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PR for small business in Australia

6 minute read.

Reviewed 3 October 2026

The short answer

A small business can use PR by choosing one goal and one audience, telling a local and specific story, using local media and trade press, and keeping proof ready. Start small, then add support as results justify it.

Where to start

  1. 1

    Pick one goal

    More enquiries, local awareness or credibility with a certain buyer. One goal at a time.

  2. 2

    Pick one audience

    Choose the group whose attention matters most and find the media they read, hear or watch.

  3. 3

    Find your story

    A local first, a customer result, an expert view on a news topic or a community project.

  4. 4

    Build proof

    Collect testimonials, photos, numbers and a short founder bio you can send quickly.

  5. 5

    Start local

    Local papers, radio, trade press and newsletters are often more open to small businesses.

DIY, freelancer or agency?

  • DIY: good for a first announcement, if you have time and a clear story.
  • Freelancer: flexible for a project or a few hours a week.
  • Agency: suits ongoing work across media, content and reporting. Compare by fit, not by size.

See our ranking for small business and our budget calculator to size the spend.

Questions

How much should a small business spend on PR?

It depends on goals and scope. Published guidance gives ranges, and the budget calculator on this site turns them into a total.

Can I do PR myself?

Yes, for a first announcement or local story. As the work grows, a freelancer or agency can save time.

Our agency rankings cover 26 agencies. General information, not legal or financial advice. Our method.