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Before you write a single word of a press release, ask yourself: if I told this to a stranger at a pub, would they lean in or check their phone?

If they'd lean in — you have a story. If they'd check their phone — you have a company update. Company updates don't get covered.

Here's how this plays out in practice. A company wanted to lead with a $3 million capital raise. The agency led instead with the person — a former executive from one of Australia's most recognised tech brands joining the board. The $3M became supporting evidence. It landed as a national exclusive. It would not have landed as "company raises $3M."

The news is rarely what happened inside your company. It's what that event means outside it. Before your next pitch, write one sentence: what does this mean for people who have never heard of my business? That's your story.

PR runs on two engines. Understanding both — and knowing which one to start — is the difference between a single placement and a consistent media presence.

Proactive PR is planned. You have a story — a launch, a raise, research — and you take it to market. This is what most founders think of when they think of PR.

Reactive PR is responsive. Something happens in the news and you attach your expertise to it by offering a journalist a spokesperson comment in real time.

For a time-strapped founder, reactive PR often delivers more per hour than proactive. You don't need a product launch. You need a perspective and the ability to move fast. One proactive story per quarter. Reactive commentary whenever an opportunity arises. Over time, the two engines feed each other.

You don't need a database of 200 journalists. You need 5–10 people who cover your beat, at outlets your audience actually reads.

The shortcut: Google your closest competitor's name. Find every article written about them in the last 12 months. Note every byline.

Do this for two or three competitors. For each journalist you find, read one recent article — so you know what they care about. Then record: name, outlet, beat, email, and a one-line note on their angle.

That's your list. Five to ten names, 45 minutes, zero cost. Now read their recent work before you pitch anyone. A journalist who gets a pitch clearly informed by their writing is far more likely to respond than one who got the same email as 50 other people.

A press release is a news story that happens to originate from your company. If it reads like marketing, it fails. Here's what actually matters.

1. The lead sentence. Must be specific, surprising, and self-contained. Not "Company X announces new product." Instead: "43% of Australian businesses have never offered direct debit, leaving money on the table as consumers expect seamless payment options." The reader — not the company — is in sentence one.

2. The headline. Written as a statement of fact. Under 80 characters. Sentence case. No "revolutionary." No "world-first." If you can't verify the claim, cut the word.

3. The quote. Most quotes restate what the release already said. That's useless. A good quote says what the data means — not what it said. "The cost of living leaves little room to take risks. The career ladder is being replaced by the safety net." Write it the way you'd say it over coffee.

4. The structure. Inverted pyramid — most important information first, least important last. Editors cut from the bottom. Journalists scan from the top. Headline → lead → context → quote → evidence → boilerplate. In that order, every time.

A journalist writing about today's inflation figures doesn't need another news story. They need an expert voice who can interpret what the data means for their readers. If you can be that voice — quickly — you get quoted.

The format is simple: 2–3 short paragraphs of attributed commentary. Paragraph 1 interprets the data. Paragraph 2 names a specific consequence for your audience. Paragraph 3 (optional) says what happens next. Then send it to 3–5 journalists in a short email with no preamble — just the comment, your availability, and your phone number.

Speed is the only differentiator. A reactive comment sent at 10am lands in the story. The same comment sent at 4pm gets nothing. Your 90-day news calendar tells you when to show up. The rest is preparation.

Media will not use branded photos. Ever. If your headshot has your company logo visible — on your shirt, on the backdrop, anywhere in the frame — a publication will reject it and ask for an alternative. If you don't have one ready, the piece may run without your photo, or not run at all.

Professional PR teams always shoot two sets: one in bright, solid-coloured clothing against a clean background (for media) and one with company branding (for marketing). Never send the branded version to a journalist.

What media needs from you, ready before your first pitch:

Headshot: non-branded clothing, solid bright colour, plain background. Horizontal AND vertical versions. High resolution. If you can't afford a photographer, use portrait mode on a modern phone near a large window. Natural light, no flash.

Bio: three sentences, third person. "[Name] is the [title] of [company], [what the company does]. [One sentence of relevant background]. [Where you're based]."

Boilerplate: three sentences. What you do. Where you operate. What makes you different — factual only. No "leading." No "innovative." No "world-class."

Save everything in a folder you can access on your phone. When a journalist says yes at 4pm on a Wednesday, you need to send it before they leave for the day.