Media Relations & Communications Agency - 121 Group



Like any strategy, a media relations strategy or campaign must have clear goals if it’s to work harmoniously with your overall brand and marketing strategy. 

‘Earned’ media – as in, the unpaid, editorial kind of media coverage – can be one of the most powerful ways to get your message across. It provides a level of credibility that your paid (advertising) and owned (your website and social pages) media cannot achieve. 

Depending on your goals, a successful campaign can build trust with your target audience, develop your thought leadership profile, elevate you to a position of authority and influence buying decisions. Effective media strategy forges two way communication and mutually beneficial relationships with media. In other words, media will contact you for stories and comment.

The benefits of good media relations don’t stop there. It also enhances the performance of your other channels:

It supports your SEO by providing opportunity for inbound link building (one of the best ways to improve SEO performance)

Generates third party content that can be shared on social

Helps build brand equity


Earned media is not without its risks. It’s ultimately an uncontrolled environment where the journalist or publication decides how your story will be presented.

We understand the media, how to best pitch your story and how to mitigate any risk. We can also operate proactively to identify media opportunities such as topical commentary, thought leadership, editorial content placements, guest blogging etc.

Our approach to media campaign development and execution

Identify opportunities from news pipeline, news and trend scanning etc

Set objectives

Develop pitch

Develop content, key messaging, Q&A sheets/message houses as required

Pitching, media liaison and interview coordination and support

Media monitoring and management



Level 7/222 Exhibition St, Melbourne VIC 3000


Level 32/152 St Georges Terrace, Perth WA 6000


100 Harris St, Pyrmont, NSW 2009

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