Not every PR campaign needs to be highly strategic, complex, or groundbreaking.
In fact, some of the most successful PR stories come from simple, well-executed ideas that tap into what journalists are already looking for.
From Canva’s global success story to Ethique’s sustainability-driven PR machine, many of Australia and New Zealand’s best-known brands have leveraged simple but effective PR tactics to build their reputations.
So, what are the easy PR wins most businesses overlook? Let’s dive in.
1. Use Your Own Data to Create News
One of the biggest untapped PR goldmines? Your own business data.
Journalists love trends, insights, and exclusive stats—and your business probably has data that no one else does.
- Coffee Supreme could analyse which city drinks the most flat whites.
- Xero could reveal trends in how small businesses are managing cash flow.
- A fitness brand could analyse workout trends and see if Aussies or Kiwis are working out more.
Canva nailed this with its Visual Economy Report, sharing insights into design trends based on millions of user interactions. It wasn’t just a report—it was a media-friendly, newsworthy piece of content that got covered globally.
Takeaway: Look at the numbers your business already collects. What trends can you uncover? What insights would interest journalists?
2. Anniversaries and Milestones (But Make Them Interesting)
“Company turns 10” is not a news story. But “Company reaches 10 million customers” might be.
Milestones only work if they’re framed in a way that makes them feel significant to others.
- Ethique made headlines by celebrating saving 30 million plastic bottles from landfill.
- Allbirds got early PR traction by announcing how many pairs of shoes had been sold.
- FTN Motion could announce when it’s sold its 1,000th electric motorbike.
Takeaway: Find a milestone that represents impact, not just time passing.
3. Leverage an Existing News Cycle
PR isn’t always about making your own news—it’s about reacting to what’s already happening.
If a journalist is already covering a topic that’s relevant to your business, they’re far more likely to use you as a source.
- If there’s a big sustainability push, a brand like Ethique or Scapegrace can provide insights.
- If interest rates rise, a mortgage broker or finance expert should be offering commentary immediately.
- If a global company in your space is making headlines, find a local angle and jump in.
A great example? Kiwi Wealth frequently comments on investment trends, making them a go-to source for finance journalists.
Takeaway: Watch the news. Identify where your business has expertise. Be quick to offer commentary.
4. Partner With a Bigger Brand or Public Figure
Want media attention but don’t have a big audience yet? Borrow one.
Partnering with a well-known brand, influencer, or public figure can help amplify your story.
- Ethique got serious PR traction by working with British influencer Brianna West.
- Scapegrace used its World’s Best London Dry Gin award to land global coverage.
- Mons Royale collaborated with Red Bull athletes, gaining exposure in sports media.
When a bigger name is involved, the media is more likely to care.
Takeaway: If your brand isn’t big yet, find a strategic partner who is and craft a shared story.
5. Make Your PR Visual (Journalists Need Good Images)
Journalists love a good photo—but most businesses don’t think about visuals when planning PR.
A well-shot, unique, high-resolution image can be the difference between landing coverage or being ignored.
Some brands do this brilliantly:
- Scapegrace’s black gin was visually striking, making it an easy pick for lifestyle media.
- Coffee Supreme’s brand aesthetic makes for perfect editorial photography.
- Allbirds’ simple but elegant sneaker shots helped land them in countless publications.
A great PR image should:
✅ Look professional (not just a basic product shot).
✅ Show people using the product (lifestyle imagery works well).
✅ Be journalist-friendly (high res, good lighting, no logos blocking the shot).
Takeaway: If you want better coverage, invest in better imagery.
6. Don’t Underestimate the Power of Local News
Businesses often chase national coverage—but local news can be just as powerful, if not more.
- A local hospitality group launching a new café can land a great spread in local lifestyle media.
- A construction company expanding into a new town should pitch to regional newspapers.
- A startup winning an award should contact the founder’s hometown paper.
Allbirds did this early on, getting local NZ media to cover their US expansion—which helped build momentum.
Takeaway: Start small. Local news is easier to land and often leads to bigger opportunities.
7. Thought Leadership Is an Easy PR Win
Not every story needs to be about a company launch, a new product, or an announcement. Sometimes, the best PR move is simply having an opinion and sharing it.
- Lewis Hampton writes about transparency in PR—making Payper a go-to for industry insights.
- Andrew Barnes (4-Day Week Global) became a global media voice by championing shorter workweeks.
- Melanie Perkins (Canva) frequently shares insights on building a global tech company from Australia.
The key? Have a perspective. Offer real value. If you can say something new, bold, or insightful, the media will pay attention.
Takeaway: If your business doesn’t have a news story right now, create one by offering an expert opinion.
Final Thoughts: PR Doesn’t Have to Be Hard
Too many businesses overthink PR.
The best stories aren’t always big, dramatic, or high-budget. Often, the easiest PR wins come from:
✅ Tapping into existing trends.
✅ Leveraging your own business data.
✅ Pitching milestones in a fresh, compelling way.
✅ Making PR visual, strategic, and well-timed.
PR isn’t about luck—it’s about putting yourself in the right place at the right time with a good story.
And the best part? There are always opportunities waiting. You just need to know where to look.