Sarah was referred to Zea Relief to manage a PR campaign to attract national press coverage. Zea Relief is an innovative, small business that was founded by Hayden Brass and his mum Michelle.
The project commenced in November 2019 and ran until late March 2020. During this time, the unprecedented Covid-19 pandemic took hold and dominated the media space. This made getting cut-through and coverage very difficult. However, due to having strong contacts, using good ol’ elbow grease and persistence, SM Collective obtained several positive media coverage in business, women’s and health and well-being media.
PR, content development, media relations & reporting
The scope initially included creating two press releases: the first would have a strong business focus that discussed the ins and outs of the business, successes to date, background story and future goals. This would be pitched to business media.
The second press release was for wellness and lifestyle media and would focus more on the oil / ingredients that make Zea Relief so innovative and its health benefits.
However, a third pitch / story was also created as, following the Q&A with the founders as part of the initial content creation works, Sarah identified a newsworthy angle focusing on Michelle’s experience and career to date. This was pitched to women’s media, which was a successful approach as it was well-received quite early on.
In the early months of 2020, Covid-19 really took centre stage so the media’s response was generally ‘if it’s not coronavirus, I’m not covering it’ for many outlets. But, positive media contacts were leveraged along with the strong editorial pitches to secure some great coverage opportunities, even if they were scheduled for down the track.
Interviews were conducted, or media coverage was provided with outlets in various states including The Courier Mail, The Mercury, Inside Small Business, Business First Magazine, Kochie’s Business Builders, F Magazine, Focus Magazine, Australian Yoga Life, Get It Magazine and more. A below is a sample of the coverage with more to follow into April / May for long-lead publications.
Scope & tasks:
- Public relations campaign to attract national media coverage
- Create newsworthy stories & editorials incl. ghost writing
- Client & talent liaison
- Media relations including photo ops & interviews
- Campaign summary & PR reporting
- Product placement & sample distribution