Alina Caballero's CSCE Voice
Alina Caballero
Director
AC Communication
Learn more about Alina Caballero Below
1. Why did you join the CSCE?
My first interaction with the CSCE was through the AI Discovery Forums, a few years ago when AI was still in its relative infancy. I enjoyed the value of those conversations, so I kept showing up. The more I attended, the more I learnt, the more connections I made, and the more my perspective on the role of communication expanded.
Sia and Adrian have created an organisation where exchanging ideas and learning together is supported and celebrated. At the same time, they challenge communicators to raise the bar and ensure communication is recognised as a strategic function that impacts business value. I want to contribute to those conversations through my membership.
The fact that Sia and I share a similar background in public sector communication, and that Adrian is an internal and crisis comms expert, sealed the deal.
2. What’s one thing you strongly believe about communication?
Communication is a strategic function with a definite contribution to the bottom line. It should be recognised for the value it delivers, not just the support it provides.
A career blending public and private sector roles only strengthened this belief. At the same time, it gave me a front-row seat to how much more work communicators must do to align with the organisation’s strategic direction and focus on outcomes rather than outputs. Getting there takes curiosity and single-mindedness.
3. What are you currently focused on professionally?
I’m excited about the launch of my own consultancy, AC Communication. Having experienced first-hand the challenges of building trust with external communities, aligning internal audiences and furthering an organisation’s mission in a culturally fluent way, I want to bring that knowledge and experience to other organisations.
Alongside growing the business, I’m on the board of the South West Sydney Women’s Centre (swswc.org.au), a charity supporting women to build the skills they need to thrive. A humbling and rewarding experience in equal measure.
I’m also preparing for my SCMP (Strategic Communication Management Professional) certification, and I enjoy giving back to the industry through judging panels including the IABC Gold Quill Awards and the Australian Marketing Institute Awards.
4. What conversation do you think communication professionals need to have more often?
Three conversations matter deeply to me:
- the strategic role of our function,
- the impact of AI, and
- communication’s role in building communities rather than dividing them.
What does it mean, from a board or public sector executive’s perspective, to have a strategic communicator as a key adviser?
How will we use AI to support our industry, with as little damage as possible?
And how do we use communication ethically, so it contributes to the progress and wellbeing of our society rather than to division?
Although the principles of our profession stand, we’re being challenged by more internal and external forces than ever, and we must rise to the occasion. I moved to Australia in the early 2000s and I recently returned from a trip to Europe, where I met and spoke with colleagues facing similar trials.
5. What’s something outside work that brings you joy, energy or perspective?
I used to be very tough on myself.
I discovered the power of switching off only a few years ago. Since then, I make sure I have dedicated me-time: I walk regularly no matter the weather, I take holidays where I actually turn off social media, and I catch up often with people I appreciate. Plus, I’m of service to my three cats – I never thought I’d become a cat person until a mother cat adopted our family in 2024.
Building AC Communication from the ground up has been an unexpected source of energy. Things I used to have a team working on, like the brand, the website, the social media content, I’m now building myself, and I’m loving every bit of it. Well, most of it.
The other thing that gave me perspective was learning from my coach to appreciate what I’ve achieved so far. Giving myself permission to practise self-compassion, rather than always being hard on myself, is still a work in progress.
6. What topics, challenges or interests would you love to connect with other members about?
I’d love to hear from members who are or have represented communication at C-suite or board level and are willing to share their lessons. And from anyone running their own business: what are the pitfalls you wish you’d known about before you launched?
Anything else you’d like the community to know about you?
I speak five languages (Romanian, English, French, Spanish and some Italian), which probably explains my obsession with communication that works for all audiences, not just most of them.
I’m also building my speaking engagements portfolio. Two topics close to my heart are engaging multicultural audiences, whether they’re the communities you serve or the diverse workforce you lead, and how to work effectively with the public sector: I know well just how challenging it can be.
If you’re wrestling with a strategic communication challenge, working with multicultural audiences, or just want to compare notes on building a consultancy, let’s connect.
Website: accommunication.com.au
