Amber Daines: Redefining PR with Purpose, Power, and Pioneering Vision
In a world overflowing with messages, few voices cut through the noise with authenticity and impact. Amber Daines, Founder and CEO of Bespoke Co., is one such voice. With over 26 years of experience spanning journalism, public relations, media training, and crisis communications, Amber has carved an extraordinary legacy as one of Australia’s most respected and awarded communication experts.
Her journey from an ambitious journalist to a global PR leader is not just a tale of success; it’s a story of resilience, reinvention, and relentless pursuit of purpose. Today, she stands as a beacon for women entrepreneurs, business leaders, and communicators who believe that influence comes from integrity, not intensity.
Building Bespoke Co.: A Vision Rooted in Purpose
Amber’s entrepreneurial journey began in 2017 with just one beauty client and $1,000 in the bank. What started as a freelance project quickly evolved into Bespoke Co., a thriving B2B communications agency known for its creative storytelling, strategic precision, and crisis management expertise.
“I didn’t set out to run a business,” Amber reflects. “But I wanted to create a space where communication was more than just promotion; it was about shaping reputations, building trust, and creating meaningful impact.”
From its humble beginnings, Bespoke Co. has grown into a powerhouse, servicing clients across industries, from Westpac, Qantas, and eBay to Deloitte, Sephora, AMP, and Booktopia, as well as non-profits such as Wesley Mission and The Australian Water Association.
The company’s evolution mirrors the transformation of modern communication itself. In the early days, traditional media dominated. But as digital platforms rose to prominence, Amber ensured her agency stayed ahead of the curve, embracing social media, podcasts, and data-driven content strategies while preserving the integrity of earned media, a craft she calls “an art form that technology can never replace.”
Crisis Management and the Art of Clarity
Amber’s expertise shines brightest in times of uncertainty. Her work has navigated clients through corporate crises, government controversies, and reputation rebuilds, from the Banking Royal Commission to ASX-listed restructures.
Bespoke Co.’s approach to crisis communications isn’t about damage control; it’s about cultivating resilience. “Crisis management is really about clarity, understanding the issue, communicating transparently, and guiding leaders to respond authentically,” Amber explains.
Her agency’s Crisis PR and Media Training Division, conducted by Amber herself and a team of seasoned ex-journalists, helps leaders manage interviews and messaging with confidence. To date, she has trained over 6,000 leaders across industries, instilling them with the tools to communicate effectively under pressure.
“Our job is to ensure that when the cameras roll or the headlines hit, our clients are prepared not just to respond, but to lead.”
Empowering Voices Through Media Mastery
At the heart of Amber’s mission is her commitment to empowering others to communicate powerfully. Her bestselling book, “Well Said: How to be Heard in Business and Generate Real Influence,” captures decades of wisdom on storytelling, influence, and communication strategy.
Her popular weekly podcast, “The Politics of Everything,” launched in 2017, has organically amassed over 4 million downloads, bridging thought leadership with everyday relevance. Inspired by its success, Amber launched a podcast training program in 2023, helping aspiring hosts develop, launch, and scale their own shows.
“Podcasts are modern storytelling tools,” Amber notes. “They allow businesses to humanize their brands and build real connections with their audience, one authentic conversation at a time.”
Agility, Innovation, and a Global Footprint
Bespoke Co. operates with a remote, global team spanning Australia, New Zealand, the UK, Singapore, the Philippines, and Hong Kong. Amber’s agile leadership model embraces flexibility, collaboration, and inclusion, ensuring every team member, regardless of geography, contributes meaningfully.
Under her guidance, Bespoke Co. has achieved seven-figure turnover and continues to grow with a client roster that values ESG-focused strategies, innovation, and purposeful communication.
“We work with leaders who are trying to do business better,” Amber says. “Our clients aren’t just selling products, they’re driving social, environmental, or cultural change.”
Her agency’s latest innovation, ESG4PR, reflects this ethos. Set to launch globally, it is a first-of-its-kind tool that helps companies benchmark and measure their communications performance in environmental, social, and governance (ESG) areas. The goal: to make sustainable communication accessible, measurable, and meaningful.
“True leadership today is about responsibility,” she explains. “If you’re not communicating your values and impact clearly, you’re not leading, you’re just operating.”
Human Expertise in the Age of AI
As technology reshapes the communication landscape, Amber maintains that AI can amplify PR but can’t replace human insight. “Technology provides efficiency, but storytelling still requires heart, empathy, and intuition, qualities that only people can bring,” she emphasizes.
Bespoke Co. strikes this balance perfectly, leveraging automation and data analytics while preserving the human element that defines effective communication. It’s a hybrid approach that positions the agency as a trusted partner in an era where authenticity is the ultimate currency.
Turning Challenges into Catalysts for Growth
Amber’s entrepreneurial path wasn’t without setbacks. Early on, Bespoke Co. focused on rapid growth and attracting high-profile clients, often at the cost of alignment with shared values.
“Good times don’t teach you as much as bad ones,” she reflects candidly. “We learned that working with the right clients, those who share our ethics and purpose, is far more fulfilling and sustainable.”
That mindset shift transformed the business. Today, Bespoke Co. works exclusively with brands that embody transparency, innovation, and integrity, ensuring every campaign they deliver aligns with long-term impact and genuine storytelling.
A Legacy of Leadership and Learning
At 47, Amber remains as curious and driven as ever. She recently completed her Master’s in Environmental Business Management and Sustainability at the University of Newcastle and plans to pursue a PhD focused on ESG communication and business transformation.
Continuous learning, she believes, is the secret to staying relevant: “If you’re not learning, you’re not leading.”
Her leadership style reflects this belief, as she nurtures her team’s professional development through specialized courses, cross-cultural collaboration, and inclusive mentorship. Despite operating remotely, her team maintains strong camaraderie through virtual check-ins and in-person meetups that reinforce connection and creativity.
Creating Impact, One Story at a Time
Amber’s work has earned her numerous accolades, including:
- The Walkley Foundation Award for Global Business Reporting
- Flying Solo Micro Entrepreneur of the Year
- PRIA Crisis PR Campaign of the Year
- AusMumpreneur B2B Business Services Award
- Excellence in Media Training Award (Australasia)
These achievements, however, are not what define her legacy. For Amber, impact isn’t measured in trophies; it’s reflected in the people and organizations she helps elevate.
“We’re in the business of transformation,” she says. “Every client we support, every message we refine, every reputation we protect, it all contributes to a bigger purpose.”
Amber Daines’s Message to Entrepreneurs
Amber’s message to aspiring leaders and entrepreneurs is refreshingly grounded:
“Hire slowly, fire quickly. Always know why you’re doing something. Entrepreneurship isn’t all capital raising and glamour; it can be lonely, uncertain, and demanding. Take care of your health, build resilience, and surround yourself with people who genuinely want you to succeed.”
Her advice embodies the wisdom of experience, a reminder that success is not about speed but substance, not about status but significance.
Leading the Future of PR with Purpose
As Amber and Bespoke Co. continue to grow, their mission remains clear: to make communication purposeful, sustainable, and profoundly human. In an era where headlines change by the second and attention spans shrink with each click, Amber Daines reminds us that authenticity will always prevail.
Her story is more than just a business success; it’s a masterclass in leadership, adaptability, and grace under pressure. With every campaign, every crisis navigated, and every voice she helps amplify, Amber continues to redefine what it means to lead with purpose, inspiring a new generation of women and entrepreneurs to speak boldly, act bravely, and build businesses that truly make a difference.
