Communications strategies, crisis plans and key messages all have one thing in common: they're rarely the real brief. Drawing on observations from this year, I explore why the best communications work isn't reactive - it's about building trust long before it's tested.

Why do some NFP stories get picked up by media, while others, just as newsworthy, never get a response? I spoke with veteran New Zealand journalist Mike McRoberts - who has reported from war zones, humanitarian disasters and everything in between - to find out what NFP communicators need to understand about the media.

Mental health prevention in Aotearoa New Zealand shows what comes after awareness. Drawing on insights from Sarah Manley of Mitey (part of the John Kirwan Foundation), this blog post explores how communications must shift from reducing stigma to building practical skills and sustained behaviour change - because awareness is only the starting line.

What do charity leaders really want from their communications advisors? Seasoned chief executive Shaun Greaves shares candid lessons on trust, judgement and human-centred messaging, drawn from leadership roles across Amnesty International Aotearoa New Zealand, New Zealand Red Cross and now Presbyterian Support Northern (PSN).

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.

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