Wayne Aspland

Writer. Corporate communicator.

Could your organisation use a writer and communicator who is…

Strategic?

Goes beyond communications to engage people, align teams and deliver real organisational and customer outcomes.

Creative?

Super-inventive, particularly when it comes to strategic thinking, positioning, storytelling and content creation.

Business savvy?

Walks the talk, with strong business acumen and Head of Communications, ELT, SLT and Investor Relations experience.

Curious?

A proactive researcher who constantly brings new insights to the table. Always looking for new opportunities and better ways of doing things.

Digital?

Working in (and writing about) digital technology for more than 20 years… almost as long as the Internet’s been ‘a thing’.

You just found him.

Creative communication. Strategic outcomes.

Strategy & change communication

Communication that delivers results… right when it counts.
  • Corporate strategy communication
  • Transformation and change communication
  • Organisational alignment
  • Employee, customer, partner and stakeholder engagement
  • Strategic narrative creation and communication
  • Purpose, vision, values and customer/employee value propositions
  • Communications counsel.

READ: Nail your narrative (1 page).

Content & thought leadership

Content that brings your organisation, ideas and performance to life.
  • Research papers, speech writing and articles
  • Briefings and presentations (e.g. customer, people, media, investor)
  • Corporate, strategic and financial reports
  • Sales and Marketing collateral (e.g. pitch decks, digital, flyers, scripts)
  • Corporate Citizenship (e.g. Reconciliation Action Plans, Diversity & Inclusion)
  • All supported by extensive research and analysis.

READ: Ten tips for creating memorable speeches (2 pages).

READ: Content that clicks (1 page).

Research papers

Working to raise the impact and profile of the Communications profession.

The robots are coming: AI, automation and the future of communications.

The fourth industrial revolution is rapidly changing the world of work. What opportunities (and challenges) does this create for communication professionals, and what should we be doing about them?

Strategic alignment: how communicators can change the face of leadership.

A ground-breaking global study that looks at how communicators can dramatically improve operational performance. Written with Zora Artis GAICD SCMP and supported by the IABC Foundation.

Communicating strategy: it all starts with the strategy review.

Communicators could add value to their organisation and their profession by participating in the strategy review process. This paper looks at why the review is important and how Comms can fire it up.

About Wayne

Biography

I am a writer and communicator with more than 15 years’ experience in corporate, leadership and internal communications (including Head of Function).

As a consultant, I provide support to clients across many industries. In particular, I help leaders communicate strategy and change, align and engage their people and build content and thought leadership programs.

To do this, I combine a creative approach to communication with solid business acumen and strong strategic, analytical and digital skills. This mix of skills means I understand the business issues and how to solve them.

I have lectured in communications at Deakin University and I am an award-winning former member of the IABC Victoria Board.

I am also committed to building the impact and influence of the Communications profession. To support this, I research and write extensively on the value and future of the profession.

Philosophy

I believe the purpose of all corporate communication is to bring people together… to create a connection. It’s the CEO seeking to unite her people behind a strategy or transformation. The group of stakeholders trying to find common ground. The salesperson and his potential client thrashing out a deal. The marketer creating collateral that will hopefully turn browsers into buyers. It’s all communication and it’s all about bringing people together. That’s how you get things done.

I also believe that, in a world of accelerating change, communication has never been more important to organisational performance and health. That’s because it’s the first step in:

  • Realising a vision or goal
  • Executing a strategy, transformation or project
  • Leading your people and culture
  • Helping high performing people become high performing teams
  • Building a customer relationship, brand or reputation
  • Commercialising an idea, innovation or start-up.

READ: Wayne Aspland’s Credentials on a Page.

Work