Our mission is PR for Good™, which reflects our focus on using the power of persuasive communications for the good of the world.

Our mission influences who we work with, how we do business and the services we offer. We work exclusively with organisations whose core purpose aligns with one of the United Nations 17 Sustainable Development Goals, designed to stimulate action in areas of critical importance for humanity and the planet, and for non-Indigenous organisations, we look at their commitment to reconciliation in Australia before taking on new work.

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SUADA’s PR for Good™ pro bono initiative aims to strengthen good-purpose organisations through more accessible public relations advice.

Each year, we provide 150 hours of pro bono PR counsel to organisations that are innovatively tackling one of the UN’s 17 Sustainable Development Goals. Half of this pro bono work is allocated to Indigenous organisations.

In 2024, our focus is on Goal 5: Achieve gender equality and empower all women and girls. We are partnering with Ember Connect, an Indigenous organisation delivering economic empowerment for Indigenous women through a national mentoring program, and 100 Women, a national philanthropic organisation that awards grants to advance the safety, health, education and economic freedom of women and girls.

In 2023, our focus was on Goal 6: Clean Water & Sanitation. As part of this initiative, we published Water Stories – an analysis news coverage about water in 2023, which explores what’s being said, what’s missing from the debate and what this means for communications. Click below for the full read.


We are proud to demonstrate our commitment to reconciliation through SUADA’s Innovate Reconciliation Action Plan. Meaningful action taken by non-Indigenous people and organisations has never been more important, and for SUADA, it is a critical step in our mission of doing PR for Good™.