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pr/communications, brand, culture,
crisis planning, and media training

"We want to help you create an authentic brand, supported by a clear strategic direction, a healthy culture and a strong reputation."

about us

Welcome to Modern Strategy.


We are a boutique communications and pr firm with offices in Auckland and Christchurch New Zealand, servicing clients throughout Australasia.

We specialise in pr/communications strategy, brand, culture, crisis management and media training.

We believe in ethical, sustainable business and partner with organisations that match our values.


We use Design Thinking and Customer Focused Design/ User Design to improve communication with audiences.

We are masters at telling stories that make an emotional connection. 


Brand is about much more than design. It is culture. It is the way we treat our people and our customers. It is who we are. It is how we make people feel.

our people
Steve Addison
media and crisis specialist
strategic communications
Georgina Hunter
marketing and brand specialist
strategic communications
Brad White
media training specialist



Our founder Steve Addison is an accredited public relations professional.


He has more than 30 years of experience in the media, and communications management. His crisis and issues experience is unrivalled.


He has been a member of executive and senior leadership teams in a number of high profile organisations.


His expertise includes strategic planning, issues and crisis management, government relations, brand development, media training, organisational culture, change management, conflict resolution/mediation and executive coaching. 


His career has spanned diverse fields from human rights journalism in the Middle East to the launch of Rocket Lab as a company, public affairs for the Black Caps and New Zealand Cricket, and extensive issues and crisis management in sport, the environment, education, dairy, and health sectors.

what we provide

We will work with you to help you improve your business.


Whether it be further defining your strategic direction, developing your brand and culture, protecting your reputation or mentoring your senior leaders, our aim is to help make you more successful.

We want to help you create an authentic brand, supported by a clear strategy, a healthy culture and a strong reputation.

crisis and risk

We also specialise in protecting your reputation through sound risk identification and mitigation processes, root cause analysis and comprehensive crisis planning.


When the worst happens we are here to help steer you through and protect your reputation.

We partner with the best

To bring you the best

We collaborate with the best creative minds, culture specialists, and thought leaders so that the best talent available is directed at improving your business