Debut Novel Launch —
The One Remaining
Author: Paula McLean
Activity: Public Relations, Media Outreach, Event Management & Social Media Support for the launch of Paula McLean's debut novel, The One Remaining (October 1).
Scope of Work
Local publicity and media relations across the Southern Highlands
Book launch event organisation and onsite management
Creation and management of Facebook and Instagram channels
Ongoing content strategy, publishing and community engagement
Outcome
Earned media: 6 interviews/articles across print, online and radio (ABC Radio Illawarra Afternoons, Highlands FM, The Bowral News, Highlife Magazine - print feature and social media, Southern Highlands News, The Fold Southern Highlands).
Successful launch event delivered at Berkelouw Book Barn on Wednesday 29 September with over 90 local attendees and high profile guests and media in attendance.
Social media growth: Increased following on instagram from under 40 to 144+.
High engagement content focused on personal storytelling (top posts >600 views).
Continued promotional support through April 2026 to build visibility and audience for Paula’s author brand.
Illawarra Mercury —170th Anniversary
Client: ACM - Australian Community Media
Activity: Trade and consumer publicity and media relations
As the second oldest regional publication in NSW, the Mercury’s legacy runs deep - its stories, people, and influence are woven into the fabric of the community.
It’s also been a launchpad for many of Australia’s most respected journalists, including Bevan Shields (Editor, Sydney Morning Herald) and Linton Besser (ABC Media Watch), to name just a few.
It was an honour to tell the stories of this masthead and celebrate this milestone.
Summary of work:
Supported the Illawarra Mercury in celebrating its 170th anniversary milestone through consumer and trade PR.
Collaborated closely with editorial and marketing teams to manage internal stakeholders and align messaging.
Assessed and refined story angles for both consumer and trade media to ensure strong relevance and reach.
Liaised with Wollongong Library regarding vision and historical materials to support storytelling and event coverage.
Coordinated with local talent and community spokespeople to attend the Mercury’s anniversary launch at Corrimal Newsagency, ensuring strong community representation and engagement.
Developed and distributed a trade media release highlighting the paper’s heritage, community connection, and digital evolution.
Worked with the marketing team to identify local consumer media targets to send 170th branded anniversary cupcakes as an awareness piece.
Secured media coverage across:
National trade media - Media Week, AdNews and Mi3.
Regional and metro radio interviews, plus social media coverage - ABC Illawarra Breakfast, i98 and Wave FM.
Local television news mention - WIN TV.
Outcome:
The anniversary campaign successfully amplified the Illawarra Mercury’s milestone beyond the region, reinforcing its role as one of Australia’s most trusted and enduring regional news brands. Strategic storytelling, local collaboration, and multi-channel outreach delivered strong trade recognition and local community engagement — bridging the paper’s 170-year heritage with its modern digital evolution.
Book Launch —
Inner Landscaping
Author: Kinchem Hegedus
Activity: Event management, media relations and PR, social media management
AZPR was engaged to lead the multi-channel launch of Inner Landscaping by Southern Highlands author Kinchem Hegedus - a self-help book rooted in permaculture and creative renewal. The campaign combined event management, media relations, influencer outreach, and digital strategy to establish Inner Landscaping as a distinctive new voice in the wellness and creativity space.
Scope of Work:
Managed the launch of Inner Landscaping held at Dormie House in Moss Vale on Sunday 28 September, including all event logistics, creative direction, and guest experience. Over 100 high profile guests attended, including a professional photographer and two local media outlets.
Delivered an integrated media relations and publicity campaign to amplify reach and build credibility.
Secured event coverage, interviews and features across Highlife Magazine, Jacob McKinnon Podcast, Highlands FM, The Fold Southern Highlands, and Breathe Magazine.
Executed a targeted media gifting strategy, sending personalised book packages to key journalists and influencers.
Achieved organic social coverage from leading travel and lifestyle influencer Georgia Rickard (GMC), expanding national visibility.
Designed and implemented a social media content strategy and campaign rollout surrounding the launch.
Captured and produced social media content from author talks and the Moss Vale book launch.
Wrote and designed email newsletters (EDMs) and website copy to maintain brand consistency and storytelling cohesion.
Provided brand and digital advisory, guiding Kinchem’s transition from Life at Springfield to Inner Landscaping, including her new website and online identity.
Continue to manage Kinchem’s Instagram account, maintaining consistent storytelling, community engagement, and promotion of the book, retreats, and practitioner network.
Outcome:
A cohesive PR and digital campaign that launched Inner Landscaping with impact - generating broad media coverage, influencer engagement, and a strengthened online brand presence that continues to grow.
Southern Highlands Writers’ Festival 2025
I was engaged as Social Media Strategist and Content Manager for the 14th annual Southern Highlands Writers’ Festival, held over three days at Empire Cinema, Bowral.
The festival featured 14 leading authors, including Nikki Gemmell, Dr Anita Heiss, Helen Trinca, Toby Walsh and Adam Courtney, and attracted audiences from across NSW and beyond.
My role covered content planning and creation, live coverage, and campaign execution to drive engagement and ticket sales.
Highlights of my work included:
Increasing social media engagement by over 30% throughout the campaign.
Contributing to the festival being one of the best-selling in its 14-year history.
Introducing author video content to the social channels, promoting sessions and directly driving ticket sales.
Capturing and publishing live content during the festival, showcasing the energy and atmosphere of the event.
Building a partnership with this brand which is now extended to next year’s festival.
Outcome:
This project demonstrated the impact of strategic, creative social media in amplifying cultural events, strengthening community engagement, and driving tangible outcomes like this year’s festival being amongst the highest ticket sales.
Rochelle De Luca X Bangalay Luxury Villas
As Talent Manager for fitness and mum influencer Rochelle de Luca, I partnered her with Bangalay Luxury Villas in Shoalhaven Heads to create a themed “Mum’s Weekend Escape.” The campaign highlighted Bangalay’s unique offering for mothers seeking a blend of luxury, relaxation and coastal charm.
Rochelle experienced Bangalay’s hatted restaurant, in-room massages, walks along the stunning Seven Mile Beach, a shopping excursion to nearby Berry, and a stay in their tastefully casual yet elegant villas. I pitched the concept and offer, which Rochelle brought to life through engaging social media content to her highly engaged audience, including a reel and Instagram stories.
Highlights of the campaign included:
Content creation: Rochelle produced a reel and stories showcasing her curated “mum’s weekend escape.”
Strong engagement:
Reel views: 10,478
Total watch time: ~24 hours
Reel forwards: 18
Reel saves: 11
Genuine DM enquiries about the stay: 7
Outcome:
Confirmed bookings, including multiple guests and personal contacts enquiring directly as a result of her coverage.