Modern Currency

Author: Modern Currency

  • INTRODUCING OUR SOCIAL MEDIA & CONTENT TEAM

    From professional photography and videography to strategy-led social media and branding, we’re serving up creative that’s not just on-brand, but on point. Content truly is king (or in our case, queen) and lucky for you, we’ve got it all under one roof.

    Leilani

    Recently stepping into the role of Creative Director, Lani brings over seven years of experience as a professional photographer, alongside a strong background in graphic design, videography and social media. With a deep understanding of the creative process from concept to execution, she’s passionate about creating meaningful, effective content—bringing it all together through organic and paid strategies that deliver real results. Specialising in event and F+B photography, Lani’s expertise is a perfect fit for our hospitality, travel, and tourism clients. Outside of work, Lani enjoys exploring Melbourne’s ever-growing wine bar scene and can often be found DJing at local bars and clubs.

    Maria 

    With over four years of experience in the social media and content space, Maria brings a dynamic and creative perspective to the team in her role as Social Media & Content Executive. From developing strategic content plans to producing engaging photo and video content, she helps brands connect meaningfully with their audiences. As a freelance content creator with over 100 brand collaborations under her belt, Maria knows how to capture and reflect each brand’s unique voice. Outside of work, she’s passionate about fashion content creation and travelling, with over 20 countries already ticked off her travel list.

    Maddie

    Maddie is our Senior Social Media and Content Specialist with over six years of experience transforming ideas into impactful content. She specialises in video production, from brand promos and interview features to documentaries and TV commercials, and brings both a creative eye and a strategic mindset to every project. Maddie is passionate about the power of storytelling — its ability to inspire, inform, and most importantly, connect people. When she’s not behind the camera or strategising brand visions, you’ll find her out for a run or spending time with family and friends.

    Marina 

    Marina has over 6 years of experience across content, social media and events – while recently stepping into a Communications Manager role. With a background as a health professional, Marina offers a unique combination of strategic thinking, creativity and analytical skills to deliver impactful campaigns. Marina is passionate about building purpose-driven strategies that connect with audiences and drive results. Outside of work, Marina stays inspired through movement such as reformer pilates and beach walks, finding new dining spots and attending industry events.

  • 5 THINGS TO THINK ABOUT BEFORE STARTING AN AGENCY

    Join our leading lady Michelle Palmer as she shares her insights into the little, (and not so little), things you need to think about before starting an agency.

    It took me a couple of years to decide to go out on my own. The reasons why? Apart from being ambitious and a desire to be my own boss, I was driven by my creativity – I found that ideas I had for branching out and changing how we approached things were sometimes met with ‘no’ and this was frustrating to me. I also wanted to create a different kind of culture. A lot of my friends and colleagues kept encouraging me, telling me I ‘have what it takes’ to be a business owner, a leader and a manager. So here are my tips on things to consider…

    1) Are you ready to deal with people in a different way?

    All of a sudden you’re responsible for the lives of your team while at work and beyond. Yes, there’s the obvious responsibilities like what work are they doing, when, is it being done correctly and on time, project management, communication – but then there is HR – sick leave, pay, Work Cover, mental and physical health concerns, individual views on so many varying situations (there is absolutely no one way anymore!) People management is a huge part of my job and probably way bigger than I ever expected it to be; as with time, people’s needs change. So it’s not just, “here’s your job, here’s your clients, off you go” – it’s much, much more!

    2) Where is your business coming from?

    How will you make sure you have a steady flow of clients? How do you ensure you charge the right amount? Do you understand how consulting works to allow you to not only make enough to pay your team and your bills/overheads, but to have a little extra for a rainy day? How will you keep work coming in the door and what happens if there is a lull? Can you troubleshoot? Do you know how to deal with it when someone doesn’t pay their bill?

    3) Have you thought through the hidden costs?

    There are many things I was totally naïve about at the start, I won’t lie… like payroll tax! Once you have wages over a certain level, the ATO likes to tax you – just because you pay people. Yep, go figure.
    There are many other hidden or surprise costs – insurances, legal costs for contracts (because you really should have proper legally binding contracts and agreements for your employees, your partners, your contractors etc). Unless of course, you’re fortunate enough to be a lawyer in another lifetime as well as an agency consultant.

    4) Do you have a strategy of how you’ll market yourself and what your longer term goal is?

    It may seem so simple at the start because you’ve got friends saying “hey I’ll send work your way” – but the world changes, every year. Pandemics, economic downturn, inflation, people’s behaviours and their expectations of their employer. So you need a strategy of how you will market your business, what and how you want to be seen and known for, and to give yourself a goal – what will I do in a year, where will I be in two years and ideally where will we be in five – and how can I get there? And who can help me get there? What do I need?

    5) Bad debt and mistakes and who wears these?

    This is another one I went into naively, even though in my role as a Senior Principal (GM) at a former global PR & Communications firm I came across dodgy business owners and operators, I just didn’t think it could or would happen to me. But it does. People won’t pay. People sell their company to a friend for $1 so your contract with them is null and void. People do not even respond to debt collectors. And what if one of your team doesn’t do their job properly because they are meant to check something frequently and they don’t and then you overspend on something, or do not check an order properly and order 5000 of something instead of 500? Who covers it? These are things that you have to be ready for when you go into your business.

    Starting your own agency is a lot of fun, incredibly rewarding and provides an amazing sense of freedom but there is also a lot of really hard stuff to face and cope with. So you need a thick skin, a great support team, and to be prepared for surprises (if you don’t like surprises, this is not for you!).

  • WHAT DOES A SOCIAL MEDIA, DESIGN AND CONTENT MANAGER DO?

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” image=”8212″ color=”Extra-Color-2″ quote=”Every day is an exciting journey filled with lots of creative challenges!” name=”LEILANI BALE” subtitle=”SOCIAL MEDIA, DESIGN & CONTENT MANAGER”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]As a Social Media, Design and Content Manager at Modern Currency, every day is dynamic. The role requires me to work across multiple client accounts – everything from curating engaging social media content to crafting eye-catching designs and creating compelling written materials.

    In this role, I’m not only responsible for curating captivating digital content, I also need to maintain regular communications with our clients. This includes conceptualising and producing digital content that represents each client across multiple social media platforms. It involves crafting social media strategies and content plans that include graphic design assets, photography and videography, all complemented by engaging and on-brand copywriting. 

    Having a deep understanding of a client’s brand and business is also crucial to the role. Staying well-versed in the landscape of social media and digital marketing ensures that content consistently aligns with the client’s objectives and makes sure their brand is being seen by a wider audience. Interactions with clients include updates, feedback on work in progress, and a commitment to delivering exceptional content. 

    Running paid ad campaigns and analysing engagement metrics, such as likes, shares, comments, and cost-per-click, is also a significant part of the role. This data-driven approach is important in refining your content strategy, ensuring it aligns with overarching marketing objectives of your client. 

    In addition to this, I wear another important hat – that of a graphic designer. A graphic designer needs to skillfully design visual elements that enhance the overall aesthetics of social media posts and other digital assets. Everything from creating eye-catching graphics, EDM layouts, templates, social tiles, marketing materials and packaging, ensuring that every piece of collateral is not only engaging but also visually cohesive with the brand’s identity.

    The work involves selecting appropriate colour schemes, typography, imagery and other design elements to convey messages effectively and leave a lasting impression on the audience. Whether it’s designing packaging for PR boxes or crafting attention-grabbing visuals for promotional brochures, as a graphic designer you play an important role in maintaining brand consistency and elevating content quality.

    And on top of all that, the role of photographer is also significant. As a photographer, using both DSLR and iPhone, you leverage your eye for aesthetics and technical expertise to capture striking visuals that align with your client’s narrative. Whether it’s F+B photography,  taking behind-the-scenes shots at events and activations or creating captivating lifestyle imagery, your photography skills contribute immensely to the overall content planning process.

    In the multifaceted role of a Social Media, Design, and Content Manager at Modern Currency, every day is an exciting journey filled with lots of creative challenges. This exciting role involves working across various client accounts, where the primary objective is to craft compelling digital content that speaks to target audiences and that resonates on different social media platforms.[/vc_column_text][/vc_column][/vc_row]

  • DIGITAL MARKETING TACTICS FOR SHORT ATTENTION SPANS

    DIGITAL MARKETING TACTICS FOR SHORT ATTENTION SPANS

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” image=”8203″ color=”Extra-Color-2″ quote=”A positive relationship, underpinned by trust and credibility, is vital for mutual growth, valuable results and long-term success for both the agency and the client.” name=”MADDISON BIJELIC” subtitle=”PR ACCOUNT COORDINATOR”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]A good and strong client-agency relationship is vital for the success of any agency. After all, without any clients, there would be no agency! A positive relationship, underpinned by trust and credibility, is vital for mutual growth, valuable results and long-term success for both the agency and the client.

    Here are some practical ways that agencies can establish and foster positive relationships with their clients:

     

    KNOW YOUR CLIENT’S BUSINESS WELL

    Arguably, one of the most important factors in establishing a good client-agency relationship is ensuring you understand your client’s business well. More often than not, your client would have invested time researching and assessing your agency, so you should be doing the same with them!

    Ensure a thorough understanding of your client’s business, their target audience, and importantly, what your client is trying to achieve. Equally, it is important to ensure a thorough understanding of your client’s external environment, such as their competitors, their industry, customer segments and the trends impacting their success. With this knowledge, you can then determine your client’s competitive advantage, and identify opportunities to harness and challenges to manage.

    This should involve a lot of research, not just at the start of the relationship, but ongoing. The external environment for any business is dynamic, so continuously look for trends in your client’s relevant industry, changes in customer preferences and monitor their competitors closely. This is especially important in PR!

    The more you know about your client’s business and their industry, the better you can provide valuable insights, solutions and results to your client.

     

    COMMUNICATE EFFECTIVELY AND REGULARLY

    Any successful relationship in life relies on effective communication. It’s no different for an agency and their client.

    Bringing an external provider to the client sometimes means ready-to-access information and updates can be harder to obtain. Therefore, taking a proactive, out-reach approach to client engagement will help support effective communication and should be a focus for any agency. 

    Ensure that effective channels of communication have been agreed upon and established, whether that be in-person or through preferred online channels such as Teams or Slack.

    Communication should be clear, open, prompt and succinct. And make sure that you communicate often! This helps to foster trust and transparency, whilst also ensuring that information and responsibilities are not misunderstood and that both parties are on the same page.

     

    SET CLEAR EXPECTATIONS

    From the very beginning of the relationship, there should be clear and defined expectations of both the client and the agency.

    Timelines, budgets, project scopes and KPI’s should be agreed upon and defined – in writing – so that both parties clearly understand the responsibilities and expectations of each other. 

    Having clear-cut expectations in writing not only helps to track the status of deliverables, but also helps to avoid possible misunderstandings and conflicts. No one wants to be in that awkward situation!

     

    TRACK AND REPORT YOUR RESULTS

    At the end of the day, a client wants outcomes. That’s what an agency is tasked to deliver, and that delivery, on a consistent and reliable basis, forms the essential foundation of trust.

    That’s why tracking and reporting performance is so important. A client needs to see evidence of the work, and that it is delivering the outcomes that matter to them. Track and report on metrics that are agreed with your client against agreed objectives, and ensure that those objectives directly align to supporting their business goals.

    Use credible and accurate data, insights and analytics to showcase the measurable impact and results that your work is delivering. In PR, this often comes in the form of activity-based measures such as; Media placements, audience reach and increased social media followers. Work to then determine how those activity-based measures can then be directly attributable to changes in outcome-based measures that the client ultimately cares about, which may be awareness, interest or sales.

    Even if initial results do not meet your client’s expectations, you should always be transparent with how things are tracking. This will help to foster trust and credibility, while also providing an opportunity to discuss and alter strategies to improve results.

    Of course, the other way to assess how an agency is performing is to simply ask the client. Actively seeking feedback on a regular basis should always be part of an agency’s client engagement plan to allow proactive measures to then be taken to address any areas of improvement.  No agency wants to find themselves in a position of losing a client because they weren’t aware of some feedback that they could have very simply addressed.

     

    In summary, a focus on building and maintaining strong agency-client relationships is important in delivering mutual benefits for both agencies and clients. Specifically, look to thoroughly research your client’s business environment, communicate regularly and effectively, set clear expectations for both parties and regularly track your results and progress.[/vc_column_text][/vc_column][/vc_row]

  • THE DO’S AND DON’TS OF TALENT AGENCIES

    THE DO’S AND DON’TS OF TALENT AGENCIES

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” image=”8246″ color=”Extra-Color-2″ quote=”Remember, the heart of successful influencer partnerships lies in authenticity, transparency, and mutual respect between PR specialists, talent agencies, and influencers themselves. ” name=”GARRETT MCNAMARA” subtitle=”PR & INFLUENCER EXECUTIVE”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]Collaborating with influencers has become a pivotal strategy for brand promotion. With the rise of social media and the influencer economy, talent agencies have sprung up to bridge the gap between brands and key opinion leaders. As a PR specialist, navigating this landscape can be both exciting and challenging. To help you make the most of these partnerships, here are some essential do’s and don’ts when working with influencer talent agencies.

    The Do’s:

    1. Build strong relationships: Just as you cultivate relationships with journalists and media outlets, nurturing relationships with talent agencies is crucial. Establishing trust and rapport can lead to more successful collaborations and better opportunities for your clients.
    2. Clearly define objectives: Ensure you and the talent agency have a crystal-clear understanding of your PR campaign’s goals and objectives. Whether it’s increasing brand awareness, driving sales, or launching a new product, alignment from the start is key.
    3. Research thoroughly: Research is your best friend when identifying potential influencers. Know your target audience, understand the influencer’s niche, and verify their credibility and authenticity. Talent agencies can provide valuable insights here, but it’s your responsibility to dive deeper.
    4. Negotiate fairly: Be prepared to negotiate terms, rates, and deliverables. Ensure that both parties are satisfied with the agreement and strive for a win-win scenario. Remember that influencer partnerships can be long-term, so fairness is vital.
    5. Leverage analytics: Talent agencies often provide data and analytics on influencers’ performance. Use this information to assess the impact of your campaigns and adjust strategies accordingly. 

    The Don’ts:

    1. Neglect due diligence: Don’t take the talent agency’s word as gospel. While they can be excellent partners, it’s essential to verify the authenticity and reputation of the influencers they recommend. Research, audit, and vet influencers independently.
    2. Disregard legalities: Influencer marketing often involves complex contracts and legal matters. Don’t overlook the legal aspects, such as compliance with FTC guidelines, copyright issues, or exclusivity agreements and the proper disclosing of payment or gifts. If unsure, always seek advice from a legal professional.
    3. Ignore the ‘human’ element: Influencers are real people with their own values, beliefs, and personalities. Don’t treat them solely as marketing tools. Building genuine relationships with influencers can yield more authentic and successful campaigns.
    4. Rely solely on metrics: While data is essential, don’t let metrics blind you to the bigger picture. Engagement rates and follower counts can be misleading. Focus on the quality of the influencer’s audience and the alignment with your brand values.
    5. Overlook the long term: Successful influencer partnerships can extend beyond a single campaign. Don’t view influencers as one-off collaborators. Building ongoing relationships can provide consistent value for your brand.

    In the ever-evolving landscape of PR and influencer marketing, working with talent agencies can be a powerful strategy. By adhering to these do’s and don’ts, you can navigate this new way of marketing with confidence, fostering productive collaborations and achieving your brand’s PR goals. Remember, the heart of successful influencer partnerships lies in authenticity, transparency, and mutual respect between PR specialists, talent agencies, and influencers themselves. [/vc_column_text][/vc_column][/vc_row]

  • MANAGING CREATIVE BURNOUT

    MANAGING CREATIVE BURNOUT

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” image=”8212″ color=”Extra-Color-2″ quote=”As creatives we’re all too familiar with the dreaded creative block. You’re there, sitting at your computer, hoping that a miraculous jolt of inspiration will hit you and you can finally get back into the groove.” name=”LEILANI BALE” subtitle=”SOCIAL MEDIA, DESIGN & CONTENT MANAGER”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]As creatives we’re all too familiar with the dreaded creative block. You’re there, sitting at your computer, hoping that a miraculous jolt of inspiration will hit you and you can finally get back into the groove. Taking a stroll, switching up your surroundings, or pausing to enjoy a podcast are a handful of tricks that can make a real difference.

    Despite the hassle and stress of creative blocks, they typically don’t last long. Even though it might feel like an eternity, you’ll be rekindling your creativity in no time! But what happens when you begin to struggle with basic tasks, constant exhaustion and even dreading your work? You might be suffering from creative burnout.

    Signs of creative burnout can include:

    • Physical and mental fatigue  
    • Procrastination 
    • Isolation
      Harmful or unhealthy habits 
    • Inexplicable stress
    • Negative self talk or self doubt
    • Loss of motivation
    • Irritability

    If you’re experiencing these signs, or even just one, it might not just be your run-of-the-mill creative block. Some of these signals overlap with mental health issues like depression, anxiety disorders, or even sleep problems. When in doubt, talking to a health professional is always the way to go. Bouncing back from creative burnout can be challenging, but it’s certainly possible with the right strategies and mindset. 

    Here are some steps to help you recover:

    Take a break: Give yourself permission to take a break from creative work. Take a few days off, or book a “staycation” to recharge.

    Physical self-care: Focus on your physical health. Eat nutritious meals, exercise regularly, and get enough sleep. Physical well-being can have a significant impact on creativity.

    Be kind to your mind: Practice mindfulness, meditation, or relaxation techniques to reduce stress and clear your mind.

    Set goals: Avoid overwhelming yourself with large creative projects. Break them down into smaller, manageable tasks and set achievable goals.

    Rediscover inspiration: Seek out new sources of inspiration. Explore different art forms, travel, read books, listen to podcasts or engage in activities that spark your creativity.

    Limit perfectionism: Accept that not everything you create needs to be perfect. Allow yourself to make mistakes and learn from them.

    Re-evaluate priorities: Reflect on your creative goals and aspirations. Are they still aligned with your values and interests? Adjust them if needed.

    Reach out: Talk to friends, family, or a therapist about your feelings and experiences. Taking some time to hang out with your loved ones and engage in a fun activity is a great way to boost those endorphins. 

    Set boundaries: Establish clear boundaries for your work, personal life, and downtime. Avoid overcommitting and prioritise self-care.

    Track progress: Keep a journal or use creative tracking tools to monitor your progress. Always celebrate your achievements, big or small. 

    Remember that recovery from creative burnout is a gradual process, and everyone’s journey is unique. Be patient with yourself and focus on finding joy in your creative journey again. It’s perfectly normal to experience periods of burnout in a creative career, but with the right strategies, you can bounce back stronger and more inspired than ever![/vc_column_text][/vc_column][/vc_row]

  • BUILDING AND MAINTAINING GOOD AGENCY-CLIENT RELATIONSHIPS

    BUILDING AND MAINTAINING GOOD AGENCY-CLIENT RELATIONSHIPS

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column centered_text=”true” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” color=”Extra-Color-2″ quote=”A positive relationship, underpinned by trust and credibility, is vital for mutual growth, valuable results and long-term success for both the agency and the client.” name=”MADDISON BIJELIC” subtitle=”PR ACCOUNT COORDINATOR”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]

    A good and strong client-agency relationship is vital for the success of any agency. After all, without any clients, there would be no agency! A positive relationship, underpinned by trust and credibility, is vital for mutual growth, valuable results and long-term success for both the agency and the client.

    Here are some practical ways that agencies can establish and foster positive relationships with their clients:

     

    Know your client’s business well

    Arguably, one of the most important factors in establishing a good client-agency relationship is ensuring you understand your client’s business well. More often than not, your client would have invested time researching and assessing your agency, so you should be doing the same with them!

    Ensure a thorough understanding of your client’s business, their target audience, and importantly, what your client is trying to achieve. Equally, it is important to ensure a thorough understanding of your client’s external environment, such as their competitors, their industry, customer segments and the trends impacting their success. With this knowledge, you can then determine your client’s competitive advantage, and identify opportunities to harness and challenges to manage.

    This should involve a lot of research, not just at the start of the relationship, but ongoing. The external environment for any business is dynamic, so continuously look for trends in your client’s relevant industry, changes in customer preferences and monitor their competitors closely. This is especially important in PR!

    The more you know about your client’s business and their industry, the better you can provide valuable insights, solutions and results to your client.

     

    Communicate effectively and regularly

    Any successful relationship in life relies on effective communication. It’s no different for an agency and their client.

    Bringing an external provider to the client sometimes means ready-to-access information and updates can be harder to obtain. Therefore, taking a proactive, out-reach approach to client engagement will help support effective communication and should be a focus for any agency.

    Ensure that effective channels of communication have been agreed upon and established, whether that be in-person or through preferred online channels such as Teams or Slack.

    Communication should be clear, open, prompt and succinct. And make sure that you communicate often! This helps to foster trust and transparency, whilst also ensuring that information and responsibilities are not misunderstood and that both parties are on the same page.

     

    Set clear expectations

    From the very beginning of the relationship, there should be clear and defined expectations of both the client and the agency

    .

    Timelines, budgets, project scopes and KPI’s should be agreed upon and defined

    –

    in writing

    –

    so that both parties clearly understand the responsibilities and expectations

    of each other

    .

    Having clear-cut expectations in writing not only helps to

    t

    rack

    the status

    of

    deliverables

    , but also helps to avoid possible misunderstandings and conflicts.

    N

    o one wants to be in that awkward situation!

     

    Track and report your results and progress

    At the end of the day, a client wants outcomes. That’s what an agency is tasked to deliver, and that delivery, on a consistent and reliable basis, forms the essential foundation of trust.

    That’s why tracking and reporting performance is so important. A client needs to see evidence of the work, and that it is delivering the

    outcomes

    that matter to them. Track and report on metrics that are agreed with your client against agreed objectives, and ensure that those objectives directly align to supporting their business goals.

    Use credible and accurate data, insights and analytics to showcase the measurable impact and results that your work is delivering. In PR

    ,

    this often comes in the form of

    activity-based measures such as;

    Media placements, audience reach and increased

    social media

    followers

    . Work to then determine how those activity-based measures can then be directly attributable to changes in outcome-based measures that the client ultimately cares about, which may be awareness, interest or sales.

    Even if initial results do not meet your client’s expectations, you should always be transparent with how things are tracking. This will help to foster trust and credibility, while also providing an opportunity to discuss and alter strategies to improve results.

    Of course, the other way to assess how an agency is performing is to simply ask the client. Actively seeking feedback on a regular basis should always be part of an agency’s client engagement plan to allow proactive measures to then be taken to address any areas of improvement. No agency wants to find themselves in a position of losing a client because they weren’t aware of some feedback that they could have very simply addressed.

    In summary, a focus on building and maintaining strong agency-client relationships is important in delivering mutual benefits for both agencies and clients.[/vc_column_text][/vc_column][/vc_row]

  • AGENCY VS IN-HOUSE

    AGENCY VS IN-HOUSE

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column centered_text=”true” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” image=”8159″ color=”Extra-Color-2″ quote=”Both paths offer unique opportunities and challenges, so the key is to evaluate your own goals, preferences, and values to determine which environment will best suit the direction you want to go” name=”EMMA MCCARTHY” subtitle=”PR ACCOUNT EXECUTIVE”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]Whether you’re a seasoned PR pro or a relative newcomer, one of the most significant career decisions you’ll face is whether to work for an agency or in-house. Both options have their advantages and disadvantages, but the right choice ultimately depends on your preferred style of working and personal career goals.

    Agency

    Choosing to work in a PR agency can be an exciting experience, where no two days are the same. Some of the pros of choosing an agency role include:

    1. Client diversity – PR agencies typically represent a wide variety of clients across multiple industries. This diversity ensures that you will be exposed to a range of different sectors, work styles, and new challenges that can be invaluable for career growth and resilience.
    2. Fast-paced environment – agency work is often very fast-paced and demanding, which is particularly exciting if you are the type of person who thrives under pressure. To succeed in a PR agency, you’ll need to constantly stay on top of news, keep an eye out for upcoming industry trends, and be adaptable to meet the ever-changing needs of your clients.
    3. Networking opportunities – PR agencies often participate in events and industry gatherings, which offer ample networking opportunities. Australia’s PR industry is relatively small, so putting in the effort to build a network of contacts is something that will continue to pay off well into the future
    4. Focus on skill development – the variety of clients and projects you’ll be asked to handle at an agency will help to accelerate your skill development. By working with a range of clients across a range of sectors, you are bound to quickly become proficient in media relations, event planning, social media, crisis management, and many more important communications skills without realising!
    5. High growth potential – agencies offer the chance for rapid career advancement. Because of the more fast-paced environment, you are more likely to be offered the opportunity to lead accounts, manage teams, and have input in shaping the agency’s strategic direction

    In-House

    Conversely, taking on an in-house PR role means that you’ll be able to focus all your attention on a single organisation, and really immerse yourself in the brand. 

    1. A deeper understanding of the brand – working in-house allows you to immerse yourself in a singular brand to gain a more in-depth understanding of its values, culture, and goals. Having this deeper understanding can lead to more effective PR strategic thinking, as you are more aligned with the company’s vision
    2. Stability – in-house PR and communications roles often provide more stability than agency positions, as you’re not constantly juggling multiple clients and campaigns, or only working on one-off project contracts. 
    3. Better access to stakeholders – In-house marketers generally have greater access to key stakeholders meaning they have access to more information that can influence the direction of their campaign and a greater ability to communicate. They have access to the ‘big picture’ and can move more quickly and with greater agility when problems arise.
    4. Connection to company culture – You become an integral part of the company’s culture and decision-making process, which can be deeply rewarding if you align with the company’s mission and values.
    5. ​Chance to develop industry expertise – Working in-house means you have the chance to develop a deep level of expertise in a singular industry and carve out a specialisation that can position you as a leader in marketing for that sector.

    So, which is the right choice?

    There’s no one-size-fits-all answer to the agency vs in-house question. Both paths offer unique opportunities and challenges, so the key is to evaluate your own goals, preferences, and values to determine which environment will best suit the direction you want to go with your career in PR.[/vc_column_text][/vc_column][/vc_row]

  • ADAPTING TO CHANGE AND BEING FLEXIBLE IN PR

    ADAPTING TO CHANGE AND BEING FLEXIBLE IN PR

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column centered_text=”true” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” image=”8069″ color=”Extra-Color-2″ quote=”Your capacity to view change as an opportunity rather than a problem will set you apart. ” name=”AMY TORPY” subtitle=”PR ACCOUNT MANAGER”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]

    When Things Don’t Go According to Plan

    It is inevitable that things won’t go as planned from time to time, regardless of how organized you are. Sometimes, circumstances beyond your control can arise, leading to disappointment and stress.

     

    When these situations occur, it’s easy to place blame on yourself and dwell on the frustration of the moment. However, the ability to communicate effectively, seek solutions, maintain a realistic perspective, and manage crises efficiently is crucial in the field of PR.

     

    Don’t Take It Personally

    There’s no need to dwell on the moment or blame yourself when things unexpectedly change. In the world of PR, change is constant, often occurring day-by-day, even hour-by-hour. Such changes are usually beyond your control and demand action, not self-criticism.

     

    Take a moment to step back, assess the facts, brainstorm potential solutions, and be kind to yourself during these times of stress.

     

    Quick Thinking

    Sudden changes can happen at any moment, whether it’s a client altering their preferences at the last minute, a deal falling through, or circumstances not unfolding as initially planned.

     

    The key is to detach from your original plan and be open to new possibilities. This flexibility allows you to introduce innovative ideas and solutions. When presenting a problem to colleagues or clients, always come prepared with a solution in mind. This not only eases concerns but also demonstrates your initiative.

     

    Communication

    Being transparent with your team as soon as a change or problem arises is essential. It ensures that everyone is aware of the situation and can offer support or advice on the way forward. Trying to handle issues on your own can lead to more significant problems. Transparent communication enables proactive collaboration, putting you in a better position to address the problem and strategize your next steps.

     

    Being Realistic

    Understanding your own limitations can help when planning out your next move and being realistic. It allows you to set achievable goals, manage expectations effectively, and, in turn, build trust with your clients and team members. When you communicate realistic timelines and outcomes, you demonstrate transparency and proactivity which are highly valued in the world of PR.

     

    In Summary

    In the dynamic world of public relations, adapting to change and being flexible are key skills that will help you day-to-day in your role. Being ‘okay’ with change during moments of crisis helps manage perceptions and provide your team and client with a feeling of security.

     

    In the midst of change, your ability to strike the balance between realism and optimism becomes your greatest asset. Your capacity to view change as an opportunity rather than a problem will set you apart. So, as you navigate the ever-changing landscape of PR, remember that clear communication, quick thinking and a hopeful perspective will assist you through the challenges but will also help you thrive and excel in this field.[/vc_column_text][/vc_column][/vc_row]

  • IS NETWORKING A WASTE OF TIME?

    IS NETWORKING A WASTE OF TIME?

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column centered_text=”true” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” image=”8246″ color=”Extra-Color-2″ quote=”It’s not just socialising; it’s your secret ingredient for securing media coverage that propels your clients into the media landscape.” name=”GARRETT MCNAMARA” subtitle=”EVENTS & INFLUENCER EXECUTIVE”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]

    In the fast-paced world of public relations, where opportunities in the media spotlight can be as elusive as they are fleeting, it can become increasingly challenging to cut through the noise and secure your client coverage in top media. You might have crafted the pitch to top all pitches, or have some incredible eye-grabbing images, but that’s not always enough to get noticed in a sea of media releases? This is where, as the saying goes, your network becomes your net-worth!

     

    But is networking the real deal or just another fancy corporate term? From the perspective of a leading Melbourne PR agency, it’s time to reveal the hidden artistry of networking—it’s not just socializing; it’s your secret ingredient for securing media coverage that propels your clients into the media landscape.

     

    Media Mastery

    In PR, media contacts are your golden tickets. Building strong relationships with journalists, influencers, and editors isn’t optional; it’s the path to media prominence. A strong media network can transform into viral sensations – and help your client become what everyone can’t stop talking about!

     

    In the digital age where content is king, these media connections are key – they unlock doors to coveted feature stories, interviews, and news articles, all of which can dramatically amplify your clients’ visibility. Through your media network, you gain insight into the ever-changing preferences and trends in journalism. You can anticipate what topics are hot, which angles are likely to gain traction, and adapt your strategies accordingly with a deeper understanding of what each journalist or outlet is looking for.

     

    These relationships are built on trust, respect, and shared interests, making them a vital asset in securing consistent and quality media coverage for your clients.

     

    Client Relations

    Maintaining solid client relationships is at the center of a thriving PR practice. Networking enables you to stay closely connected with your clients, allows you to understand their evolving needs, and offer tailored solutions. When clients feel heard and valued, they are more likely to remain loyal and continue benefiting from your services. Moreover, satisfied clients often become your most vocal advocates, referring your services to other potential clients, and expanding your business organically.

     

    Plus, your professional network could include individuals who have witnessed your work firsthand. For instance, when you’ve successfully managed to elevate one client, they become advocates for your services. By nurturing these relationships, you’ll find yourself in a continuous cycle of attracting new clients who recognize the value you bring to the table.

     

    Like most things, networking isn’t a waste of time; what you put in is what you get out – which well and truly could be coverage secured for a client. It’s not just about who you know, but how you leverage those relationships to spotlight your clients and fuel your own success. In a realm where reputation and connections are such important assets, embrace it as your ultimate PR technique and watch how it transforms your coverage success. [/vc_column_text][/vc_column][/vc_row]