Strategic communications for NGOs, charities and purpose-driven organisations across Aotearoa New Zealand.

Baines helps shape public perspectives, amplify marginalised voices and build trust with the people who matter most. 

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About me

I’m Mary Baines, an independent strategic communications consultant based in Wellington, New Zealand. For more than a decade, I’ve led communications across government agencies, NGOs and purpose-driven organisations, developing strategy for major reforms, navigating complex policy environments, managing crises and crafting narratives that build trust and shift public perspectives.

My background in law and journalism taught me to ask the hard questions and make complex issues clear. In newsrooms in Aotearoa and overseas, I covered social justice and human rights stories amplifying voices too often ignored, from people wrongly convicted to refugees in offshore detention, to communities already living with the realities of climate change.

Now I channel that same drive into my communications work. I’ve led projects in areas I care deeply about, including health equity, system reform, refugee support, environmental protection and emergency response. My approach is grounded in both proven experience and academic best practice - backed by an MSc in Strategic Communications (Distinction) and an Accreditation in Public Relations - so every piece of my work is rigorous, evidence-based and measurable.

What sets me apart is the combination of deep strategic expertise and a strong values-driven approach. My job is to help you cut through noise, build trust and connect meaningfully with the people who matter most - with clarity, conviction and impact.

Learn more about my experience
Blog
A leader’s perspective on communication as a tool for inclusion
A leader’s perspective on communication as a tool for inclusion

Rachel Elsy has spent her career working at the point where communication meets culture, identity and belonging. Now as Chief Executive Officer at English Language Partners, she offers a leader’s perspective on what truly builds inclusive narratives and how we can better represent the communities we serve.

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Why charity comms needs advocacy alongside it (and why it matters)
Why charity comms needs advocacy alongside it (and why it matters)

In many charities, communications and advocacy sit in separate corners. But for Elodie Berthe, Communications and Advocacy Manager at Barnardos Aotearoa, the two can’t be separated. In this blog, she shares how charity communicators can integrate advocacy into their work - turning awareness into action, stories into systems change and messages into meaningful influence.

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Lessons from the frontline of humanitarian communications
Lessons from the frontline of humanitarian communications

In humanitarian crises, stories can save lives - or do harm. Drawing on her experience across global emergencies from the Kaikōura earthquake to the Nagorno-Karabakh conflict in Armenia, Jess Timings offers practical advice for communicators on balancing speed with accuracy, urgency with hope and always leading with dignity.

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How purpose-driven organisations can cut through in business media
How purpose-driven organisations can cut through in business media

I spoke with NBR co-editor Hamish McNicol about how business media can help purpose-driven organisations reach influential audiences. He shared insights into what makes stories stand out - and how one NGO’s podcast appearance led to a significant donation from a single listener.

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“Who cares?”: Reflections from a decade in charity communications
“Who cares?”: Reflections from a decade in charity communications

NGO and charity comms specialist Nicole Pryor shares her observations on what has changed in the sector over the past decade - from how we tell stories about vulnerable communities to the rise of solutions-focused journalism.

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Lessons from a Pulitzer-nominated journalist on working with media
Lessons from a Pulitzer-nominated journalist on working with media

I spoke with Kiwi journalist Jessy Edwards, who covers social justice issues in New York, about how purpose-driven organisations can cut through.

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Blog: Insights for purpose-driven communicators

  • "Mary is professional, fast and consistently delivers exceptional quality. Her work shows great care, attention and strategic insight, paired with flawless execution. Trustworthy, reliable and a pleasure to have on the team, Mary brings equal strength to shaping strategy and delivering results. I’d highly recommend her to anyone seeking excellent communications expertise."

    Rowan Worner, Communications and Marketing Director at New Zealand Red Cross

  • "Mary was an outstanding comms professional — diligent, proactive, and deeply committed to telling stories with care. She managed stakeholder engagement with confidence, built strong relationships, and most importantly, got the work done to a high standard. A creative, reliable, and collaborative team member, Mary is someone I’d recommend without hesitation."

    Edmund Nikora, Chief Advisor at Te Aka Whai Ora | The Māori Health Authority

  • "Mary has been nothing short of outstanding. When a media situation arose that had the potential to turn ugly, Mary responded immediately, researched the issue thoroughly, and gave us calm, clear guidance at every step. She kept us informed with regular updates, helped us feel prepared for every possible outcome, and ultimately ensured the situation was handled smoothly and professionally. What I’ve appreciated most is her efficiency and the quality of her work — her strategy and approach made it clear that she really understood our business, our tone, and our priorities."

    Amanda Leahy, Practice Manager at Mahony Horner Lawyers

  • "I benefited hugely from Mary's skills and knowledge, and credit much of what I've since achieved professionally to what I learnt working with Mary."

    Jess Timings, humanitarian communications specialist who was managed by Mary

  • "We asked Mary to help as we prepared to launch the biggest campaign DOC has ever done. Mary was a classy operator. She integrated beautifully, got the handle on what was needed and pumped out quality work. The campaign was us taking a risk, trying some new things and showing up differently. Mary totally got the brief and understood how to help us do that, while maintaining integrity as a public service department. My team said she was 'fast, accurate and professional'. We'd work with Mary again in a heartbeat."

    Sia Aston, Deputy Director-General Public Affairs at The Department of Conservation