In Blog, News

Christine Dvoracek : Founder and CEO – Transform Communications

1. Tell us what you do?

I am CEO at Transform, an agency I founded 17 years ago. Transform specialises in four niche areas: superannuation, reward, employee and change communications.

While clients come to us for our expertise and solutions that deliver measurable results, we’re also continually learning with each client engagement. I’ve spent a lifetime in consulting without getting bored – it’s perfect if you love variety and interesting, challenging work.

2. When did you join IABC Victoria and why?

When I started out in a global consulting firm, my boss suggested IABC as a way getting access to thought leadership and the ‘best of the best’ globally. That was more than 30 years ago.

Over the years I’ve continued to value IABC’s ethos of shared learnings and ongoing professional development, especially through my involvement with the Gold Quills.

Judging lets you gain valuable insights into how others do things and calibrate what excellence looks like with your fellow judges. Even just preparing an entry gets you into the mindset of measurable results and adds rigour to how you approach your work. And, of course, nothing beats the recognition of winning.

3. In your opinion, what are the biggest challenges facing communication professionals right now, and in the future?

Overwhelm. Stress. Feeling you need to be connected 24/7 staying on top of every work email, text message, social media post and news story. The relentless flow of business information makes it easy to lose personal boundaries and become reactive rather than strategic. I’ve found managing my energy and allowing time for focused, creative and strategic work rather than hopping from task to task is key.

Staying calm and focused will also serve you well if you want to increase your credibility and value operating at c-suite and board level. So too will paying attention to your non-verbals – how you communicate through your voice pattern, body language and breathing.

4. How do you think IABC can help communication professionals overcome these challenges and stay ahead of the game?
The beauty of IABC is the learning environment it creates, both online and person to person. Whether you’re starting out or a seasoned professional, that ability to connect, learn and share experiences sparks new thinking and inspires you. It provides that bit of motivation when you’re stuck.

5. What advice would you give to someone who is just starting out?

Influencing, leading, collaborating and building relationships is where the magic happens. Doing those things well relies on investing in developing your interpersonal skills.

Active listening and group facilitation are foundation skills –  a great place to start. Asking the right questions then listening deeply will take you a long way in developing effective solutions. Listening also works at an organisational level. We focus on getting compelling and clear messages out. Including listening, involving and feedback loops is key to ensuring sustainable results. User centred design takes this a step further, helping to co-create solutions that are sticky, eliminating the need to ‘tell and sell’.

Stephen Covey’s Habit #5 says it beautifully: Seek first to understand, then to be understood. Wise words for a world that feels increasingly tribal and divided.


About Christine Dvoracek

Christine Dvoracek is owner and founder of Transform, a specialist agency for super, reward, employee and change communications.

Clients turn to Transform when they need to turn complex messages and data into clear, compelling communications that deliver measurable results. Transform offers end to end solutions from developing effective strategic plans to creating clear, compelling content with engaging creative, to managing project implementation across multiple channels including digital, face-to-face and print.

Christine leads the Transform team and advises super funds and major corporates.