Cost-effective DIY PR Tool

Our story

We'll never forget the moment we decided to leave our comfortable full-time jobs to join, as Apple so beautifully put it, 'the crazy ones!'. They are the people who risk it all to back themselves with nothing more than an idea and a suitcase of fearless passion.

After two decades of working with some of the world's best and most loved brands to develop successful campaigns, we decided to go it alone and provide PR support to the people we were most excited to hang out with - the said crazy ones! Why should only the big brands have access to best-practice thinking just because they have the big budgets?

Over the last five years, we've advised government bodies, had 4am Skype calls with startups around the world, worked with social enterprises and taken businesses to the next rung on the ladder. Spending time with the founders and key decision-makers has opened our eyes to the world they, and no doubt you, are living in.

So what have we created?

Well, we get so many calls from startups and small businesses looking for PR support, yet without the budget to engage our agency or any other agency for that matter.

We can't help ourselves. An hour later we're usually still talking to them on the phone, advising them on what we believe they should do, what their story is and who to take it to, always at no charge.

The point is all the advice in the world won't necessarily help if they don't have support implementing that advice.

This kit is a direct response to those phone calls. We want to help more people get the right kind of publicity and help them get it themselves.

So we've distilled the thousands of hours we've spent advising brands and implementing PR campaigns across nearly every possible category and created a best-practice, simple four step process to enable you to say, "I do my own PR".

Just a few of the global and local media we've worked
with to secure coverage for clients

Jocelyne Simpson

Jocelyne’s career in PR started on a very important high. Aged 13, whilst on a work placement, she was tasked with ringing every conference centre in the UK to see which one had the biggest capacity, (if you’re interested, it was Birmingham NEC at the time).

Ten years later, after gaining a Masters in Anthropology from The University of Edinburgh, she embarked on her PR career for real.

Her 20 years of consumer PR agency experience has seen her work across a broad range of sectors including travel, food & beverage, personal finance, entertainment, kids, startups, social enterprise, not-for-profit and more.

She has headed up the PR accounts for some of the best known and loved brands in the world such as Coca-Cola, Disney, American Express, Allen’s, Kellogg’s and LEGO.

Her career is filled with memories of fantastic wins and success stories as well as the odd tale of things not going quite according to plan, such as when she was a young account executive and she was charged with organising a press trip to Vienna to mark the inaugural flight for KLM’s low cost airline, buzz.

With 20 of the UK’s top media onboard, the pilot informed her 15 minutes before landing that the plane would be diverted to Prague due to snow. Realising this would be disastrous for the client, she very politely and calmly reminded the captain that he had boasted two days earlier that the plane was a category III and could land in zero visibility. Needless to say, they landed safely in Vienna and on time with the 20 journalists none the wiser.

Perhaps most rewarding of her entire time in PR, however, has been setting up her own PR agency, Good Citizens, five years ago and being able to help so many business owners grow their brands from the ground up supported by the power of PR.

The agency has worked with a diverse client base, in Australia and overseas, including Surf Life Saving Australia, Jose Cuervo, Stoli, Who Gives A Crap (toilet paper), ShopandBox and MOO to name just a few.

Jocelyne sees it as a real privilege to have been trusted by so many startup founders and small business owners in making their ideas a success.

She lives in Sydney with her husband and two (very active!) young sons.

Nik Robinson

At the age of nine, disgruntled at the pay he was getting from his daily paper round, Nik set up a pirate radio station from his bedroom broadcasting a drive time show. To cover costs, he sold advertising space to the garden centre next door. And to attract more listeners, he asked the local paper to write a story about his show. Sadly after they printed the story, Nik's mum shut down the show due to licensing issues (lack of) however Nik had discovered the power of PR.

Over the last three decades, PR has played a pivotal role in everything he's done, playing an essential part in gaining business success.

Essentially a creative, his experience is vast and varied. He has worked in advertising, the media and design and has somehow managed to keep each one of these passions running concurrently.

Nik started his advertising career in London working with the likes of Virgin and the Ministry of Sound before switching to media working at the BBC on some of its major youth brands and at Planet 24 on The Big Breakfast Show for Channel 4. He then spent time with Getty Images in Seattle, before finally settling in Australia.

He has consulted for some of Australia's best-known PR and advertising agencies and set up his own successful business helping start-ups like Guzman Y Gomez and Amazonia as well as many not-for-profit partners (RSPCA, Sydney Symphony and the Australia Council for the Arts), reach their branding and fundraising goals.

Nik's also been on the other side of the media fence. Not only did he present his own nightly radio show (legally!) on the Triple M network for two and a half  years but he was also responsible for approving and commissioning stories when he was Head of Content for Authentic Entertainment, overseeing 28 hours of live-to-air weekly content across the SCA and ARN networks and all AUS/NZ programming for the music brand Vevo.

Nik has won no less than 40 International PR, advertising and broadcast awards and when time permits he loves to lecture at the University Technology Sydney on the subject of PR and advertising in the not-for-profit sector.