For many foreign businesses and startups, Australia is an untapped market that offers potential substantial growth and expansion. For local entrepreneurs, it’s a prime landscape for further business diversification and increased market share. With a robust economy and a diverse consumer base, establishing a presence in the Australian market can be quite lucrative.
But what if you don’t know how to make a statement in this market as an entrepreneur? Even with a quality product or service and a well-oiled marketing strategy, standing out from the competition can be tough.
Irina Proskurina, a media expert and CEO of digital agency E-PR Online, suggests employing PR as a strategic approach to build a strong brand presence in the Australian market. She sheds light on how her agency plays a crucial role in helping businesses, both foreign and local, thrive and expand in the dynamic Australian market through strategic presence in the local media.
According to the World Bank, Australia boasts one of the most developed and stable economies globally. Its Gross Domestic Product (GDP) was worth 1675.42 billion US dollars in 2022, with registered growth in 2023. The country’s strong regulatory environment and ease of doing business, ranked 14th out of 190 economies by the World Bank’s Ease of Doing Business Index, make it attractive for expansion and investment prospects.
The country also exhibits an affluent consumer base. Australia has a population of over 26 million people, and many households can boast a high standard of living and disposable income. In fact, consumer spending in Australia reached a record sum of 2,988 AUD million in the third quarter of 2023.
On top of that, the country’s strategic geographic location in the Asia-Pacific region serves as a gateway to other markets. Australia’s trade relationships within the Asia-Pacific region are actively growing, benefitting from free trade agreements and access to over 2+ billion consumers in the region.
As a business, you can thrive in the Australian market no matter your niche – Australian consumers are enthusiastic and open to new offerings. Top-selling products and services in Australia include:
Bottom line: Whether you’re a tech startup, a retail brand, or a service-oriented company, the Australian market offers a welcoming business environment.
“PR functions as a bridge that connects your brand to the hearts and minds of the Australian audience. Similar to a skilled translator removing language barriers, PR professionals decode the nuances of the local market, culture, and consumer behavior,” explains Irina Proskurina.
This connection is established thanks to PR’s ability to do the following:
Build brand awareness. You can effectively introduce your business to the Australian market by generating media coverage in local outlets. Publications foster positive narratives about your brand and attract consumers to it. You can start this process even before your product or service launches to create anticipation and generate buzz among your target audience.
Connect to local communities. PR helps your business become a household name in your local community. Here, publications in local media go beyond mere promotion: they portray your business as a vital and cherished part of the communal landscape, showcasing its values, contributions, and commitment to the local residents’ well-being. Thanks to this, you can not only attract more customers in the vicinity but also engage in community initiatives that will solidify your reputation as a responbible and socially conscious brand.
Position yourself as an industry expert. You can leverage such publication formats as thought leadership articles, expert interviews, and participation in relevant industry events to establish authority in your niche within the market. This is a gateway to more networking opportunities, partnerships, and brand mentions, all leading to increased revenues.
Build relationships with stakeholders. PR effectively facilitates relationships with key stakeholders, including media, influencers, industry players, and thought leaders. This is a direct path to proliferating partnerships with other Australian brands, organizations, and investors.
Manage brand reputation. PR is vital for safeguarding your brand’s image and dealing with unexpected problems. By creating plans ahead of time and knowing how to communicate your business values, you can handle any issues that come up as you navigate the Australian market. This helps in protecting your brand’s reputation and keeping the trust of consumers intact.
E-PR Online is more than a PR agency. It’s a digital platform that promotes transparency and affordability of PR services in a predominantly traditional industry that still relies on conventional methods. E-PR Online leverages a combination of modern tech solutions and its vast media catalog of 15,000 outlets in 100+ countries to connect brands with consumers at scale.
Australia is no exception: the agency works closely with dozens of Australian media in various niches to help clients find the right PR channel to promote their business.
“At E-PR Online, we approach every client with a unique, personalized perspective. To those looking to carve out their niche in the Australian market, we offer a selection of Australian media outlets that will work best for a given business’s industry and target audience. Then, we develop a media strategy and plan for a number of publications to garner attention and maximize exposure. This is a great headstart for brands that want to witness long-term growth in the market and secure solid ROI,” says Irina.
On top of the rich media catalog that represents major Australian outlets, E-PR Online is proud of its team of expert writers. They help the agency’s clients craft a coherent brand narrative and inspire trust in the consumer base. Before creating texts for publications, the writing crew does deep research on local market trends, your target audience preferences, and brand values, ensuring that the content resonates authentically with the right consumers.
The smart use of AI is the cherry on top of this metaphorical PR cake. E-PR Online employs its revolutionary know-how – an AI bot that streamlines and improves the process of selecting media outlets for each client. This guarantees that a brand message is efficiently delivered to the appropriate audience precisely when it needs to be.
The combination of a personalized approach with modern AI technology makes E-PR Online a reliable partner for businesses that are eager to become a top player in the expanding Australian market but lack expertise in managing PR for this new territory. The agency offers comprehensive assistance at every stage of this exciting journey.
E-PR Online is a New York-based digital PR agency whose innovative approach is disrupting the PR industry. The agency makes PR services more effective, transparent, and affordable than ever thanks to its smart approach to media strategies. With a vast media catalog of 15,000+ outlets and adoption of AI for streamlined media selection, E-PR Online provides clients with effective PR solutions to ensure impactful brand promotion and market success.