I’m an independent researcher, author, and academic working at the intersection of positioning theory, strategic communication, and the social consequences of artificial intelligence.
My foundational work is Positioning Theory and Strategic Communication (Routledge, 2014), which introduced the Framework for Intentional Positioning and the Positioning Triangle as practical tools for analysing and designing strategic communication.
That work has been extended in The Routledge International Handbook of Positioning Theory (2024), and a new chapter for a Routledge edited volume on strategic communication and PR is forthcoming in 2026/27.
Before returning to independent research, I held senior academic roles at the University of Newcastle, including Head of School of Design, Communication, and IT, and prior to that, senior communication roles in Australian Government agencies including the Australian Bureau of Statistics, the Australian Electoral Commission, and the Australian Greenhouse Office.
Contact: melanie_james @ icloud.com
Connect: LinkedIn (opens in new tab)
Employment history and academic qualifications can be found here (opens in new window on LinkedIn).
I live north of Sydney in Newcastle, Australia – a city situated on a beach and a harbour!
Books & Publications
- Positioning Theory and Strategic Communications (Routledge, 2014)
- Contributing author, The Routledge International Handbook of Positioning Theory (2024)
- Contributor, The International Encyclopedia of Strategic Communication (Wiley, 2018)—entries on “Emergent Strategy” and “Strategic Readiness”
- 40+ peer-reviewed publications across communication, education, health, psychology, and social sciences
Leadership & Recognition
- Former Head of School, Design, Communication and IT, University of Newcastle
- edX Global Award for Outstanding Contribution to Online Education (project team leader)
- PR Institute of Australia Educator of the Year
- Multiple PRIA Golden Target Awards for national strategic communication campaigns
- Visiting Scholar, United Nations University (Belgium); Visiting Research Fellow, University of Technology Sydney
Creative Writing
- Finalist, University of New Orleans Press Non-Fiction Award
- Finalist, Australian Vogel Literary Award
Melanie James 