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Coverage or PR for free, version 2

Remember that PR agency you all went mad about when she offered media coverage or your PR for free? Well, she just won another new client so she must be doing something right, eh?

Topbuy.com.au just signed Sally Romano’s Publicity Queen to manage its PR strategy after a competitive pitch. This is part of its bid to become Australia’s number one online superstore.

And she won it by doing things a little different again; offering to recruit a specialist PR adviser to the job with the exact skills, contacts and background the client needed. This was on top of her media-coverage-or-PR-for-free guarantee (the one the PRIA said went against its code).

With TopBuy.com.au being an active participant in the process, Publicity Queen recruited PR consultant Sarah Mulvin Broome. According to founder and principal Romano, this innovative approach illustrates Publicity Queen’s commitment to even prospective clients and the extended efforts they go to in order to ensure their requirements are met.

Peter Xie, MD of TopBuy.com.au, said: “During the pitching process, Publicity Queen was the only PR agency who was able to fully grasp and prioritise TopBuy.com.au’s PR needs and provide us with a highly practical approach to help us produce tangible results for both our brand and bottom line.”

Romano’s definitely doing things differently in PR. What do you think?

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Jen Bishop

Jen Bishop

Jen was the publisher at Loyalty Media and editor of Dynamic Business, Australia's largest circulating small business magazine, from 2008 until 2012. She is now a full-time blogger at The Interiors Addict.

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