Build
Make the communication work.
I help organisations develop and deliver communications that support their objectives and reach the people who matter.
The work covers positioning, media relations, PR campaigns, launches, thought leadership and executive communications. I also help improve existing programmes when their approach, messaging or execution needs attention.
When is Build useful?
You might be launching a product, entering a new market or preparing to announce an important organisational change.
Perhaps you want to establish your company as a recognised voice in its industry, strengthen executive visibility or build a PR programme that extends beyond product announcements.
You can also come with a campaign already in development. It might need stronger evidence, a better media angle or a clearer plan for reaching its audience.
We start with what you want to achieve and build on the work already available.
What I can help you build
Positioning and messaging
Develop a clear, credible story about your organisation, what makes it relevant and why your audiences should care.
This includes defining key messages, identifying supporting evidence and adapting communication for different audiences and markets.
PR campaigns and launches
Plan and deliver communications around product launches, corporate announcements and strategic initiatives.
I work on media angles, press materials, spokesperson preparation, outreach and coordination across markets, making the story relevant to local audiences while keeping its central message consistent.
Media relations and thought leadership
Develop opportunities for your organisation and its experts to contribute to relevant industry conversations.
This includes media engagement, expert commentary, thought-leadership articles and executive interviews, supported by credible expertise and evidence.
Executive and corporate communications
Help leaders explain important decisions, communicate organisational change and engage with relevant stakeholders.
The work includes executive messaging, announcements, interviews, talking points, Q&A materials and communications planning.
The methods behind the work
PR, Reputation & Influence (PRI)
Develop new communication and strengthen what's already running.
PRI helps connect your objectives with audience needs, positioning, evidence, messaging and execution.
I use it to structure new campaigns, review existing programmes and identify changes that could improve their effectiveness.
Reputation Architecture
Understand what supports the reputation you want to build.
Reputation Architecture examines how organisational reality, evidence and publicly available information contribute to reputation among relevant audiences.
Its findings help identify credible opportunities for communication and areas where the underlying evidence or organisational practices need attention.
I select the methods according to the assignment. A project doesn't need to use every framework.
How does the work happen?
We begin with your objective and the communications work already available.
If the task is defined, I can start with the development or improvement work it requires. Where the direction needs clarification, I review the relevant context before recommending an approach.
From there, I develop the agreed materials and plans, working with your team and external partners where appropriate.
The engagement can cover strategy and development, hands-on delivery or continued support. We agree on the scope and responsibilities before work begins.
What will you receive?
Planning and development
Depending on the assignment, this can include a communications strategy, positioning and messaging framework, launch plan, media strategy or thought-leadership programme.
The work establishes what needs to be communicated, to whom, why it matters and how it should be delivered.
Implementation and support
I can also help put the work into practice through media outreach, press materials, executive briefings, interview preparation, content development and campaign coordination.
For existing programmes, the deliverables may include revised messaging, improved campaign materials or changes to the communications approach.
The scope and expected outputs are agreed at the start of the project.
Selected work
Quest Software
Making a global AI announcement relevant to Irish media
The opening of Quest Software's AI centre in Cork provided a strong corporate news story with clear local relevance.
I worked on media angles with colleagues, prepared and coordinated the press release with IDA Ireland's communications team, and organised interviews with Quest's global CEO and Irish leadership.
My responsibilities also included executive Q&As, talking points, journalist engagement and coverage monitoring.
Jýsan Bank
Communicating a major banking transformation
During a bank acquisition, merger and rebrand in Kazakhstan, the communications work had to address different concerns among customers, employees and the wider public.
I developed corporate messaging, supported employee communications, explained the rationale behind the new brand and managed emerging negative stories.
The work also involved reassuring customers about the bank's stability during a difficult period for the country's banking sector.
These projects illustrate my professional experience. The current PRI and Reputation Architecture frameworks were developed later.
Tell me what you're planning.
If you're preparing a launch, developing a PR programme or looking to improve existing communications, tell me what you're working on.
We can discuss what needs to be done and how I can help.