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Your ongoing publicist – building momentum month by month.

PR that compounds over time

One-off PR campaigns create a spike. An ongoing PR retainer builds something more powerful – consistent visibility, deepening media relationships and a brand reputation that grows with every story we tell.

As your publicist on a monthly retainer basis, The Creative Collective works as a genuine extension of your team. We stay across your news cycle, identify story opportunities as they arise, proactively pitch to media and represent your brand with the same professionalism and care you’d expect from an in-house PR professional.

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What an ongoing PR retainer includes

Every PR retainer engagement starts with a robust PR strategy that sets the tone, objectives and roadmap for our work together. From there, monthly activity typically includes:

  • Press release writing and distribution – regularly creating and sending professionally written releases to a targeted, maintained list of relevant journalists across TV, radio, print and online
  • Proactive media pitching – identifying and pitching newsworthy stories beyond scheduled releases, including reactive opportunities as news cycles develop
  • Media liaison – facilitating and coordinating photo opportunities, media interviews, press conferences and speaking engagements on your behalf
  • Spokesperson management – briefing and preparing your spokespeople for media engagements
  • News cycle monitoring – continuously monitoring relevant news stories for reactive opportunities that position your brand in the conversation
  • Awards entries – identifying and writing entries for relevant industry and business awards
  • Speaking engagements – identifying and securing speaking opportunities at relevant conferences and events
  • Crisis communication – acting swiftly if and when a crisis arises, managing the situation and protecting your reputation
  • Monthly reporting – a customised PR retainer report outlining activities completed that month and coverage achieved or pending
PR retainer agency Australia
PR retainer agency Australia

Who we work with on PR retainers

We work with not-for-profits, corporate organisations, government bodies, professional associations, health organisations and businesses across a range of industries. We are selective about which retainer clients we take on – because to do this work properly, we need to genuinely invest in understanding your organisation, your people and your story.

Choose your PR Retainer package

Starter PR Retainer

From $3000 + GST

Suited to smaller organisations or those new to PR, wanting consistent media outreach with a manageable monthly commitment. (10 hours of senior PR consultancy/account management per month)
  • Monthly briefing to identify news and opportunities
  • Up to 1 press release per month (written and distributed)
  • Targeted media outreach and follow-up
  • News cycle monitoring for reactive opportunities
  • Monthly report on activities and coverage
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Standard PR Retainer

From $4000 + GST

For established organisations wanting a proactive, hands-on publicist working consistently on their profile. (15 hours of senior PR consultancy per month)
  • Everything in Starter, plus:
  • Up to 2 press releases per month
  • Proactive pitching beyond scheduled releases
  • Media liaison and interview coordination
  • Spokesperson briefing support
  • Awards entry support (1 per quarter)
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Solid PR Retainer

From $5000 + GST

For organisations that want a full publicist service – proactive, reactive and strategic, month after month. (25 hours of senior PR consultancy per month)
  • Everything in Standard, plus:
  • Up to 3 press releases per month
  • Full proactive and reactive media management
  • Crisis communication support
  • Speaking engagement identification and coordination
  • Comprehensive monthly reporting with strategic recommendations
  • Quarterly strategy review
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Important Notes: Minimum 3-month commitment. Media monitoring (Medianet Intelligence) recommended and charged separately at approximately $300-$500 + GST per month. External supplier costs billed separately. Coverage not guaranteed; however we have a strong track record of securing coverage for our clients.

FAQ’s

A PR retainer is an ongoing monthly agreement for The Creative Collective to provide regular public relations services – including press releases, media outreach, coverage management and strategic PR support on a continuous basis.

A retainer builds momentum – media relationships deepen over time, journalists come to know your brand, and the cumulative effect of consistent PR activity is far greater than sporadic campaigns. If PR is genuinely important to your business, a retainer is how you get the best return from it.

It varies by package and agreement, but typically includes press release writing and distribution, proactive media pitching, media liaison, news monitoring and monthly reporting. We tailor the scope to your specific needs and budget.

Yes. Our packages are a starting point. If you need more or less in specific areas – for example, more awards entries and less press release activity – we can adjust the scope accordingly.

Some results can be immediate – a well-timed pitch can land coverage within the same week. Building a sustainable, ongoing media profile typically takes 3-6 months of consistent activity. Some outlets, particularly long-lead magazines, operate on a 3-6 month lead time, so patience is important.

Through monthly reporting covering media coverage secured, audience reach, sentiment, and over time – brand awareness and enquiry trends. We establish KPIs at the outset so success is measurable from day one.

Technology, healthcare, professional services, not-for-profits, government, finance, events, hospitality and more. We match you with a PR consultant who has relevant industry experience.

Contact us to discuss your PR objectives and budget. We’ll recommend the most appropriate package and prepare a proposal. Once agreed, we begin with a PR strategy session before any outreach activity commences.

→ See also: PR Strategy | PR Campaign

Do you Need a Publicist? Case Studies

SuperFriend Public Relations

SuperFriend, an organisation promoting mental health and wellbeing in workplaces, partnered with The Creative Collective ongoing for PR support and on two occasions to develop and deliver media training to their key staff.  As part of the PR support, we first developed a robust PR plan to increase brand awareness and participation of its mental health services across broader industry, and position the organisation as a thought leader in the mental health sector. The Creative…

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Recent Projects

Riverside Dental
Newcastle Show
Ramona Trattoria | Restaurant Launch PR & Hospitality Marketing Brisbane
Derek Gripper Australian Tour | National PR Campaign
The Law Office of Conrad Curry | Law Firm Marketing & SEO Newcastle
Stride Mental Health
Road Safety Education Australia & NZ
The Good House

Let’s chat about your project

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Hear from our PR Customers

We engaged The Creative Collective to improve communication, build internal capability, and support our team with proactive and reactive media relations. This involved the development of a comprehensive PR and engagement strategy, creation of clear messaging frameworks, and delivery of training to lift internal confidence in managing public communication. We found Yvette and the team to be highly professional, insightful and supportive and would recommend The Creative Collective to any organisation requiring PR and communications support.

Upper Hunter Shire Council