In the world of PR, a great media database is essential to success. But just as important is knowing when – and how – to use it effectively. While anyone with a media database can contact journalists, whether or not you get a positive response will depend on your communication approach.  The often delicate art of contacting journalists is about so much more than just having a list of media contacts at your disposal. The way you use your media database will decide the types of relationships you create with journalists, as well as the quantity and quality of the coverage you secure.  ..read more

Creating a PR strategy can be overwhelming – there are so many different types of outlets out there, that it can be difficult to know where to start.  In order to make things simpler, I like to break down outlets into the following specific categories: industry, business, and consumer. Industry media is trade media that is specific to your line of work. For example, publications like Engineers Australia for an engineering firm, or Inside Retail for a shop fit-out specialist.  Industry outlets help demonstrate credibility that creates a preference for your business and helps you stan ..read more

Have you ever wondered what it’s like to work in the PR industry? While the TV and movies might make you believe it’s nothing but parties, champagne, and celebrities, you might be surprised to learn what goes on behind the scenes at a PR agency. The team at Pure have put together a list of little-known PR facts to give you a glimpse at what it’s really like working in PR. From learning to keep your cool while in the same room as public figures to correcting people when they mistakenly think you work in HR, here’s what you need to know. What they don’t tell you… The job doesn’t stop with the c ..read more

In this video, Pure Public Relations founder, Phoebe Netto, explains why Generative AI tools like ChatGPT won’t easily replace talented and strategic creatives. Talk of Generative AI has been dominating the marketing and media industry for months now, and it’s easy to see why. With the rise of highly intelligent tools such as ChatGPT and their capacity to create content in the blink of an eye, many creatives are asking a confronting question: will AI put me out of a job? The answer isn’t so simple. There is no denying that this technology is already having an impact on the industry. For insta ..read more

Using humour and memes in your marketing and PR strategy can have both positive and negative effects on your brand’s reputation. For the right brand, taking a risk on April Fools’ Day can help to increase engagement from your audience. Memes can be entertaining and relatable, which can help a brand connect better with its customers. Before taking the plunge, it’s important to carefully consider your audience, message, and image to know whether it’s right for your brand. With that in mind, let’s unpack the best and worst of 2024’s pranks. Hit: Vegemite sets teeth on edge Vegemite is a divisive ..read more

Watch Pure Public Relations founder, Phoebe Netto, explain what businesses need to consider before jumping on the April Fools Day hoax bandwagon. With the potential to go ‘viral’, April Fool’s Day has become a major event in the marketing world.  But should your brand or business get involved?  Any campaign that relies on humour or hoax is risky, as it comes with the real possibility of offending or upsetting your audience.  April Fools’ Day is no exception, requiring brands to navigate the delicate balancing act of shocking the audience just enough to make an impact, but not s ..read more

This week I was reminded to take sun safety seriously – and to check your skin! – after having a suspicious sunspot removed from my nose. And for this week’s ‘what’s noteworthy in PR’, we have many examples of damage control of a different kind. And like sun damage – avoidance is key. Because there is a risk that damage control will leave things never the same. Issues come when there is a significant gap between what people expect your communication, values, and language to be, and what they end up receiving. Leaders and representatives are no longer expected to only be skilled in their ..read more

New data from market research firm, Roy Morgan, has revealed Australia’s most and least trusted brands. And surprise, surprise, Optus is the least trusted brand. But you might be surprised to see Coles and Woolworths in the top 10 most trusted brands, given the intense scrutiny they have been under.  Both supermarkets have dropped places (Woolies by one, and Coles by two places), as a result of cost of living challenges and the recent criticism and ridicule that they have received.  But they are still in the top 10! Why is that? If you consistently give me what I need (even if I ..read more

I hope you are all enjoying your tokenistic International Women’s Day cupcakes, and newsfeeds filled with performative gestures and glowing posts about female team members. Friday, March 8 was International Women’s Day, and here’s what’s noteworthy in PR this week: the curse of the cupcakes. It is important that we celebrate progress, highlight success, and agitate for long-awaited change. But if you choose to reduce the day to noise, without any substance behind it, you are better off not saying anything and working on efforts that show, not tell.  In other words, if you aren’t celebrat ..read more

In our latest edition of Pure People, we chat to the fantastic Robyn Holland about her extensive career, which began as a journalist at The Sydney Morning Herald. Robyn has managed communication and PR needs for a wide range of sectors including industry associations, education, tourism, events, health, hospitality, construction, local and state governments and not-for-profit. Can you tell us a bit about your career journey and highlights so far? I began as a newspaper journalist with The Sydney Morning Herald which was an excellent training ground for a young journo. My time there was brief ..read more