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For PR firms

You manage reputation for clients. Now build yours in search.

In-House is your AI marketing team. It actually closes the comms-firm-with-no-comms loop: a Public Relations Institute of Australia (PRIA) credential shelf surfaced on every page, anonymised crisis-comms case studies that show the playbook (not just the airbrushed media-list), and a PRovoke-and-Mumbrella-PR-grade thought-leadership cadence drafted from the briefings you're already running.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency
$2,500 to $4,000 / mo
Slow. Expensive. Removed from your business.
You hire a digital agency to run marketing for a PR firm and the optics are uncomfortable: you're paying for someone with less media-relations experience than your most junior account exec to write generic 'comms in 2026' posts. Your PRIA peers will spot the agency tells inside two posts. The $25k a month retainers still go to the firms with a real case-study library and a Sefiani-grade Mumbrella column.
DIY tools
$120 to $300 / mo + your evenings
Cheap, but it just hands you a dashboard.
Squarespace, Cision (which you already pay for), Buffer, Calendly, Beehiiv, Critical Mention. You already pay for the full comms-monitoring stack. You also already meant to publish the financial-services crisis-comms case study from October, ship a sustainability-comms specialty page off the back of three big ESG engagements, and write the LinkedIn post about the Edelman Trust Barometer drop you've been sitting on for a month. Your blog has four posts. Your last new case study went up in 2023.
ACTUALLY DOES IT
In-House
$299 / mo flat
Cheap, and it actually does the work.
The AI marketing team writes the anonymised crisis-comms case studies, ships a service page for every specialty (corporate comms, crisis comms, media relations, investor relations, ESG and sustainability comms, healthcare comms, government and public affairs), drafts the LinkedIn-and-Mumbrella-PR commentary from the briefings you're already running, and runs Google Ads on 'crisis comms [city]' and 'ESG comms consultancy'. You brief, you approve the week, you stop being the PR firm whose own search visibility doesn't pass an Edelman pitch.

The PR firm with no PR is a real problem and your prospective clients are Googling you

The reality

A PR firm runs on three pipelines: warm referrals from past CMOs and CEOs, on-call crisis work from incumbents who have your number, and inbound from search for specialty queries ('crisis comms Sydney', 'ESG comms consultancy', 'IPO comms Melbourne'). The economics are decided by which engagement signs: a $5k project, an $8-25k a month monthly retainer, a $50-500k major-campaign engagement, or a $500-plus-an-hour crisis-on-call line. The firms who consistently sign the second, third, and fourth one have a PRIA credential shelf, anonymised case studies that show the playbook (the issues-management decision-tree, the spokesperson-readiness work, the stakeholder-sequencing, the media-list discipline) rather than just the airbrushed coverage, a published commentary every fortnight in Mumbrella, PRovoke, B&T, or AdNews, and a Holmes Report or PRIA-Award listing that means something. The market is loud, Edelman and the holding-company shops are spending hard on PPC for the same queries, and the buyers (CMOs, CEOs, CFOs, government communications directors) check your specialty-page coverage and your published thinking before the discovery call. Half of mid-tier Australian PR firms don't have a crisis-comms specialty page and lose the inbound to Sefiani.

What good looks like

Good PR firm marketing is three things, in this order: a dedicated specialty page per discipline (one each for crisis comms, corporate comms, media relations, investor relations, ESG and sustainability comms, healthcare and pharmaceutical comms, government and public affairs) because the buyer Googles the discipline plus city, an anonymised case-study library that shows the playbook (issues-management decision-tree, spokesperson readiness, stakeholder-sequencing, media-list discipline, coverage-vs-message-pull-through measurement) rather than a grid of mastheads, and a published-commentary rhythm (a Mumbrella-PR, PRovoke, B&T, or AdNews comment a fortnight, a LinkedIn post twice a week, a PRIA-Awards or Holmes-Report listing a year, a panel at the PRIA Conference) that names your distinctive POV on whichever reputational issue is hottest. The PR market is a specialty-search market plus a published-credibility market; the firms who run dedicated specialty pages and publish a real POV win retainers from the firms who hide behind a clippings grid.

No crisis-comms specialty page is a $25k a month miss
Half of Australian PR firms have a single 'services' page listing crisis comms, media relations, and ESG as three of seven bullet points. The buyer Googling 'crisis comms Sydney' lands on the Sefiani specialty page (which is dedicated, deep, and ranks page 1) and books the discovery with them. A real specialty page per discipline (one for crisis, one for ESG, one for IR, one for healthcare) is the difference between an inbound pipeline and a referral-only pipeline.
'Coverage in The Australian' is not a case study
Most PR firm case studies are an airbrushed list of clippings. The buyers writing $25k a month checks want to see the playbook: the issues-management decision-tree, the spokesperson-readiness work, the stakeholder-sequencing, the media-list discipline. Anonymised playbook case studies win the crisis retainer. A grid of mastheads loses to the firm whose case study explains the strategy.
No published commentary since the AGM season 2023
The PR firms who win the on-call crisis line and the major-campaign engagements publish commentary in Mumbrella, PRovoke, B&T, or AdNews every fortnight, sit on PRIA panels, and judge PRIA Awards. The firms whose last published commentary was a 2023 AGM-season op-ed are indistinguishable from every freelance former-journalist with a Substack.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a PR firm sees in the first weeks, in the actual format it lands in.

Web Agent
Live · yourfirm.com.au/case-studies/asx-listed-product-recall
yourfirm.com.au/case-studies/asx-listed-product-recall

New anonymised case-study page: ASX-listed consumer-goods business, 72-hour product-recall scenario, 6-week engagement at major-campaign tier. The brief (regulatory notice on a Friday afternoon, single-batch contamination, no injuries reported, share price pressure), the playbook (Friday-night spokesperson-readiness session with the CEO and the QHSE Director, stakeholder-sequencing across ASX disclosure, retailer-channel partners, regulator, customer call-centre, supply-chain partners, and media; issues-management decision-tree run twice over the first 48 hours; media-list discipline of 14 trade-and-mainstream titles with three pre-briefed and eleven embargoed; coverage-vs-message-pull-through tracked daily), and the cleared outcomes (recall closed in 9 days, share-price recovery within 6 weeks, regulator-relationship intact, zero quotable executive missteps, customer-trust-tracker recovered to within 2 points of pre-event baseline at 90 days). Cleared with the CEO. Indexed in 48 hours.

Anonymised, playbook-led, outcome-quantified
Content Agent
Draft · awaiting your approval · Mumbrella-PR pitched comment
Why the 72-hour rule still beats the real-time-comms playbook in a regulated recall

950-word pitched-comment draft in your voice, drawn from the post-engagement debrief you sent Sam Friday. Argues the unfashionable position that the real-time-comms playbook (rapid social-channel response, hourly statement cadence, livestreamed CEO updates) is the right move for non-regulated reputational events and the wrong move for a regulated recall, where the 72-hour rule (slow, sequenced, ASX-disclosure-first, retailer-partner-briefed, media-embargoed) materially outperforms on share-price recovery and regulator-relationship preservation. Names the three operational reasons the slower playbook wins in regulated recalls and the two scenarios where real-time still beats it. Drafted for pitch into Mumbrella PR or PRovoke.

Pitched comment, in your voice, from the debrief
Advertising Agent
Live · Google Ads · crisis-comms specialty campaign
Ad · yourbusiness.com.au
Crisis Comms Consultancy Sydney · PRIA, 24/7 on-call

Boutique crisis-comms and corporate-comms firm for ASX-listed, regulated and government clients across Sydney, Melbourne and Brisbane. PRIA member, ex-Sefiani and ex-Edelman senior team, 14 years issues management, 24/7 crisis on-call. From $8k a month retainer plus $500 an hour on-call, free 45-minute scoping call.

Excludes 'cheap PR', 'free press release', 'student' and 'graduate' keywords
Social Media Agent
Scheduled · Wed 8:00am · LinkedIn
Your photo
Reflection post on the Edelman Trust Barometer drop

"The Edelman Trust Barometer Australian results dropped overnight: trust in business down 4 points, trust in NGOs down 6, government holding flat at the low base it set last year. Three operational reads for any comms director going into AGM season: (1) the ESG narrative has to be specific, quantified, and externally verified or it now reads as more dangerous than not having one, (2) the CEO-as-spokesperson playbook is the right call for trust-building and the wrong call for issues, where a senior operating executive outperforms, (3) the stakeholder map needs an explicit employee tier ahead of the customer tier for the next 12 months because the employee-as-trusted-source signal in the Barometer keeps strengthening." Drafted in your voice from the email you sent Sam Tuesday.

Distinctive POV, from real data, within 24 hours of the release
$299 / mo
Flat. No tiers, no markup.
9 min
From sign-up to live marketing.
60+
Pieces of content a month.
0
Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Builds your annual plan around the specialty you actually want more of (corporate comms vs crisis comms vs media relations vs investor relations vs ESG and sustainability vs healthcare and pharma vs government and public affairs) and the engagement model that pays best (monthly retainer vs major-campaign project vs crisis-on-call vs fractional comms director). Briefs the other agents so the specialty pages, the playbook case studies, the Mumbrella-PR commentary, and the credential shelf all push toward the $8-25k a month retainer plus the $500 an hour on-call line.

Answers: 'coverage in the australian' is not a case study
Web Agent

Imports your existing site (almost certainly a Squarespace build whose specialty pages are 'crisis comms, media relations, ESG' as three bullets on a services page) and ships a dedicated specialty page per discipline on day one. Ships an anonymised playbook case-study page for every major engagement (brief, playbook, stakeholder-sequencing, coverage-vs-message-pull-through, cleared outcomes, cleared testimonial) with valid Article and Organization schema, plus a credential shelf with PRIA, ACIA, current major-engagement count, and every published-commentary listing surfaced on every page.

Answers: no crisis-comms specialty page is a $25k a month miss
SEO Agent

Goes through your live site for the things that actually move PR-specialty rankings: specialty-plus-city keyword optimisation ('crisis comms Sydney', 'ESG comms consultancy Melbourne', 'IPO comms Brisbane', 'healthcare PR consultancy', 'government public affairs Canberra'), schema for a professional service, internal links from case studies to the relevant specialty pages, and a Google Business Profile that says 'Public Relations Firm' with PRIA in the description. Auto-applies the low-risk fixes; flags anything bigger.

Answers: no crisis-comms specialty page is a $25k a month miss
Advertising Agent

Launches Google Ads on specialty-led queries ('crisis comms [city]', 'ESG comms consultancy [city]', 'IPO comms [city]', 'healthcare PR consultancy', 'government public affairs Canberra', 'fractional comms director'). Loads 'cheap PR', 'free press release', 'student', 'graduate', and 'press release distribution $99' as negatives so the wrong buyers self-deselect. Switches Meta off because PR-buying happens on LinkedIn and Google, not on a Facebook feed.

Answers: no published commentary since the agm season 2023
Social Media Agent

Turns every briefing reflection, every Trust Barometer release, every published commentary, every PRIA panel, and every campaign-go-live into a LinkedIn post in your real account: a 24-hour-after-Trust-Barometer take, a reflection from a Friday spokesperson-readiness session, a thank-you to a PRIA panel, a link to the Mumbrella-PR comment you placed yesterday. Posts twice a week from the briefing notes and post-engagement debriefs you'd otherwise never share. Builds the Sefiani-Mango-Cube-grade visibility at a fraction of the time investment.

Answers: no published commentary since the agm season 2023
Content Agent

Drafts the long-form pieces and the Mumbrella-PR / PRovoke / B&T / AdNews pitched comments that catch CMOs and CEOs at the 'do we hire Edelman or a boutique' stage: 'why the 72-hour rule beats the real-time-comms playbook in a regulated recall', 'when a fractional comms director outperforms a full-time hire', 'the spokesperson-readiness session your CEO needs before AGM', 'boutique vs holding-company PR: an honest comparison'. Two long-form pieces a month plus one quarterly pitched comment into the trade press.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

  • PRIA, ACIA, current major-engagement count, and published-commentary credential shelf surfaced above the fold on every page by day 3.
  • Dedicated specialty page per discipline (crisis comms, corporate comms, media relations, ESG, healthcare, government and public affairs) shipped by day 7.
  • Three anonymised playbook case studies (one each from your three biggest engagements: crisis, ESG, IR or major campaign) drafted by day 10.
  • LinkedIn cadence live with two distinctive-POV posts a week, drafted from your briefing reflections by day 10.
  • Mumbrella-PR / PRovoke / B&T / AdNews pitched-comment pipeline set up with one comment in the queue by day 12.
  • Google Ads campaign live on 'crisis comms [city]' and 'ESG comms consultancy' with cheap-PR and press-release-distribution negatives loaded by day 14.
  • 'Boutique vs holding-company PR: an honest comparison' cornerstone explainer drafted as the trust asset by day 14.
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Your first 30 days.

  • Dedicated specialty page per discipline indexed: crisis comms, corporate comms, media relations, ESG, healthcare, government and public affairs
  • Three anonymised playbook case-study pages indexed, each with cleared outcomes and cleared testimonial
  • Annual plan focused on lifting retainer book past $10k a month average, delivered by Sam
  • Credential shelf (PRIA, ACIA, current major engagements, published-commentary listings) visible on every page
  • LinkedIn cadence at two distinctive-POV posts a week from briefing reflections
  • Mumbrella-PR / PRovoke / B&T / AdNews pitched-comment pipeline live with one comment in the queue
  • Google Ads live on specialty queries with cheap-PR and press-release-distribution negatives loaded
  • 'Boutique vs holding-company PR' and '72-hour rule in a regulated recall' cornerstone explainers drafted
The bottom line

PR firms get the briefs their own specialty pages and their own published commentary signal for. A site with three specialty bullets on a services page, a clippings-grid case study from 2023, and a LinkedIn that's been silent for AGM season signals 'maybe past peak' and the CMO Googling 'crisis comms Sydney' books the Sefiani discovery instead. A site with seven dedicated specialty pages, three anonymised playbook case studies, a fortnightly Mumbrella-PR comment, and a Wednesday LinkedIn POV signals 'this is who we hire for the $25k a month' and the retainers follow.

Comms firms are particularly badly served by the alternatives. Agencies are too dear and the optics of a PRIA member hiring a holding-company digital shop are bad. Tools are cheap but you already run on Cision, Critical Mention, and Beehiiv and you still never quite ship the specialty pages. In-House is the third option: for $299 a month the agents ship the specialty pages, draft the playbook case studies, run the crisis-comms ads, pitch the Mumbrella-PR comments, and post the briefing reflections. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing 'crisis comms Sydney' to a firm whose specialty page is just better than yours.

See everything In-House does
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Frequently asked.

I run a PR firm. Won't using AI to draft my marketing look bad if the trade press notices?
Less bad than the alternative, which is a 2023 case study and silence through the last AGM season that your PRIA peers and your prospective clients can both see. The honest framing: you sell strategic counsel, issues management, media relations, and stakeholder-sequencing; you don't sell hand-rolling every LinkedIn post from scratch. Using AI to draft from your real briefing reflections and post-engagement debriefs (which you still approve in two taps, and which need careful editing because PR voice is professionally sensitive) is no more a credibility problem than using Cision instead of building a media list from scratch. The CMO judging your specialty-page coverage on the homepage doesn't care how the post got drafted; they care that the playbook case studies show real thinking, the Mumbrella-PR comment is sharp, and the LinkedIn POV is distinctively yours. Demonstrably keeping your firm's own visibility alive is itself a credibility signal in a market where most boutique firms have stale sites.
How do I publish playbook case studies when client confidentiality is the entire business?
Sector-only, with the playbook described in framework terms and outcomes in cleared ranges. The Web Agent drafts each case study with the client identifiers stripped (sector only: 'ASX-listed consumer-goods business' or 'tier-1 healthcare client'), the playbook described in framework terms ('issues-management decision-tree run twice over the first 48 hours, stakeholder-sequencing across six audiences, media-list discipline of 14 titles with three pre-briefed and eleven embargoed'), the coverage-vs-message-pull-through metric named, and the outcomes quantified in cleared ranges ('recall closed in 7-10 days, share-price recovery within 6-8 weeks, customer-trust-tracker recovered to within 2-4 points of baseline at 90 days'). You send the draft to the client, they edit the range, they clear or decline the testimonial. Most CMOs and CEOs whose engagements went well clear sector-only at range-published outcomes; the firms that don't ship case studies at all are leaving credibility on the table.
My specialty is government and public affairs, not crisis comms. Does this still work?
Yes, and government and public affairs is actually easier to dominate on search because the specialty is narrower and the buyer pool is concentrated. Onboarding asks which specialty pays the bills and which you want to grow. Account Lead briefs the other agents accordingly: case studies foreground stakeholder mapping across Federal, State, and local-government tiers, regulatory-engagement timelines, and parliamentary-committee submissions, ads target 'government public affairs Canberra', 'state-government engagement consultancy', and 'regulatory public affairs', LinkedIn posts use public-affairs frameworks (the parliamentary-committee submission process, the Federal-budget-submission window, the state-government-relations cadence), and the credential shelf surfaces any former-ministerial-staff or former-parliamentary roles. Same engine, different specialty.
I'm a fractional comms director, not a full-service PR firm. Does this still work?
Yes, and the offer-tier targeting is actually cleaner because the buyer pool (CFOs and CEOs at companies with no in-house comms director) is more concentrated. Onboarding asks how your practice is structured. Account Lead briefs the other agents accordingly: case studies foreground the fractional engagement (the audit you ran in the first 30 days, the comms-team build you helped recruit, the retainer-to-in-house handover you ran in month nine), ads target 'fractional comms director [city]' and 'interim head of comms [city]', LinkedIn posts use fractional-specific frameworks (the 90-day audit, the comms-team build, the exit handover), and the credential shelf surfaces any in-house head-of-comms roles from before the fractional practice.
Will the crisis-on-call ad bring in the right kind of inbound? I don't want pranks at 2am.
Yes, because the ad-and-page treatment is deliberately tier-controlled. The crisis-comms specialty page sets the floor at an $8k a month retainer plus $500 an hour on-call, and the discovery-call form requires a company name, role, and a one-line description of the scenario. The Google Ads campaign loads 'cheap PR', 'free crisis advice', 'student', and 'press release' as negatives so price-shoppers self-deselect. The vast majority of out-of-hours form submissions are real ASX-listed or mid-market CFOs and CMOs in a genuine issues-management window; the occasional prank submission is filtered at the form stage by the company-name requirement. Your existing on-call escalation process kicks in only for qualified scenarios.
Can I cancel if it isn't working?
Two taps, any time, no exit fees and no notice period. You keep your imported site, your specialty pages, your case-study pages, the credential shelf, the LinkedIn archive, and the Google Business Profile work. There is no $3.5k-a-month agency lock-in and there is no six-month minimum.

Bring your marketing in-house this week.

Six agents planning, publishing and optimising your social, SEO, ads and web, full-time on your business. $299/month. No contract.

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