Freelance PR CONSULTANT

Working with freelance journalists and PUBLIC RELATION consultants who specialise in small business, tech, B2B and startup public relations.

While AdWords and social media advertising can bring in quick sales, its SEO and PR that build long term cost effective results. Apart from gaining credibility and placing you directly in-front of your target market - when used correctly in combination with SEO - PR is a powerful tool to increase search rankings and generate long term ‘free’ traffic to a website. Therefore, reducing your monthly online advertising spend.

We recommend PR for new businesses that need to gain industry cut-through once an MVP has been proven (this part is important - you must know your product works and is loved first). It also good for established businesses that seek to increase their influence, credibility and prominence in their sector. If you are a thought-leader or industry disrupter, this is the marketing approach for you.

Our PR process is inclusive of:

  • Kick off meeting to scope out media targets, content of press pushes and review of upcoming blog topics.

  • Monthly review call with email and phone communication where needed to facilitate opportunities.

  • Development of media opportunities (depending on initial meeting this could be targeted pitching to specific media or distribution of blog post for publication).

  • Distribution to media targets, liaising with relevant journalists and editors.

  • Creation of PR assets such as press releases and blog post.

What questions a PR strategy process will answer:

  • The objectives for the overarching master brand, and from a PR standpoint.

  • Key sales moments to engage support, and the prioritisation of each opening (if there’s a hierarchy of importance).

  • The key target audience we’re talking to, and who we want to be talking to.

  • Understanding where the current awareness, visibility and engagement is at with not only the consumer, but with media.

  • What are the corporate interests for this brief.

  • What’s working in the market to engage media and securing cut through, including how the brand is sitting against key competitors.

  • How best to engage with the target audience and through which channels.

  • How the PR activity across earned and paid media and social integration will roll out for each key sales moment and store opening.

 
 

Approach:

  • PR Director to conduct a discovery call (1hr) to fully understand the business, business model, stakeholders, PR objectives and any upcoming announcements.

  • Planning meeting (1hr) to dive deeper into further questions around the business and product offering.

  • PR Strategy presentation to go through the following: 

    • What's making the news: Overview of what makes the news in Australia, relating back to Pappa Flock's industry, calling out key coverage from competitors that’s making top tier news. 

    • Strategic guidance: Including key sections talking to insights, the brief, job to be done and considerations

    • Strategic approach and recommendation: Overarching recommendation for PR activity. including strategic approach for earned media, paid media and social media amplification. 

Support needed from client: Fill out reverse brief documents and share any existing media materials and key messages for the PR Director to gain an understanding of the business, wider brands under the same ownership, products and brand look and feel.

Deliverables: 

3x Meetings via Teams: Discovery, Planning and PR Strategy presentation.

1x PR Strategy document, including strategic guidance, strategic approach including recommendations.

1x 2025 Roadmap for PR: Key dates, outline of R&R across PR team, social team and client team.


Timings: Allow three to four weeks from Discovery meeting for final deliverables. Dates discussed at kick off.