For those seeking to work in public relations, not only are there varying roles within the industry, but there is the option to work ‘agency side’ or ‘client side’. The PR industry in Sydney is filled with long-term ‘agency people’, those that have always worked in-house, and some who have tested both sides of the fence to see where the grass is greener. Therefore, there is a long-running debate in…

By Shannon Peakman PR covers a broad range of communication skills and channels. As such, PR agencies have different specialties – from press office to crisis communications, from activations to social media. Understanding the type of Public relations your brand largely needs, and the market in which you operate, is the first step to ensuring you choose the right PR agency. If you are looking to grow brand awareness and…

By Macrina Lim You might be meeting with public relations agencies to source the one that’s right for your brand. It’s at this time – not after you’ve hired an agency – that you should understand how you can get the most out of them. While it’s important to look at the range of PR services that your prospective agencies offer, it’s easy to overlook equally important factors such as…

By Alannah Green We live in the Golden Age of Digital – but it’s an assessment that does not go far enough. The truth is, we live in the Golden Age of Content. It’s a competitive marketplace because content is everywhere we turn, and a brand’s role is to forge a strong path through the clutter that will carry a consumer all the way into its open arms. The problem…

By Alannah Green Media relations is one of the larger pieces of the public relations pie because it gets a brand into communication channels with high-volume audiences, and it is often more powerful for a third-party (journalist) to write about a brand favourably than for a brand to talk about itself in advertising. A strong media relations program might comprise company announcements and the findings from a brand’s own research.…

By Macrina Lim The market of brand influencers has exploded and become so saturated in recent years that it’s important to sift through and differentiate between influencers who can benefit your brand and those who won’t help your brand in any way. There is an interesting relationship between influencers and their followers, unlike anything we’ve seen before. They’ve developed strong relationships with their audience and built up a level of…

By Sarah Laing There are few things more compelling than a well-told story. Regardless of whether it is a favourite movie, riveting novel, thoughtfully-crafted Facebook post or stunning theatre production, a good story has the power to remove your sense of time and momentarily sweep you into another world. For companies, having an evocative and compelling brand story and, vitally, communicating this effectively to key audiences and customers, is an…

By Neneh McGuire Getting exposure in the media is a great way to lift your brand and build your company’s reputation. News stories and media placements in major news publications, TV and radio can position a business as an expert or thought-leader in its industry, promoting the company and enhancing its public reputation. One of the major PR challenges is being able to secure these targeted media placements, which comes…