Sydney is home to some of Australia’s most iconic and talked-about brands—think Qantas, Atlassian, Canva, and The Iconic. While each operates in vastly different industries, they all have one thing in common: brilliant public relations.
So what are these brands doing right when it comes to PR? And more importantly, what can small and medium-sized businesses in Sydney learn from them?
Here are key PR lessons from Sydney’s top brands that you can apply to your own business today.
📣 1. Storytelling Beats Selling – Canva’s Relatable Brand Voice
Canva, founded in Sydney, became a global design tool by keeping things simple, visual, and human. Instead of pushing sales, their PR efforts have focused on telling a relatable story: how a small Aussie startup disrupted the design world.
Takeaway: Focus on your story, not your products. What problem are you solving? Why did you start? People connect with emotion, not features.
🛫 2. Consistency Builds Trust – Qantas’ Legacy of Reliability
As one of the world’s oldest airlines, Qantas has had its share of ups and downs. But one thing remains steady: their consistent communication. From safety messages to social campaigns, Qantas uses its legacy as a trust-building tool in PR.
Takeaway: Consistency across your PR—your tone, values, and messaging—builds familiarity and credibility over time. Stick to your core message, even as you evolve.
💡 3. Be Bold and Own It – Atlassian’s Unapologetic Voice
Sydney-based tech giant Atlassian is known for being bold in both product innovation and public messaging. Their co-founders are outspoken, transparent, and not afraid to take a stand on social issues.
Takeaway: In 2024 and beyond, consumers expect brands to take a stand. Don’t be afraid to show your values and opinions. Boldness attracts attention—and loyalty.
🛍️ 4. Local Connections Matter – The Iconic’s Regional Approach
As a fashion e-commerce giant, The Iconic has consistently featured local designers, supported Aussie talent, and partnered with regional events. Their PR often feels community-focused and deeply rooted in Sydney and wider Australia.
Takeaway: Even if you’re online, local PR matters. Get involved with your community. Sponsor events. Partner with local influencers. It builds goodwill and press-worthy content.
📰 5. Media Relationships Are Gold
All of these brands maintain strong relationships with key Australian media outlets. Whether it’s a feature in the Sydney Morning Herald, a segment on The Project, or an interview on ABC Radio, they stay visible and relevant.
Takeaway: You don’t need a million-dollar budget to get media coverage—but you do need to build genuine relationships with journalists and outlets that matter to your audience.
Want to Build a Standout PR Strategy?
You don’t have to be Canva or Qantas to get great press. At Believe Advertising & PR, we help Sydney businesses craft compelling stories, land media coverage, and create buzz—no matter their size.
Let us help you get your brand noticed for all the right reasons.
👉 Book a free PR strategy call today
🌐 Learn more: www.believeadvertising.com
Let’s turn your business into one Sydney talks about.