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Successfully navigating the Australian Digital PR landscape demands a tailored approach that accounts for its unique media dynamics. In our latest blog post, How To Master Digital PR in Australia, Georgia Anderson Digital PR Director at StudioHawk dives into what makes this market unique - and how to achieve impactful coverage.
What we’ll cover in this blog post:
If you think you can approach Australian PR the same you would in the UK or US, think again. The Australian media landscape is unique and offers distinct challenges when it comes to Digital PR. It remains deeply rooted in traditional media, where journalists maintain regular relationships with PR contacts. News coverage tends to focus on politics and finance, and the standard of journalism is notably high.
Three major conglomerates dominate the media landscape, sharing ownership across broadcast, radio, print, and online platforms. The largest is News Corp Australia, which controls approximately 60 per cent of Australian media. This includes prominent titles such as The Australian, The Daily Telegraph, Herald Sun, and The Courier-Mail.
Next is Nine Entertainment Co., which operates the Nine Network, a major free-to-air TV network, along with Macquarie Radio Network and newspapers such as The Sydney Morning Herald, The Age, and The Australian Financial Review. Finally, there’s Seven West Media, which runs the Seven Network, another significant free-to-air television network, as well as publications like The West Australian and The Sunday Times, alongside stakes in various digital platforms and magazines. It’s worth mentioning the government-funded public broadcaster, the Australian Broadcast Corporated which provides independent journalism across radio, TV and digital platforms.
How to Approach Localised Content and Overcome Outreach Challenges
Due to Australia’s geographical isolation, content is often hyper-localised unless it concerns a major international event. Additionally, this localisation combined with updated spam filter guidelines from platforms like Google and Yahoo poses a unique challenge for Digital PR professionals trying to secure placements.
That said, success is possible. The key is to recognise that outreach strategies effective in the UK or US may not translate seamlessly here. Below, I’ll outline a successful campaign my team at StudioHawk recently executed, which achieved significant national and regional coverage in Australia.
Case Study: B2C Furniture
Our client, B2C Furniture, offers trendy, high-quality pieces for those furnishing their homes. An analysis of their backlink profile revealed a gap in regional backlinks, so we designed an Australia-focused regional ranking index. The goal? To identify the trendiest and least trendy Australian suburbs for living or visiting.
We compiled the rankings using Google Maps, evaluating factors such as the number of art galleries, coffee shops, vintage stores, and street art murals, culminating in an overall ‘trendy’ score.
It was a calculated risk, as Australian media heavily favours brand and traditional PR. However, we knew the ranking system would generate human interest, tapping into the country’s well-known interstate and city rivalries—particularly between the east and west coasts.
Pro Tip: When conducting regional indices in Australia, adjust for population size. Otherwise, larger cities like Sydney and Melbourne will always dominate the rankings.
Campaign Execution and Results
The data revealed that the regional town of Rutherglen was Australia’s trendiest suburb—a compelling news hook. We filtered the data to focus on states with the most unique and engaging stories, as well as providing an overall national ranking.
Thanks to the ‘trendiest’ and ‘least trendy’ angles, we could target specific suburbs and cities by rank. This approach secured coverage in top outlets such as 9News, The Courier-Mail, Herald Sun, Cairns Post, and realestate.com.au. For the Victorian suburb ranked trendiest, we garnered significant local coverage, including radio features on Magic 93.1 and 5RM. Meanwhile, South Australia’s least trendy suburb was covered by local papers like Shepparton News and Riverine Herald.
Additionally, we pitched the campaign to lifestyle and travel publications, landing features in the Australian Good Food Guide and Travel Weekly. Overall, the campaign achieved 22 media placements, alongside multiple social media mentions and radio interviews.
Key Lessons for Effective Digital PR in Australia
This campaign illustrates how hyper-localised data and rankings can resonate with Australian journalists. While global studies often highlight Sydney or Melbourne, a focus on local suburbs allows PR professionals to target regional outlets hungry for human-interest stories.
Similar to the US, what’s newsworthy in one Australian state might not be relevant in another—states can be hundreds of kilometres apart. Tailor your content accordingly, or risk your pitch falling flat.
Practical Advice for Digital PR in Australia
Stay Informed: Familiarise yourself with Australian news trends by regularly checking sites like ABC News, 9News, Daily Mail Australia, and news.com.au.
Leverage Data Sources: Sign up for alerts from the Australian Bureau of Statistics and use SourceBottle, a platform akin to HARO, to connect with Australian journalists seeking sources.
Consider Seasonality and Local Context: Australia’s seasons and time zones differ drastically from the UK. A story about a cosy Christmas won’t resonate in the Australian summer.
Availability Matters: Journalists may want to speak directly to an expert or clarify your data. If you’re pitching from overseas, clearly state your working hours in Australian time zones (AEST, ACST, AWST).
Australia is an emerging market for Digital PR. Success requires an understanding of the local media landscape, tailored content, and a strategic approach to pitching. By creating engaging, hyper-localised stories, you can master Digital PR and achieve widespread media coverage down under.
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