Whether you’re a large corporation or a grassroots not-for-profit, PR can be a powerful way to drive your organisation towards success. As any PR professional will tell you, there is no one-size-fits-all approach to great PR, so your strategy must be tailored to suit your specific brand and goals. When it comes to PR for NFPs, the core goal is usually asking people to act. Whether that be giving their time, donating money, voting, changing their behaviour, signing a petition or simply spreading the word – compelling an audience to get involved can be harder than it seems. While people will of ..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

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

I’m always on the lookout for innovative tools and strategies that can elevate our work here at Pure Public Relations.  Recently, I had the privilege of MCing at the Mumbrella360 conference, with one of the key sessions delving into the fascinating – and sometimes, overwhelming – realm of generative AI with Telstra CMO Brent Smart, CHEP Network Chief Creative Officer Gavin McLeod, and CHEP Network Chief Technology Officer Mark Gretton.   The technology that large language models (LLMs) like ChatGPT, Dall-E, GPT-4 and others offer has the potential to revolutionise the way we app ..read more

This year, I had the honour of judging the 2023 Prime Awards, and with it came many valuable insights into the incredible work done throughout the media industry. As an awards program designed to recognise excellence within healthcare communications in Australia, I was thrilled to evaluate entries in three distinct categories: Corporate Social Responsibility, Best PR Campaign – Commercial and Corporate, and Sustained Excellence. The calibre of entries across these categories was truly outstanding and made for an incredibly enlightening, thought-provoking, and, at times, challenging experience ..read more

A tweet by the government’s Department of Industry, Sciences and Resources (DISER) is a cautionary tale on the overly casual use of social media. The tweet intended to seek stakeholder feedback on the government’s 2023 Petroleum Acreage Release, asking Twitter users: “Do you have an Australian offshore location you want #AusGov to consider for oil and gas exploration as part of the 2023 Petroleum Acreage Release? Nominate before 1 September,” the tweet read. A picture asset featuring an offshore oil exploration vessel was included in the tweet with a simple text overlay that read: “Have your s ..read more

Buzzwords have long been the language of the workplace. For years, we’ve been busy leaning in, moving the needle, pivoting, aligning, moving forward, putting a pin in it, drilling down, holding fireside chats, thinking outside the box, touching base, huddling in, deep diving, running things up the flagpole, shifting paradigms, hitting the ground running, game changing, and pushing back. Since COVID-19 hit, a brand new list of buzzwords has bulldozered its way into our vocabulary, rattling around in inboxes, business press releases and the media on a daily basis. These words are used so regular ..read more

If you work in the communications industry, ChatGPT is a word you are likely all too familiar with by now. Over the past six months, the AI chatbot has taken the world by storm thanks to its ability to write everything from press releases to social media captions, blogs, and articles at the drop of a hat. While the technology is still in its infancy, its potential to change the way we work has left people asking one key question; is it possible that AI will take our jobs sooner rather than later? The answer isn’t so simple. While ChatGPT and similar AI technologies will undoubtedly play a rol ..read more

Getting media coverage is often a hard thing to ensure, and even harder when you don’t have the budget that many big business owners do. Phoebe Netto has given us three tips for getting the best possible chance at securing media coverage, all the while sticking to a budget. Transcript My name is Phoebe Netto, and I’m going to share with you three ways to get media coverage. Grabbing media attention can be an expensive exercise, but at needed be. While the media loves to cover grand gestures and publicity stunts, these expensive acts aren’t the only PR tool in the box. Here’s how to save money ..read more

Creating an interesting news angle is a great way to make your business newsworthy to the media. Pure Public Relations founder Phoebe Netto explains five ways to make your business stand out to the media, even when you don’t know what makes your brand inherently special. Transcript Hi, my name is Phoebe Netto, and I’m the founder of Pure Public Relations, and I’m going to give you five ways to make your business interesting to the media, even if it doesn’t seem very newsworthy or exciting. Positive media coverage is a powerful way of letting people know about your business and making them perc ..read more