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How do you find PR companies in Australia that are results focused?

Aug 6th 2015 at 4:38 AM

When it comes to choosing a PR company, the bottom line is results. It’s all about results, results and results. There’s lots of talk out there in the industry. Many people promising many things. What matters is getting the results to happen.

Here are some matters to consider when hiring a PR firm to promote your business or message:

Location of your PR firm: Ideally an effective PR Companies in Australia must have its headquarters in either Melbourne or Sydney. Sydney is obviously one of Australia’s major cities – like Melbourne. Both cities are the financial, manufacturing and economic hubs of the country. Public relations agencies in Sydney and public relations agencies in Melbourne obviously have extensive networks of contacts and expertise in running major campaigns that make things happen for clients.

Client Status: It is obviously important to go through the client portfolio of PR Companies in Sydney and PR companies in Melbourne to find companies that have worked with reputable clients from your sector. Disney, Shell, The Salvation Army and Myer have all worked with Australian agencies. If the PR firms you have shortlisted have worked with major organisations, this tells you clearly that they are definitely worth considering.

Team Expertise: Media networking is not enough to run successful PR campaigns. Your chosen PR firm should know how to create campaigns that can a have real impact on people and can attract extensive media coverage on all platforms.

A successful PR campaign will obviously find ways of packaging your messages as a news ‘hook’ to attract media and the attention of the public. You want a public relations agency that has staff that have a solid background in news and media. People who have worked in news will have a real flair for how to create campaigns that have a news hook and have clear angles to attract media.

Ask for samples of successful campaigns that PR agencies you are considering have handled. Ask for evidence of the results they have generated. It will obviously give you an idea of the real ‘skills’ of the team.

Meeting Your PR Needs: There is no such thing as a ‘blanket’ solution when it comes to a successful PR campaign. Some PR Companies in Melbourne will offer the same kinds of campaigns to clients over and over again. It is critical that you know what you want to achieve and that in the briefing process you outline what kind of coverage you want, what sort of audience you want to reach and what messages you want to convey.


It is just as important that you see clear evidence that the PR company is listening carefully to you and your needs – and reacting to that. There is a lot of “froth and bubble” in the industry. Indeed the term “PR Job” is even used sometimes in a negative way. The reality is PR firms that are worth their salt are skilled in communication and packaging of messages. They should know how to show you how to create media coverage and how to get results. They should know how to attract media to an issue and make messages appealing.

PR is a very complicated industry. Always take time to really consider who is offering you a service – and whether they can get you the results you want. Good luck with your next campaign.

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