Last month I attended the Communication & Public Relations Australia (CPRA) Agency Leaders Retreat – two days of big ideas and honest conversations about where our industry is heading. Spending time with more than 80 communications agency leaders reminded me of one simple truth: the foundations of great communications haven’t changed, even as the landscape around us shifts.
What stood out for me
First, “AI helps us move faster, but it’s not the roadmap.” Tools are getting smarter by the week, but the real value still comes from people and their ability to frame a problem, design a way through it and bring specialist insight to the table. For clients, this doesn’t mean generic outputs at scale. It means deeper understanding of the brief, faster problem solving and more strategically anchored counsel. The agencies that will thrive are those that use technology to enable better conversations, not replace them.
Second, commercial discipline is non-negotiable. In a market that’s constantly changing, being clear on scope, resourcing and value is what keeps us moving forward instead of drifting off course. The healthiest agencies in the room were the ones treating commercial clarity as a client service in its own right: transparent, predictable and always aligned to outcomes. For our clients, this means no surprises, just clarity and confidence that the work we do together is on solid ground.
Third, creativity, connection and relationships give the edge. The best work still begins with trust, curiosity and the courage to try something new. You can’t automate chemistry. The most energising moments over those few days weren’t just the sessions (which were excellent), but the conversations before breakfast, over coffee and across the bar, and the generous exchanges that sharpened ideas and reminded us why we love this industry. It was also a strong reminder that relationships are what unlock the kind of creativity that makes communications really work.
Finally, measurement must be meaningful. Everyone agrees that accountability matters, but finding simple, shared ways to measure value remains a challenge across the industry. What’s clear is that clients want measures that are understandable, practical and linked to real outcomes. As NSW Chair of CPRA, I am working with our committee to launch a national study to understand how Australian communication professionals are measuring and evaluating their effectiveness. The aim is to benchmark current practices against international standards and industry recommendations, while also identifying what’s working well, what challenges exist, and where improvements can be made.
We’ll soon be inviting industry to participate in the research, so let me know if you would like to be part of it.
What these takeaways mean for you
At Hardman Communications, these themes line up with how we already work. We focus on leadership, clarity and trusted relationships because that’s what drives long-term success. Know that we’ll keep working alongside you to define what success looks like in ways that are clear, practical and outcomes-focused.
Why I’m optimistic about the future
The standout from the retreat wasn’t only the structured sessions, but the generosity of the conversations between agency leaders. There was honesty, energy and a sense of shared purpose, exactly what our industry needs right now. That same spirit is what we bring to our work with you every day.
If you’d like to chat further about anything I’ve covered here, please just drop me a line at [email protected].
Sue Hardman