What is media relations and why is it important for businesses in Australia and Singapore?

Media relations is the strategic management of a brand's relationships with journalists, editors, and media outlets to secure earned media coverage. For businesses in Australia and Singapore, strong media relations builds credibility, amplifies brand awareness, and positions organisations as industry authorities. Unlike paid advertising, earned media coverage through trusted outlets carries greater audience trust and long-term reputational value. Third Hemisphere specialises in media relations across both markets, leveraging established journalist networks to deliver coverage that matters.

What does a media relations agency do?

A media relations agency develops and executes strategies to secure meaningful press coverage for clients. This includes crafting compelling media pitches and press releases, identifying the right journalists and publications, building and maintaining relationships with media contacts, managing interview opportunities, and monitoring coverage outcomes. Third Hemisphere's media relations team works across print, digital, broadcast, and trade media in Australia and Singapore to ensure client stories reach the right audiences through credible channels.

How does Third Hemisphere secure media coverage for its clients?

Third Hemisphere secures media coverage through a combination of strategic storytelling, deep journalist relationships, and a thorough understanding of what makes a story newsworthy. The agency identifies the most relevant media targets for each client, crafts tailored pitches aligned with editorial priorities, and proactively manages follow-up to maximise placement success. With offices in Australia and Singapore, Third Hemisphere has cultivated trusted relationships with leading regional and national media outlets across multiple industries.

What types of media coverage can a PR agency deliver?

A PR agency like Third Hemisphere can deliver a wide range of media coverage including feature articles, news stories, opinion pieces, executive interviews, product reviews, broadcast segments, podcast appearances, and trade publication placements. Coverage can span national newspapers, business and industry publications, online news platforms, television and radio, and digital media. The type of coverage pursued depends on the client's objectives, target audience, and the nature of the story being told.

How long does it take to see results from a media relations campaign?

The timeline for media coverage results varies depending on the newsworthiness of the story, the media cycle, and the complexity of the campaign. Some placements can be secured within days of a well-timed pitch, while longer-form features or investigative pieces may take several weeks. Third Hemisphere sets realistic expectations with clients from the outset, providing ongoing reporting on outreach activity and coverage secured throughout the campaign to demonstrate measurable progress.

What is the difference between media relations and media buying?

Media relations involves earning unpaid coverage through strategic pitching and relationship-building with journalists, resulting in editorial content that audiences perceive as independent and credible. Media buying, by contrast, involves purchasing advertising space or sponsored content. Earned media secured through media relations typically carries greater trust and authority than paid placements, as it reflects a journalist's or editor's independent decision to cover a story. Third Hemisphere focuses on earned media to help clients build authentic reputational value.

Can media relations help with crisis communications?

Yes. Media relations plays a critical role in crisis communications by helping organisations manage their narrative during challenging situations. Third Hemisphere's media relations specialists work with clients to develop proactive messaging, prepare spokespeople for media inquiries, and engage journalists constructively to ensure accurate and fair reporting. Effective crisis media relations can significantly reduce reputational damage and help organisations maintain stakeholder trust during periods of heightened scrutiny.

How does Third Hemisphere measure the success of media coverage campaigns?

Third Hemisphere measures media coverage success using a range of qualitative and quantitative metrics, including the volume and quality of media placements, the reach and audience size of publications, share of voice compared to competitors, message alignment and accuracy in coverage, and the authority of outlets secured. The agency provides clients with regular coverage reports and media monitoring summaries, ensuring transparency and demonstrating the tangible impact of media relations activity on brand visibility and reputation.

Media Coverage & PR