Theory Crew is one of Melbourne’s leading full-service public relations and communications agencies. We bring brands to life with impact, and create cutting-edge PR strategies that inspire and delight.

At Theory Crew we believe that effective communication is at the heart of success in any industry, which is why we offer a range of services combining modern-day PR tactics with content creation & social media, that deliver real results.

With exceptional creative solutions, sound understanding and knowledge of cutting edge PR tactics and dedication to hard work, at Theory Crew we help build brands understanding that one size does not fit all, protect online reputation and deliver key messages to your target audience.

Our highly skilled public relations professionals understand the role of social and digital marketing, have strong media contacts in Australia activating bespoke PR strategies across the beauty, lifestyle, health & wellness, fashion, entertainment and tech sectors.

We’ve worked with Australia's most prominent innovative lifestyle and beauty brands in producing high quality media hits to drive mass awareness, credibility, and effective positioning; with our client’s featured in leading publications including Vogue Australia, Marie Claire, ELLE Australia, and Body+Soul.

We create compelling newsworthy content and engaging event activations for your brand. We are also a leading independent agency for female focused brands, with an all-female PR team, we’re experts in connecting brands to female consumers.

Our PR services include: brand positioning, media relations, event management, crisis management, communications strategy, internal communications, corporate communications, thought leadership and media training.


What is Public Relations and how does it differ from Advertising and Marketing?

Public relations (PR) is the practice of managing communication and relationships between an organization and its stakeholders, with the aim of building and maintaining a positive reputation and image. PR includes activities such as media relations, crisis management, thought leadership, and community engagement.

Advertising is a paid form of promotion that involves creating and disseminating messages through various media to persuade an audience to purchase or take some action upon products, services or ideas.

Marketing is the overall strategy of identifying, anticipating and satisfying customer needs and wants through creating, promoting and distributing products or services. It encompasses a wide range of activities including market research, product development, pricing, advertising, and public relations.

PR and advertising both contribute to a company's marketing efforts, but they differ in their goals, methods and control over the message. PR focuses on earning media coverage and building relationships through third-party endorsement, while advertising seeks to directly promote a product or service through paid media. Marketing, on the other hand, is the overall strategy that integrates these and other efforts to reach and engage the target audience.

How can public relations help build a company's reputation and credibility?

Public relations (PR) can help build a company's reputation and credibility by implementing strategic communication and relationship-building efforts that support the overall reputation of the organization. Here are a few ways PR can help:

Media Relations: PR professionals work to secure media coverage for their organization in relevant, targeted outlets. Positive media coverage can help build a company's reputation and credibility by increasing visibility and reinforcing key messages.

Crisis Management: Effective crisis communication can help protect an organization's reputation and credibility during times of crisis or controversy. PR professionals work with an organization to develop a crisis communication plan and respond in a way that minimizes damage to the company's reputation.

Thought Leadership: PR can help position a company as a thought leader in its industry by developing and executing strategies that showcase the organization's expertise and thought leadership in relevant areas.

Stakeholder Engagement: PR can help build relationships with stakeholders, including customers, employees, investors, and community leaders, by communicating with them in an open and transparent manner and addressing their concerns and interests.

Reputation Monitoring: PR can monitor and manage an organization's online reputation by tracking mentions, responding to reviews and comments, and addressing any negative sentiment in a proactive manner.

By implementing these and other PR strategies, organizations can help build and maintain a strong reputation and credibility, which can lead to increased trust, loyalty, and advocacy among key audiences.

How can public relations be used to manage a crisis situation?

Public relations (PR) plays a crucial role in managing a crisis situation by implementing effective communication strategies that help mitigate damage to an organization's reputation and credibility. Here are some steps that PR professionals typically follow when managing a crisis:

Preparation: Develop a crisis communication plan that outlines the steps to be taken in the event of a crisis, including identifying key stakeholders, assembling a crisis response team, and determining the most appropriate communication channels.

Monitoring: Regularly monitor news and social media for any potential crisis situations, and assess the potential impact on the organization's reputation and credibility.

Response: Act quickly to respond to a crisis, using clear and consistent messaging that addresses the situation and conveys empathy and concern for those affected.

Communication: Communicate regularly with key stakeholders, including employees, customers, partners, and the media, to keep them informed about the situation and provide updates as new information becomes available.

Evaluation: After a crisis has been resolved, evaluate the response and make any necessary improvements to the crisis communication plan.

By implementing these steps and utilizing effective communication strategies, PR can help an organization manage a crisis situation, minimize damage to its reputation and credibility, and protect its long-term interests.

What are the key components of a successful public relations campaign?

Objectives: Clearly defined and measurable objectives that align with the overall goals of the organization.

Target Audience: Identification of the key stakeholders and decision-makers who need to be reached and engaged through the PR campaign.

Strategy: Development of a comprehensive strategy that outlines the tactics, messaging, and channels to be used to reach the target audience and achieve the campaign objectives.

Content: Development of relevant and compelling content that supports the PR campaign and resonates with the target audience.

Media Relations: Building and maintaining relationships with journalists, bloggers, and other influencers who can help amplify the PR message and reach the target audience.

Monitoring and Evaluation: Continuous monitoring and evaluation of the PR campaign to measure its impact, assess the effectiveness of the tactics, and make any necessary adjustments.

Budget and Timeline: Allocation of sufficient resources, including budget and staffing, and development of a realistic timeline for executing the PR campaign.

How can businesses measure the success of their public relations efforts?

Businesses can measure the success of their public relations (PR) efforts by using a variety of metrics and evaluation methods. Here are some common metrics and evaluation methods used to measure the success of PR efforts:

Media Coverage: Track the quantity and quality of media coverage generated by PR efforts, including the number of media placements, reach and impressions, and the tone of the coverage.

Website Traffic: Monitor website traffic, including the number of visitors, page views, and the sources of referral traffic, to assess the impact of PR efforts on online visibility and engagement.

Social Media Metrics: Track social media metrics, including engagement rates, follower growth, and mentions, to gauge the impact of PR efforts on social media and online reputation.

Stakeholder Feedback: Collect and analyze feedback from stakeholders, including customers, employees, investors, and partners, to assess the impact of PR efforts on relationships and reputation.

Lead Generation: Track the number of leads generated through PR efforts, including the source of the leads and the conversion rate, to measure the impact of PR on the sales and revenue.

Reputation Tracking: Monitor the organization's online reputation, including mentions and sentiment, to gauge the impact of PR efforts on reputation and brand perception.

Return on Investment (ROI): Calculate the return on investment (ROI) of PR efforts, including the cost of executing the campaign and the value of the outcomes, to assess the cost-effectiveness of PR efforts.

By regularly monitoring and evaluating these and other metrics, businesses can get a comprehensive understanding of the impact of their PR efforts, make informed decisions, and continuously improve their PR strategies.

Some brands we've worked with