an important reminder for the industry to continue striving for excellence in measurement and evaluation. 

Every month, we will take a deep dive on different aspects of the Barcelona Principles 3.0. 

An important step is to become familiar with the 7 Principles: 

  1. Setting goals is an absolute prerequisite to communications planning, measurement and evaluation
  2. Measurement and evaluation should identify outputs, outcomes and potential impact
  3. Outcomes and impact should be identified for stakeholders, society and the organisation
  4. Communication measurement and evaluation should include both qualitative and quantitative analysis
  5. AVEs are not the value of communication
  6. Holistic communication measurement and evaluation includes all relevant online and offline channels
  7. Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights

Check out the PRIA’s Measurement and Evaluation Library for everything you need to know about the Barcelona Principles 3.0 here