Strategic Storyteller: How Liza White is Helping Leaders Build Trust Through Communication

Liza White’s journey into the world of communications didn’t follow the traditional path. It was shaped by her passion for professional services marketing, where relationships and reputation are everything. Now a Director at Cannings Purple, Liza is using strategic communication as a tool for influence, impact, and organisational growth.

With a sharp focus on corporate affairs, Liza thrives on helping clients turn complexity into clarity. In a fast-changing environment, she sees communicators not just as messengers, but as vital voices in boardroom decision-making.

A committed member of IABC WA, Liza is also passionate about growing the profession locally, encouraging fellow communicators in Perth to lean into the power of community and continuous learning.

 "I enjoy working with subject matter experts to translate what they do into messages that resonate, differentiate, and move people to action," says Liza.

1. What made you choose a career in the communication profession?

I chose a career in communications through the lens of professional services marketing, where relationships and reputation are everything. Early on, I saw how smart, strategic communication could turn complex services into clear value, helping partners build trust, deepen client relationships, and grow their practice. That blend of strategy, storytelling, and impact is what hooked me and is still what I enjoy most - working with subject matter experts to translate what they do into messages that resonate, differentiate, and move people to action.

2. What’s your favourite part of your role?

Working in a strategic communications agency, I value the variety. No two clients or issues are quite the same. From shaping brand and reputation strategies to helping leaders prepare for critical conversations, each project is a chance to solve a problem with clear, tailored communication. What I enjoy most is the collaborative process - working with clients and colleagues to define the objective, build the narrative, and deliver work that is measurable, relevant, and aligned to the organisation’s priorities.

3. What are the biggest communication opportunities in your industry?

In strategic communications and corporate affairs, the biggest opportunities are in helping organisations deal with increasing complexity in a clear and consistent way. Agencies have a useful vantage point, as we work across sectors, it’s easier to see how reputation, regulation, community expectations, and ESG pressures are intersecting, and to help clients respond in a more joined‑up way.

For consultancies like ours, this means working with leaders to spot issues early, engage stakeholders before problems escalate, and maintain trust over the long term, not only in a crisis. It is about using evidence and strong narrative together to inform decisions, guide corporate behaviour, and report clearly on progress to employees, customers, investors, and the community.

4. What emerging communication trend excites you the most?

The trend that interests me most is how communication is steadily becoming a core leadership function, not just a support role. Communicators are being brought into conversations earlier, to provide stakeholder insight, test decisions for reputational risk, and help shape culture from the inside. As this continues, roles focused on reputation and stakeholder trust, including emerging “chief reputation officer” style positions, will only grow in importance for organisations that want to stay credible and connected.

5. Why did you become an IABC member and why is it important to belong to an association?

I became an IABC member because it offers a practical way to stay connected with other communicators and keep my skills current. The work of communication is changing quickly and having access to a local and global network for ideas, advice, and learning is extremely valuable. IABC WA provides structured opportunities to meet peers, hear how others are tackling similar challenges, and invest in ongoing professional development, which is hard to do in isolation.

6. What advice do you have for other communication professionals in Perth?

Perth has a strong and growing communications community, so make use of it - turn up to events, stay in touch with peers, and share what is working and what is not, because the more connected we are locally, the more effective we can all be in our individual roles.