Guides to PR in Australia

Sourced, dated and written for decisions. No jargon, no invented numbers.

Reviewed 3 October 2026

Choose and budget

How much does PR cost in Australia?
Hourly rates, retainers and project fees from published sources, with the caveats.
How to choose a PR agency in Australia
Nine questions that separate a fit from a pitch.
PR vs advertising: earned, owned and paid media
Advertising buys attention.
How to measure PR results
Measure outcomes, not output.
PR retainer vs project fee: which suits you?
Choose a retainer for continuous media relations and profile building over six months or more.
What does a PR agency do?
A PR agency shapes and protects how an organisation or person is understood, mainly by earning coverage and managing relationships with journalists, creators, regulators and the public.
Ten PR myths Australians still believe
Most PR myths come from mixing it up with advertising.
How to read a PR proposal
A good PR proposal names your goal, lists the work in plain terms, shows who does it, states fees and term, promises reporting and avoids guaranteeing coverage.
PR for small business in Australia
A small business can use PR by choosing one goal and one audience, telling a local and specific story, using local media and trade press, and keeping proof ready.

How to get media coverage in Australia
Get coverage by giving a specific journalist a timely, local, checkable story they can run today, with a named spokesperson and proof, pitched in a few lines.
How to write a press release in Australia
A press release is a short, factual news document: a headline that states the news, an opening paragraph that answers who, what, when, where and why, a quote, supporting detail, a boilerplate and a contact.
PR for startups in Australia
Start PR when you have news worth reporting: a funding round, a launch, a customer result or a founder story with a point of view.
How to pitch a journalist in Australia
Pitch one named journalist who covers your topic, lead with the story in two or three lines, offer a spokesperson and proof, and follow up once.
How to prepare for a media interview
Prepare by learning the outlet and the interviewer, choosing three messages you want remembered, rehearsing the hardest questions aloud, and agreeing the format and timing up front..

Personal branding for executives
Position, proof and platforms, and what to do in the first 90 days.
The value of a personal brand
A personal brand is worth the trust a stranger extends to you before they meet you.

Crisis PR in Australia: the first 24 hours
In a crisis, stop further harm, get the facts, name one spokesperson, tell affected people first, say what you know and what you are doing, and check legal and regulatory duties before you publish.

PR and AI search: how brands get cited in AI answers
AI answers tend to draw on pages that state a clear answer, come from sources that look credible and are backed up elsewhere.