Executive Director, Melbourne
As an experienced PR professional, I’ve watched the most resilient brands fall into the trap of the old silos – “corporate comms” and “consumer PR” – without any integration, transparency and counsel between the two.
Today’s stakeholder expects coherence: employees, customers, investors, policymakers and communities don’t experience brands in neat categories; they experience one brand in its entirety and any story, both good and bad, can shape a brand’s reputation, and ultimately the consumer relationship with that brand. That’s the corpsumer reality, and it demands an integrated communications engine that is as comfortable in the boardroom as it is on a TikTok feed.
Your corporate platform; purpose, strategy, and performance, should anchor and compliment everything you do from a communications standpoint. Thought leadership and executive profiling are not vanity projects; they provide proof of direction, accountability and a face to the narrative.
Reputation is built throughout the everyday interactions with a brand; whether that be what employees are saying, what investors are reading in the news, or the experience consumers have at the checkout. Anchoring your external storytelling with depth on governance, risk, and impact highlights transparency and greater connection; consumers want to know what your brand stands for and how it shows up in their lives. One narrative, tailored to channel and audience, prevents mixed messages and builds trust at scale.
As someone who has worked in big corporates, we’re all very conscious of not being seen to be greenwashing, even when we’re doing great work, we either play it down or don’t play it all. Green claims without operational substance invite scrutiny from journalists, NGOs, and regulators, and cynicism from consumers. However, sustainability is a pivotal part of most brands’ communication strategy, and humility in sustainability will always win. You may not have all the answers, or all the runs on the board, but the action you’re taking is contributing to a greener planet and consumers want to know the brands they’re consuming are responsible corporate citizens.
Communicators should partner with sustainability and operations to ensure claims are measurable, time-bound, and third-party substantiated. Then translate that rigour into accessible, creative storytelling that resonates with the experience economy, from pop-ups, partnerships, through to story-telling and content that lets people to feel the change, not just read the report.
Policy can be a growth lever when pulled right. For brands navigating complex landscapes such as scrutiny on pricing practices, AI and cybersecurity, plastics and recycling reform, modern manufacturing, jobs and skills, innovation and Australian manufacturing, adopting a policy stance and utilising Government can be one of your strongest reputation levers. Balancing your engagement with Government, alongside your corporate and consumer storytelling is crucial to create a well-rounded narrative that is authentic and resonates with each of your key stakeholders.
Often brands hesitate to engage with Government unless they really must. Developing a long-term policy and position framework that outlines the potential impacts to business over the next 5 – 10 years can set up your corporate communications and GR teams from the outset. Engaging early on the areas which have the potential to impact your business can shape outcomes and strengthen your position within market. Equally, it is important to know when to remain silent. Sit out when the issue is politicised beyond your remit, when your position isn’t backed by action, or when your stakeholders are sharply divided. A disciplined issues matrix – impact, legitimacy, stakeholder expectation, and timing, should govern whether you speak, lobby, collaborate, or remain neutral.
Consumer PR that lives outside both the corporate and marketing plan is just noise. Build joint planning cycles, shared KPIs, and common measurement (brand, demand, and reputation). Pair earned creativity with owned and paid precision; co-create moments that ladder up to commercial objectives and align with your corporate narrative where relevant. If the media launch doesn’t connect to retail, CRM, social and experiential, you’re leaving equity on the table.
It’s important for brands to think beyond silos; say you’ve got a sustainability announcement. This should touch your corporate communications (corporate media, internal comms, industry partners, owned channels, etc.), Government Relations (inform to key Government Ministers and Departments), Consumer PR (anchoring into the consumer experience and what it means for them), Marketing Plans (on pack / POS, digital channels, media, retail, etc.). Integration and collaboration here is key – hence the power of a corpsumer approach and why brands need to lean in, now.
Attention is rented; experiences are owned. Think beyond coverage to community. Turn stories into participatory moments; limited drops, live demos, creator collaborations, purpose-led activations, then close the loop with data, purpose-driven comms, media engagement, and advocacy. Creativity is the multiplier when it’s tethered to strategy and supported by credible corporate proof points.
The corpsumer model is not a reorg; it’s a mindset. One narrative, shared accountability, integrated planning, and outcomes that balance reputation, relevance, and revenue. The brands winning now are those that blur the lines with intent. Turning corporate depth and consumer energy into a single, powerhouse communications function.
We at Havas Red are experts in this. In fact, we’ve just won AdNews’ PR Agency Of The Year for our work with the judging panel citing our integrated approach, strategic insight, transparency, and disciplined approach. Corpsumer is our bread and butter, and we’d love to help you find that sweet spot for your business.
Take the next step and reach out today.
