About APMG
The APMG Story - about us
Andrew Parsons (owner/operator of APMG) has worked in the media since 1989, starting his career in commercial radio while still attending senior high school. After completing the final HSC exam, the next day marked the begining of a fulltime television career in 1991. This TV career spanned television operations, on-air weather presenter, commercial production camera/producer, and eventually television news operations in Australia and overseas.
A career in broadcast media shifted into corporate media in 2003. Andrew Parsons would go on to hold senior and senior executive roles in the Australian Government, NSW Government, and NSW Local Government. This involved leading and managing media and communications for large government agencies including the (then) Department of Immigration, Australian Federal Police (AFP), Fire and Rescue NSW, and the NSW Police Force to name a few.
Andrew and his professional network across APMG bring a wealth of experience in crisis management, media training, news gathering, television commercial production, advertising, marketing, graphic design, television program production, commercial photography, audio production, strategic digital content creation, and television/audio post-production.
Senior executive experience across media and communications
While TV production and creative services are a passion skillset and the most visible service APMG provides, it is Andrew Parsons' unseen key strengths that fully complement the overall service offering to clients. With 22-years’ senior executive/senior leadership experience in public sector media and communications, Andrew Parsons offers clients a scalable blend of ‘hands on’ strategic and tactical media, communications and public affairs capabilities.
Andrew offers high-level crisis media and communications skills that have been tried and proven across fast paced agencies like NSW Police Force, Fire & Rescue NSW, Department of Immigration and Citizenship (now Border Force) and the Australian Federal Police (AFP). Similarly, Andrew Parsons' skills and experience encompass public affairs, community engagement, and marketing across linear infrastructure (Inland Rail), NSW local government, and the Commonwealth integrity and regulation environment.
Crisis management and training
There is no other environment than the emergency services and high-profile public sector agencies to exercise crisis and brand reputation management – daily.
Andrew Parsons’ professional resume is supported with over two decades learned experience working in high-profile and ultra high-tempo roles. It includes leading the media and communications for one of the world’s largest urban fire and rescue services, through to managing multi-million-dollar public-facing campaigns and programs within the federal government. Supporting this, hands on experience managing community engagement and public affairs during natural disasters such as bushfires, drought, mice plagues, COVID-19, and life-threatening emergencies.
No two crises are the same and sometimes the ‘handbook’ must give way to dynamic leadership, thinking, experience and ‘out of the box’ actions and activities. This is something Andrew Parsons has been professionally recognised for across two decades and brings that experience/capability to the APMG service offering for clients.