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An award winning micro agency committed to communications excellence via media, podcast & presentation skils training & PR services for businesses & their leaders.

07/10/2026

Thrilled to share my latest article in the new issue of Bite Magazine.

The piece looks at what ethical dentistry means in practice, from compliance and meaningful informed consent to patient autonomy, clear communication and professional responsibility.

The article also highlights the role of ADA NSW in supporting ethical, patient-centred practice and helping dental professionals navigate an evolving regulatory landscape.

Read the full article in the latest issue of Bite Magazine.

04/10/2026

I’ve been thinking about how much crisis PR has changed.

The questions we ask haven’t changed that much. Were people heard, was harm addressed, and what actually changed?

But now there’s another layer: what will an AI search tool tell someone about your organisation when they go looking for answers?

That’s where GEO enters the conversation.

I’ve unpacked some of my thinking on this in my latest Substack, along with a little detour into why I’ve unexpectedly become a fan of voice notes for writing (very 1997 of me) and my October recommendations for your ears and eyes.

Would love to hear what you think.

02/09/2026

A new chapter for me.

After 30 years of writing for work, I’ve started writing fiction.

It’s something I’ve been thinking about for a while, and I’m finally giving it a proper go. My novel, Fresh Legs, is taking shape, and I’m discovering just how different writing fiction is from writing about real people and real things.

I’ve written about the why, the process, the doubts, the excitement and what I’m learning along the way in my latest Substack.

If you’re interested in what happens when you try to write about real things in an unreal way, please take a read👇

https://amberdcomms.substack.com/p/my-fresh-foray-into-fiction-writing

01/09/2026

Your expertise gets you in the room. Your presence determines how you lead in it.

This Spring, sharpen the executive presence skills that help leaders communicate with greater clarity, confidence and influence. From leading a team and presenting to a board, to speaking with the media or representing your organisation publicly.

The Executive Presence Program covers:
• Gravitas and credibility
• Communication and storytelling
• Voice and body language
• High-stakes communication
• Boardroom presence
• Thought leadership and personal brand

✨ SPRING SPECIAL
$500 per person + GST for groups of 3–6 leaders, 50% less than the standard launch price.

Plus, every workshop includes an AI Executive Presence Briefing exploring how leaders can use AI effectively while protecting their individual voice, authority and authenticity.

Limited workshop dates available. Offer ends 30 September 2026.

Ready to strengthen how your leaders show up?

📩 Get in touch with Amber Daines via DM or email [email protected] to secure one of the available dates.

13/08/2026

Thrilled to be included in Lucy Bingle’s first Little Blue Book of trusted marketing and brand specialists. 💙 Lucy () has brought together 14 people and teams she personally knows, likes and trusts and I’m delighted to be included among them.

In PR and communications, trust matters enormously, so being personally recommended by someone who has seen your work up close is a wonderful compliment.

As Lucy says, a good referral can make all the difference when you need the right person for the job.

Congratulations on Edition One, Lucy and what a fantastic resource for anyone looking for trusted specialists across marketing, communications, brand, digital, photography and more.
📘 Save the Little Blue Book for the next time you need someone brilliant in your corner.

04/08/2026

This month's Substack is a bit of a mix in the best way.

✨ Why being middle-aged has become an unexpected career advantage.
✨ My challenge to avoid becoming a "grey AI" writer.
✨ My latest book, podcast and documentary recommendations.

If any of those topics pique your interest, I'd love for you to have a read and let me know what you think.

🔗 Link in bio

09/07/2026

I spoke with national tech reporter Eilidh Sproul-Mellis yesterday afternoon about the network outage.

Sharing one of the key points from that interview: the long-term reputational ramifications are still unfolding so watch this space.

03/07/2026

Some of our greatest professional strengths don't come from a degree or the boardroom—they're shaped by the experiences we'd never choose.

In my latest Substack, I reflect on:
✨ How a chaotic childhood shaped my approach to crisis communications
🏃 Why I'm quietly training for another half marathon at 50
📚 My July recommendations for books, podcasts and shows worth your time

I'd love to hear from you: What life experience has unexpectedly become one of your greatest professional strengths?

🔗 Read the latest edition via the link in my bio.

22/06/2026

Earlier this month, I had the pleasure of contributing to Let's Talk alongside a panel of industry experts, discussing what every contractor agreement should include to help prevent costly disputes.

From clearly defining the scope of work and payment terms to addressing confidentiality, intellectual property and termination, getting the details right from the outset can save everyone time, money and unnecessary stress.

Head to the link in bio to read the full discussion and insights from the expert panel.

08/06/2026

Reflection on the last six years in PR agency land: Eras Tour for PR.

The Covid-19 pandemic hit the world like an atomic bomb in early 2020. For those of us in PR, the last six years have been a strange, unsteady time of change.

I liken it to a Wheel of Fortune that’s been quietly spinning out a big industry evolution year on year. The wheel spins, it dazzles; it looks random but somehow it always lands on the weighted side. The house wins. The brief expands. The team size doesn't. AI enters the chart...

Swipe through the carousel to see our take on the biggest annual PR trends.

The wheel is still spinning. Place your bets accordingly.

If you want to buck the trends and do PR that goes beyond staccato-style ChatGPT soundbites, tell me:

What’s your most loved (or loathed) PR trend for 2026?

Drop it in the comments.

Let’s have the conversation the industry actually needs to be having.

And if you’re ready to think differently about communications in 2026, let’s connect.

Address

Hunters Hill, NSW
2250

Telephone

+61404145939

Website

http://www.amberdaines.com/, https://linktr.ee/amberdaines

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