The right team of passionate professionals is critical for the success of any project.


Lelde McCoy, Managing Director

Lelde established The Reputation Group in early 2004
after having held senior positions in government, private enterprise and international public relations agencies. 

With 30 years’ experience managing large scale behaviour change and communications campaigns she is skilled at implementing complex projects. Her experience includes strategy development, reputation management, media publicity, issues management, stakeholder consultation and community relations. She has a special interest in corporate reputation and has presented papers  at the Reputation Institute’s global conferences. 

Lelde has developed communications and stakeholder engagement strategies for Telstra, Sustainability Victoria, Siemens, Westpac, Bank of Melbourne, the Department of Education and Early Childhood Development, Priceline, Country Road and Melbourne Airport.  Her social marketing work has included projects for the Australian Government’s Department of Health, the Victorian Government’s Department of Health, Sustainability Victoria, the Transport Accident Commission and the Organ and Tissue Authority. 

Her work has been recognised through many Australian and international public relations awards including multiple International Association of Business Communicators Gold Quill Awards and Public Relations Institute of Australia Golden Target Awards. 

Lelde is a Life Fellow, former National President of the Public Relations Institute of Australia and the current Vice President of the Australian Association of Social Marketing.. She has a commerce degree from the University of Melbourne; a journalism degree from the Royal Melbourne Institute of Technology University and has studied for a Masters of Communications at Syracuse University in New York State.

Our senior staff are hands-on experienced executives who create and lead the best team for each assignment. 

Key staff include:

Panel of experts  

We work closely with a panel of experts who have provided specialist input for our work over many years. We are also supported by a carefully selected network of best-in-class suppliers and subject matter experts specialising in fields such as market research, behavioural economics, social psychology, advertising, branding, digital and social communications and community development.

Our panel of experts includes:

Dr Cassie Govan, Founder of Empirica Research

Cassie is an expert in consumer and social research; has a PhD in Psychology and is an Honorary Fellow in the University of Melbourne’s School of Psychological Sciences. 
She is a specialist in behaviour change research.

Noel Turnbull, Adjunct Professor at RMIT University

Noel is one of Australia’s most respected communications and issues management strategists with more than 35 years’ experience in public relations. He was Chairman of Australia’s largest public relations consulting firm, Turnbull Porter Novelli and now is an Adjunct Professor at RMIT University.

Ron Whitfield, Design Director of Bright Design

Ron is a leading visual communications designer who has worked in advertising and design agencies. His strengths lie in his ability to distil the essence of a big idea and create communications that speak to the target audience.

Through our involvement in the Australian Association of Social Marketing we also work with a number of local and international leaders and academics in behavioural economics and social marketing.