Explore every episode of the podcast The PR Pod

Pitching to media and securing coverage is one of the most common things we do in PR but, it can take some time to start doing this effectively. If you haven't had much success in converting your pitches to coverage in newspapers or magazines, you’re not alone. Someone who has been on the receiving end of oodles of PR pitches is Katarina Kroslakova. Katarina has been the editor of the Australian Financial Review’s Life & Leisure and Luxury magazines, a columnist for Harper’s Bazaar, is now the editor and publisher of T Australia, The New York Times Style Magazine in Australia AND, runs her own publishing house, Primary Ideas.  With an extensive background in newspapers and magazines, Katarina knows just what you need to do to ensure you have the best chance possible of getting your pitch read by a journalist in these two mediums.  You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/securing-a-pitch-response 

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Jennifer Hawkins is a trailblazer in the PR industry. She’s the CEO of not one but two integrated agencies in the US – Hawkins International PR and Maverick Creative - which specialise in PR, social and digital execution in the luxury travel, wellness, lifestyle and hospitality sectors, among others. With her head office based in New York and staff dotted around the country, Jen’s clients are located worldwide, from South Africa to South America, Los Angeles to London, Boston to Bermuda. Jen didn’t start her career in public relations. In fact, she didn’t even study it. We discuss why she believes this was a contributing factor to her success in this industry, how to stay nimble and effective both as an employee and business owner plus we muse some of the lessons she's learned along the way. Whether you’re an entry-level graduate, mid-way through your career or even considering starting a PR agency, you'll find her tips invaluable. You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/jennifer-hawkins 

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Landing a new job that requires you to be responsible for the domestic PR for an international brand can be a little daunting. How do you start making a name for yourself and your brand, in your market? Julie Jarratt has been the Communications Director for Cathay Pacific Airways in the Americas for almost a decade and the strategic mind behind the PR decisions in that region. She shares her insight on how you can fast-track your way into being a valued, productive and effective domestic PR brand representative.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/domestic-pr-for-an-international-brand 

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Want to pivot into a public relations career? Don't have any PR internships or work experience under your belt? My guest, Winston Chang, just did that and there's no reason why you can't either. Find out how he transitioned from a high school teacher to a PR professional and what his secrets to success are. We also discuss why you need to leave your ego at the door, how to position your previous skills as relevant and transferable, and the tactic which gave Winston a competitive edge. 

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/how-to-get-into-pr-with-zero-experience

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Blogs are a useful tool for building a brand's credibility and authenticity on a particular topic but creating an engaging, compelling blog takes a little practice. Former journalist and General Manager of Ovato Communications, Kerrie Murphy, shares insight on integrating keywords, the value of backlinks, how to capture the attention of your audience, and how often you should be posting them. Plus, we discuss the best way to start the writing process and whether every company should produce blogs.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/writing-a-blog   

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The public relations sector is fast-paced. Burn-out is real. It is incredibly easy to feel like you're getting lost under a mountain of tasks and deadlines and for creativity and strategy to go out the window. Wendy Cole, a productivity expert from iMastery, teaches how you can set up your work environment to become more productive and focused. She shares her tips on limiting distractions and prioritising tasks, provides insight into why it's so important not to work from your inbox, and reveals simple techniques for making your task management system more powerful. Plus, we also discuss how to be more productive when working from home.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/becoming-more-productive-focused 

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Do you want the inside scoop on what life is like working in a PR agency (the things they don't tell you at college/university)? This episode covers why PR agencies are utilised by companies, the services they provide plus gives you an overview of some of the industry jargon you will need to know. You'll discover what will be expected of you on a daily/weekly basis, some of the challenges you may face plus, learn some tips and tricks for making a mark. My guest, Kerrie Murphy from Ovato Communications, and I also discuss why you should never delete an email and the value of understanding the context of every task you're delegated.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/working-in-a-pr-agency 

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You may have crafted the perfect pitch and managed to secure an interview for your spokesperson but if they can’t communicate the key messages succinctly, navigate challenging questions or come across as an engaging interviewee, all that hard work can be lost. Shelly Horton, a well-known Australian TV presenter, experienced journalist and MC, draws on her decades of experience to conduct media training through her company, Shellshocked Media. Shelly shares her tips for conquering nerves and managing curly questions as well as how to tailor interview responses for different mediums. Plus, we also discuss the value of anecdotes in communicating messages and whether there is a place for emotive gestures in television interviews.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/media-training

Learn more about Shellshocked Media: https://shellshockedmedia.com/ 

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If you want to produce maximum exposure for an announcement, you should be utilising a brand's social media channels to communicate those messages alongside your media relations activity. Allira Carroll from Tonic PR and I provide a quick overview of how you can leverage these channels effectively as part of your PR strategy. We also discuss the role social media can play within crisis communications, how to drive awareness for the channels themselves and why your social media assets can provide a great temperature check for the broader campaign.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/integrating-social-media

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The key to building media relationships according to Kerrie Murphy, General Manager of Ovato Communications and former journalist, is research, research, research. This episode explores why research is so important, what you should consider before establishing new media connections, the information journalists are interested (and not interested) in learning from you plus why some journalists aren't responsive to PR contact and how to counteract that.

You'll find a summary of the information featured in this episode here:  https://www.theprpod.com/post/building-media-relationships 

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Public relations has a reputation for being a competitive industry and it's easy to fall into the pattern of feeling compelled to push yourself beyond your limits. Many of us feel we need to balance workplace expectations with client expectations and our own personal professional expectations and that can often lead to our mental health being compromised. Psychotherapist Katie Feder and General Manager of Palin Communications Karina Durham discuss the value of self-awareness, vulnerability and accountability when it comes to understanding and managing your mental health. We also examine the measures individuals and companies can take to improve mental wellbeing in the workplace as well as how to navigate circumstances when you can't separate yourself from a triggering situation.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/mental-health 

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Nicole Smith, Senior Global Communications Officer at the International Rescue Committee in New York, is responsible for developing programs that amplify the voices of women around the world among many other things. She is often required to translate complex technical information and data from humanitarian efforts in 40 countries into external-facing communications materials. The content she develops needs to be relatable and understandable, delivered in an engaging package and it has to land at a time that is most impactful. Nicole shares her insight on how to identify compelling information and prioritise what you lead with in a communications campaign, the value of setting expectations among internal stakeholders of how data may be utilised and interpreted and, the power of imagery versus infographics. She also explains why patience is the key when pitching data-focused stories.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/content-from-data 

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Ever dreamed of taking your PR career to Australia or England? As the world starts to reopen, there’s never been a better time to shake things up with an exciting overseas PR adventure. And if Australia or England are on your hit-list, this will give you insight into some of the opportunities (and challenges) in front of you.
Ishtar Schneider (US) and Laura Craggs (UK), associate directors at Edelman in London, know a thing or two about the highs and lows of expat life in Australia and the UK. They share their top tips for making the transition as seamless as possible, landing the right PR job, navigating visas, understanding the cost of living plus, how to make the most of this once-in-a-lifetime experience.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/working-in-pr-overseas 

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As Cathay Pacific's Communications Director for The Americas, Julie Jarratt wears a lot of hats as an aviation PR specialist. She's responsible for the internal and external communications for the region, as well as corporate social responsibility, community engagement, stakeholder management and crisis management, to name a few. Julie shares the types of projects you would manage within an aviation communications role, provides insight on how the Covid pandemic has impacted the aviation industry and her role, and outlines what experience is helpful to have to pursue a PR role within this sector. We also discuss some of the key differences you'll find working in PR between the USA, UK and Australia, examine why cultural fit is often more important than skill set when hiring and bond over the value of sending thank you notes to journalists.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/aviation-pr

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Whether it's to secure media coverage, inform strategic campaign decisions or build your credibility as an industry insider, trends are a powerful resource to harness. Jennifer Hawkins, Founder and President of Hawkins International PR and Catherine Colford, Managing Director of sister communications agency, Maverick Creative, have made it their business to be in front of the curve when it comes to identifying and developing trends. Their clients benefit from the global lens they apply to all their campaigns and in this episode, they share some tips on how you can do so too.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/trends 

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Naomi Ross from Sydney Design Social joins me to provide a succinct overview of the elements you should include in a social media report. Naomi also discusses the value of reviewing historical data and trends, the point at which your results should inform a strategy review, plus why you should never gloss over unsatisfactory results in a report.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/social-media-reporting

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Developing a spokesperson into an industry-respected thought or opinion leader can benefit the brand awareness of a company immensely. To explore why, I'm joined by Samantha Dybac, founder of The PR Hub and podcast host of Influence Unlocked. We cover the challenges and opportunities of developing a thought leader, whether it's imperative they have social media platforms and an existing media profile plus, how to manage expectations.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/thought-leaders 

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Learn the art of planning and executing a successful PR event from Anna Stark and Tahira Matthews from PR agency, Stark Matthews. Discover insider tips to ensure it's smooth sailing on the day, find out the best way to keep track of tasks and responsibilities plus they reveal the one thing they never attend an event without.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/event-management

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Working with non-profit organisations can be some of the most fulfilling work you do within public relations. Debra Sobel, Managing Partner at Verity London, a purpose-driven, strategic communications agency, knows this more than most. Her team has worked with many non-profit organisations and their award-winning campaigns have delivered extraordinary results. In this chat, Debra shares practical tips for creating effective campaigns in the non-profit sector and provides insight into navigating common challenges you may face.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/non-profit 

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Boutique agency Palin Communications has been one of Australia's leading health PR specialists for more than 20 years. General Manager Karina Durham joined the company in a junior position and now, 14 years later, is the General Manager. In this sector specialist episode, Karina shines a light on the importance of storytelling within Health PR, why it's such a rewarding sector to work within, and the key to landing a health communications job when you have zero sector experience. Plus, we also discuss the areas emerging PR professionals should focus on when they're at the start of their careers, to really make a mark.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/health-pr

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Company culture can be the reason people are attracted to join a company, why they stay at a company for a long period of time, as well as why they leave. So it makes sense that you would want to invest time and energy into creating an environment that engages, motivates, and rewards employees. Gabrielle Sigelski and Hayley Cole from Stellar join me to discuss what you can do, as a manager and as a team member, to cultivate and nurture company culture to ensure it's a desirable workplace for current and future employees.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/company-culture 

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Discover how to turn a vague campaign brief into a comprehensive PR proposal and budget. If you've just started working as a freelance publicist or have been tasked with managing new business proposals at your agency, this episode will provide you with a succinct overview of what a client will expect from a campaign proposal and budget. Allira Carroll from Tonic PR and I discuss how to navigate a vague brief, the components you should include in a proposal, shed some light on how much detail you are expected to provide on strategy and tactics, and provide a solution for clients who won't clarify their budget.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/pr-proposal 

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Securing the right type and the appropriate number of people to attend your event can be challenging if you've not had much experience in it. This guide walks you through what you should consider when creating an invite list, tips for ensuring you get the number of people you're aiming for, when you should send invitations out, how to manage RSVPs plus what every PR should do after an event. Sharing their extensive event insights are Anna Stark and Tahira Matthews from Stark Matthews.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/guest-list 

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Looking for a way to make your product stand out when it arrives in the hot little hands of journalists or influencers? Sick of sending out products and getting little to no response from the recipient, let alone a social media post or media coverage? There's a good chance you're missing some crucial steps when it comes to concept creation and execution. Making a creative mailer truly unforgettable is one of Nastasia Marjanovic's superpowers. As PR and Talent Director at Straight UP PR, she knows just what it takes to ensure there's a valuable return on investment for her agency's clients. She shares her top tips on how to add a little wow factor to your next creative mailer in this latest episode. You'll find a summary of the information featured in this episode here:  https://www.theprpod.com/post/creative-mailers 

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From studying a non-communications degree to becoming Head of Publicity at two of Australia's five public and commercial broadcasters, Jo'an Papadopoulos is one of the country's most experienced television publicity professionals. In this sector specialist episode, Jo provides an outline of what skills, experience and attributes she looks for when hiring for television publicity roles. She also addresses the value of tenacity in any PR role, the roles and responsibilities of a television publicist, what the fun perks of the industry are, as well as the more challenging elements.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/television-publicity 

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If you want a quick, thorough, and practical overview of how to manage a social media budget, you're in the right place. Naomi Ross from Sydney Design Social joins me to discuss the one thing every social media ad campaign should have, how you can measure the impact and success of an ad, what kind of budget you should be considering, the value of spending $10 versus $100 and how to maximise a small spend. Plus, there's a bundle of tips on what you can do when your ad campaign isn't as effective as you'd like.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/social-media-budget 

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Whether it's emails, newsletters, media releases, social media pieces, opinion pieces, or bios, writing is a huge part of what you'll do every day in PR. The better you are at writing, the more likely you'll achieve cut-through when you pitch to media and the more engaging your media releases or social media posts will be. Allira Carroll from Tonic PR joins me to share some common mistakes PRs make when they write and how to avoid them, plus we provide insider tips to writing like a pro.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/improve-your-writing 

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Product drops. Media drops. Media send-outs. Creative mailers. Press kits. Whatever you call them, this episode deep-dives into why putting product in the hands of media or an influencer can be great for your brand. It also covers the elements you should think about when creating your concept and how to execute it to drive engagement, coverage and an ROI. Beauty PR specialists Anna Stark and Tahira Matthews from Stark Matthews join me in this episode to share their tips.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/product-drop 

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If you have been granted interviews with a brand spokesperson, they will expect you to deliver a polished, well thought-out schedule, execute it seamlessly on the day and problem solve your way through any delays, challenges or issues. In this episode, former publicist and now talent agent Corey Cooper from CC & Co. and I walk you through six simple steps to do just that.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/interview-schedule 

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In a world where people are saturated with content and offerings from social media accounts, it's hard to generate cut-through. We have a fraction of a second to capture someone's attention when they're scrolling through a social media feed and it's the imagery people stop for. So, how do we make our feeds more visually engaging? In this episode, Naomi Ross from Sydney Design Social and I share what you need to know about creating engaging content for Instagram and Facebook.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/visual-content 

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Regardless of whether you're in a job you love or have your eye on another opportunity, it's important to reflect on your existing skill set and consider how you can become a better PR practitioner. Is there more value you could add to yourself, your team or your company right now? Are there skills or experiences you can build on now that would be beneficial to your future career prospects? Maya Ivanovic and Rachel King, co-chairs of the Public Relations Institute of Australia (PRIA) NSW Young Guns committee, join me to discuss what value professional development can have to your career and the kinds of opportunities you should be considering to elevate and upskill your experience and knowledge.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/professional-development 

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Increasing the number of engaged followers on Instagram and Facebook is a goal for most people managing social media accounts on behalf of a business. The real value in growing your followers is to do it in a way which is authentic, so you create an army of engaged brand advocates and not just numbers. Naomi Ross from Sydney Design Social joins me in this episode to provide an overview of some of the legitimate options you can use to increase your followers on both Instagram and Facebook. .

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/growing-your-followers 

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From single and album launches to music festivals and the personal PR for musicians, life is far from boring as a music publicist. Two of Australia's most accomplished music publicists, Rina Ferris and Val MacIver, worked at record labels for many years but now work for themselves, managing the publicity for some of Australia's most respected and awarded artists including Keith Urban and Jimmy Barnes. In this episode, they share their thoughts on what sets an excellent music publicist apart, how they entered the industry, the kind of tasks you are responsible for when overseeing the publicity for an artist plus their tips for working for yourself.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/music-pr 

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No idea how to put together an event budget?

They're not the most glamorous of documents but they sure are one of the most important when it comes to events. Tess Hodgkinson from Sydney events and floral design studio The Style Maison joins me to give you an overview of the various elements you may need to include in your event budget. Plus, we give you plenty of tips to avoid common budgeting mistakes.

You'll find a summary of the information featured this episode here: https://www.theprpod.com/post/event-budgets 

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Is reading one of your favourite hobbies? Does the thought of being able to work with your favourite authors, shape the trajectory of a book release or getting your hands on the latest page-turners before anyone else, spark joy? If so, consider a career in book publicity. Veteran book publicist Andy Palmer has lived and breathed books for more than 30 years, promoting thousands of titles for the world’s biggest names in publishing. We discuss his tips for nabbing a book publicity role, an overview of how publicity fits into the life cycle of a book release, plus the components of an A+ book publicity campaign.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/book-publicity 

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Condensing someone’s professional career into one paragraph and making it compelling can be challenging. You want a bio to be informative and engaging and to do that well, you need to your research. Allira Carroll from Tonic PR joins me in this episode to discuss how long a bio should be, what information you should include (and not include), the importance of interviewing the spokesperson plus tips for making it flow smoothly.

You'll find a summary of the information featured this episode here: https://www.theprpod.com/post/spokesperson-bio 

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Internships are essential to have under your belt and will be one of the first things employers look for on a CV when they are hiring for graduate positions. 

In this episode, I'm joined by Anna Stark and Tahira Matthews from Stark Matthews to discuss what you can do to give yourself an edge in the highly competitive PR internship market.

You'll find a summary of the information featured this episode here: https://www.theprpod.com/post/pr-internship 

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Crises look different for each business. Something that may cripple one company may not affect another as much. Regardless of the size of your business, you should assess what could impact it enough for your sales/reputation/offering to be affected and create a plan to minimise those effects as much as possible.

If you've never managed a crisis before, now's the time to learn what you should do when it happens. These tips from Gabrielle Sigelski and Hayley Cole from Stellar and I, will point you in the right direction.

You'll find a summary of the information featured this episode here: https://www.theprpod.com/post/crisis-management 

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Does the thought of taking a spokesperson or talent to a live interview at a radio or television station fill you with anxiety? Or perhaps you can't wait to do it but are unsure what happens once you arrive and want to feel more comfortable with the whole experience. Either way, you'll benefit from this easy guide of things you should (and shouldn't) do from my guest Corey Cooper from CC & Co. and I.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/accompanying-talent 

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Want to know how to stand out among hundreds of other candidates when applying for a job? Andie Crawford from Alt/Shift joins me to share tips for tailoring your CV, nailing your cover letter plus navigating gaps in your experience and skills.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/pr-job 

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Want to know if influencer marketing is something you should be considering for your brand or client? Not sure how to evaluate what value influencers can actually add or what is considered a good return on investment? Allira Carroll from Tonic PR and I share some simple steps to help you establish whether influencer engagement will be beneficial for your brand. 

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/influencer-engagement 

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Do you spend as much time preparing your research to write social media captions as you do a media release? You should.... Your social media copy will be read by hundreds, if not thousands of people so it's a unique opportunity to get them engaged with a particular message from your brand or business.

Allira Carroll from Tonic PR joins me to share our eight top tips for writing effective social media captions.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/social-media-captions 

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You don't have to be obsessed with makeup to be a great fit for Beauty PR and to share why, I'm joined by Anna Stark and Tahira Matthews from Stark Matthews. We also discuss whether choosing a PR sector at the start of your career is advantageous, what a day in the life of a junior Beauty PR executive is like plus tips for succeeding in public relations.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/beauty-pr 

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Learn event insider tips for creating invitations that make a mark. Event and floral styling specialist Tess Hodgkinson from The Style Maison shares her insight for three different invitation types and provides tips to execute each of them. Plus, we cover what kind of information your invitations should have on them and ways to save money on invites while still ensuring they make an impression.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/event-invitations 

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Being a good manager of people is challenging, let alone being an effective one. Hayley Cole and Gabby Sigelski from Australian PR agency Stellar join me to discuss the attributes and practices that make a great manager, plus we give you 7 tips to getting the most out of your team.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/people-management 

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Ever wondered what it takes to make it in the fast-paced world of television publicity? Or how to build your own PR agency from the ground up? Karen Eck went from ABC intern to globe-trotting international media manager before starting her own publicity agency, Eckfactor, almost two decades ago. We deep-dive into Karen’s long and illustrious career and talk about attributes for success, striking out on your own, and what it’s like to be the unlikely face of social change.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/karen-eck 

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PR or campaign strategies are an essential document that should be created prior to starting any PR campaign. In this episode, I chat with Anna Stark and Tahira Matthews from Stark Matthews to discuss what clients/managers expect from a PR strategy and what you should consider when creating one.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/pr-strategy 

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Want to secure a celeb as a brand ambassador? It's a talent agent you'll need to chat with so you should understand how to work with them. In this episode, Corey Cooper, founder of CC & Co., joins me to discuss the benefits of aligning a brand with a celeb and what information talent agents require from a PR. Plus, he sheds some light as to why providing a contra product or experience often just isn't good enough.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/talent-agents 

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For most of us in PR, securing media coverage is one of the main goals of a campaign and these days, a lot of that coverage sits online. In this episode, I chat with Sarah Norris, National Editor of leading Australian online cultural city guide Broadsheet, to provide some insight into what you should consider before you pitch to a website. Plus, we cover what to include in your pitch, what websites want in regards to imagery and why utility is the number one sense check you should be applying to every pitch.

You'll find a summary of the information featured in this episode here:  https://www.theprpod.com/post/pitching-for-online-coverage 

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Need to integrate video conferencing into a media relations campaign and have no idea how to go about it? Thanks to Covid, PRs have had to adapt to how they can engage effectively with media when it comes to conferences, famils, product tastings, meetings, interviews and even networking. Allira Carroll from Tonic PR and I give you an overview of the kinds of things you should be considering before you embark on using video conferencing in your next media relations campaign.

You'll find a summary of the information featured in this episode here: https://www.theprpod.com/post/video-conferencing 

Find tips from each episode here: https://www.theprpod.com/

See omnystudio.com/listener for privacy information.