Getting your business featured in Sydney’s top newspapers and magazines can skyrocket your brand’s credibility, visibility, and customer trust. Whether you’re a startup, small business, or growing brand, the power of publicity in respected media outlets like The Sydney Morning Herald, The Daily Telegraph, Time Out Sydney, or Broadsheet is undeniable.
But how do you make it happen?
Here’s a step-by-step guide to help you land media coverage in Sydney’s most influential publications—and what you need to know before pitching.
🎯 Why Getting Featured Matters
Before we dive into the “how”, let’s quickly look at why it’s worth the effort.
- Credibility Boost: Being seen in well-known media gives your brand instant authority.
- Free Publicity: Unlike paid ads, editorial features don’t cost you anything—just effort and strategy.
- SEO Benefits: Online articles linking back to your website improve your search rankings.
- Audience Reach: Reach thousands (or even millions) of potential customers who trust these outlets.
🧠 Step 1: Know Your Angle
Journalists aren’t interested in free promotion—they want stories. Your job is to give them a newsworthy angle.
Ask yourself:
- Is there something new? (product launch, rebrand, event)
- Are you solving a unique problem?
- Do you have an emotional or inspirational story?
- Can you offer expert insights or data in your industry?
✅ Example angles:
- “Sydney café hires neurodiverse teens to boost community inclusion”
- “Local tech founder solves delivery delays with AI-powered logistics app”
🗞 Step 2: Research the Right Media Outlets
Not all Sydney media is the same. Target the right publications and journalists.
Top Media in Sydney to Pitch:
- The Sydney Morning Herald (SMH)
- The Daily Telegraph
- Time Out Sydney
- Broadsheet Sydney
- Sydney Observer
- Concrete Playground
- The Australian (for national reach)
👉 Use Google to find journalists who write about your industry and note their contact details or Twitter handles.
✍️ Step 3: Write a Strong Press Release
A great press release grabs attention in the first sentence and tells your story clearly.
A press release should include:
- A catchy headline
- Who, What, Where, When, Why
- A quote from you or your team
- Relevant data or context
- High-res images or videos
- Your contact info
Keep it to 1 page. Journalists are busy—get to the point fast.
📩 Step 4: Pitch Like a Pro
Your email pitch is just as important as the press release. Keep it short and personalised.
Sample Pitch:
Subject: Story Idea: Sydney Startup Launches Sustainable Packaging That Dissolves in Water
Hi [Journalist Name],
I noticed you recently wrote about sustainable business practices. I wanted to share a new Sydney-based startup, [Your Business Name], which has just launched Australia’s first fully water-soluble packaging designed to reduce plastic waste.
I’ve attached a press release and product images if you’re interested. Happy to provide samples or interviews.
Thanks so much for your time!
Cheers,
[Your Name]
[Your Contact Info]
✅ Personalisation is key. Show that you’ve done your homework.
🎥 Step 5: Be Interview-Ready
If a journalist is interested, they may ask for:
- A phone or in-person interview
- More images
- Additional details or data
Be prompt, professional, and enthusiastic. The easier you make their job, the more likely they are to feature you.
📈 Bonus: Leverage Your Media Coverage
Once you’ve landed a feature, make the most of it:
- Share it on your social media
- Add it to your website’s “As Seen In” section
- Include it in email newsletters
- Mention it in future pitches (“previously featured in…”)
Need Help Getting Featured?
Publicity doesn’t happen by chance—it takes strategy, timing, and strong relationships with the media.
That’s where we come in.
Believe Advertising & PR has helped hundreds of Australian brands get featured in top media outlets—including The Sydney Morning Herald, Vogue Australia, Channel 7, The Australian, and more.
From crafting your media angle to managing the pitch and follow-up, we handle the entire PR process so you can focus on your business.