Strategic communications for NGOs, charities and purpose-driven organisations across Aotearoa New Zealand.
Baines helps shape public perspectives, amplify marginalised voices and build trust with the people who matter most.
My services
About me
I’m Mary Baines, an independent strategic communications consultant based in Wellington, New Zealand. For more than a decade, I’ve led communications across government agencies, NGOs and purpose-driven organisations, developing strategy for major reforms, navigating complex policy environments, managing crises and crafting narratives that build trust and shift public perspectives.
My background in law and journalism taught me to ask the hard questions and make complex issues clear. In newsrooms in Aotearoa and overseas, I covered social justice and human rights stories amplifying voices too often ignored, from people wrongly convicted to refugees in offshore detention, to communities already living with the realities of climate change.
Now I channel that same drive into my communications work. I’ve led projects in areas I care deeply about, including health equity, system reform, refugee support, environmental protection and emergency response. My approach is grounded in both proven experience and academic best practice - backed by an MSc in Strategic Communications (Distinction, and with an award-winning dissertation on communicating during cyber attacks) and an Accreditation in Public Relations (APR) - so every piece of my work is rigorous, evidence-based and measurable.
What sets me apart is the combination of deep strategic expertise and a strong values-driven approach. My job is to help you cut through noise, build trust and connect meaningfully with the people who matter most - with clarity, conviction and impact.
Testimonials
“Mary made an outstanding impact during her time supporting our communications and engagement team across two contracts this year. She is professional, fast and consistently delivers exceptional quality. Her work shows great care, attention and strategic insight, paired with flawless execution. Trustworthy, reliable and a pleasure to have on the team, Mary brings equal strength to shaping strategy and delivering results. I’d highly recommend her to anyone seeking excellent communications expertise.”
- Rowan Worner, Communications and Marketing Director at New Zealand Red Cross“Mary has been nothing short of outstanding. When a media situation arose that had the potential to turn ugly, Mary responded immediately, researched the issue thoroughly, and gave us calm, clear guidance at every step. She kept us informed with regular updates, helped us feel prepared for every possible outcome, and ultimately ensured the situation was handled smoothly and professionally. What I’ve appreciated most is her efficiency and the quality of her work - her strategy and approach made it clear that she really understood our business, our tone, and our priorities.”
"We asked Mary to help as we prepared to launch the biggest campaign DOC has ever done. Mary was a classy operator. She integrated beautifully, got the handle on what was needed and pumped out quality work. The campaign was us taking a risk, trying some new things and showing up differently. Mary totally got the brief and understood how to help us do that, while maintaining integrity as a public service department. My team said she was 'fast, accurate and professional'. We'd work with Mary again in a heartbeat."
- Amanda Leahy, Practice Manager at Mahony Horner Lawyers- Sia Aston, Deputy Director-General Public Affairs at The Department of Conservation
What do charity leaders really want from their communications advisors? Seasoned chief executive Shaun Greaves shares candid lessons on trust, judgement and human-centred messaging, drawn from leadership roles across Amnesty International Aotearoa New Zealand, New Zealand Red Cross and now Presbyterian Support Northern (PSN).