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Danielle Jorgensen
IABC Victoria Past President: 2018-19

1.Tell us about your journey with IABC Victoria and why you nominated to become a president?

I first moved to Melbourne in 2016 and was fresh from a decade out of the country. I had no network here at all. A friend from China suggested I meet this ‘great guy’ she had worked with – this was Adrian Cropley. Adrian gave me lots of time and tips, introduced me to Deb Lemcke who was at the time, Vice President of IABC Vic. Deb quickly recruited me into IABC, and onto her board! I joined in 2017 as the Vice President. I nominated to become president to leverage the achievements of the past boards and to take the organisation and our work to the next logical level – continued growth of active members playing a bigger role in self determining the impact we have on the world around us.

2. This year IABC Victoria is commemorating its 20th  anniversary. What have been some of the major changes within IABC and our local chapter that you’ve observed?

Our chapter is taking seriously the impact of the value attributed to us by other professionals and determining the standards within which we work with a growing focus on certification in our membership. We have evolved into a chapter that is for purpose – focusing value and engagement first, asking ourselves continually: what is the best thing for our members.

3. Reflecting on your personal experience, why do you feel it’s important for communication professionals to be involved in associations like IABC?

For communication professionals to effectively serve our communities and organisations, we need to collectively value and articulate what we do. IABC is the credible presence in Australia doing just this. Join to grow not just your own but the profession’s influence. For myself, I have been able to build a wonderfully diverse network, making unique connections – both professionally and personally.  IABC Vic gave me an instant community in a city where I knew no one and helped me determine my direction and grow my network and influence.


About Danielle Jorgensen:

I help people communicate in a way that connects you with others. I help leaders and executives get better at (and feel better about) communicating for impact. In other words, I help them pin down what they really want to say, and how they can best influence stakeholders. My goal is simple: to build the consistency and authenticity of my client’s voice. My customer insight comes from a lifetime of serving people. Starting out in hospitality silver service, I moved into events and sales, picking up invaluable experience in pitching and negotiation. The high point was my 10 years in China. That’s where I really developed my marketing and brand chops. While I had plenty of fun trying to learn the language, I had to cope with rapid moving and ambiguous markets. I couldn’t rely on the usual: I had to develop distinctive, divergent communication and leadership approaches. Despite the challenge, I ended up with a conventional corporate life that didn’t feel quite right. So, I set out to discover what makes me (and everyone else) ‘fabulously ordinary’. That journey led to my TEDx talk, and that amazing experience led me to become a speaker and coach. As a presenter and a coach, I think the challenge is to openly share real-life accounts. This is the same goal that I have for all clients: let’s turn your work, activity, research, leadership and thinking into a clear, compelling and memorable story.