Pitching to the media isn’t about shouting the loudest. It’s about showing up in the right place, at the right time, with the right story. But “the right publication” is rarely the biggest or most followed – it’s the one that speaks directly to your audience with authority, context, and reach that converts. That’s the nuance of PR in Australia – knowing that success isn’t just about getting covered, it’s about getting covered well.
So where should you be telling your story? That depends on who you are, who you’re trying to reach, and what kind of coverage actually drives results.
Know Your Category Before You Pitch Anything
Media coverage doesn’t start with a pitch – it starts with clarity. Great media coverage isn’t just about being featured – it’s about being contextualised. Before approaching any outlet, take a step back and identify your story angle. A brilliant founder profile might flop if it runs in the wrong section. A product review will never get picked up if it doesn’t fit the outlet’s editorial calendar.
Before thinking about the Australian media list, ask yourself:
- What is the core message of my story?
- Who is the target audience for this story?
- What problem does it solve or curiosity does it spark for readers?
For example, a beauty brand might assume coverage in a national business paper is the goal – but if you’re launching a $20 face mist, Broadsheet or Gritty Pretty will convert faster than AFR.
For Startups, Tech, and Founders: Speak to the Movers and Makers
The startup and tech space in Australia is thriving – especially across Sydney, Melbourne, and the emerging ecosystems in Brisbane and Adelaide. But your goal isn’t just coverage – it’s credibility. PR in the digital age is increasingly about leadership positioning. That means smart takes, timely insights, and stories with weight. One sharp op-ed or expert quote can lead to repeat features – if you deliver value.
Top Picks:
- Australian Financial Review (AFR) – The holy grail for startups and scaleups looking to raise their public profile. Focus on trends, impact, or performance – not fluff.
- SmartCompany – A must-read for entrepreneurs and business owners. They love practical stories that combine insight and impact.
- Business News Australia – Covers national startup stories often missed by the majors, with strong founder profiles across Brisbane, Sydney, and Melbourne.
Pitch Tip: Lead with insight and explain why it matters. What problems are you solving? Why now? Add data, impact, and traction metrics. Be useful first, visible second. And when pitching a founder story, go beyond the bio. Show the human edge.
For Lifestyle, Fashion, and Culture Brands: Lead with Aesthetic and Emotion
Lifestyle media in Australia is highly curated. Editors care about brand values, visual appeal, and tone as much as they care about what’s new. The focus isn’t just what’s trending – it’s what feels authentic and aspirational. Your pitch needs to blend story with aesthetic.
Top Picks:
- Broadsheet – The undisputed king of cool in Australia. This is your home. Editors love a strong visual, a cool story, or community-led angle.
- Concrete Playground – Leans heavily on what’s on, what’s new, and what’s immersive – for urban lifestyle activations, events, and city guides.
- Vogue Australia – Fashion-forward and legacy-backed. A top-tier credential that requires polish.
Pitch Tip: Include hi-res imagery. Editors often decide whether a pitch fits within seconds – visual matters. Include your story to a broader cultural trend, whether it’s slow fashion, clean beauty, or sensory design.
For Female-First, Wellness, and Purpose-Driven Brands: Get Personal and Center the “Why”
Australia’s media scene in this space has exploded, especially as consumers prioritise balance, self-care, and ethical consumption. But you’ve got to earn it with story – real people, real problems, real conversations. Brands that win media attention here go beyond benefits – they tell human-first stories that connect with values.
Top Picks:
- Body+Soul – One of Australia’s biggest wellness lifestyle platforms. Mass reach, strong editorial team.
- The Daily Aus – Short, sharp, shareable. Great for Gen Z – think big issues explained simply.
- Women’s Agenda – A powerful platform for female founders with an opinion.
Pitch Tip: Use storytelling to explain the transformation. Write like a human. Data and credibility matter – but empathy drives the open.
For Food and Local Buzz: Speak to the City
Australia is a city-centric market. Melbourne and Sydney dominate the conversation, with pockets of strong regional storytelling in Brisbane, Perth, Adelaide, and Tasmania. They focus on what’s happening in cities, creating opportunities for brands to tap into their specific audiences.
Top Picks:
- Urban List – Lifestyle picks with a younger, social audience. Great for listicles, “best of” roundups, and quick hits.
- Time Out – Ideal for city-specific events, activities, and new venues, particularly in Melbourne and Sydney.
- Good Food – Australia’s food bible – a high cred, high traffic win.
Pitch Tip: Give content – think experience-first, not brand-first. Timing is everything. A pitch tied to an opening, launch, or event is more likely to catch an editor’s eye.
For Mass-Market Exposure: Know the Gateways That Spark National Attention
You’ve got scale, virality, and real social impact. And sometimes, the goal is reach. For that, you need to know which publications can light the fire. These aren’t always niche – but they’re powerful. Australia’s mass media is still powerful. While these outlets are competitive, a timely story or hook can get you in front of hundreds of thousands.
Top Picks:
- ABC News – Credibility with impact, for human interest or social innovation stories.
- News.com.au – Australia’s most visited news site – all trending content in one.
- The Project (Channel 10) – For socially charged or community-driven stories with emotional stakes.
Pitch Tip: For mainstream coverage, tie your story to a trend, social issue, or moment. Think in headlines. The simpler, the better.
Build a Smarter Media List, Not a Bigger One
One of the biggest myths in PR is the need for a huge media list to succeed. In reality, quality beats quantity every time.
Here’s what makes an effective Australian media list:
- It’s tailored by category.
- It includes individual journalists, not just generic email addresses.
- It has notes on what the journalist actually writes about.
- It’s updated regularly.
PR in Australia runs on relationships and relevance. A personal, well-placed pitch to 10 journalists will outperform a blast of 100 inboxes every single time. Tailor every pitch to the individual you’re contacting, and don’t forget to follow up politely if you don’t hear back.
Check Out – Best Storytelling Strategies Across Social Media Platforms
In PR, the Outlet is as Important as the Story
PR in Australia isn’t about blasting your news to every story. It’s about understanding the shape of the media ecosystem – and how your story fits within it. They’re the ones whose audience matches yours, whose tone reflects your brand, and whose values align with your story. Whether you’re a founder, brand manager, or comms lead, the most powerful thing you can do is pick the right platform for the right story – and meet that editor or journalist where they are.
Because the best PR isn’t loud. It’s precise. And when precision meets storytelling, that’s when coverage becomes currency.
The best pitch isn’t the one that gets opened – it’s the one that gets remembered.
