Strategic communication

January 21, 2019

Primary has worked alongside many organisations over the past 30 years to help achieve their long-term goals from Board and senior management restructures, to influencing public policy and building relationships with new and existing stakeholders.

Primary’s team of highly skilled and experienced communicators will provide the strategic advice needed to help your organisation reach its goals.

Government relations and advocacy

Primary’s team of government relations specialists guide clients through the governmental maze.

The team of former government staff from both political and bureaucratic wings of local, state and federal governments understand how government works and what hot buttons get attention for your issues.

Primary is non-partisan and collaborates with all political parties and sectors of government.


Primary’s campaigns help raise brand awareness, drive and deliver key messages to ensure they are heard, influence opinions and decision-making, and assist in building stakeholder relationships.

The campaigns can be local or national, with techniques ranging from face to face through to digital media.

Media relations

Primary understands how the media operates and how to get messages out and heard by targeted audiences.

Media plays a prominent role in informing and influencing popular thought. It is more important than ever to ensure that the right messages are heard.

Primary’s team of communication professionals have formed relationships with journalists over many years, with many being former journalists themselves.

Integrated marketing communication

Primary designs and delivers integrated communication campaigns using analytical scenario planning and structured creative thinking processes.

Primary’s integrated communication services include PR, digital, social, advertising content creation, content marketing and lead generation, external and internal engagement to build reputation and shape opinion.