Aboriginal Australia is mostly a bad news story, with recurring headlines about paedophilia, failing health, alcohol, dislocated communities and many other negatives. While there are plenty of good news Aboriginal stories available, good news isn’t always an easy sell.

So what’s the solution? In the age of spin, what if Indigenous communities hired some spinners? If the attitudes of non-Indigenous Australians to Indigenous culture were more positive, they’d be more interested in making sure that the government fixes up its problems. And a better media image would help rebuild Indigenous self-esteem.

Crikey has asked five leading Australian PR experts how they would approach a brief to reform Indigenous Australia’s image while respecting cultural sensitivities. We’ll be running their comments — as well as responses from leading members of the Indigenous community — for the next five issues.