Why your Australian brand needs PR and influencer marketing
PR and influencer marketing get other people talking about your business. When a journalist, industry publication or creator mentions you, customers hear about you from someone they already follow. That can build trust and awareness that your own ads can't build alone.
Why does a brand in Australia need PR?
PR helps people hear about your business from sources other than you, such as local news, industry publications and podcasts. That outside mention can build trust in a way your own ads cannot.
A mention on a respected website can also help people find you, including when they search on Google or ask an AI assistant. It won't guarantee a ranking, but it gives them more to find.
Why use influencer marketing in Australia?
Influencer marketing puts your brand in front of an audience that already follows and trusts a creator. Smaller local creators can suit businesses that want to reach people in one city or industry.
Look for a good match rather than the biggest following. A local creator whose followers are your customers can be more useful than a famous name whose followers live elsewhere.
How are PR, influencers and ads different?
- Ads: you pay for placement and control the message. They can start quickly, and they usually stop when the spending stops.
- PR: you pitch a story. A journalist or editor decides whether to run it and what it says, so you can't guarantee coverage.
- Influencer marketing: a creator presents your brand in their own style, usually for payment or a gifted product.
They work well together. A news story gives you something credible to share, a creator shows it to a new audience, and ads can help more people see the best-performing content.
Do these rules apply in Australia?
Yes. Paid or gifted promotions should be clearly disclosed. The ACCC warns that undisclosed endorsements can mislead consumers under the Australian Consumer Law, and the responsibility can extend to the brand. Ask creators to label paid posts clearly, and make sure their claims are true.
Can a small business afford it?
Yes, if it starts small. A local story, one well-matched creator or one clear campaign is a realistic first step, and you can build from there once you see what brings in enquiries.
Is it useful for trade businesses?
Yes. Trades can share finished projects, apprentice stories, community work and practical safety or maintenance advice. A local home creator can also show the work to homeowners nearby. See our page on marketing for trade businesses.
Want your business to get talked about?