You’ve likely heard about a business making waves in the media or seen an influencer share a brand’s story on Instagram, but have you ever wondered how it all happens? The answer is simple: Public Relations.
Public Relations is often misunderstood as just securing media coverage, but in reality, it involves multifaceted strategies focused on shaping how a brand is perceived, how its story is told, and ultimately how it can build lasting relationships with the public. PR is a powerful tool for enhancing brand recognition and reputation, and its impact goes far beyond traditional media exposure.
If you’ve been wondering how a communications company in Sydney can transform your brand’s story into a successful campaign or what exactly a PR agency does, then this is for you. We’ll take you through the process of how Agent99 runs a PR campaign from start to finish to show you how PR can create a real impact for your business.
The brief
The first step in working with a PR agency is defining the brief. This is where a brand outlines the key objectives of the campaign to highlight what needs to be achieved and why. Is the brand looking to generate buzz for a new product launch with a high-impact event? Or are they looking to build long-term brand credibility through consistent media exposure? Or perhaps a mix of both? A clear brief helps the agency tailor its approach. Objectives will also vary based on whether the brand seeks a short-term campaign or a long-term PR partnership, making it essential to align on goals from the outset.
The solution
Once the brief is set and clearly understood by the agency, PR agencies develop a strategic plan designed to achieve the brand’s goals. This means identifying the most effective tactics, whether through traditional media, an online PR strategy, events, influencer collaborations, or an integrated strategy that combines multiple channels. The PR agency will develop a complete PR plan for mapping out how and when the activities will be executed and how they will work together for maximum impact. There’s no one-size-fits-all approach, as each client has different objectives, and the strategy reflects that. A great PR agency ensures every detail is planned for maximum impact, engagement, and measurable success.
The execution
This is where strategy comes to life. The PR agency executes key tactics such as media relations, influencer marketing, product launches, media training, crisis management, or content creation. At the heart of PR is storytelling, where we will craft a compelling narrative that resonates with the target audience and represents your brand messaging. By securing earned media coverage, like features in live TV news segments or brand mentions in digital outlets, PR elevates a brand’s credibility and positions it as relevant, successful, and engaging in the eyes of the media and the public.
At Agent99, we’re always transparent. If a story doesn’t perform as expected, we don’t gloss over it, we keep clients fully informed. When needed, we are proactive in adjusting our approach to ensure we deliver the best possible outcome.
The performance and impact
Our work doesn’t end once a campaign goes live, PR agencies continuously track the impact. While every PR agency measures success differently, Agent99 focuses on key metrics that drive real organisational results. This includes tracking increased backlinks from one website to another that improve search engine optimisation rankings (SEO), monitoring media sentiment around key messaging, growing subscriber bases and in-depth analytics. Success isn’t just about media coverage or audience reach, instead we focus on digital metrics that lead to increased conversions and higher sales, demonstrating a clear return on investment.
From the initial brief to the final impact, a PR campaign is a carefully crafted process designed to tell your brand’s story and connect with the right audience. By working with a PR agency like Agent99, you can strategically position your brand, create lasting connections, and drive measurable results. Through consistent effort and a clear strategy, PR helps your brand stand out, boost visibility, and achieve real business growth.
By Agent Zarah
