It has been five days since Stephen Rue began navigating the turbulent waters of a national scandal as the CEO of Optus, a familiar rite of passage for the company’s leaders. This time, the telecommunications giant is grappling with reputational damage that has reignited calls for leadership changes at the top.
Observing from the sidelines is Kelly Bayer Rosmarin, the former CEO of Optus, who is no stranger to crisis management. Rosmarin stepped down in November 2023, shortly after a significant outage disrupted phone and internet services nationwide, and a year following a cyber attack that caused widespread chaos.
Despite her distance from the current debacle, Rosmarin remains a figure of interest. Recently, she was a keynote speaker at a technology conference hosted by Nuix, another company facing its own challenges. The event, held at the Sydney Opera House, focused on the evolving landscape of artificial intelligence.
Optus Engages External Crisis Management
Meanwhile, Optus has turned to external consultants to help manage its current crisis. The company has enlisted the services of lobbyists and media strategists to navigate the storm of negative publicity.
“As you would expect with an issue of this nature, we have engaged external support,” an Optus spokesperson confirmed. This move is part of a broader strategy to mitigate the reputational damage and steer the company back to calmer waters.
The federal government’s lobbyists register revealed that Optus, along with its parent company Singtel, has engaged Fitzpatrick & Co, a lobbying firm led by Eamonn Fitzpatrick, a former journalist and press secretary to Australian prime ministers.
Additionally, Optus has brought on board David Luff, a seasoned crisis communications expert with experience assisting major corporations like Rio Tinto and Nine Entertainment Co. These external advisors are working alongside Felicity Ross, Optus’s chief corporate affairs and marketing officer, who joined the company last December.
Political Fundraising Amidst Regulatory Changes
In a separate development, the Liberal Party’s Australian Business Network is urging its members to make donations before new transparency laws take effect on July 1, 2026. These laws will lower the disclosure threshold for donations to $5,000 and impose a $50,000 cap on contributions to candidates or parties.
Nicole Andrews, the executive director of the Network, emphasized the urgency in an email to members, suggesting contributions to the Liberal Party Future Fund as a way to circumvent the impending regulations.
When questioned about the fundraising push, Andrews initially redirected inquiries to the Liberal Party’s federal director, but later referred them to the party’s general media line. The party responded, stating, “Like many organizations, we are reminding supporters about changes that come into effect from 1 July next year.”
Sydney Talent Agent’s New Chapter
In a twist of fate, Sydney talent agent Titus Day is back in the spotlight. Recently cleared of embezzlement charges involving former client Guy Sebastian, Day is now selling his luxurious Bondi home. The property, purchased in 2018, features seven bedrooms, including a self-contained guest house, along with four bathrooms, a swimming pool, and a basement wine cellar.
This latest chapter marks a new beginning for Day, as he moves forward from a protracted legal battle that had dominated headlines for years.
As Optus continues to navigate its current challenges, the company’s reliance on external expertise underscores the complexity of managing corporate crises in today’s fast-paced media environment. The outcome of these efforts will likely shape the future trajectory of one of Australia’s leading telecommunications providers.
