It’s not a revolutionary phrase to say that fashion moves fast. New drops, new trends, new edits – the calendar barely stops for air. The pressure to constantly deliver something “new” can feel relentless, especially when your brand is taking a different approach.  

If you’re watching brands around you start dropping their new autumn collections when it feels like summer only just wrapped up, then it’s very easy to slip into panic‑mode thinking you have “nothing” to pitch. 

When AI is used correctly, it can tighten your copy, speed up your workflows, streamline your reporting, help you build your media list, repurpose your content and act like the digital PR assistant you never have to pay overtime. When your prompt is mistaken, AI can flatten your brand voice, hallucinate facts, push out SEO soup and pitch journalists with the personality of a filing cabinet.  

Let’s start with a universal PR truth: not all coverage is created equal. Paid media is that outfit you bought for a big event: shiny, strategic, expensive and guaranteed to get at least one compliment. Owned media is your dependable everyday wardrobe: comfortably, familiar, always there when you need it. But earned media? That's a whole different kind of magic.  

The phrase “New Year, New You” is everywhere at this time of year. For some, it signals reinvention. For others, it creates unnecessary pressure to reset everything at once. But in business, progress rarely comes from starting over. 

A new year doesn’t require a complete overhaul of your brand, strategy, or operations. You don’t need to discard what’s already working. Instead, it’s an opportunity to refine, evolve, and build on existing strengths. Think of the new year not as a reset, but as a strategic moment to unlock fresh opportunities, sharpen your positioning, and elevate what you’ve already established. 

It’s that time of year when the countdown is on, the inbox is overflowing, and you’re dreaming of beach days and Aperol's. The last thing you feel like doing? Thinking about PR over the Christmas break.

But here’s the thing: consistency is your secret weapon when it comes to PR. The more you avoid turning the tap on and off, the faster your media coverage bucket will fill. The holidays aren’t a time to fully hit pause; they’re an opportunity to cut through while others are OOO and gain real traction for your brand.

Employee Generated Content (EGC) is filling our newsfeeds, and we love it. EGC is more than just a buzzword in social media; it's a powerful digital PR tool that’s reshaping the way brands engage with their audiences.

If there was ever a time of year when shopping hits its peak, it’s the festive season. People are shopping for themselves, for others, and for everything in between. For brands, this means one thing: landing Christmas coverage is not just a nice-to-have, it’s a gamechanger.  

Whether it’s glossy magazines, curated gift guides, or influencer roundups, media coverage during the holidays can be a powerful driver of brand awareness. And in a season where timing is everything, knowing how to get featured in media—and how to build media relationships that last—is key to cutting through the clutter.  

Can you hear it? The distant jingle of holiday tunes. The calendar pages flipping faster towards the end of the year. And your dreaming of sipping on an Aperol by the pool... can we start our leave like, right now? 

All jokes aside, while it might seem tempting to kick back and coast into the new year, hold that thought. Now is the time to ramp your PR efforts up before the end of year slow down kicks in. This is the perfect moment to make a lasting impression that carries your brand into 2026. Trust us, future you will thank you.  

Seasonality in the world of PR isn’t just about swapping jeans for shorts or releasing a limited-edition summer flavour when the heat kicks in. It’s a major player in how both media and consumers behave — and understanding it can be the difference between getting featured or getting forgotten. 

It’s time to move beyond manual logs and outdated spreadsheets. PR agencies need a system that’s both sophisticated and simple – one that keeps up with the pace of modern media and the demands of global outreach. 

In the world of PR, organised chaos is the norm - even on your desktop. We see you, and those 300 random images and files. But while it’s acceptable for your desktop to occasionally get a little out of hand, when that disorganisation starts creeping into how you manage your press assets, that’s when you’ve got a real problem. This blog uncovers six reasons why managing your PR assets in one place is the smartest move you’ll make this year.

Spring has sprung here in Australia, and in the beautifully chaotic world of PR, this signals the onset of a whirlwind season filled with boundless opportunities for brands, media and content creators.  

Meet Vicki Wallis, fashion brand consultant, designer, and founder of The Fashion Business Coach. Vicki helps fashion brand founders turn big ideas into thriving businesses - without the stress, confusion, or guesswork. In this blog, she’s sharing her expert take on how to make your data work harder for your brand, and why it’s one of the most underrated tools in your PR toolkit.