Primary has extensive experience in designing and implementing integrated social and digital campaigns that provide measurable outcomes.

From strategy through to implementation and moderation we provide expertise in integrated social media strategy, social media auditing, content calendar development, social media moderation, EDM and newsletter content and website/ microsite advice and content.

We can help you establish or grow your social presence, broaden audience reach and increase engagement across all social and digital channels. We work with you to enhance your brand or campaign identity, developing narrative-driven content and increasing discoverability for your target audience.

Primary’s team of former government staff from both political and bureaucratic wings of local, state and federal governments can advise and guide you through the governmental maze.

Our government relations approach is non-partisan, collaborating with all political parties and sectors of the government.

We can support you in developing integrated advocacy campaigns to influence public policy and make change happen. This spans research, stakeholder mapping and analysis, integrated communication strategy development, parliamentary briefing programs and tactics and public enquiries and commissions.

Primary handles high profile, lead story news issues on major political, business and community issues. 

From explosions through to launches, and from thought leadership to news-jacking, we develop tailored media strategies and media management for a huge range of clients wanting to expand their media presence and shape the public narrative.

Our approach always starts with opportunities and objectives while leveraging the relationships we hold with journalists and media outlets. 

We can manage proactive media campaigns, as well as support you in reactive media responses and reputation management.

Our media bureau facility is also available to support 24/7 in the event of an issue or crisis that requires a dedicated team to handle response and management.

Across community, industry and government, Primary provides strategic advice and specialised programs in stakeholder engagement, facilitated workshops and public consultation.

Our starting point is always understanding you and your people to map existing and potential stakeholders and support you in developing long-term relationships built on trust and mutual interest.
Our stakeholder approach will ensure you’re able to reduce risk, create opportunity for collaboration and optimise outcomes.

Primary understands how important it is to communicate with internal staff to ensure efficiency and transparency.

We have successfully led internal communication campaigns, from delicate downsizing scenarios to listed corporate mergers, culture change campaigns to newsletters and broadcasts from senior managers.

Our teams work to deliver the outcomes you need for your internal audiences, ranging from strategic advisory to events, content/ copy and planning. We can help you effectively communicate across multiple channels to build a clear and consistent narrative across internal and external programs.

Primary guides and supports clients in managing issues to minimise reputational risk and establish trust across the stakeholder landscape.

We understand that reputation is woven from complex webs of media coverage, client interactions, government policy responses and industry sector positioning, which is why we incorporate risk analysis and issues management processes across all work including projects or campaigns. This allows us to identify, assess and prepare for any issues that could potentially impact on your operations or reputation.

We work with you to develop a clear strategy and consistent messaging to maintain trust and credibility, enable an agile response to issues should they arise and provide ongoing strategic advice to leadership/senior executives and other spokespeople as needed.

Primary works alongside clients to maintain reputation and provide direction in the face of a crisis. During any incident, communication is critical to enabling a timely response, management, and recovery.

Our team is set up to provide 24/7 crisis communication support, monitoring, and ongoing strategic advisory and materials development.

We will be there alongside you and your organisation to devise a recovery strategy, as well as support activation and implementation.

Primary offers content creation and implementation support including; social media content and calendars, newsletters, brochures, blogs, infographics, opinion editorials, website copy, interactive training modules, e-books and video scripting.

We combine communication and marketing strategies to ensure content creation aligns with your overall brand and business objectives to garner the best results possible.

Primary designs and delivers long-term sustainable health and safety education programs that inform children and young people to influence behaviour change and enable long term impact.

Our award-winning team has worked alongside clients to conceptualise, create, manage and deliver education programs, aligned with the broader business strategy.

Primary’s teacher liaison centre helps clients promote educational programs to primary schools, high schools and home-school networks across Australia. The centre provides highly professional and personalised one-to-one communication with teachers and education stakeholders, focusing on increasing engagement and awareness of programs.

Packages include dedicated hotlines and customer relationship management databases to ensure clear communication, current contact records and detailed reporting.

Primary has extensive experience in designing and implementing integrated social and digital campaigns that provide measurable outcomes.

From strategy through to implementation and moderation, we provide expertise in integrated social media strategy, social media auditing, content calendar development, social media moderation, EDM and newsletter content and website/ microsite advice and content.

We can help you establish or grow your social presence, broaden audience reach and increase engagement across all social and digital channels. We work with you to enhance your brand or campaign identity, developing narrative-driven content and increasing discoverability for your target audience.

Primary designs, organises and manages both large scale and small events held online and in-person including; marketing roadshows, media conferences, campaign or product launches, seminars and trade shows, partner breakfasts and C-Suite boardroom roundtables.

Primary’s experienced event and project management operations team takes a strategic approach to events, ensuring clear objectives from the onset through to delivery and evaluation.

We manage it all, from invitations to venue bookings, logistics, creatives and supplier management, and online event moderation, Primary has a strong track record of meeting logistical needs during all stages of the event lifecycle.

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

Our integrated marketing communication approach works to unify all elements; PR, digital, social, advertising content creation, content marketing and lead generation, external and internal engagement. We work with you to ensure consistency across distinct media channels, for effective and clear communication that strengthens your business reputation and shapes opinions, be it at a corporate level or by project/campaign.

We can help you build a cohesive strategy to ensure that your target audiences are exposed to and receiving consistent, coherent and clear messaging, regardless of the channel.

Social impact communication is at the heart of Primary. We have worked with national, state and local organisations and service providers in the social issues sector for more than 25 years, building and delivering successful strategic communication programs and campaigns that have improved awareness, shaped narrative, changed attitudes and behaviours, and influenced major reform.

Our team of highly experienced social services and mental health communicators understand the issues well, and have multiple touchpoints to sector stakeholders to support collaboration and amplification of campaigns.

We have extensive experience with lived experience inclusion and co-design projects. Guided by the National Mindframe Media Guidelines, we always apply a ‘do no harm’ in workshop facilitation, media engagement and communication collateral.

Primary has been a member of two national industry Advisory Groups providing industry advice to the Mindframe and Responsibility team from Everymind for nine years.

We have also worked in partnership with Mindframe to develop the National Mindframe Guidelines for Eating Disorders on behalf of the National Eating Disorders Collaboration and Butterfly Foundation.

Primary’s media training is a full suite program delivered by our team of media experts.

We adopt an evidence-based approach to build positive and balanced media coverage, resulting in increased stakeholder awareness and support, and in many cases significant influence in reform.

Training begins with an interactive phase combined with a recommended framework for ongoing development. Participants will gain an understanding of the principles of presentation, as well as learn practical techniques to apply their new skills through the staging of mock interviews and presentations.

We work with you to build and apply a framework for ongoing development which will maximise the positive impact you can achieve through presentations, publicity and coverage.

Primary’s team of political and strategic communicators have worked alongside clients through all types of inquiries, advising and managing all communication elements for judicial matters before the Coronial, District and Supreme Courts, and Royal Commissions. Our experience also spans parliamentary and government appearances at all levels.

We scope and research relevant issues and committee members, develop House notes and run mock inquiry training sessions. We also provide high-level strategic advice, working closely with legal teams to manage public communication and engagement with internal and external audiences.

From preparation, through to appearance, post-appearance and recovery, this expertise complements our crisis and disaster management services to help you communicate clearly when you need it the most.

Primary PositionPower workshops provide the foundations for narrative development to help participants define and develop strong and consistent messaging that can be used across media, collateral and channels.

The workshops explore how the narrative can be shaped by participants to reach key stakeholders and influencers in the community, media, industry, and government.

We help with the strategies you need to help you remain on message, whether the issue is positive or negative, in front of camera, on the phone or via written text.

Primary’s media training is a full suite program delivered by our team of media experts.

We adopt an evidence-based approach to build positive and balanced media coverage, resulting in increased stakeholder awareness and support, and in many cases significant influence in reform.

Training begins with an interactive phase combined with a recommended framework for ongoing development. Participants will gain an understanding of the principles of presentation, as well as learn practical techniques to apply their new skills through the staging of mock interviews and presentations.

We work with you to build and apply a framework for ongoing development which will maximise the positive impact you can achieve through presentations, publicity and coverage.

Primary’s team of political and strategic communicators have worked alongside clients through all types of inquiries, advising and managing all communication elements for judicial matters before the Coronial, District and Supreme Courts, and Royal Commissions. Our experience also spans parliamentary and government appearances at all levels.

We scope and research relevant issues and committee members, develop House notes and run mock inquiry training sessions. We also provide high-level strategic advice, working closely with legal teams to manage public communication and engagement with internal and external audiences.

From preparation, through to appearance, post-appearance and recovery, this expertise complements our crisis and disaster management services to help you communicate clearly when you need it the most.

Primary Position Power workshops provide the foundations for narrative development to help participants define and develop strong and consistent messaging that can be used across media, collateral and channels.

The workshops explore how the narrative can be shaped by participants to reach key stakeholders and influencers in the community, media, industry, and government.

We help with the strategies you need to help you remain on message, whether the issue is positive or negative, in front of camera, on the phone or via written text.